Kirkland Signature vs Viva:Which is more popular?
In September 2026, Kirkland Signature had more branded searches than Viva among paper towel brands worldwide. Kirkland Signature had about 135,000 branded searches, while Viva had 22,200. Kirkland Signature made up 59.5% of all paper towel brand searches we track, and Viva accounted for 9.8%. When we asked ChatGPT and Google AI Overviews about paper towel brands, Kirkland Signature and Viva each appeared in four of the five answers. Viva was mentioned before Kirkland Signature in four out of five answers.
Who do people search for more?
Kirkland Signature, about 6 searches for every 1 for Viva
Who does AI mention more?
Both were mentioned in 4 of 5 answers.
Who does AI recommend more?
Viva, named ahead of Kirkland Signature in 4 of 5 answers
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Top paper towel brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Kirkland Signature and Viva were each mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Viva was listed before Kirkland Signature in four out of five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Bounty5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Kirkland Signature4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Brawny4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Viva4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Scott2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Plenty0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about paper towel brands
5 answers
Asked ChatGPT
“Which paper towel brand should I buy?”
Asked ChatGPT
“What are the best paper towel brands?”
Asked ChatGPT
“What's the best paper towel brand for everyday cleaning?”
Searched Google, AI Overview
“paper towel brands”
Searched Google, AI Overview
“best paper towels”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is Kirkland Signature or Viva more popular in search?
This chart shows how often people search Google for Kirkland Signature and Viva by name. Each line represents a brand's share of searches for all six paper towel brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Kirkland Signature, Viva. The figures are in the table below the chart.
View monthly share of searches table
| Month | Kirkland Signature | Bounty | Brawny | Viva | Scott | Plenty |
|---|---|---|---|---|---|---|
| Oct 2025 | 37.3% | 30.5% | 16.7% | 11.2% | 4.1% | 0.16% |
| Nov 2025 | 54.4% | 24.5% | 11% | 7.3% | 2.7% | 0.13% |
| Dec 2025 | 54.4% | 24.5% | 11% | 7.3% | 2.7% | 0.1% |
| Jan 2026 | 40.7% | 33.3% | 12.2% | 10% | 3.6% | 0.14% |
| Feb 2026 | 45.3% | 30.3% | 11.1% | 9.1% | 4% | 0.16% |
| Mar 2026 | 59.1% | 21.7% | 9.7% | 6.5% | 2.9% | 0.11% |
| Apr 2026 | 40.4% | 33% | 12.1% | 9.9% | 4.4% | 0.21% |
| May 2026 | 40.7% | 33.3% | 12.2% | 10% | 3.6% | 0.14% |
| Jun 2026 | 38.7% | 38.7% | 9.5% | 9.5% | 3.5% | 0.13% |
| Jul 2026 | 32.6% | 39.8% | 11.9% | 11.9% | 3.6% | 0.21% |
| Aug 2026 | 50.5% | 27.8% | 8.3% | 10.2% | 3% | 0.12% |
| Sep 2026 | 59.5% | 17.9% | 9.8% | 9.8% | 2.9% | 0.11% |
How has the Kirkland Signature and Viva comparison changed over the last 12 months?
3 findings
- Kirkland Signature was ahead of Viva in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Kirkland Signature’s share of searches among paper towel brands worldwide moved from 37.3% to 59.5%, and its estimated monthly branded searches moved from 60.5K to 135K.
- Across the 12 months ending September 2026, Viva’s share of searches among paper towel brands worldwide moved from 11.2% to 9.8%, and its estimated monthly branded searches moved from 18.1K to 22.2K.
How did search popularity change for paper towel brands worldwide in September 2026?
3 changes
In September 2026, Brawny overtook Viva to rank 3rd among paper towel brands worldwide, with 9.8% of the searches.
In September 2026, Kirkland Signature gained share of searches among paper towel brands worldwide, from 50.5% to 59.5%.
Estimated monthly branded searches for Viva worldwide rose 22.7% over 12 measured months, from 18.1K to 22.2K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Kirkland Signature’s and Viva’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
Viva
1 branded search term
- viva paper towels
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