Energy suppliers in the United Kingdom:Which are most popular?
In September 2026, Octopus Energy was the most searched energy supplier in the United Kingdom, accounting for 33.6% of all searches among the 11 suppliers we track. When we checked with ChatGPT and Google AI Overviews, Octopus Energy and E.ON Next showed up in every answer. Octopus Energy was recommended most often, coming first in two out of five responses.
Octopus EnergyShare of searches 33.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
British GasShare of searches 27.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
E.ON NextShare of searches 14.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
OVOShare of searches 10.1%Mentioned in 1 of 5 AI answersPlace in AI recommendations 8th
EDFShare of searches 10.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
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Top energy suppliers in ChatGPT and Google AI Overviews
In Brandwave's three ChatGPT questions and two Google AI Overviews, Octopus Energy and E.ON Next appeared every time. Octopus Energy was recommended most often, coming first in two out of five answers. E.ON Next was second, and Outfox Energy was third. So Energy, which ranked sixth in searches, was not mentioned at all.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Octopus Energy1st
- E.ON Next2nd
Outfox Energy3rd- British Gas4th
100Green5th- EDF6th
ScottishPower7th- OVO8th
Ecotricity9th
Good Energy10th
So Energy–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Octopus Energy5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- E.ON Next5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Outfox Energy4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- British Gas2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- EDF2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- ScottishPower2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- 100Green2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- OVO1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Ecotricity1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Good Energy1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- So Energy0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about energy suppliers
5 answers
Asked ChatGPT
“Which energy supplier should I switch to in the UK?”
Asked ChatGPT
“What are the best energy suppliers in the UK?”
Asked ChatGPT
“What's the cheapest good energy supplier in the UK for a family home?”
Searched Google, AI Overview
“energy suppliers”
Searched Google, AI Overview
“best energy supplier”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 22, 2026.
Which energy suppliers do people search for most?
This chart shows how often people search Google for each energy supplier by name. Each line represents a brand's share of searches for all 11 energy suppliers we track, month by month, from searches in United Kingdom.
Share of searches by month for Octopus Energy, British Gas, E.ON Next, OVO, EDF. The figures are in the table below the chart.
View monthly share of searches table
| Month | Octopus Energy | British Gas | E.ON Next | OVO | EDF | So Energy | Outfox Energy | Ecotricity | Good Energy | ScottishPower | 100Green |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 30.7% | 30.7% | 13.8% | 11.3% | 9.2% | 1.9% | 1.1% | 0.56% | 0.3% | 0.2% | 0.11% |
| Nov 2025 | 31.1% | 31.1% | 13.2% | 11.5% | 9.3% | 1.9% | 0.84% | 0.46% | 0.31% | 0.21% | 0.11% |
| Dec 2025 | 29.8% | 29.8% | 14.3% | 13.4% | 8.9% | 1.8% | 0.8% | 0.54% | 0.3% | 0.2% | 0.11% |
| Jan 2026 | 30% | 30% | 13.6% | 13.5% | 9% | 1.8% | 0.89% | 0.55% | 0.3% | 0.2% | 0.13% |
| Feb 2026 | 29.9% | 29.9% | 13.6% | 13.5% | 9% | 1.8% | 1.1% | 0.66% | 0.3% | 0.24% | 0.11% |
