Kleenex vs Scott:Which is more popular by branded search?
In August 2026, Kleenex had more branded searches than Scott among tissue brands worldwide. Kleenex was estimated to have 165K branded searches compared to Scott’s 6.6K, and held a 55.4% Share of Search versus Scott’s 2.2%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Kleenex or Scott?
Compare the tissue brands 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 Kleenex, Scott. The figures are in the table below the chart.
View monthly share of search table
| Month | Kleenex | Kirkland Signature | Andrex | Puffs | Scott |
|---|---|---|---|---|---|
| Oct 2025 | 62.6% | 28.1% | 3.8% | 2.5% | 3.1% |
| Nov 2025 | 51.2% | 41.7% | 3.1% | 2% | 2% |
| Dec 2025 | 51.2% | 41.7% | 3.1% | 2% | 2% |
| Jan 2026 | 63.4% | 28.4% | 3.1% | 2.5% | 2.5% |
| Feb 2026 | 58.2% | 31.9% | 3.5% | 3.5% | 2.8% |
| Mar 2026 | 51.4% | 42% | 2.5% | 2.1% | 2.1% |
| Apr 2026 | 63.1% | 28.3% | 3.1% | 2.5% | 3.1% |
| May 2026 | 63.3% | 28.4% | 3.8% | 2.1% | 2.5% |
| Jun 2026 | 64% | 28.7% | 3.1% | 1.7% | 2.6% |
| Jul 2026 | 66.7% | 24.5% | 4% | 2.2% | 2.7% |
| Aug 2026 | 55.4% | 36.9% | 3.3% | 2.2% | 2.2% |
| Sep 2026 | — | — | — | — | — |
How has the Kleenex and Scott comparison changed over the last 12 months?
3 findings
- Kleenex was ahead of Scott in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Kleenex’s estimated Share of Search among tissue brands worldwide moved from 62.6% to 55.4%, and its estimated monthly branded searches moved from 135K to 165K.
- Across the 11 months ending August 2026, Scott’s estimated Share of Search among tissue brands worldwide moved from 3.1% to 2.2%, and its estimated monthly branded searches held steady at 6.6K.
How did search popularity change for tissue brands worldwide in August 2026?
2 changes
In August 2026, Kleenex lost estimated Share of Search among tissue brands worldwide, from 66.7% to 55.4%.
In August 2026, Scott fell from 4th to 5th among tissue brands worldwide.
How each brand is measured
Brandwave collects information about searches that people make online using Kleenex’s and Scott’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.
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.