Brandwave

Toilet paper brands:Which brands are most popular in search?

In August 2026, Kirkland Signature was the most searched among toilet paper brands worldwide, with an estimated 110K branded searches and 63.1% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Kirkland Signature63.1%
  2. Charmin15.5%
  3. Cottonelle15.5%
  4. Andrex5.7%
  5. LC Scott0.15%

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Share of SearchLeaderboard

Compare the toilet paper brands people buy. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

Share of Search among toilet paper brands worldwide, by month

Share of Search by month for Kirkland Signature, Charmin, Cottonelle, Andrex. The figures are in the table below the chart.

View monthly share of search table
MonthKirkland SignatureCharminCottonelleAndrexLC Scott
Oct 202548.7%26.6%17.9%6.5%0.26%
Nov 202565.6%16.2%13.2%4.8%0.13%
Dec 202565.7%16.2%13.3%4.8%0.04%
Jan 202654.3%19.9%19.9%5.9%0.04%
Feb 202658.2%17.5%17.5%6.4%0.57%
Mar 202669.9%14%11.5%4.2%0.37%
Apr 202651.9%23.2%19%5.7%0.18%
May 202649.1%22%22%6.6%0.26%
Jun 202651.9%19%23.2%5.7%0.22%
Jul 202648.5%21.7%21.7%7.9%0.14%
Aug 202663.1%15.5%15.5%5.7%0.15%
Sep 2026—————

This month’s ranking, August 2026

  1. 1.Kirkland Signature

    63.1%

    Held 1st. 110K estimated branded searches, +122.2% vs prior month. Share +14.6 points.

  2. 2.Charmin

    15.5%

    Held 2nd. 27.1K estimated branded searches, +22.1% vs prior month. Share -6.2 points.

  3. 3.Cottonelle

    15.5%

    Held 3rd. 27.1K estimated branded searches, +22.1% vs prior month. Share -6.2 points.

  4. 4.Andrex

    5.7%

    Held 4th. 9.9K estimated branded searches, +22.2% vs prior month. Share -2.3 points.

  5. 5.LC Scott

    0.15%

    Held 5th. 260 estimated branded searches, +85.7% vs prior month. Share 0 points.

Compare search popularity between leading brands

Which brand is most popular in search among toilet paper brands worldwide?

In August 2026, Kirkland Signature was the most searched among toilet paper brands worldwide, with an estimated 110K branded searches and 63.1% estimated Share of Search within this set. Charmin is in 2nd place, 47.5 percentage points behind at 15.5% Share of Search.

Global toilet paper brands, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Kirkland Signature48.7% → 63.1%69.9%Mar 202648.5%Jul 20261st
Charmin26.6% → 15.5%26.6%Oct 202514%Mar 20262nd
Cottonelle17.9% → 15.5%23.2%Jun 202611.5%Mar 20263rd
Andrex6.5% → 5.7%7.9%Jul 20264.2%Mar 20264th
LC Scott0.26% → 0.15%0.57%Feb 20260.04%Jan 20265th

Each finding as a sentence

  • Across the 11 months ending August 2026, Kirkland Signature’s estimated Share of Search among toilet paper brands worldwide increased from 48.7% to 63.1%.
  • Across the 11 months ending August 2026, Charmin’s estimated Share of Search among toilet paper brands worldwide decreased from 26.6% to 15.5%.
  • Across the 11 months ending August 2026, Cottonelle’s estimated Share of Search among toilet paper brands worldwide decreased from 17.9% to 15.5%.
  • Across the 11 months ending August 2026, Andrex’s estimated Share of Search among toilet paper brands worldwide decreased from 6.5% to 5.7%.
  • Across the 11 months ending August 2026, Kirkland Signature’s estimated Share of Search among toilet paper brands worldwide peaked at 69.9% in March 2026 and was lowest at 48.5% in July 2026.
  • Across the 11 months ending August 2026, Charmin’s estimated Share of Search among toilet paper brands worldwide peaked at 26.6% in October 2025 and was lowest at 14% in March 2026.
  • Across the 11 months ending August 2026, Cottonelle’s estimated Share of Search among toilet paper brands worldwide peaked at 23.2% in June 2026 and was lowest at 11.5% in March 2026.
  • Across the 11 months ending August 2026, Andrex’s estimated Share of Search among toilet paper brands worldwide peaked at 7.9% in July 2026 and was lowest at 4.2% in March 2026.
  • Across the 11 months ending August 2026, LC Scott held steady: its estimated Share of Search among toilet paper brands worldwide moved less than 0.5 percentage points.

How did search popularity change for toilet paper brands worldwide in August 2026?

  1. In August 2026, Kirkland Signature gained estimated Share of Search among toilet paper brands worldwide, from 48.5% to 63.1%.

  2. In August 2026, Charmin lost estimated Share of Search among toilet paper brands worldwide, from 21.7% to 15.5%.

  3. In August 2026, Cottonelle lost estimated Share of Search among toilet paper brands worldwide, from 21.7% to 15.5%.

  4. In August 2026, Andrex lost estimated Share of Search among toilet paper brands worldwide, from 7.9% to 5.7%.

  5. Estimated monthly branded searches for LC Scott worldwide fell 18.8% over 11 measured months, from 320 to 260 in August 2026.

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