| Mar 2026 | 31.1% | 31.1% | 13.7% | 11.5% | 8.6% | 1.9% | 1% | 0.57% | 0.31% | 0.25% | 0.11% |
| Apr 2026 | 35% | 28.7% | 13.4% | 10.5% | 8.6% | 1.7% | 0.94% | 0.52% | 0.23% | 0.23% | 0.1% |
| May 2026 | 30.5% | 30.5% | 14.9% | 11.2% | 9.1% | 1.5% | 1% | 0.83% | 0.25% | 0.2% | 0.09% |
| Jun 2026 | 30.5% | 30.5% | 14.1% | 11.2% | 9.2% | 1.5% | 1.3% | 0.68% | 0.3% | 0.45% | 0.16% |
| Jul 2026 | 30.9% | 30.9% | 13.9% | 11.4% | 9.3% | 1.5% | 0.99% | 0.56% | 0.25% | 0.2% | 0.17% |
| Aug 2026 | 30.7% | 30.7% | 13.8% | 11.3% | 9.2% | 1.9% | 0.99% | 0.83% | 0.25% | 0.2% | 0.17% |
| Sep 2026 | 33.6% | 27.5% | 14.3% | 10.1% | 10.1% | 1.7% | 1.1% | 0.91% | 0.27% | 0.22% | 0.15% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, moved from 2nd to 1st | 33.6% | 1.2M | +22% | +2.9 pointsmoved from 2nd to 1st | |
| 2, moved from 1st to 2nd | 27.5% | 1M | 0% | -3.1 pointsmoved from 1st to 2nd | |
| 3, held 3rd | 14.3% | 520K | +15.4% | +0.5 points | |
| 4, held 4th | 10.1% | 368K | 0% | -1.2 points | |
| 5, held 5th | 10.1% | 366K | +22% | +0.9 points | |
| 6, held 6th | 1.7% | 60.5K | 0% | -0.2 points | |
| 7, held 7th | 1.1% | 39.2K | +22.1% | +0.1 points | |
| 8, held 8th | 0.91% | 33.1K | +22.1% | +0.1 points | |
| 9, held 9th | 0.27% | 9.9K | +22.2% | 0 points | |
| 10, held 10th | 0.22% | 8.1K | +22.7% | 0 points | |
| 11, held 11th | 0.15% | 5.4K | 0% | 0 points |
33.6%
Moved from 2nd to 1st. 1.2M estimated branded searches, +22% vs prior month. Share +2.9 points.
27.5%
Moved from 1st to 2nd. 1M estimated branded searches, 0% vs prior month. Share -3.1 points.
14.3%
Held 3rd. 520K estimated branded searches, +15.4% vs prior month. Share +0.5 points.
4.
OVO10.1%
Held 4th. 368K estimated branded searches, 0% vs prior month. Share -1.2 points.
5.
EDF10.1%
Held 5th. 366K estimated branded searches, +22% vs prior month. Share +0.9 points.
1.7%
Held 6th. 60.5K estimated branded searches, 0% vs prior month. Share -0.2 points.
1.1%
Held 7th. 39.2K estimated branded searches, +22.1% vs prior month. Share +0.1 points.
0.91%
Held 8th. 33.1K estimated branded searches, +22.1% vs prior month. Share +0.1 points.
0.27%
Held 9th. 9.9K estimated branded searches, +22.2% vs prior month. Share 0 points.
0.22%
Held 10th. 8.1K estimated branded searches, +22.7% vs prior month. Share 0 points.
11.
100Green0.15%
Held 11th. 5.4K estimated branded searches, 0% vs prior month. Share 0 points.
Which brand is most popular in search among energy suppliers in the United Kingdom?
11 brands
In September 2026, Octopus Energy was the most searched among energy suppliers in the United Kingdom, with an estimated 1.2M branded searches, 33.6% of all searches for the 11 we track. British Gas is in 2nd place, 6.1 percentage points behind at 27.5%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Octopus Energy | 30.7% → 33.6% | 35%Apr 2026 | 29.8%Dec 2025 | 2nd → 1st |
| British Gas | 30.7% → 27.5% | 31.1%Nov 2025 | 27.5%Sep 2026 | 1st → 2nd |
| E.ON Next | 13.8% → 14.3% | 14.9%May 2026 | 13.2%Nov 2025 | 3rd |
| OVO | 11.3% → 10.1% | 13.5%Jan 2026 | 10.1%Sep 2026 | 4th |
| EDF | 9.2% → 10.1% | 10.1%Sep 2026 | 8.6%Mar 2026 | 5th |
| So Energy | 1.9% → 1.7% | 1.9%Nov 2025 | 1.5%May 2026 | 6th |
| Outfox Energy | 1.1% | 1.3%Jun 2026 | 0.8%Dec 2025 | 7th |
| Ecotricity | 0.56% → 0.91% | 0.91%Sep 2026 | 0.46%Nov 2025 | 8th |
| Good Energy | 0.3% → 0.27% | 0.31%Nov 2025 | 0.23%Apr 2026 | 9th |
| ScottishPower | 0.2% → 0.22% | 0.45%Jun 2026 | 0.2%Dec 2025 | 10th |
| 100Green | 0.11% → 0.15% | 0.17%Jul 2026 | 0.09%May 2026 | 11th |
Each finding as a sentence
- Across the 12 months ending September 2026, Octopus Energy’s share of searches among energy suppliers in the United Kingdom increased from 30.7% to 33.6%.
