--- title: "M&S vs Waitrose: Which is searched more in the United Kingdom?" description: "Is M&S or Waitrose more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Hamper companies set in the United Kingdom. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/uk/categories/uk-hamper-companies/compare/marks-and-spencer-vs-waitrose-and-partners" publisher: "Brandwave" --- # M&S vs Waitrose: Which is searched more in the United Kingdom? Is M&S or Waitrose more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Hamper companies set in the United Kingdom. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: M&S and Waitrose - **Competitive set**: Hamper companies - **Market**: United Kingdom - **Month measured**: Sep 2026 - **M&S Share of Search**: 57.4% - **Waitrose Share of Search**: 2.5% ## Is M&S or Waitrose more popular in search? - In September 2026, M&S had more branded searches than Waitrose among hamper companies in the United Kingdom. M&S had about 54,200 branded searches, while Waitrose had 2,400. M&S made up 57.4% of all hamper company searches we track, and Waitrose accounted for 2.5%. - M&S was ahead of Waitrose in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, M&S’s share of searches among hamper companies in the United Kingdom moved from 54.3% to 57.4%, and its estimated monthly branded searches moved from 66.2K to 54.2K. - Across the 12 months ending September 2026, Waitrose’s share of searches among hamper companies in the United Kingdom moved from 4.4% to 2.5%, and its estimated monthly branded searches moved from 5.4K to 2.4K. ## How did search popularity change for United Kingdom hamper companies in September 2026? - 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 M&S in the United Kingdom fell 18.1% over 12 measured months, from 66.2K to 54.2K in September 2026. ## Month by month | Month | M&S estimated searches | M&S Share of Search | M&S rank | Waitrose estimated searches | Waitrose Share of Search | Waitrose rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 66.2K | 54.3% | 1 | 5.4K | 4.4% | 5 | | Nov 2025 | 181K | 59.1% | 1 | 12.1K | 4% | 5 | | Dec 2025 | 402K | 60.9% | 1 | 27.1K | 4.1% | 5 | | Jan 2026 | 36.2K | 47.9% | 1 | 1.9K | 2.5% | 5 | | Feb 2026 | 44.4K | 58% | 1 | 1.9K | 2.5% | 5 | | Mar 2026 | 54.2K | 58.4% | 1 | 2.4K | 2.6% | 5 | | Apr 2026 | 36.2K | 57.7% | 1 | 1.6K | 2.6% | 5 | | May 2026 | 36.2K | 56.8% | 1 | 1.9K | 3% | 5 | | Jun 2026 | 44.4K | 57.3% | 1 | 1.9K | 2.5% | 5 | | Jul 2026 | 44.4K | 57.3% | 1 | 1.9K | 2.5% | 5 | | Aug 2026 | 44.4K | 57.6% | 1 | 1.9K | 2.5% | 5 | | Sep 2026 | 54.2K | 57.4% | 1 | 2.4K | 2.5% | 5 | ## How each brand is measured Brandwave collects information about searches that people make online using M&S’s and Waitrose’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading. - **M&S**: Measured on the search terms “m&s hampers” and “marks and spencer hampers”, summed into one figure. - **Waitrose**: Measured on the search term “waitrose hampers”. - [M&S profile](/demand/uk/brands/marks-and-spencer) - [Waitrose profile](/demand/uk/brands/waitrose-and-partners) - [All hamper companies in the United Kingdom](/demand/uk/categories/uk-hamper-companies): The set both shares are measured inside, 7 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is M&S or Waitrose more popular in search? In September 2026, M&S had more branded searches than Waitrose among hamper companies in the United Kingdom. M&S had about 54,200 branded searches, while Waitrose had 2,400. M&S made up 57.4% of all hamper company searches we track, and Waitrose accounted for 2.5%. ## Cite this page Brandwave. "M&S vs Waitrose: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/categories/uk-hamper-companies/compare/marks-and-spencer-vs-waitrose-and-partners This page is also available as HTML at https://gobrandwave.com/demand/uk/categories/uk-hamper-companies/compare/marks-and-spencer-vs-waitrose-and-partners. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.