--- title: "Supermarkets in the United Kingdom: Which are searched most?" description: "Compare the supermarkets people in the UK do their food shopping at, in store and online. Share of Search among Sainsbury's, Aldi, Lidl, Morrisons, Tesco, Asda, Ocado, Waitrose, M&S, Co-op and Iceland, the supermarkets Brandwave compares in the 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-supermarkets" publisher: "Brandwave" --- # Supermarkets in the United Kingdom: Which are searched most? Compare the supermarkets people in the UK do their food shopping at, in store and online. Share of Search among Sainsbury's, Aldi, Lidl, Morrisons, Tesco, Asda, Ocado, Waitrose, M&S, Co-op and Iceland, the supermarkets Brandwave compares in the 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**: Supermarkets - **Market**: United Kingdom - **Brands compared**: 11 - **Month measured**: Sep 2026 - **Highest Share of Search**: Sainsbury's, 25.4% ## Which brand is most popular in search among supermarkets in the United Kingdom? - 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%. - 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. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | All answers that named it | | --- | --- | --- | --- | | Sainsbury's | 1st | 3 of 3 | 3 of 3 | | Tesco | 2nd | 2 of 3 | 2 of 3 | | Asda | 3rd | 3 of 3 | 3 of 3 | | Waitrose | 4th | 3 of 3 | 3 of 3 | | Lidl | 5th | 2 of 3 | 2 of 3 | | Ocado | 6th | 2 of 3 | 2 of 3 | | Aldi | 7th | 1 of 3 | 1 of 3 | | M&S | 8th | 1 of 3 | 1 of 3 | | Morrisons | 9th | 1 of 3 | 1 of 3 | | Co-op | Not ranked | 0 of 3 | 0 of 3 | | Iceland | Not ranked | 0 of 3 | 0 of 3 | ## Every AI answer about supermarkets - Asked ChatGPT "Which UK supermarket is the cheapest for a weekly shop?": 1. Aldi, 2. Lidl, 3. Asda, 4. Tesco, 5. Sainsbury's, 6. Morrisons, 7. Ocado, 8. Waitrose - Asked ChatGPT "What's the best supermarket for quality food in the UK?": 1. Waitrose, 2. M&S, 3. Sainsbury's, 4. Lidl, 5. Asda - Asked ChatGPT "Which supermarket has the best online delivery service?": 1. Tesco, 2. Ocado, 3. Sainsbury's, 4. Asda, 5. Waitrose Not named in any answer: Co-op and Iceland. Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 27, 2026. ## Compare search popularity between leading brands - [Sainsbury's vs Aldi: compare search popularity](/demand/uk/compare/aldi-supermarkets-vs-sainsburys): 25.4% against 14% Share of Search. - [Sainsbury's vs Lidl: compare search popularity](/demand/uk/compare/lidl-vs-sainsburys): 25.4% against 13.9% Share of Search. - [Sainsbury's vs Morrisons: compare search popularity](/demand/uk/compare/morrisons-vs-sainsburys): 25.4% against 13.9% Share of