How popular isWaitrose?
In September 2026, people searched for Waitrose by name about 1 million times in the United Kingdom, a 33.3% decrease from the previous year. These searches made up 4% of all United Kingdom online supermarket searches, placing Waitrose sixth out of six supermarkets. When we asked both ChatGPT and Google AI Overviews about online supermarkets, Waitrose appeared in four of the five answers and was the fifth most recommended of the six.
Waitrose is the sixth most searched of 6 competitors and the fifth most recommended in AI answers.
Sainsbury'sShare of searches 36.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
MorrisonsShare of searches 19.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 6th
TescoShare of searches 19.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
AsdaShare of searches 16.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 4th
WaitroseShare of searches 4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 5th
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Top online supermarkets in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Waitrose was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Waitrose is the fifth most recommended of the six.
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's5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Tesco5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Asda5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Ocado5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Waitrose4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Morrisons3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
See every answer about online supermarkets
5 answers
Asked ChatGPT
“Which online supermarket should I shop at in the UK?”
Asked ChatGPT
“What are the best online supermarkets in the UK?”
Asked ChatGPT
“What's the best online supermarket in the UK for weekly groceries?”
Searched Google, AI Overview
“online supermarkets uk”
Searched Google, AI Overview
“grocery delivery uk”
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 19, 2026.
Which online supermarkets compete with Waitrose?
Share of searches by month for Sainsbury's, Morrisons, Tesco, Asda, Ocado, Waitrose. The figures are in the table below the chart.
View monthly share of searches table
| Month | Sainsbury's | Morrisons | Tesco | Asda | Ocado | Waitrose |
|---|---|---|---|---|---|---|
| Oct 2025 | 32.9% | 18% | 22% | 18% | 3.6% | 5.4% |
| Nov 2025 | 31.6% | 21.2% | 21.2% | 17.3% | 3.5% | 5.2% |
| Dec 2025 | 32.6% | 18% | 22% | 18% | 2.9% | 6.6% |
| Jan 2026 | 33.3% | 18.2% | 22.3% | 18.2% | 3.6% | 4.4% |
| Feb 2026 | 31.4% | 21% | 21% | 17.2% | 4.2% | 5.1% |
| Mar 2026 | 34.4% | 18.8% | 23% | 15.4% | 3.8% | 4.6% |
| Apr 2026 | 35.9% | 19.6% | 19.6% | 16.1% | 3.9% | 4.8% |
| May 2026 | 35.9% | 19.6% | 19.6% | 16.1% | 3.9% | 4.8% |
| Jun 2026 | 31.7% | 21.2% | 21.2% | 17.4% | 4.2% | 4.2% |
| Jul 2026 | 36.2% | 19.8% | 19.8% | 16.2% | 4% | 4% |
| Aug 2026 | 35.9% | 19.6% | 19.6% | 16.1% | 3.9% | 4.8% |
| Sep 2026 | 36.2% | 19.8% | 19.8% | 16.2% | 4% | 4% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 36.2% | 9.1M | 0% | +0.3 points | |
| 2, held 2nd | 19.8% | 5M | 0% | +0.2 points | |
| 3, held 3rd | 19.8% | 5M | 0% | +0.2 points | |
| 4, held 4th | 16.2% | 4.1M | 0% | +0.1 points | |
| 5, moved from 6th to 5th | 4% | 1M | 0% | 0 pointsmoved from 6th to 5th | |
| 6, moved from 5th to 6th | 4% | 1M | -18% | -0.8 pointsmoved from 5th to 6th |
36.2%
Held 1st. 9.1M estimated branded searches, 0% vs prior month. Share +0.3 points.
19.8%
Held 2nd. 5M estimated branded searches, 0% vs prior month. Share +0.2 points.
3.
Tesco19.8%
Held 3rd. 5M estimated branded searches, 0% vs prior month. Share +0.2 points.
4.
Asda16.2%
Held 4th. 4.1M estimated branded searches, 0% vs prior month. Share +0.1 points.
5.
Ocado4%
Moved from 6th to 5th. 1M estimated branded searches, 0% vs prior month. Share 0 points.
6.
Waitrose4%
Moved from 5th to 6th. 1M estimated branded searches, -18% vs prior month. Share -0.8 points.
Compare popularity between Waitrose and its closest rivals
Every comparison with Waitrose
5 comparisons
How has branded search demand for Waitrose changed in the United Kingdom over the last 12 months?
4 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 online supermarkets in the United Kingdom decreased from 5.4% to 4%.
- Across the 12 months ending September 2026, Waitrose’s share of searches among online supermarkets in the United Kingdom peaked at 6.6% in December 2025 and was lowest at 4% in July 2026.
- Across the 12 months ending September 2026, Waitrose fell from 5th to 6th among online supermarkets in the United Kingdom.
How did search popularity change for United Kingdom online supermarkets in September 2026?
4 changes
In September 2026, Waitrose lost share of searches among online supermarkets in the United Kingdom, from 4.8% to 4%.
In September 2026, Ocado rose from 6th to 5th among online supermarkets in the United Kingdom.
Estimated monthly branded searches for Tesco in the United Kingdom fell 18.3% over 12 measured months, from 6.1M to 5M in September 2026.
Estimated monthly branded searches for Asda in the United Kingdom fell 18.2% over 12 measured months, from 5M to 4.1M in September 2026.
How are Waitrose’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Waitrose’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.
- waitrose
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.
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.