Cottonelle vs Kirkland Signature:Which is more popular by branded search?
In August 2026, Kirkland Signature had more branded searches than Cottonelle among toilet paper brands worldwide. Kirkland Signature was estimated to have 110K branded searches compared to Cottonelle’s 27.1K, and held a 63.1% Share of Search versus Cottonelle’s 15.5%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Cottonelle or Kirkland Signature?
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 by month for Kirkland Signature, Cottonelle. The figures are in the table below the chart.
View monthly share of search table
| Month | Kirkland Signature | Charmin | Cottonelle | Andrex | LC Scott |
|---|---|---|---|---|---|
| Oct 2025 | 48.7% | 26.6% | 17.9% | 6.5% | 0.26% |
| Nov 2025 | 65.6% | 16.2% | 13.2% | 4.8% | 0.13% |
| Dec 2025 | 65.7% | 16.2% | 13.3% | 4.8% | 0.04% |
| Jan 2026 | 54.3% | 19.9% | 19.9% | 5.9% | 0.04% |
| Feb 2026 | 58.2% | 17.5% | 17.5% | 6.4% | 0.57% |
| Mar 2026 | 69.9% | 14% | 11.5% | 4.2% | 0.37% |
| Apr 2026 | 51.9% | 23.2% | 19% | 5.7% | 0.18% |
| May 2026 | 49.1% | 22% | 22% | 6.6% | 0.26% |
| Jun 2026 | 51.9% | 19% | 23.2% | 5.7% | 0.22% |
| Jul 2026 | 48.5% | 21.7% | 21.7% | 7.9% | 0.14% |
| Aug 2026 | 63.1% | 15.5% | 15.5% | 5.7% | 0.15% |
| Sep 2026 | — | — | — | — | — |
How has the Cottonelle and Kirkland Signature comparison changed over the last 12 months?
3 findings
- Kirkland Signature was ahead of Cottonelle in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Cottonelle’s estimated Share of Search among toilet paper brands worldwide moved from 17.9% to 15.5%, and its estimated monthly branded searches moved from 22.2K to 27.1K.
- Across the 11 months ending August 2026, Kirkland Signature’s estimated Share of Search among toilet paper brands worldwide moved from 48.7% to 63.1%, and its estimated monthly branded searches moved from 60.5K to 110K.
How did search popularity change for toilet paper brands worldwide in August 2026?
2 changes
In August 2026, Kirkland Signature gained estimated Share of Search among toilet paper brands worldwide, from 48.5% to 63.1%.
In August 2026, Cottonelle lost estimated Share of Search among toilet paper brands worldwide, from 21.7% to 15.5%.
How each brand is measured
Brandwave collects information about searches that people make online using Cottonelle’s and Kirkland Signature’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Cottonelle
1 branded search term
- cottonelle
Kirkland Signature
1 branded search term
- kirkland signature
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.