How popular isIceland?
In September 2026, people searched for Iceland by name about 192,000 times in the United Kingdom, a 14.3% increase from the previous year. These searches made up 0.53% of all United Kingdom supermarket searches, placing Iceland 11th out of 11 supermarkets. When we asked both ChatGPT and Google AI Overviews about supermarkets, Iceland did not appear in any of the answers.
Iceland is the 11th most searched of 11 competitors and not listed in any AI answer.
Sainsbury'sShare of searches 25.4%Mentioned in 3 of 3 AI answersPlace in AI recommendations 1st
AldiShare of searches 14%Mentioned in 1 of 3 AI answersPlace in AI recommendations 7th
LidlShare of searches 13.9%Mentioned in 2 of 3 AI answersPlace in AI recommendations 5th
MorrisonsShare of searches 13.9%Mentioned in 1 of 3 AI answersPlace in AI recommendations 9th
IcelandShare of searches 0.53%Mentioned in 0 of 3 AI answersPlace in AI recommendations –
Follow Iceland and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top supermarkets in ChatGPT and Google AI Overviews
In three ChatGPT questions, Iceland did not appear in any of the three 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.
- Sainsbury's3 of 3Named in 3 of 3 ChatGPT answers
Asda3 of 3Named in 3 of 3 ChatGPT answers
Waitrose3 of 3Named in 3 of 3 ChatGPT answers- Lidl2 of 3Named in 2 of 3 ChatGPT answers
Tesco2 of 3Named in 2 of 3 ChatGPT answers
Ocado2 of 3Named in 2 of 3 ChatGPT answers- Aldi1 of 3Named in 1 of 3 ChatGPT answers
- Morrisons1 of 3Named in 1 of 3 ChatGPT answers
M&S1 of 3Named in 1 of 3 ChatGPT answers- Iceland0 of 3Named in 0 of 3 ChatGPT answers
See every answer about supermarkets
3 answers
Asked ChatGPT
“Which UK supermarket is the cheapest for a weekly shop?”
Asked ChatGPT
“What's the best supermarket for quality food in the UK?”
Asked ChatGPT
“Which supermarket has the best online delivery service?”
Searched Google, AI Overview
“supermarkets”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“cheapest supermarket”
Google showed no AI Overview for this search.
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.
Which supermarkets compete with Iceland?
Share of searches by month for Sainsbury's, Aldi, Lidl, Morrisons, Tesco, Asda, Ocado, Waitrose, Iceland. The figures are in the table below the chart.
View monthly share of searches table
| Month | Sainsbury's | Aldi | Lidl | Morrisons | Tesco | Asda | Ocado | Waitrose | M&S | Co-op | Iceland |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 23.7% | 13% | 13% | 13% | 15.9% | 13% | 2.6% | 3.9% | 0.95% | 0.64% | 0.44% |
| Nov 2025 | 22.9% | 12.6% | 12.6% | 15.4% | 15.4% | 12.6% | 2.5% | 3.8% | 1.1% | 0.62% | 0.59% |
| Dec 2025 | 24.5% | 11.1% | 11% | 13.5% | 16.5% | 13.5% | 2.2% | 4.9% | 1.5% | 0.67% | 0.44% |
| Jan 2026 | 23.9% | 13.1% | 13.1% | 13.1% | 16% | 13.1% | 2.6% | 3.2% | 0.79% | 0.64% | 0.5% |
| Feb 2026 | 22.9% | 12.6% | 12.5% | 15.3% | 15.3% | 12.5% | 3.1% | 3.7% | 0.92% | 0.61% | 0.59% |
| Mar 2026 | 24.5% | 13.4% | 13.4% | 13.4% | 16.4% | 10.9% | 2.7% | 3.3% | 0.81% | 0.66% | 0.63% |
| Apr 2026 | 25.3% | 13.9% | 13.8% | 13.8% | 13.8% | 11.3% | 2.8% | 3.4% | 0.83% | 0.56% | 0.53% |
| May 2026 | 23.8% | 16% | 15.9% | 13% | 13% | 10.6% | 2.6% | 3.2% | 0.78% | 0.52% | 0.5% |
| Jun 2026 | 21.8% | 14.7% | 14.6% | 14.6% | 14.6% | 11.9% | 2.9% | 2.9% | 0.88% | 0.48% | 0.55% |
| Jul 2026 | 25.4% | 14% | 13.9% | 13.9% | 13.9% | 11.4% | 2.8% | 2.8% | 0.84% | 0.56% | 0.63% |
| Aug 2026 | 23.8% | 16% | 15.9% | 13% | 13% | 10.6% | 2.6% | 3.2% | 0.78% | 0.52% | 0.59% |
