--- title: "Online supermarkets in United Kingdom: Which are searched most?" description: "Compare the supermarkets people order groceries online from. Share of Search among Sainsbury's, Morrisons, Tesco, Asda and Ocado, the online supermarkets Brandwave compares in United Kingdom, using the same methodology, market, and reporting period. 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-online-supermarkets" publisher: "Brandwave" --- # Online supermarkets in United Kingdom: Which are searched most? Compare the supermarkets people order groceries online from. Share of Search among Sainsbury's, Morrisons, Tesco, Asda and Ocado, the online supermarkets Brandwave compares in United Kingdom, using the same methodology, market, and reporting period. 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 - **Competitive set**: Online supermarkets - **Market**: United Kingdom - **Brands compared**: 5 - **Month measured**: Sep 2026 - **Highest Share of Search**: Sainsbury's, 37.7% ## 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. - 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. ## Compare search popularity between leading brands - [Sainsbury's vs Morrisons: compare search popularity](/demand/uk/compare/morrisons-vs-sainsburys): 37.7% against 20.6% Share of Search. - [Sainsbury's vs Tesco: compare search popularity](/demand/uk/compare/sainsburys-vs-tesco): 37.7% against 20.6% Share of Search. - [Sainsbury's vs Asda: compare search popularity](/demand/uk/compare/asda-supermarkets-vs-sainsburys): 37.7% against 16.9% Share of Search. - [Sainsbury's vs Ocado: compare search popularity](/demand/uk/compare/ocado-vs-sainsburys): 37.7% against 4.1% Share of Search. - [Morrisons vs Tesco: compare search popularity](/demand/uk/compare/morrisons-vs-tesco): 20.6% Share of Search each. - [Morrisons vs Asda: compare search popularity](/demand/uk/compare/asda-supermarkets-vs-morrisons): 20.6% against 16.9% Share of Search. - [Morrisons vs Ocado: compare search popularity](/demand/uk/compare/morrisons-vs-ocado): 20.6% against 4.1% Share of Search. - [Tesco vs Asda: compare search popularity](/demand/uk/compare/asda-supermarkets-vs-tesco): 20.6% against 16.9% Share of Search. - [Tesco vs Ocado: compare search popularity](/demand/uk/compare/ocado-vs-tesco): 20.6% against 4.1% Share of Search. - [Asda vs Ocado: compare search popularity](/demand/uk/compare/asda-supermarkets-vs-ocado): 16.9% against 4.1% Share of Search. ## How did search popularity change for United Kingdom online supermarkets in September 2026? - Estimated monthly branded searches for Tesco in United Kingdom fell 18.3% over 12 measured months, from 6.1M to 5M in September 2026. - Estimated monthly branded searches for Asda in United Kingdom fell 18.2% over 12 measured months, from 5M to 4.1M in September 2026. