Brandwave

How popular isFortnum & Mason in search?

In September 2026, people searched for Fortnum & Mason by name about 27,100 times in the United Kingdom, an 18.1% decrease from the previous year. These searches made up 28.7% of all United Kingdom hamper company searches, placing Fortnum & Mason second out of seven companies.

Share of searches, September 2026
  1. M&S57.4%
  2. Fortnum & Mason28.7%
  3. Harrods4.7%
  4. John Lewis3.1%
  5. Waitrose2.5%
  6. Selfridges2%
  7. Virginia Hayward1.7%
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Which hamper companies compete with Fortnum & Mason?

Fortnum & Mason against hamper companies in the United Kingdom, by month

Share of searches by month for M&S, Fortnum & Mason, Harrods, John Lewis, Waitrose, Selfridges. The figures are in the table below the chart.

View monthly share of searches table
MonthM&SFortnum & MasonHarrodsJohn LewisWaitroseSelfridgesVirginia Hayward
Oct 202554.3%27.1%5.4%4.4%4.4%2.4%2%
Nov 202559.1%24.2%4.8%4.8%4%2.2%0.95%
Dec 202560.9%20.4%5%6.1%4.1%2.2%1.2%
Jan 202647.9%35.8%4.8%4.8%2.5%2.1%2.1%
Feb 202658%29%3.8%3.8%2.5%1.7%1.3%
Mar 202658.4%29.2%3.9%3.1%2.6%1.7%1.1%
Apr 202657.7%28.9%4.6%3%2.6%2.1%1.1%
May 202656.8%28.4%4.6%3.8%3%2%1.4%
Jun 202657.3%28.7%4.6%3.7%2.5%2.1%1.1%
Jul 202657.3%28.7%4.6%3.7%2.5%2.1%1.1%
Aug 202657.6%28.8%4.7%3.1%2.5%2.1%1.3%
Sep 202657.4%28.7%4.7%3.1%2.5%2%1.7%

  1. 1.M&S

    57.4%

    Held 1st. 54.2K estimated branded searches, +22.1% vs prior month. Share -0.2 points.

  2. 2.Fortnum & Mason

    28.7%

    Held 2nd. 27.1K estimated branded searches, +22.1% vs prior month. Share -0.1 points.

  3. 3.Harrods

    4.7%

    Held 3rd. 4.4K estimated branded searches, +22.2% vs prior month. Share 0 points.

  4. 4.John Lewis

    3.1%

    Held 4th. 2.9K estimated branded searches, +20.8% vs prior month. Share 0 points.

  5. 5.Waitrose

    2.5%

    Held 5th. 2.4K estimated branded searches, +26.3% vs prior month. Share +0.1 points.

  6. 6.Selfridges

    2%

    Held 6th. 1.9K estimated branded searches, +18.8% vs prior month. Share -0.1 points.

  7. 7.Virginia Hayward

    1.7%

    Held 7th. 1.6K estimated branded searches, +60% vs prior month. Share +0.4 points.

M&S, Harrods and 3 other brands sell other things too, so only their searches that name this product count here, like “m&s hampers”.

Compare search popularity between Fortnum & Mason and its closest rivals

Every comparison with Fortnum & Mason

6 comparisons

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

3 findings
  • 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?

6 changes

  1. 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.

  2. 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.

  3. 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.

  4. 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.

  5. 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.

  6. 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.

How are Fortnum & Mason’s branded searches counted?

1 search term

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

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