How popular isWaitrose in search?
In September 2026, people searched for Waitrose by name about 1 million times in the United Kingdom, a 33.4% decrease from the previous year. These searches made up 2.5% of all United Kingdom hamper company searches, placing Waitrose fifth out of seven companies.
M&S57.4%
Fortnum & Mason28.7%
Harrods4.7%
John Lewis3.1%
Waitrose2.5%
Selfridges2%
Virginia Hayward1.7%
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Which hamper companies compete with Waitrose?
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
| Month | M&S | Fortnum & Mason | Harrods | John Lewis | Waitrose | Selfridges | Virginia Hayward |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 54.3% | 27.1% | 5.4% | 4.4% | 4.4% | 2.4% | 2% |
| Nov 2025 | 59.1% | 24.2% | 4.8% | 4.8% | 4% | 2.2% | 0.95% |
| Dec 2025 | 60.9% | 20.4% | 5% | 6.1% | 4.1% | 2.2% | 1.2% |
| Jan 2026 | 47.9% | 35.8% | 4.8% | 4.8% | 2.5% | 2.1% | 2.1% |
| Feb 2026 | 58% | 29% | 3.8% | 3.8% | 2.5% | 1.7% | 1.3% |
| Mar 2026 | 58.4% | 29.2% | 3.9% | 3.1% | 2.6% | 1.7% | 1.1% |
| Apr 2026 | 57.7% | 28.9% | 4.6% | 3% | 2.6% | 2.1% | 1.1% |
| May 2026 | 56.8% | 28.4% | 4.6% | 3.8% | 3% | 2% | 1.4% |
| Jun 2026 | 57.3% | 28.7% | 4.6% | 3.7% | 2.5% | 2.1% | 1.1% |
| Jul 2026 | 57.3% | 28.7% | 4.6% | 3.7% | 2.5% | 2.1% | 1.1% |
| Aug 2026 | 57.6% | 28.8% | 4.7% | 3.1% | 2.5% | 2.1% | 1.3% |
| Sep 2026 | 57.4% | 28.7% | 4.7% | 3.1% | 2.5% | 2% | 1.7% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 57.4% | 54.2K | +22.1% | -0.2 points | |
| 2, held 2nd | 28.7% | 27.1K | +22.1% | -0.1 points | |
| 3, held 3rd | 4.7% | 4.4K | +22.2% | 0 points | |
| 4, held 4th | 3.1% | 2.9K | +20.8% | 0 points | |
| 5, held 5th | 2.5% | 2.4K | +26.3% | +0.1 points | |
| 6, held 6th | 2% | 1.9K | +18.8% | -0.1 points | |
| 7, held 7th | 1.7% | 1.6K | +60% | +0.4 points |
1.
M&S57.4%
Held 1st. 54.2K estimated branded searches, +22.1% vs prior month. Share -0.2 points.
28.7%
Held 2nd. 27.1K estimated branded searches, +22.1% vs prior month. Share -0.1 points.
3.
Harrods4.7%
Held 3rd. 4.4K estimated branded searches, +22.2% vs prior month. Share 0 points.
3.1%
Held 4th. 2.9K estimated branded searches, +20.8% vs prior month. Share 0 points.
5.
Waitrose2.5%
Held 5th. 2.4K estimated branded searches, +26.3% vs prior month. Share +0.1 points.
2%
Held 6th. 1.9K estimated branded searches, +18.8% vs prior month. Share -0.1 points.
1.7%
Held 7th. 1.6K estimated branded searches, +60% vs prior month. Share +0.4 points.
Waitrose, M&S and 3 other brands sell other things too, so only their searches that name this product count here, like “waitrose hampers”.
Compare search popularity between Waitrose and its closest rivals
Every comparison with Waitrose
15 comparisons
How has branded search demand for Waitrose changed in the United Kingdom over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Waitrose in the United Kingdom fell from 1.5M to 1M.
- Across the 12 months ending September 2026, Waitrose’s share of searches among hamper companies in the United Kingdom decreased from 4.4% to 2.5%.
- Across the 12 months ending September 2026, Waitrose’s share of searches among hamper companies in the United Kingdom peaked at 4.4% in October 2025 and was lowest at 2.5% in June 2026.
How did search popularity change for United Kingdom hamper companies in September 2026?
6 changes
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.
How are Waitrose’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Waitrose’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.
- waitrose
- waitrose hampers
Who owns Waitrose?
Waitrose is owned by John Lewis Partnership. Brandwave does not track any other brands owned by John Lewis Partnership.
Do you work for Waitrose? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does Waitrose compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Supermarkets | 8th of 11 | 2.8% | Show ranking |
| Hamper companies | 5th of 7 | 2.5% | Shown above |
Is Waitrose 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.