Sainsbury's vs Waitrose:Which is more popular by branded search?

Name: Sainsbury's vs Waitrose: Which is more popular by branded search?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In August 2026, Sainsbury's had more branded searches than Waitrose among crumpets worldwide. Sainsbury's was estimated to have 9.1M branded searches compared to Waitrose’s 1.2M, and held an 80.3% Share of Search versus Waitrose’s 10.7%. These are worldwide searches for English-language branded terms.

Share of Search among crumpets worldwide in August 2026Which is more popular in search, Sainsbury's or Waitrose?

Sainsbury's80.3%9.1M searches

vs

Waitrose10.7%1.2M searches

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Which is more popular in search, Sainsbury's or Waitrose?

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.

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 Sainsbury's and Waitrose comparison changed over the last 12 months?

3 findings

Sainsbury's was ahead of Waitrose in every measured month of the 11 months ending August 2026.
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.
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?

1 change

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

How each brand is measured

Brandwave collects information about searches that people make online using Sainsbury's’ 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.