Supermarkets in the United Kingdom:Which are most popular?

Name: Supermarkets in the United Kingdom: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Sainsbury's was the most searched supermarket in the United Kingdom, accounting for 25.4% of all searches among the 11 supermarkets we track. When we checked with ChatGPT and Google AI Overviews, Sainsbury's, Asda and Waitrose showed up in every answer. Sainsbury's was recommended most often, though no response put it first.

Follow supermarkets and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand in this set →

Top supermarkets in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions, Sainsbury's, Asda and Waitrose appeared every time. Sainsbury's was recommended most often, though no answer put it first. Tesco was second, and Asda was third. Co-op, which ranked tenth in searches, was not mentioned at all.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

How many AI answers named each brand
Brand	ChatGPT	Answers that named it
Sainsbury's	Named in 3 of 3 ChatGPT answers	3 of 3
Asda	Named in 3 of 3 ChatGPT answers	3 of 3
Waitrose	Named in 3 of 3 ChatGPT answers	3 of 3
Lidl	Named in 2 of 3 ChatGPT answers	2 of 3
Tesco	Named in 2 of 3 ChatGPT answers	2 of 3
Ocado	Named in 2 of 3 ChatGPT answers	2 of 3
Aldi	Named in 1 of 3 ChatGPT answers	1 of 3
Morrisons	Named in 1 of 3 ChatGPT answers	1 of 3
M&S	Named in 1 of 3 ChatGPT answers	1 of 3
Co-op	Named in 0 of 3 ChatGPT answers	0 of 3
Iceland	Named in 0 of 3 ChatGPT answers	0 of 3

Sainsbury's3 of 3Named in 3 of 3 ChatGPT answers
Asda3 of 3Named in 3 of 3 ChatGPT answers
Waitrose3 of 3Named in 3 of 3 ChatGPT answers
Lidl2 of 3Named in 2 of 3 ChatGPT answers
Tesco2 of 3Named in 2 of 3 ChatGPT answers
Ocado2 of 3Named in 2 of 3 ChatGPT answers
Aldi1 of 3Named in 1 of 3 ChatGPT answers
Morrisons1 of 3Named in 1 of 3 ChatGPT answers
M&S1 of 3Named in 1 of 3 ChatGPT answers
Co-op0 of 3Named in 0 of 3 ChatGPT answers
Iceland0 of 3Named in 0 of 3 ChatGPT answers

See every answer about supermarkets

3 answers

Asked ChatGPT
“Which UK supermarket is the cheapest for a weekly shop?”
1. 1Aldi
2. 2Lidl
3. 3Asda
4. 4Tesco
5. 5Sainsbury's
6. 6Morrisons
7. 7Ocado
8. 8Waitrose
Asked ChatGPT
“What's the best supermarket for quality food in the UK?”
1. 1Waitrose
2. 2M&S
3. 3Sainsbury's
4. 4Lidl
5. 5Asda
Asked ChatGPT
“Which supermarket has the best online delivery service?”
1. 1Tesco
2. 2Ocado
3. 3Sainsbury's
4. 4Asda
5. 5Waitrose
Searched Google, AI Overview
“supermarkets”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“cheapest supermarket”
Google showed no AI Overview for this search.

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.

Which supermarkets do people search for most?

This chart shows how often people search Google for each supermarket by name. Each line represents a brand's share of searches for all 11 supermarkets we track, month by month, from searches in United Kingdom.