| Sep 2026 | 25.4% | 14% | 13.9% | 13.9% | 13.9% | 11.4% | 2.8% | 2.8% | 1% | 0.56% | 0.53% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 25.4% | 9.1M | 0% | +1.6 points | |
| 2, held 2nd | 14% | 5M | -18.2% | -2 points | |
| 3, held 3rd | 13.9% | 5M | -18.3% | -2 points | |
| 4, held 4th | 13.9% | 5M | 0% | +0.9 points | |
| 5, held 5th | 13.9% | 5M | 0% | +0.9 points | |
| 6, held 6th | 11.4% | 4.1M | 0% | +0.7 points | |
| 7, moved from 8th to 7th | 2.8% | 1M | 0% | +0.2 pointsmoved from 8th to 7th | |
| 8, moved from 7th to 8th | 2.8% | 1M | -18% | -0.4 pointsmoved from 7th to 8th | |
| 9, held 9th | 1% | 368K | +22.3% | +0.2 points | |
| 10, moved from 11th to 10th | 0.56% | 201K | 0% | 0 pointsmoved from 11th to 10th | |
| 11, moved from 10th to 11th | 0.53% | 192K | -15.8% | -0.1 pointsmoved from 10th to 11th |
25.4%
Held 1st. 9.1M estimated branded searches, 0% vs prior month. Share +1.6 points.
2.
Aldi14%
Held 2nd. 5M estimated branded searches, -18.2% vs prior month. Share -2 points.
3.
Lidl13.9%
Held 3rd. 5M estimated branded searches, -18.3% vs prior month. Share -2 points.
13.9%
Held 4th. 5M estimated branded searches, 0% vs prior month. Share +0.9 points.
5.
Tesco13.9%
Held 5th. 5M estimated branded searches, 0% vs prior month. Share +0.9 points.
6.
Asda11.4%
Held 6th. 4.1M estimated branded searches, 0% vs prior month. Share +0.7 points.
7.
Ocado2.8%
Moved from 8th to 7th. 1M estimated branded searches, 0% vs prior month. Share +0.2 points.
8.
Waitrose2.8%
Moved from 7th to 8th. 1M estimated branded searches, -18% vs prior month. Share -0.4 points.
9.
M&S1%
Held 9th. 368K estimated branded searches, +22.3% vs prior month. Share +0.2 points.
10.
Co-op0.56%
Moved from 11th to 10th. 201K estimated branded searches, 0% vs prior month. Share 0 points.
11.
Iceland0.53%
Moved from 10th to 11th. 192K estimated branded searches, -15.8% vs prior month. Share -0.1 points.
M&S sells other things too, so only its searches that name this product count here, like “m&s food”.
Compare popularity between Iceland and its closest rivals
Every comparison with Iceland
10 comparisons
How has branded search demand for Iceland changed in the United Kingdom over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Iceland in the United Kingdom rose from 168K to 192K.
- Across the 12 months ending September 2026, Iceland’s share of searches among supermarkets in the United Kingdom held steady, from 0.44% to 0.53%.
How did search popularity change for United Kingdom supermarkets in September 2026?
6 changes
In September 2026, Sainsbury's gained share of searches among supermarkets in the United Kingdom, from 23.8% to 25.4%.
In September 2026, Morrisons gained share of searches among supermarkets in the United Kingdom, from 13% to 13.9%.
In September 2026, Tesco gained share of searches among supermarkets in the United Kingdom, from 13% to 13.9%.
In September 2026, Asda gained share of searches among supermarkets in the United Kingdom, from 10.6% to 11.4%.
In September 2026, Lidl lost share of searches among supermarkets in the United Kingdom, from 15.9% to 13.9%.
In September 2026, Aldi lost share of searches among supermarkets in the United Kingdom, from 16% to 14%.
How are Iceland’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Iceland’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.
- iceland foods
- iceland supermarket
Do you work for Iceland? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is Iceland your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.