- Across the 12 months ending September 2026, British Gas’ share of searches among energy suppliers in the United Kingdom decreased from 30.7% to 27.5%.
- Across the 12 months ending September 2026, E.ON Next’s share of searches among energy suppliers in the United Kingdom increased from 13.8% to 14.3%.
- Across the 12 months ending September 2026, OVO’s share of searches among energy suppliers in the United Kingdom decreased from 11.3% to 10.1%.
- Across the 12 months ending September 2026, EDF’s share of searches among energy suppliers in the United Kingdom increased from 9.2% to 10.1%.
- Across the 12 months ending September 2026, Octopus Energy’s share of searches among energy suppliers in the United Kingdom peaked at 35% in April 2026 and was lowest at 29.8% in December 2025.
- Across the 12 months ending September 2026, British Gas’ share of searches among energy suppliers in the United Kingdom peaked at 31.1% in November 2025 and was lowest at 27.5% in September 2026.
- Across the 12 months ending September 2026, E.ON Next’s share of searches among energy suppliers in the United Kingdom peaked at 14.9% in May 2026 and was lowest at 13.2% in November 2025.
- Across the 12 months ending September 2026, OVO’s share of searches among energy suppliers in the United Kingdom peaked at 13.5% in January 2026 and was lowest at 10.1% in September 2026.
- Across the 12 months ending September 2026, EDF’s share of searches among energy suppliers in the United Kingdom peaked at 10.1% in September 2026 and was lowest at 8.6% in March 2026.
- Across the 12 months ending September 2026, Octopus Energy rose from 2nd to 1st among energy suppliers in the United Kingdom.
- Across the 12 months ending September 2026, British Gas fell from 1st to 2nd among energy suppliers in the United Kingdom.
- Across the 12 months ending September 2026, So Energy, Outfox Energy, Ecotricity, Good Energy, ScottishPower and 100Green held steady: their share of searches among energy suppliers in the United Kingdom each moved less than 0.5 percentage points.
How did search popularity change for United Kingdom energy suppliers in September 2026?
8 changes
In September 2026, Octopus Energy overtook British Gas to become the leader among energy suppliers in the United Kingdom, with 33.6% of the searches.
In September 2026, EDF gained share of searches among energy suppliers in the United Kingdom, from 9.2% to 10.1%.
In September 2026, British Gas lost share of searches among energy suppliers in the United Kingdom, from 30.7% to 27.5%.
In September 2026, OVO lost share of searches among energy suppliers in the United Kingdom, from 11.3% to 10.1%.
Estimated monthly branded searches for Ecotricity in the United Kingdom rose 49.1% over 12 measured months, from 22.2K to 33.1K in September 2026.
Estimated monthly branded searches for 100Green in the United Kingdom rose 22.7% over 12 measured months, from 4.4K to 5.4K in September 2026.
Estimated monthly branded searches for So Energy in the United Kingdom fell 18.2% over 12 measured months, from 74K to 60.5K in September 2026.
Estimated monthly branded searches for Good Energy in the United Kingdom fell 18.2% over 12 measured months, from 12.1K to 9.9K in September 2026.
Compare popularity between leading brands
- Octopus Energy vs British Gas: compare popularity
- Octopus Energy vs E.ON Next: compare popularity
- Octopus Energy vs OVO: compare popularity
- Octopus Energy vs EDF: compare popularity
- British Gas vs E.ON Next: compare popularity
- British Gas vs OVO: compare popularity
- British Gas vs EDF: compare popularity
- E.ON Next vs OVO: compare popularity
- E.ON Next vs EDF: compare popularity
- OVO vs EDF: compare popularity
- Compare any of these brands
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