Share of searches among supermarkets in the United Kingdom, by month

Month	Sainsbury's	Aldi	Lidl	Morrisons	Tesco	Asda	Ocado	Waitrose	M&S	Co-op	Iceland
Oct 2025	23.7%	13%	13%	13%	15.9%	13%	2.6%	3.9%	0.95%	0.64%	0.44%
Nov 2025	22.9%	12.6%	12.6%	15.4%	15.4%	12.6%	2.5%	3.8%	1.1%	0.62%	0.59%
Dec 2025	24.5%	11.1%	11%	13.5%	16.5%	13.5%	2.2%	4.9%	1.5%	0.67%	0.44%
Jan 2026	23.9%	13.1%	13.1%	13.1%	16%	13.1%	2.6%	3.2%	0.79%	0.64%	0.5%
Feb 2026	22.9%	12.6%	12.5%	15.3%	15.3%	12.5%	3.1%	3.7%	0.92%	0.61%	0.59%
Mar 2026	24.5%	13.4%	13.4%	13.4%	16.4%	10.9%	2.7%	3.3%	0.81%	0.66%	0.63%
Apr 2026	25.3%	13.9%	13.8%	13.8%	13.8%	11.3%	2.8%	3.4%	0.83%	0.56%	0.53%
May 2026	23.8%	16%	15.9%	13%	13%	10.6%	2.6%	3.2%	0.78%	0.52%	0.5%
Jun 2026	21.8%	14.7%	14.6%	14.6%	14.6%	11.9%	2.9%	2.9%	0.88%	0.48%	0.55%
Jul 2026	25.4%	14%	13.9%	13.9%	13.9%	11.4%	2.8%	2.8%	0.84%	0.56%	0.63%
Aug 2026	23.8%	16%	15.9%	13%	13%	10.6%	2.6%	3.2%	0.78%	0.52%	0.59%
Sep 2026	25.4%	14%	13.9%	13.9%	13.9%	11.4%	2.8%	2.8%	1%	0.56%	0.53%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Sainsbury's	25.4%	9.1M	0%	+1.6 points
2, held 2nd	Aldi	14%	5M	-18.2%	-2 points
3, held 3rd	Lidl	13.9%	5M	-18.3%	-2 points
4, held 4th	Morrisons	13.9%	5M	0%	+0.9 points
5, held 5th	Tesco	13.9%	5M	0%	+0.9 points
6, held 6th	Asda	11.4%	4.1M	0%	+0.7 points
7, moved from 8th to 7th	Ocado	2.8%	1M	0%	+0.2 pointsmoved from 8th to 7th
8, moved from 7th to 8th	Waitrose	2.8%	1M	-18%	-0.4 pointsmoved from 7th to 8th
9, held 9th	M&S	1%	368K	+22.3%	+0.2 points
10, moved from 11th to 10th	Co-op	0.56%	201K	0%	0 pointsmoved from 11th to 10th
11, moved from 10th to 11th	Iceland	0.53%	192K	-15.8%	-0.1 pointsmoved from 10th to 11th

1.Sainsbury's
25.4%
Held 1st. 9.1M estimated branded searches, 0% vs prior month. Share +1.6 points.
2.Aldi
14%
Held 2nd. 5M estimated branded searches, -18.2% vs prior month. Share -2 points.
3.Lidl
13.9%
Held 3rd. 5M estimated branded searches, -18.3% vs prior month. Share -2 points.
4.Morrisons
13.9%
Held 4th. 5M estimated branded searches, 0% vs prior month. Share +0.9 points.
5.Tesco
13.9%
Held 5th. 5M estimated branded searches, 0% vs prior month. Share +0.9 points.
6.Asda
11.4%
Held 6th. 4.1M estimated branded searches, 0% vs prior month. Share +0.7 points.
7.Ocado
2.8%
Moved from 8th to 7th. 1M estimated branded searches, 0% vs prior month. Share +0.2 points.
8.Waitrose
2.8%
Moved from 7th to 8th. 1M estimated branded searches, -18% vs prior month. Share -0.4 points.
9.M&S
1%
Held 9th. 368K estimated branded searches, +22.3% vs prior month. Share +0.2 points.
10.Co-op
0.56%
Moved from 11th to 10th. 201K estimated branded searches, 0% vs prior month. Share 0 points.
11.Iceland
0.53%
Moved from 10th to 11th. 192K estimated branded searches, -15.8% vs prior month. Share -0.1 points.

M&S sells other things too, so only its searches that name this product count here, like “m&s food”.

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

11 brands

In September 2026, Sainsbury's was the most searched among supermarkets in the United Kingdom, with an estimated 9.1M branded searches, 25.4% of all searches for the 11 we track. Aldi is in 2nd place, 11.4 percentage points behind at 14%.

United Kingdom supermarkets, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Sainsbury's	23.7% → 25.4%	25.4%Jul 2026	21.8%Jun 2026	1st
Aldi	13% → 14%	16%May 2026	11.1%Dec 2025	3rd → 2nd
Lidl	13% → 13.9%	15.9%May 2026	11%Dec 2025	5th → 3rd
Morrisons	13% → 13.9%	15.4%Nov 2025	13%Oct 2025	6th → 4th
Tesco	15.9% → 13.9%	16.5%Dec 2025	13%Aug 2026	2nd → 5th
Asda	13% → 11.4%	13.5%Dec 2025	10.6%Aug 2026	4th → 6th
Ocado	2.6% → 2.8%	3.1%Feb 2026	2.2%Dec 2025	8th → 7th
Waitrose	3.9% → 2.8%	4.9%Dec 2025	2.8%Sep 2026	7th → 8th
M&S	0.95% → 1%	1.5%Dec 2025	0.78%Aug 2026	9th
Co-op	0.64% → 0.56%	0.67%Dec 2025	0.48%Jun 2026	10th
Iceland	0.44% → 0.53%	0.63%Jul 2026	0.44%Oct 2025	11th

