Kingsmill vs Sainsbury's:Which is more popular by branded search?
In August 2026, Sainsbury's had more branded searches than Kingsmill among crumpets worldwide. Sainsbury's was estimated to have 9.1M branded searches compared to Kingsmill’s 2.9K, and held an 80.3% Share of Search versus Kingsmill’s 0.03%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Kingsmill or Sainsbury's?
Compare the crumpets shoppers choose between. 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 Sainsbury's, Kingsmill. The figures are in the table below the chart.
View monthly share of search table
| Month | Sainsbury's | Waitrose | Genius | Warburtons | Hovis | Kingsmill |
|---|---|---|---|---|---|---|
| Oct 2025 | 76.9% | 12.6% | 10.3% | 0.1% | 0.06% | 0.02% |
| Nov 2025 | 74.9% | 15% | 10% | 0.1% | 0.04% | 0.02% |
| Dec 2025 | 77.3% | 15.6% | 7% | 0.07% | 0.04% | 0.02% |
| Jan 2026 | 76.9% | 12.6% | 10.3% | 0.12% | 0.06% | 0.02% |
| Feb 2026 | 74.8% | 15% | 10% | 0.15% | 0.05% | 0.02% |
| Mar 2026 | 76.9% | 12.6% | 10.3% | 0.12% | 0.06% | 0.02% |
| Apr 2026 | 78.8% | 10.5% | 10.5% | 0.1% | 0.05% | 0.02% |
| May 2026 | 78.8% | 10.5% | 10.5% | 0.1% | 0.05% | 0.02% |
| Jun 2026 | 80.3% | 10.7% | 8.8% | 0.11% | 0.05% | 0.03% |
| Jul 2026 | 80.3% | 10.7% | 8.8% | 0.09% | 0.05% | 0.02% |
| Aug 2026 | 80.3% | 10.7% | 8.8% | 0.11% | 0.05% | 0.03% |
| Sep 2026 | — | — | — | — | — | — |
How has the Kingsmill and Sainsbury's comparison changed over the last 12 months?
3 findings
- Sainsbury's was ahead of Kingsmill in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Kingsmill’s estimated Share of Search among crumpets worldwide moved from 0.02% to 0.03%, and its estimated monthly branded searches held steady at 2.9K.
- Across the 11 months ending August 2026, Sainsbury's’ estimated Share of Search among crumpets worldwide moved from 76.9% to 80.3%, and its estimated monthly branded searches held steady at 9.1M.
How did search popularity change for crumpets worldwide in August 2026?
0 changes
Neither Kingsmill nor Sainsbury's moved beyond provider rounding among crumpets in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Kingsmill’s and Sainsbury'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.
Kingsmill
1 branded search term
- kingsmill bread
Sainsbury's
1 branded search term
- sainsburys
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.