Search. - [Sainsbury's vs Tesco: compare search popularity](/demand/uk/compare/sainsburys-vs-tesco): 25.4% against 13.9% Share of Search. - [Aldi vs Lidl: compare search popularity](/demand/uk/compare/aldi-supermarkets-vs-lidl): 14% against 13.9% Share of Search. - [Aldi vs Morrisons: compare search popularity](/demand/uk/compare/aldi-supermarkets-vs-morrisons): 14% against 13.9% Share of Search. - [Aldi vs Tesco: compare search popularity](/demand/uk/compare/aldi-supermarkets-vs-tesco): 14% against 13.9% Share of Search. - [Lidl vs Morrisons: compare search popularity](/demand/uk/compare/lidl-vs-morrisons): 13.9% Share of Search each. - [Lidl vs Tesco: compare search popularity](/demand/uk/compare/lidl-vs-tesco): 13.9% Share of Search each. - [Morrisons vs Tesco: compare search popularity](/demand/uk/compare/morrisons-vs-tesco): 13.9% Share of Search each. ## How did search popularity change for United Kingdom supermarkets in September 2026? - 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. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Sainsbury's | 25.4% | 9.1M | 0.0% | Sainsbury's | | 2 | Aldi | 14% | 5M | -18.2% | ALDI Australia | | 3 | Lidl | 13.9% | 5M | -18.3% | Lidl | | 4 | Morrisons | 13.9% | 5M | 0.0% | Morrisons | | 5 | Tesco | 13.9% | 5M | 0.0% | Tesco | | 6 | Asda | 11.4% | 4.1M | 0.0% | Asda | | 7 | Ocado | 2.8% | 1M | 0.0% | Ocado | | 8 | Waitrose | 2.8% | 1M | -18.0% | John Lewis Partnership | | 9 | M&S | 1% | 368K | +22.3% | M&S | | 10 | Co-op | 0.56% | 201K | 0.0% | Co-operative Group | | 11 | Iceland | 0.53% | 192K | -15.8% | Iceland | M&S sells other things too, so only its searches that name this product count here, like “m&s food”. ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Sainsbury's | 9.1M | 23.7% | 1 | | Oct 2025 | Tesco | 6.1M | 15.9% | 2 | | Oct 2025 | Aldi | 5M | 13% | 3 | | Oct 2025 | Asda | 5M | 13% | 4 | | Oct 2025 | Lidl | 5M | 13% | 5 | | Oct 2025 | Morrisons | 5M | 13% | 6 | | Oct 2025 | Waitrose | 1.5M | 3.9% | 7 | | Oct 2025 | Ocado | 1M | 2.6% | 8 | | Oct 2025 | M&S | 368K | 0.95% | 9 | | Oct 2025 | Co-op | 246K | 0.64% | 10 | | Oct 2025 | Iceland | 168K | 0.44% | 11 | | Nov 2025 | Sainsbury's | 9.1M | 22.9% | 1 | | Nov 2025 | Morrisons | 6.1M | 15.4% | 2 | | Nov 2025 | Tesco | 6.1M | 15.4% | 3 | | Nov 2025 | Aldi | 5M | 12.6% | 4 | | Nov 2025 | Asda | 5M | 12.6% | 5 | | Nov 2025 | Lidl | 5M | 12.6% | 6 | | Nov 2025 | Waitrose | 1.5M | 3.8% | 7 | | Nov 2025 | Ocado | 1M | 2.5% | 8 | | Nov 2025 | M&S | 450K | 1.1% | 9 | | Nov 2025 | Co-op | 246K | 0.62% | 10 | | Nov 2025 | Iceland | 234K | 0.59% | 11 | | Dec 2025 | Sainsbury's | 11.1M | 24.5% | 1 | | Dec 2025 | Tesco | 