---
title: "Hovis vs Waitrose: Which is more popular by branded search?"
description: "Which is more popular in search, Hovis or Waitrose? Compare estimated monthly branded-search demand and Share of Search inside the Crumpets set worldwide. 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/compare/hovis-vs-waitrose"
publisher: "Brandwave"
---

# Hovis vs Waitrose: Which is more popular by branded search?

Which is more popular in search, Hovis or Waitrose? Compare estimated monthly branded-search demand and Share of Search inside the Crumpets set worldwide. 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

- **Compared**: Hovis and Waitrose
- **Competitive set**: Crumpets
- **Market**: Global
- **Month measured**: Aug 2026
- **Hovis Share of Search**: 0.05%
- **Waitrose Share of Search**: 10.7%

## Which is more popular in search, Hovis or Waitrose?

- In August 2026, Waitrose had more branded searches than Hovis among crumpets worldwide. Waitrose was estimated to have 1.2M branded searches compared to Hovis’ 5.4K, and held a 10.7% Share of Search versus Hovis’ 0.05%.
- Waitrose was ahead of Hovis in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Hovis’ estimated Share of Search among crumpets worldwide moved from 0.06% to 0.05%, and its estimated monthly branded searches moved from 6.6K to 5.4K.
- Across the 11 months ending August 2026, Waitrose’s estimated Share of Search among crumpets worldwide moved from 12.6% to 10.7%, and its estimated monthly branded searches moved from 1.5M to 1.2M.

## How did search popularity change for crumpets worldwide in August 2026?

- Estimated monthly branded searches for Waitrose worldwide fell 18.7% over 11 measured months, from 1.5M to 1.2M in August 2026.
- Estimated monthly branded searches for Hovis worldwide fell 18.2% over 11 measured months, from 6.6K to 5.4K in August 2026.

## Month by month

| Month | Hovis estimated searches | Hovis Share of Search | Hovis rank | Waitrose estimated searches | Waitrose Share of Search | Waitrose rank |
| --- | --- | --- | --- | --- | --- | --- |
| Oct 2025 | 6.6K | 0.06% | 5 | 1.5M | 12.6% | 2 |
| Nov 2025 | 5.4K | 0.04% | 5 | 1.8M | 15% | 2 |
| Dec 2025 | 5.4K | 0.04% | 5 | 2.2M | 15.6% | 2 |
| Jan 2026 | 6.6K | 0.06% | 5 | 1.5M | 12.6% | 2 |
| Feb 2026 | 5.4K | 0.05% | 5 | 1.5M | 15% | 2 |
| Mar 2026 | 6.6K | 0.06% | 5 | 1.5M | 12.6% | 2 |
| Apr 2026 | 5.4K | 0.05% | 5 | 1.2M | 10.5% | 3 |
| May 2026 | 5.4K | 0.05% | 5 | 1.2M | 10.5% | 3 |
| Jun 2026 | 5.4K | 0.05% | 5 | 1.2M | 10.7% | 2 |
| Jul 2026 | 5.4K | 0.05% | 5 | 1.2M | 10.7% | 2 |
| Aug 2026 | 5.4K | 0.05% | 5 | 1.2M | 10.7% | 2 |
| Sep 2026 | — | — | — | — | — | — |

## How each brand is measured

Brandwave collects information about searches that people make online using Hovis’ and Waitrose’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.

- **Hovis**: Measured on the search term “hovis bread”.
- **Waitrose**: Measured on the search term “waitrose”.

- [Hovis profile](/demand/global-en/brands/hovis)
- [Waitrose profile](/demand/global-en/brands/waitrose)
- [All crumpets worldwide](/demand/global-en/categories/crumpets): The set both shares are measured inside, 6 brands.

## 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 is more popular in search, Hovis or Waitrose?

In August 2026, Waitrose had more branded searches than Hovis among crumpets worldwide. Waitrose was estimated to have 1.2M branded searches compared to Hovis’ 5.4K, and held a 10.7% Share of Search versus Hovis’ 0.05%.

## Cite this page

Brandwave. "Hovis vs Waitrose: Which is more popular by branded search?". https://gobrandwave.com/demand/global-en/compare/hovis-vs-waitrose

This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/hovis-vs-waitrose. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.