Brandwave

How popular isM&S?

In September 2026, people searched for M&S by name about 6.1 million times in the United Kingdom, an 8.6% decrease from the previous year. These searches made up 5.7% of all United Kingdom lingerie brand searches, placing M&S fourth out of eight brands. When we asked both ChatGPT and Google AI Overviews about lingerie brands, M&S appeared in four of the five answers and was the second most recommended of the eight.

Search and AI answers in September 2026

M&S is the fourth most searched of 8 competitors and the second most recommended in AI answers.

  1. Ann SummersShare of searches 54.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. Boux AvenueShare of searches 24.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  3. BravissimoShare of searches 13.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  4. M&SShare of searches 5.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  5. Curvy KateShare of searches 0.81%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th

+3 more

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Top lingerie brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, M&S was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. M&S is the second most recommended of the eight.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Bravissimo1st
  2. M&S2nd
  3. Boux Avenue3rd
  4. John Lewis3rd
  5. Panache5th
  6. Curvy Kate6th
  7. Ann Summers–
  8. Figleaves–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Bravissimo4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • M&S4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Boux Avenue3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • John Lewis3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Panache2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Curvy Kate1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ann Summers0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Figleaves0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about lingerie brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.

Which lingerie brands compete with M&S?

M&S against lingerie brands in the United Kingdom, by month

Share of searches by month for Ann Summers, Boux Avenue, Bravissimo, M&S. The figures are in the table below the chart.

View monthly share of searches table
MonthAnn SummersBoux AvenueBravissimoM&SCurvy KateJohn LewisFigleavesPanache
Oct 202562.1%22.7%10.2%3.7%0.75%0.22%0.22%0.12%
Nov 202551.9%34.7%8.5%3.8%0.63%0.19%0.19%0.1%
Dec 202556.9%31.1%7.6%3.4%0.56%0.17%0.17%0.09%
Jan 202657.4%25.7%11.5%4%0.84%0.25%0.2%0.14%
Feb 202655.4%24.8%13.6%4.7%0.82%0.24%0.24%0.13%
Mar 202648.3%26.4%17.7%6%0.87%0.31%0.26%0.11%
Apr 202650.7%22.6%18.6%6.2%1.1%0.33%0.33%0.11%
May 202650.8%22.7%18.6%6.2%0.91%0.33%0.33%0.09%
Jun 202650.8%22.7%18.6%6.2%0.91%0.33%0.33%0.09%
Jul 202650.8%22.7%18.6%6.2%0.91%0.33%0.33%0.09%
Aug 202650.8%22.7%18.6%6.3%0.91%0.33%0.27%0.09%
Sep 202654.9%24.5%13.5%5.7%0.81%0.29%0.19%0.1%

  1. 1.Ann Summers

    54.9%

    Held 1st. 550K estimated branded searches, 0% vs prior month. Share +4.1 points.

  2. 2.Boux Avenue

    24.5%

    Held 2nd. 246K estimated branded searches, 0% vs prior month. Share +1.8 points.

  3. 3.Bravissimo

    13.5%

    Held 3rd. 135K estimated branded searches, -32.8% vs prior month. Share -5.1 points.

  4. 4.M&S

    5.7%

    Held 4th. 57.6K estimated branded searches, -16% vs prior month. Share -0.6 points.

  5. 5.Curvy Kate

    0.81%

    Held 5th. 8.1K estimated branded searches, -18.2% vs prior month. Share -0.1 points.

  6. 6.John Lewis

    0.29%

    Held 6th. 2.9K estimated branded searches, -19.4% vs prior month. Share 0 points.

  7. 7.Figleaves

    0.19%

    Held 7th. 1.9K estimated branded searches, -34.5% vs prior month. Share -0.1 points.

  8. 8.Panache

    0.1%

    Held 8th. 1K estimated branded searches, 0% vs prior month. Share 0 points.

M&S and John Lewis sell other things too, so only their searches that name this product count here, like “m&s bras”.

Compare popularity between M&S and its closest rivals

Every comparison with M&S

44 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for M&S in the United Kingdom fell from 6.7M to 6.1M.
  • Across the 12 months ending September 2026, M&S’s share of searches among lingerie brands in the United Kingdom increased from 3.7% to 5.7%.
  • Across the 12 months ending September 2026, M&S’s share of searches among lingerie brands in the United Kingdom peaked at 6.3% in August 2026 and was lowest at 3.4% in December 2025.

How did search popularity change for United Kingdom lingerie brands in September 2026?

6 changes

  1. In September 2026, Ann Summers gained share of searches among lingerie brands in the United Kingdom, from 50.8% to 54.9%.

  2. In September 2026, Boux Avenue gained share of searches among lingerie brands in the United Kingdom, from 22.7% to 24.5%.

  3. In September 2026, Bravissimo lost share of searches among lingerie brands in the United Kingdom, from 18.6% to 13.5%.

  4. In September 2026, M&S lost share of searches among lingerie brands in the United Kingdom, from 6.3% to 5.7%.

  5. Estimated monthly branded searches for John Lewis in the United Kingdom rose 20.8% over 12 measured months, from 2.4K to 2.9K in September 2026.

  6. Estimated monthly branded searches for Panache in the United Kingdom fell 23.1% over 12 measured months, from 1.3K to 1K in September 2026.

How are M&S’s branded searches counted?

9 search terms

Brandwave collects information about searches that people make online using M&S’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.

  • m&s
  • m&s bras
  • m&s food
  • m&s hampers
  • m&s jeans
  • m&s lingerie
  • marks and spencer
  • marks and spencer clothing
  • marks and spencer hampers

Do you work for M&S? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does M&S compete?

M&S is ranked in six competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Supermarkets9th of 111%Show ranking
Clothing shops13th of 150.72%Show ranking
Department stores1st of 847.3%Show ranking
Lingerie brands4th of 85.7%Shown above
Jeans brands2nd of 723.2%Show ranking
Hamper companies1st of 757.4%Show ranking
Creator with pink hair and a pink jacket

Is M&S 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.

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