Brandwave

How popular isWaitrose?

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 2.8% of all United Kingdom supermarket searches, placing Waitrose eighth out of 11 supermarkets. When we asked both ChatGPT and Google AI Overviews about supermarkets, Waitrose appeared in all answers and was the fourth most recommended of the 11.

Search and AI answers in September 2026

Waitrose is the eighth most searched of 11 competitors and the fourth most recommended in AI answers.

  1. Sainsbury'sShare of searches 25.4%Mentioned in 3 of 3 AI answersPlace in AI recommendations 1st
  2. AldiShare of searches 14%Mentioned in 1 of 3 AI answersPlace in AI recommendations 7th
  3. LidlShare of searches 13.9%Mentioned in 2 of 3 AI answersPlace in AI recommendations 5th
  4. MorrisonsShare of searches 13.9%Mentioned in 1 of 3 AI answersPlace in AI recommendations 9th
  5. WaitroseShare of searches 2.8%Mentioned in 3 of 3 AI answersPlace in AI recommendations 4th

+6 more

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Top supermarkets in ChatGPT and Google AI Overviews

In three ChatGPT questions, Waitrose appeared in all three answers. Waitrose is the fourth most recommended of the 11.

Most recommended by AI

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

  1. Sainsbury's1st
  2. Tesco2nd
  3. Asda3rd
  4. Waitrose4th
  5. Lidl5th
  6. Ocado6th
  7. Aldi7th
  8. M&S8th
  9. Morrisons9th
  10. Co-op–
  11. +1 more

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

+1 more

See every answer about supermarkets

3 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 supermarkets compete with Waitrose?

Waitrose against supermarkets in the United Kingdom, by month

Share of searches by month for Sainsbury's, Aldi, Lidl, Morrisons, Tesco, Asda, Ocado, Waitrose. The figures are in the table below the chart.

View monthly share of searches table
MonthSainsbury'sAldiLidlMorrisonsTescoAsdaOcadoWaitroseM&SCo-opIceland
Oct 202523.7%13%13%13%15.9%13%2.6%3.9%0.95%0.64%0.44%
Nov 202522.9%12.6%12.6%15.4%15.4%12.6%2.5%3.8%1.1%0.62%0.59%
Dec 202524.5%11.1%11%13.5%16.5%13.5%2.2%4.9%1.5%0.67%0.44%
Jan 202623.9%13.1%13.1%13.1%16%13.1%2.6%3.2%0.79%0.64%0.5%
Feb 202622.9%12.6%12.5%15.3%15.3%12.5%3.1%3.7%0.92%0.61%0.59%
Mar 202624.5%13.4%13.4%13.4%16.4%10.9%2.7%3.3%0.81%0.66%0.63%
Apr 202625.3%13.9%13.8%13.8%13.8%11.3%2.8%3.4%0.83%0.56%0.53%
May 202623.8%16%15.9%13%13%10.6%2.6%3.2%0.78%0.52%0.5%
Jun 202621.8%14.7%14.6%14.6%14.6%11.9%2.9%2.9%0.88%0.48%0.55%
Jul 202625.4%14%13.9%13.9%13.9%11.4%2.8%2.8%0.84%0.56%0.63%
Aug 202623.8%16%15.9%13%13%10.6%2.6%3.2%0.78%0.52%0.59%
Sep 202625.4%14%13.9%13.9%13.9%11.4%2.8%2.8%1%0.56%0.53%

  1. 1.Sainsbury's

    25.4%

    Held 1st. 9.1M estimated branded searches, 0% vs prior month. Share +1.6 points.

  2. 2.Aldi

    14%

    Held 2nd. 5M estimated branded searches, -18.2% vs prior month. Share -2 points.

  3. 3.Lidl

    13.9%

    Held 3rd. 5M estimated branded searches, -18.3% vs prior month. Share -2 points.

  4. 4.Morrisons

    13.9%

    Held 4th. 5M estimated branded searches, 0% vs prior month. Share +0.9 points.

  5. 5.Tesco

    13.9%

    Held 5th. 5M estimated branded searches, 0% vs prior month. Share +0.9 points.

  6. 6.Asda

    11.4%

    Held 6th. 4.1M estimated branded searches, 0% vs prior month. Share +0.7 points.

  7. 7.Ocado

    2.8%

    Moved from 8th to 7th. 1M estimated branded searches, 0% vs prior month. Share +0.2 points.

  8. 8.Waitrose

    2.8%

    Moved from 7th to 8th. 1M estimated branded searches, -18% vs prior month. Share -0.4 points.

  9. 9.M&S

    1%

    Held 9th. 368K estimated branded searches, +22.3% vs prior month. Share +0.2 points.

  10. 10.Co-op

    0.56%

    Moved from 11th to 10th. 201K estimated branded searches, 0% vs prior month. Share 0 points.

  11. 11.Iceland

    0.53%

    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 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?

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 supermarkets in the United Kingdom decreased from 3.9% to 2.8%.
  • Across the 12 months ending September 2026, Waitrose’s share of searches among supermarkets in the United Kingdom peaked at 4.9% in December 2025 and was lowest at 2.8% in September 2026.
  • Across the 12 months ending September 2026, Waitrose fell from 7th to 8th among supermarkets in the United Kingdom.

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

6 changes

  1. In September 2026, Sainsbury's gained share of searches among supermarkets in the United Kingdom, from 23.8% to 25.4%.

  2. In September 2026, Morrisons gained share of searches among supermarkets in the United Kingdom, from 13% to 13.9%.

  3. In September 2026, Tesco gained share of searches among supermarkets in the United Kingdom, from 13% to 13.9%.

  4. In September 2026, Asda gained share of searches among supermarkets in the United Kingdom, from 10.6% to 11.4%.

  5. In September 2026, Lidl lost share of searches among supermarkets in the United Kingdom, from 15.9% to 13.9%.

  6. In September 2026, Aldi lost share of searches among supermarkets in the United Kingdom, from 16% to 14%.

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

How the Brand Demand Index is measured

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?

Waitrose is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Supermarkets8th of 112.8%Shown above
Hamper companies5th of 72.5%Show ranking
Creator with pink hair and a pink jacket

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.

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