---
title: "Fortnum & Mason: search popularity in the United Kingdom"
description: "Fortnum & Mason is a London department store known for its food hampers. 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."
canonical: "https://gobrandwave.com/demand/uk/brands/fortnum-and-mason"
publisher: "Brandwave"
---

# Fortnum & Mason: search popularity in the United Kingdom

Fortnum & Mason is a London department store known for its food hampers. 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.

## Key facts

- **Brand**: Fortnum & Mason
- **Market**: United Kingdom
- **Measured month**: Sep 2026
- **Share of Search among hamper companies**: 28.7%

## Where the brand sits

| Competitive set | Rank | Share of Search | Estimated monthly branded searches |
| --- | --- | --- | --- |
| Hamper companies | 2 | 28.7% | 27.1K |

- [Hamper companies in the UK](/demand/uk/categories/uk-hamper-companies)

## How has branded search demand for Fortnum & Mason changed in the United Kingdom over the last 12 months?

- Across the 12 months ending September 2026, estimated monthly branded searches for Fortnum & Mason in the United Kingdom fell from 33.1K to 27.1K.
- Across the 12 months ending September 2026, Fortnum & Mason’s share of searches among hamper companies in the United Kingdom increased from 27.1% to 28.7%.
- Across the 12 months ending September 2026, Fortnum & Mason’s share of searches among hamper companies in the United Kingdom peaked at 35.8% in January 2026 and was lowest at 20.4% in December 2025.

## How did search popularity change for United Kingdom hamper companies in September 2026?

- Estimated monthly branded searches for Waitrose in the United Kingdom fell 55.6% over 12 measured months, from 5.4K to 2.4K in September 2026.
- Estimated monthly branded searches for John Lewis in the United Kingdom fell 46.3% over 12 measured months, from 5.4K to 2.9K in September 2026.
- Estimated monthly branded searches for Selfridges in the United Kingdom fell 34.5% over 12 measured months, from 2.9K to 1.9K in September 2026.
- Estimated monthly branded searches for Harrods in the United Kingdom fell 33.3% over 12 measured months, from 6.6K to 4.4K in September 2026.
- Estimated monthly branded searches for Virginia Hayward in the United Kingdom fell 33.3% over 12 measured months, from 2.4K to 1.6K in September 2026.
- Estimated monthly branded searches for Fortnum & Mason in the United Kingdom fell 18.1% over 12 measured months, from 33.1K to 27.1K in September 2026.

## Historical estimated branded-search demand

| Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Hamper companies | 33.1K | 27.1% | 2 |
| Nov 2025 | Hamper companies | 74K | 24.2% | 2 |
| Dec 2025 | Hamper companies | 135K | 20.4% | 2 |
| Jan 2026 | Hamper companies | 27.1K | 35.8% | 2 |
| Feb 2026 | Hamper companies | 22.2K | 29% | 2 |
| Mar 2026 | Hamper companies | 27.1K | 29.2% | 2 |
| Apr 2026 | Hamper companies | 18.1K | 28.9% | 2 |
| May 2026 | Hamper companies | 18.1K | 28.4% | 2 |
| Jun 2026 | Hamper companies | 22.2K | 28.7% | 2 |
| Jul 2026 | Hamper companies | 22.2K | 28.7% | 2 |
| Aug 2026 | Hamper companies | 22.2K | 28.8% | 2 |
| Sep 2026 | Hamper companies | 27.1K | 28.7% | 2 |

## How are Fortnum & Mason’s branded searches counted?

Brandwave collects information about searches that people make online using Fortnum & Mason’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

- “fortnum and mason hampers”

## Which hamper companies compete with Fortnum & Mason?

- [M&S](/demand/uk/brands/marks-and-spencer): Head-to-head: /demand/uk/compare/fortnum-and-mason-vs-marks-and-spencer
- [Harrods](/demand/uk/brands/harrods): Head-to-head: /demand/uk/compare/fortnum-and-mason-vs-harrods
- [John Lewis](/demand/uk/brands/john-lewis): Head-to-head: /demand/uk/compare/fortnum-and-mason-vs-john-lewis
- [Waitrose](/demand/uk/brands/waitrose-and-partners): Head-to-head: /demand/uk/compare/fortnum-and-mason-vs-waitrose-and-partners
- [Selfridges](/demand/uk/brands/selfridges): Head-to-head: /demand/uk/compare/fortnum-and-mason-vs-selfridges
- [Virginia Hayward](/demand/uk/brands/virginia-hayward)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Cite this page

Brandwave. "Fortnum & Mason: search popularity in the United Kingdom". https://gobrandwave.com/demand/uk/brands/fortnum-and-mason

This page is also available as HTML at https://gobrandwave.com/demand/uk/brands/fortnum-and-mason. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.