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Sainsbury's | 37.7% | 9.1M | 0.0% | Sainsbury's | | 2 | Morrisons | 20.6% | 5M | 0.0% | Morrisons | | 3 | Tesco | 20.6% | 5M | 0.0% | Tesco | | 4 | Asda | 16.9% | 4.1M | 0.0% | Asda | | 5 | Ocado | 4.1% | 1M | 0.0% | Ocado | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Sainsbury's | 9.1M | 34.8% | 1 | | Oct 2025 | Tesco | 6.1M | 23.3% | 2 | | Oct 2025 | Asda | 5M | 19% | 3 | | Oct 2025 | Morrisons | 5M | 19% | 4 | | Oct 2025 | Ocado | 1M | 3.8% | 5 | | Nov 2025 | Sainsbury's | 9.1M | 33.4% | 1 | | Nov 2025 | Morrisons | 6.1M | 22.4% | 2 | | Nov 2025 | Tesco | 6.1M | 22.4% | 3 | | Nov 2025 | Asda | 5M | 18.3% | 4 | | Nov 2025 | Ocado | 1M | 3.7% | 5 | | Dec 2025 | Sainsbury's | 11.1M | 34.9% | 1 | | Dec 2025 | Tesco | 7.5M | 23.5% | 2 | | Dec 2025 | Asda | 6.1M | 19.2% | 3 | | Dec 2025 | Morrisons | 6.1M | 19.2% | 4 | | Dec 2025 | Ocado | 1M | 3.1% | 5 | | Jan 2026 | Sainsbury's | 9.1M | 34.8% | 1 | | Jan 2026 | Tesco | 6.1M | 23.3% | 2 | | Jan 2026 | Asda | 5M | 19% | 3 | | Jan 2026 | Morrisons | 5M | 19% | 4 | | Jan 2026 | Ocado | 1M | 3.8% | 5 | | Feb 2026 | Sainsbury's | 7.5M | 33.1% | 1 | | Feb 2026 | Morrisons | 5M | 22.2% | 2 | | Feb 2026 | Tesco | 5M | 22.2% | 3 | | Feb 2026 | Asda | 4.1M | 18.1% | 4 | | Feb 2026 | Ocado | 1M | 4.4% | 5 | | Mar 2026 | Sainsbury's | 9.1M | 36.1% | 1 | | Mar 2026 | Tesco | 6.1M | 24.1% | 2 | | Mar 2026 | Morrisons | 5M | 19.7% | 3 | | Mar 2026 | Asda | 4.1M | 16.1% | 4 | | Mar 2026 | Ocado | 1M | 3.9% | 5 | | Apr 2026 | Sainsbury's | 9.1M | 37.7% | 1 | | Apr 2026 | Morrisons | 5M | 20.6% | 2 | | Apr 2026 | Tesco | 5M | 20.6% | 3 | | Apr 2026 | Asda | 4.1M | 16.9% | 4 | | Apr 2026 | Ocado | 1M | 4.1% | 5 | | May 2026 | Sainsbury's | 9.1M | 37.7% | 1 | | May 2026 | Morrisons | 5M | 20.6% | 2 | | May 2026 | Tesco | 5M | 20.6% | 3 | | May 2026 | Asda | 4.1M | 16.9% | 4 | | May 2026 | Ocado | 1M | 4.1% | 5 | | Jun 2026 | Sainsbury's | 7.5M | 33.1% | 1 | | Jun 2026 | Morrisons | 5M | 22.2% | 2 | | Jun 2026 | Tesco | 5M | 22.2% | 3 | | Jun 2026 | Asda | 4.1M | 18.1% | 4 | | Jun 2026 | Ocado | 1M | 4.4% | 5 | | Jul 2026 | Sainsbury's | 9.1M | 37.7% | 1 | | Jul 2026 | Morrisons | 5M | 20.6% | 2 | | Jul 2026 | Tesco | 5M | 20.6% | 3 | | Jul 2026 | Asda | 4.1M | 16.9% | 4 | | Jul 2026 | Ocado | 1M | 4.1% | 5 | | Aug 2026 | Sainsbury's | 9.1M | 37.7% | 1 | | Aug 2026 | Morrisons | 5M | 20.6% | 2 | | Aug 2026 | Tesco | 5M | 20.6% | 3 | | Aug 2026 | Asda | 4.1M | 16.9% | 4 | | Aug 2026 | Ocado | 1M | 4.1% | 5 | | Sep 2026 | Sainsbury's | 9.1M | 37.7% | 1 | | Sep 2026 | Morrisons | 5M | 20.6% | 2 | | Sep 2026 | Tesco | 5M | 20.6% | 3 | | Sep 2026 | Asda | 4.1M | 16.9% | 4 | | Sep 2026 | Ocado | 1M | 4.1% | 5 | ## What is being compared - **Asda**: Measured on the search term “asda”. - **Morrisons**: Measured on the search term “morrisons”. - **Ocado**: Measured on the search term “ocado”. - **Sainsbury's**: Measured on the search term “sainsburys”. - **Tesco**: Measured on the search term “tesco”. - [Asda](/demand/uk/brands/asda-supermarkets) - [Morrisons](/demand/uk/brands/morrisons) - [Ocado](/demand/uk/brands/ocado) - [Sainsbury's](/demand/uk/brands/sainsburys) - [Tesco](/demand/uk/brands/tesco) ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### 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. ## Cite this page Brandwave. "Online supermarkets in United Kingdom: Which are searched most?". https://gobrandwave.com/demand/uk/categories/uk-online-supermarkets This page is also available as HTML at https://gobrandwave.com/demand/uk/categories/uk-online-supermarkets. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.