Brandwave

Kirkland Signature vs Marcal:Which is searched more?

In August 2026, Kirkland Signature had more branded searches than Marcal among napkin brands worldwide. Kirkland Signature was estimated to have 110K branded searches compared to Marcal’s 33.1K, and held a 1.1% Share of Search versus Marcal’s 0.34%. These are worldwide searches for English-language branded terms.

Share of Search among napkin brands worldwide in August 2026Which is more popular in search, Kirkland Signature or Marcal?
Kirkland Signature1.1%110K searches
vs
Marcal0.34%33.1K searches
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Which is more popular in search, Kirkland Signature or Marcal?

Compare the napkin 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.

Kirkland Signature and Marcal among napkin brands worldwide, by month

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

View monthly share of search table
MonthKirkland SignatureMarcal
Oct 20250.62%0.12%
Nov 20251.1%0.1%
Dec 20250.88%0.08%
Jan 20260.75%0.1%
Feb 20260.91%0.12%
Mar 20261.3%0.1%
Apr 20260.62%0.1%
May 20260.62%0.1%
Jun 20260.62%0.1%
Jul 20260.51%0.1%
Aug 20261.1%0.34%
Sep 2026——

How has the Kirkland Signature and Marcal comparison changed over the last 12 months?

  • Kirkland Signature was ahead of Marcal in every measured month of the 11 months ending August 2026.
  • Across the 11 months ending August 2026, Kirkland Signature’s estimated Share of Search among napkin brands worldwide moved from 0.62% to 1.1%, and its estimated monthly branded searches moved from 60.5K to 110K.
  • Across the 11 months ending August 2026, Marcal’s estimated Share of Search among napkin brands worldwide moved from 0.12% to 0.34%, and its estimated monthly branded searches moved from 12.1K to 33.1K.

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

  1. In August 2026, Kirkland Signature overtook Georgia-Pacific to rank 3rd among napkin brands worldwide, at 1.1%.

  2. Estimated monthly branded searches for Marcal worldwide rose 173.6% over 11 measured months, from 12.1K to 33.1K in August 2026.

How each brand is measured

Brandwave collects information about searches that people make online using Kirkland Signature’s and Marcal’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.

Kirkland Signature

1 branded search term

  • kirkland signature

Marcal

1 branded search term

  • marcal

How the Brand Demand Index is measured

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