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 1% of all United Kingdom supermarket searches, placing M&S ninth out of 11 supermarkets. When we asked both ChatGPT and Google AI Overviews about supermarkets, M&S appeared in one of the three answers and was the eighth most recommended of the 11.
M&S is the ninth most searched of 11 competitors and the eighth most recommended in AI answers.
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
M&SShare of searches 1%Mentioned in 1 of 3 AI answersPlace in AI recommendations 8th
Follow M&S 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, M&S was mentioned in one out of three: in one of the three ChatGPT answers. M&S is the eighth most recommended of the 11.
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
Co-op0 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 M&S?
Share of searches by month for Sainsbury's, Aldi, Lidl, Morrisons, Tesco, Asda, Ocado, Waitrose, M&S. 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 M&S and its closest rivals
Every comparison with M&S
44 comparisons
- John Lewis vs M&S
- Harrods vs M&S
- M&S vs Selfridges
- Debenhams vs M&S
- Aldi vs M&S
- Asda vs M&S
- Lidl vs M&S
- M&S vs Morrisons
- M&S vs Ocado
- M&S vs Sainsbury's
- M&S vs Tesco
- M&S vs Waitrose
- Liberty London vs M&S
- Co-op vs M&S
- Iceland vs M&S
- F&F vs M&S
- H&M vs M&S
- M&S vs Matalan
- M&S vs New Look
- M&S vs Next
- M&S vs Peacocks
- M&S vs Primark
- M&S vs River Island
- M&S vs TK Maxx
- M&S vs Tu
- M&S vs Uniqlo
- M&S vs Zara
- House of Fraser vs M&S
- George vs M&S
- Harvey Nichols vs M&S
- Ann Summers vs M&S
- Boux Avenue vs M&S
- Bravissimo vs M&S
- Fortnum & Mason vs M&S
- Levi's vs M&S
- Mango vs M&S
- M&S vs Wrangler
- Diesel vs M&S
- Curvy Kate vs M&S
- Lee vs M&S
- G-Star RAW vs M&S
- Figleaves vs M&S
- M&S vs Virginia Hayward
- M&S vs Panache
How has branded search demand for M&S changed in the United Kingdom over the last 12 months?
2 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 supermarkets in the United Kingdom held steady, from 0.95% to 1%.
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 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.
Where does M&S compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Supermarkets | 9th of 11 | 1% | Shown above |
| Clothing shops | 13th of 15 | 0.72% | Show ranking |
| Department stores | 1st of 8 | 47.3% | Show ranking |
| Lingerie brands | 4th of 8 | 5.7% | Show ranking |
| Jeans brands | 2nd of 7 | 23.2% | Show ranking |
| Hamper companies | 1st of 7 | 57.4% | Show ranking |
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.