Morrisons vs Sainsbury's:Which is searched more in United Kingdom?
In September 2026, Sainsbury's had more branded searches than Morrisons among online supermarkets in United Kingdom. Sainsbury's was estimated to have 9.1M branded searches compared to Morrisons’ 5M, and held a 37.7% Share of Search versus Morrisons’ 20.6%.
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Which is more popular in search, Morrisons or Sainsbury's?
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 by month for Sainsbury's, Morrisons. The figures are in the table below the chart.
View monthly share of search table
| Month | Sainsbury's | Morrisons | Tesco | Asda | Ocado |
|---|---|---|---|---|---|
| Oct 2025 | 34.8% | 19% | 23.3% | 19% | 3.8% |
| Nov 2025 | 33.4% | 22.4% | 22.4% | 18.3% | 3.7% |
| Dec 2025 | 34.9% | 19.2% | 23.5% | 19.2% | 3.1% |
| Jan 2026 | 34.8% | 19% | 23.3% | 19% | 3.8% |
| Feb 2026 | 33.1% | 22.2% | 22.2% | 18.1% | 4.4% |
| Mar 2026 | 36.1% | 19.7% | 24.1% | 16.1% | 3.9% |
| Apr 2026 | 37.7% | 20.6% | 20.6% | 16.9% | 4.1% |
| May 2026 | 37.7% | 20.6% | 20.6% | 16.9% | 4.1% |
| Jun 2026 | 33.1% | 22.2% | 22.2% | 18.1% | 4.4% |
| Jul 2026 | 37.7% | 20.6% | 20.6% | 16.9% | 4.1% |
| Aug 2026 | 37.7% | 20.6% | 20.6% | 16.9% | 4.1% |
| Sep 2026 | 37.7% | 20.6% | 20.6% | 16.9% | 4.1% |
How has the Morrisons and Sainsbury's comparison changed over the last 12 months?
3 findings
- Sainsbury's was ahead of Morrisons in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Morrisons’ estimated Share of Search among online supermarkets in United Kingdom moved from 19% to 20.6%, and its estimated monthly branded searches held steady at 5M.
- Across the 12 months ending September 2026, Sainsbury's’ estimated Share of Search among online supermarkets in United Kingdom moved from 34.8% to 37.7%, and its estimated monthly branded searches held steady at 9.1M.
How did search popularity change for United Kingdom online supermarkets in September 2026?
0 changes
Neither Morrisons nor Sainsbury's moved beyond provider rounding among online supermarkets in September 2026.
Other head-to-heads among online supermarkets
How each brand is measured
Brandwave collects information about searches that people make online using Morrisons’ and Sainsbury'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.
Morrisons
1 branded search term
- morrisons
Sainsbury's
1 branded search term
- sainsburys
Put your own brand in this comparison
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