Diesel vs M&S:Which is more popular?
In September 2026, M&S had more branded searches than Diesel among jeans brands in the United Kingdom. M&S had about 22,200 branded searches, while Diesel had 12,100. M&S made up 23.2% of all jeans brand searches we track, and Diesel accounted for 12.7%. When we asked ChatGPT and Google AI Overviews about jeans brands, M&S appeared in two of the four answers and Diesel in none.
Who do people search for more?
M&S, about 83% more searches than Diesel
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Top jeans brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, M&S was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Diesel did not appear in any of the four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Levi's1st
Wrangler2nd- M&S3rd
Diesel–
River Island–
Lee–
G-Star RAW–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Levi's4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- M&S2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Wrangler2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Diesel0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- River Island0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Lee0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- G-Star RAW0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about jeans brands
4 answers
Asked ChatGPT
“What are the best jeans brands in the UK?”
Asked ChatGPT
“Where can I buy jeans that fit well in the UK?”
Asked ChatGPT
“Which jeans last the longest?”
Searched Google, AI Overview
“jeans”
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.
Is Diesel or M&S more popular in search?
This chart shows how often people search Google for Diesel and M&S by name. Each line represents a brand's share of searches for all seven jeans brands we track, month by month, from searches in United Kingdom.
Share of searches by month for M&S, Diesel. The figures are in the table below the chart.
View monthly share of searches table
| Month | Levi's | M&S | Wrangler | Diesel | River Island | Lee | G-Star RAW |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 38.1% | 20.8% | 11.4% | 9.3% | 11.4% | 6.2% | 2.8% |
| Nov 2025 | 47.8% | 14.3% | 9.6% | 9.6% | 9.6% | 6.4% | 2.8% |
| Dec 2025 | 47.3% | 14.2% | 9.5% | 11.6% | 9.5% | 5.2% | 2.8% |
| Jan 2026 | 36.4% | 20% | 13.3% | 10.9% | 8.9% | 7.3% | 3.2% |
| Feb 2026 | 34.2% | 23% | 12.5% | 10.2% | 10.2% | 6.8% | 3% |
| Mar 2026 | 35.2% | 23.6% | 10.5% | 10.5% | 10.5% | 7% | 2.5% |
| Apr 2026 | 39.1% | 21.4% | 11.7% | 9.6% | 9.6% | 6.4% | 2.3% |
| May 2026 | 38% | 17% | 13.9% | 11.4% | 9.3% | 7.6% | 2.8% |
| Jun 2026 | 41.8% | 15.3% | 15.3% | 10.2% | 8.3% | 6.8% | 2.5% |
| Jul 2026 | 37.2% | 13.6% | 16.6% | 13.6% | 9% | 7.4% | 2.7% |
| Aug 2026 | 30.7% | 16.7% | 16.7% | 16.7% | 9.1% | 7.5% | 2.6% |
| Sep 2026 | 28.3% | 23.2% | 15.5% | 12.7% | 10.4% | 6.9% | 3% |
M&S sells other things too, so only its searches that name this product count here, like “m&s jeans”.
How has the Diesel and M&S comparison changed over the last 12 months?
3 findings
- M&S was ahead of Diesel in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Diesel’s share of searches among jeans brands in the United Kingdom moved from 9.3% to 12.7%, and its estimated monthly branded searches held steady at 12.1K.
- Across the 12 months ending September 2026, M&S’s share of searches among jeans brands in the United Kingdom moved from 20.8% to 23.2%, and its estimated monthly branded searches moved from 27.1K to 22.2K.
How did search popularity change for United Kingdom jeans brands in September 2026?
2 changes
In September 2026, M&S overtook Diesel to rank 2nd among jeans brands in the United Kingdom, with 23.2% of the searches.
In September 2026, Diesel lost share of searches among jeans brands in the United Kingdom, from 16.7% to 12.7%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Diesel’s and M&S’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.
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