Brandwave

Online supermarkets in United Kingdom:Which are searched most?

In September 2026, Sainsbury's was the most searched among online supermarkets in United Kingdom, with an estimated 9.1M branded searches and 37.7% estimated Share of Search within this set.

Share of Search, September 2026
  1. Sainsbury's37.7%
  2. Morrisons20.6%
  3. Tesco20.6%
  4. Asda16.9%
  5. Ocado4.1%

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Share of SearchLeaderboard

Compare the supermarkets people order groceries online from. 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.

Share of Search among online supermarkets in United Kingdom, by month

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

View monthly share of search table
MonthSainsbury'sMorrisonsTescoAsdaOcado
Oct 202534.8%19%23.3%19%3.8%
Nov 202533.4%22.4%22.4%18.3%3.7%
Dec 202534.9%19.2%23.5%19.2%3.1%
Jan 202634.8%19%23.3%19%3.8%
Feb 202633.1%22.2%22.2%18.1%4.4%
Mar 202636.1%19.7%24.1%16.1%3.9%
Apr 202637.7%20.6%20.6%16.9%4.1%
May 202637.7%20.6%20.6%16.9%4.1%
Jun 202633.1%22.2%22.2%18.1%4.4%
Jul 202637.7%20.6%20.6%16.9%4.1%
Aug 202637.7%20.6%20.6%16.9%4.1%
Sep 202637.7%20.6%20.6%16.9%4.1%

This month’s ranking, September 2026

  1. 1.Sainsbury's

    37.7%

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

  2. 2.Morrisons

    20.6%

    Held 2nd. 5M estimated branded searches, 0% vs prior month. Share 0 points.

  3. 3.Tesco

    20.6%

    Held 3rd. 5M estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.Asda

    16.9%

    Held 4th. 4.1M estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Ocado

    4.1%

    Held 5th. 1M estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between leading brands

Which brand is most popular in search among online supermarkets in United Kingdom?

In September 2026, Sainsbury's was the most searched among online supermarkets in United Kingdom, with an estimated 9.1M branded searches and 37.7% estimated Share of Search within this set. Morrisons is in 2nd place, 17.1 percentage points behind at 20.6% Share of Search.

United Kingdom online supermarkets, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Sainsbury's34.8% → 37.7%37.7%Apr 202633.1%Feb 20261st
Morrisons19% → 20.6%22.4%Nov 202519%Oct 20254th → 2nd
Tesco23.3% → 20.6%24.1%Mar 202620.6%Apr 20262nd → 3rd
Asda19% → 16.9%19.2%Dec 202516.1%Mar 20263rd → 4th
Ocado3.8% → 4.1%4.4%Feb 20263.1%Dec 20255th

Each finding as a sentence

  • Across the 12 months ending September 2026, Sainsbury's’ estimated Share of Search among online supermarkets in United Kingdom increased from 34.8% to 37.7%.
  • Across the 12 months ending September 2026, Morrisons’ estimated Share of Search among online supermarkets in United Kingdom increased from 19% to 20.6%.
  • Across the 12 months ending September 2026, Tesco’s estimated Share of Search among online supermarkets in United Kingdom decreased from 23.3% to 20.6%.
  • Across the 12 months ending September 2026, Asda’s estimated Share of Search among online supermarkets in United Kingdom decreased from 19% to 16.9%.
  • Across the 12 months ending September 2026, Sainsbury's’ estimated Share of Search among online supermarkets in United Kingdom peaked at 37.7% in April 2026 and was lowest at 33.1% in February 2026.
  • Across the 12 months ending September 2026, Morrisons’ estimated Share of Search among online supermarkets in United Kingdom peaked at 22.4% in November 2025 and was lowest at 19% in October 2025.
  • Across the 12 months ending September 2026, Tesco’s estimated Share of Search among online supermarkets in United Kingdom peaked at 24.1% in March 2026 and was lowest at 20.6% in April 2026.
  • Across the 12 months ending September 2026, Asda’s estimated Share of Search among online supermarkets in United Kingdom peaked at 19.2% in December 2025 and was lowest at 16.1% in March 2026.
  • Across the 12 months ending September 2026, Ocado’s estimated Share of Search among online supermarkets in United Kingdom peaked at 4.4% in February 2026 and was lowest at 3.1% in December 2025.
  • Across the 12 months ending September 2026, Morrisons rose from 4th to 2nd among online supermarkets in United Kingdom.
  • Across the 12 months ending September 2026, Tesco fell from 2nd to 3rd among online supermarkets in United Kingdom.
  • Across the 12 months ending September 2026, Asda fell from 3rd to 4th among online supermarkets in United Kingdom.
  • Across the 12 months ending September 2026, Ocado held steady: its estimated Share of Search among online supermarkets in United Kingdom moved less than 0.5 percentage points.

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

  1. Estimated monthly branded searches for Tesco in United Kingdom fell 18.3% over 12 measured months, from 6.1M to 5M in September 2026.

  2. Estimated monthly branded searches for Asda in United Kingdom fell 18.2% over 12 measured months, from 5M to 4.1M in September 2026.

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