--- title: "Toilet paper brands: Which brands are most popular in search?" description: "Compare the toilet paper brands people buy. Share of Search among Kirkland Signature, Charmin, Cottonelle, Andrex and LC Scott, the toilet paper brands Brandwave compares worldwide, using the same methodology, market, and reporting period. 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." canonical: "https://gobrandwave.com/demand/global-en/categories/toilet-paper-brands" publisher: "Brandwave" --- # Toilet paper brands: Which brands are most popular in search? Compare the toilet paper brands people buy. Share of Search among Kirkland Signature, Charmin, Cottonelle, Andrex and LC Scott, the toilet paper brands Brandwave compares worldwide, using the same methodology, market, and reporting period. 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. ## Key facts - **Competitive set**: Toilet paper brands - **Market**: Global - **Brands compared**: 5 - **Month measured**: Aug 2026 - **Highest Share of Search**: Kirkland Signature, 63.1% ## 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. - 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. ## Compare search popularity between leading brands - [Kirkland Signature vs Charmin: compare search popularity](/demand/global-en/compare/charmin-vs-kirkland-signature): 63.1% against 15.5% Share of Search. - [Kirkland Signature vs Cottonelle: compare search popularity](/demand/global-en/compare/cottonelle-vs-kirkland-signature): 63.1% against 15.5% Share of Search. - [Kirkland Signature vs Andrex: compare search popularity](/demand/global-en/compare/andrex-vs-kirkland-signature): 63.1% against 5.7% Share of Search. - [Charmin vs Cottonelle: compare search popularity](/demand/global-en/compare/charmin-vs-cottonelle): 15.5% Share of Search each. - [Charmin vs Andrex: compare search popularity](/demand/global-en/compare/andrex-vs-charmin): 15.5% against 5.7% Share of Search. - [Cottonelle vs Andrex: compare search popularity](/demand/global-en/compare/andrex-vs-cottonelle): 15.5% against 5.7% Share of Search. ## How did search popularity change for toilet paper brands worldwide in August 2026? - In August 2026, Kirkland Signature gained estimated Share of Search among toilet paper brands worldwide, from 48.5% to 63.1%. - In August 2026, Charmin lost estimated Share of Search among toilet paper brands worldwide, from 21.7% to 15.5%. - In August 2026, Cottonelle lost estimated Share of Search among toilet paper brands worldwide, from 21.7% to 15.5%. - In August 2026, Andrex lost estimated Share of Search among toilet paper brands worldwide, from 7.9% to 5.7%. - Estimated monthly branded searches for LC Scott worldwide fell 18.8% over 11 measured months, from 320 to 260 in August 2026. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Kirkland Signature | 63.1% | 110K | +122.2% | Kirkland Signature | | 2 | Charmin | 15.5% | 27.1K | +22.1% | Charmin | | 3 | Cottonelle | 15.5% | 27.1K | +22.1% | Cottonelle | | 4 | Andrex | 5.7% | 9.9K | +22.2% | Andrex | | 5 | LC Scott | 0.15% | 260 | +85.7% | LC Scott | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Kirkland Signature | 60.5K | 48.7% | 1 | | Oct 2025 | Charmin | 33.1K | 26.6% | 2 | | Oct 2025 | Cottonelle | 22.2K | 17.9% | 3 | | Oct 2025 | Andrex | 8.1K | 6.5% | 4 | | Oct 2025 | LC Scott | 320 | 0.26% | 5 | | Nov 2025 | Kirkland Signature | 110K | 65.6% | 1 | | Nov 2025 | Charmin | 27.1K | 16.2% | 2 | | Nov 2025 | Cottonelle | 22.2K | 13.2% | 3 | | Nov 2025 | Andrex | 8.1K | 4.8% | 4 | | Nov 2025 | LC Scott | 210 | 0.13% | 5 | | Dec 2025 | Kirkland Signature | 110K | 65.7% | 1 | | Dec 2025 | Charmin | 27.1K | 16.2% | 2 | | Dec 2025 | Cottonelle | 22.2K | 13.3% | 3 | | Dec 2025 | Andrex | 8.1K | 4.8% | 4 | | Dec 2025 | LC Scott | 70 | 0.04% | 5 | | Jan 2026 | Kirkland Signature | 74K | 54.3% | 1 | | Jan 2026 | Charmin | 27.1K | 19.9% | 2 | | Jan 2026 | Cottonelle | 27.1K | 19.9% | 3 | | Jan 2026 | Andrex | 8.1K | 5.9% | 4 | | Jan 2026 | LC Scott | 50 | 0.04% | 5 | | Feb 2026 | Kirkland Signature | 74K | 58.2% | 1 | | Feb 2026 | Charmin | 22.2K | 17.5% | 2 | | Feb 2026 | Cottonelle | 22.2K | 17.5% | 3 | | Feb 2026 | Andrex | 8.1K | 6.4% | 4 | | Feb 2026 | LC Scott | 720 | 0.57% | 5 | | Mar 2026 | Kirkland Signature | 135K | 69.9% | 1 | | Mar 2026 | Charmin | 27.1K | 14% | 2 | | Mar 2026 | Cottonelle | 22.2K | 11.5% | 3 | | Mar 2026 | Andrex | 8.1K | 4.2% | 4 | | Mar 2026 | LC Scott | 720 | 0.37% | 5 | | Apr 2026 | Kirkland Signature | 60.5K | 51.9% | 1 | | Apr 2026 | Charmin | 27.1K | 23.2% | 2 | | Apr 2026 | Cottonelle | 22.2K | 19% | 3 | | Apr 2026 | Andrex | 6.6K | 5.7% | 4 | | Apr 2026 | LC Scott | 210 | 0.18% | 5 | | May 2026 | Kirkland Signature | 60.5K | 49.1% | 1 | | May 2026 | Charmin | 27.1K | 22% | 2 | | May 2026 | Cottonelle | 27.1K | 22% | 3 | | May 2026 | Andrex | 8.1K | 6.6% | 4 | | May 2026 | LC Scott | 320 | 0.26% | 5 | | Jun 2026 | Kirkland Signature | 60.5K | 51.9% | 1 | | Jun 2026 | Cottonelle | 27.1K | 23.2% | 2 | | Jun 2026 | Charmin | 22.2K | 19% | 3 | | Jun 2026 | Andrex | 6.6K | 5.7% | 4 | | Jun 2026 | LC Scott | 260 | 0.22% | 5 | | Jul 2026 | Kirkland Signature | 49.5K | 48.5% | 1 | | Jul 2026 | Charmin | 22.2K | 21.7% | 2 | | Jul 2026 | Cottonelle | 22.2K | 21.7% | 3 | | Jul 2026 | Andrex | 8.1K | 7.9% | 4 | | Jul 2026 | LC Scott | 140 | 0.14% | 5 | | Aug 2026 | Kirkland Signature | 110K | 63.1% | 1 | | Aug 2026 | Charmin | 27.1K | 15.5% | 2 | | Aug 2026 | Cottonelle | 27.1K | 15.5% | 3 | | Aug 2026 | Andrex | 9.9K | 5.7% | 4 | | Aug 2026 | LC Scott | 260 | 0.15% | 5 | | Sep 2026 | Andrex | — | — | — | | Sep 2026 | Charmin | — | — | — | | Sep 2026 | Cottonelle | — | — | — | | Sep 2026 | Kirkland Signature | — | — | — | | Sep 2026 | LC Scott | — | — | — | ## What is being compared - **Andrex**: Measured on the search term “andrex”. - **Charmin**: Measured on the search term “charmin”. - **Cottonelle**: Measured on the search term “cottonelle”. - **Kirkland Signature**: Measured on the search term “kirkland signature”. - **LC Scott**: Measured on the search term “lcscott”. - [Andrex](/demand/global-en/brands/andrex) - [Charmin](/demand/global-en/brands/charmin) - [Cottonelle](/demand/global-en/brands/cottonelle) - [Kirkland Signature](/demand/global-en/brands/kirkland-signature) - [LC Scott](/demand/global-en/brands/lc-scott) ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### 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. These are worldwide searches for English-language branded terms. ## Cite this page Brandwave. "Toilet paper brands: Which brands are most popular in search?". https://gobrandwave.com/demand/global-en/categories/toilet-paper-brands This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/toilet-paper-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.