Each finding as a sentence

Across the 12 months ending September 2026, Sainsbury's’ share of searches among supermarkets in the United Kingdom increased from 23.7% to 25.4%.
Across the 12 months ending September 2026, Aldi’s share of searches among supermarkets in the United Kingdom increased from 13% to 14%.
Across the 12 months ending September 2026, Lidl’s share of searches among supermarkets in the United Kingdom increased from 13% to 13.9%.
Across the 12 months ending September 2026, Morrisons’ share of searches among supermarkets in the United Kingdom increased from 13% to 13.9%.
Across the 12 months ending September 2026, Tesco’s share of searches among supermarkets in the United Kingdom decreased from 15.9% to 13.9%.
Across the 12 months ending September 2026, Asda’s share of searches among supermarkets in the United Kingdom decreased from 13% to 11.4%.
Across the 12 months ending September 2026, Waitrose’s share of searches among supermarkets in the United Kingdom decreased from 3.9% to 2.8%.
Across the 12 months ending September 2026, Sainsbury's’ share of searches among supermarkets in the United Kingdom peaked at 25.4% in July 2026 and was lowest at 21.8% in June 2026.
Across the 12 months ending September 2026, Aldi’s share of searches among supermarkets in the United Kingdom peaked at 16% in May 2026 and was lowest at 11.1% in December 2025.
Across the 12 months ending September 2026, Lidl’s share of searches among supermarkets in the United Kingdom peaked at 15.9% in May 2026 and was lowest at 11% in December 2025.
Across the 12 months ending September 2026, Morrisons’ share of searches among supermarkets in the United Kingdom peaked at 15.4% in November 2025 and was lowest at 13% in October 2025.
Across the 12 months ending September 2026, Tesco’s share of searches among supermarkets in the United Kingdom peaked at 16.5% in December 2025 and was lowest at 13% in August 2026.
Across the 12 months ending September 2026, Asda’s share of searches among supermarkets in the United Kingdom peaked at 13.5% in December 2025 and was lowest at 10.6% in August 2026.
Across the 12 months ending September 2026, Waitrose’s share of searches among supermarkets in the United Kingdom peaked at 4.9% in December 2025 and was lowest at 2.8% in September 2026.
Across the 12 months ending September 2026, Aldi rose from 3rd to 2nd among supermarkets in the United Kingdom.
Across the 12 months ending September 2026, Lidl rose from 5th to 3rd among supermarkets in the United Kingdom.
Across the 12 months ending September 2026, Morrisons rose from 6th to 4th among supermarkets in the United Kingdom.
Across the 12 months ending September 2026, Tesco fell from 2nd to 5th among supermarkets in the United Kingdom.
Across the 12 months ending September 2026, Asda fell from 4th to 6th among supermarkets in the United Kingdom.
Across the 12 months ending September 2026, Ocado rose from 8th to 7th among supermarkets in the United Kingdom.
Across the 12 months ending September 2026, Waitrose fell from 7th to 8th among supermarkets in the United Kingdom.
Across the 12 months ending September 2026, M&S, Co-op and Iceland held steady: their share of searches among supermarkets in the United Kingdom each moved less than 0.5 percentage points.

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

8 changes

In September 2026, Sainsbury's gained share of searches among supermarkets in the United Kingdom, from 23.8% to 25.4%.
In September 2026, Morrisons gained share of searches among supermarkets in the United Kingdom, from 13% to 13.9%.
In September 2026, Tesco gained share of searches among supermarkets in the United Kingdom, from 13% to 13.9%.
In September 2026, Asda gained share of searches among supermarkets in the United Kingdom, from 10.6% to 11.4%.
In September 2026, Lidl lost share of searches among supermarkets in the United Kingdom, from 15.9% to 13.9%.
In September 2026, Aldi lost share of searches among supermarkets in the United Kingdom, from 16% to 14%.
In September 2026, Co-op rose from 11th to 10th among supermarkets in the United Kingdom.
In September 2026, Ocado rose from 8th to 7th among supermarkets in the United Kingdom.

How are branded searches counted for supermarkets?

13 search terms

Each brand's share of searches among supermarkets comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.