7.5M | 16.5% | 2 | | Dec 2025 | Asda | 6.1M | 13.5% | 3 | | Dec 2025 | Morrisons | 6.1M | 13.5% | 4 | | Dec 2025 | Aldi | 5M | 11.1% | 5 | | Dec 2025 | Lidl | 5M | 11% | 6 | | Dec 2025 | Waitrose | 2.2M | 4.9% | 7 | | Dec 2025 | Ocado | 1M | 2.2% | 8 | | Dec 2025 | M&S | 673K | 1.5% | 9 | | Dec 2025 | Co-op | 301K | 0.67% | 10 | | Dec 2025 | Iceland | 198K | 0.44% | 11 | | Jan 2026 | Sainsbury's | 9.1M | 23.9% | 1 | | Jan 2026 | Tesco | 6.1M | 16% | 2 | | Jan 2026 | Aldi | 5M | 13.1% | 3 | | Jan 2026 | Asda | 5M | 13.1% | 4 | | Jan 2026 | Lidl | 5M | 13.1% | 5 | | Jan 2026 | Morrisons | 5M | 13.1% | 6 | | Jan 2026 | Waitrose | 1.2M | 3.2% | 7 | | Jan 2026 | Ocado | 1M | 2.6% | 8 | | Jan 2026 | M&S | 301K | 0.79% | 9 | | Jan 2026 | Co-op | 246K | 0.64% | 10 | | Jan 2026 | Iceland | 192K | 0.5% | 11 | | Feb 2026 | Sainsbury's | 7.5M | 22.9% | 1 | | Feb 2026 | Morrisons | 5M | 15.3% | 2 | | Feb 2026 | Tesco | 5M | 15.3% | 3 | | Feb 2026 | Aldi | 4.1M | 12.6% | 4 | | Feb 2026 | Asda | 4.1M | 12.5% | 5 | | Feb 2026 | Lidl | 4.1M | 12.5% | 6 | | Feb 2026 | Waitrose | 1.2M | 3.7% | 7 | | Feb 2026 | Ocado | 1M | 3.1% | 8 | | Feb 2026 | M&S | 301K | 0.92% | 9 | | Feb 2026 | Co-op | 201K | 0.61% | 10 | | Feb 2026 | Iceland | 192K | 0.59% | 11 | | Mar 2026 | Sainsbury's | 9.1M | 24.5% | 1 | | Mar 2026 | Tesco | 6.1M | 16.4% | 2 | | Mar 2026 | Aldi | 5M | 13.4% | 3 | | Mar 2026 | Lidl | 5M | 13.4% | 4 | | Mar 2026 | Morrisons | 5M | 13.4% | 5 | | Mar 2026 | Asda | 4.1M | 10.9% | 6 | | Mar 2026 | Waitrose | 1.2M | 3.3% | 7 | | Mar 2026 | Ocado | 1M | 2.7% | 8 | | Mar 2026 | M&S | 301K | 0.81% | 9 | | Mar 2026 | Co-op | 246K | 0.66% | 10 | | Mar 2026 | Iceland | 234K | 0.63% | 11 | | Apr 2026 | Sainsbury's | 9.1M | 25.3% | 1 | | Apr 2026 | Aldi | 5M | 13.9% | 2 | | Apr 2026 | Lidl | 5M | 13.8% | 3 | | Apr 2026 | Morrisons | 5M | 13.8% | 4 | | Apr 2026 | Tesco | 5M | 13.8% | 5 | | Apr 2026 | Asda | 4.1M | 11.3% | 6 | | Apr 2026 | Waitrose | 1.2M | 3.4% | 7 | | Apr 2026 | Ocado | 1M | 2.8% | 8 | | Apr 2026 | M&S | 301K | 0.83% | 9 | | Apr 2026 | Co-op | 201K | 0.56% | 10 | | Apr 2026 | Iceland | 192K | 0.53% | 11 | | May 2026 | Sainsbury's | 9.1M | 23.8% | 1 | | May 2026 | Aldi | 6.2M | 16% | 2 | | May 2026 | Lidl | 6.1M | 15.9% | 3 | | May 2026 | Morrisons | 5M | 13% | 4 | | May 2026 | Tesco | 5M | 13% | 5 | | May 2026 | Asda | 4.1M | 10.6% | 6 | | May 2026 | Waitrose | 1.2M | 3.2% | 7 | | May 2026 | Ocado | 1M | 2.6% | 8 | | May 2026 | M&S | 301K | 0.78% | 9 | | May 2026 | Co-op | 201K | 0.52% | 10 | | May 2026 | Iceland | 192K | 0.5% | 11 | | Jun 2026 | Sainsbury's | 7.5M | 21.8% | 1 | | Jun 2026 | Aldi | 5M | 14.7% | 2 | | Jun 2026 | Lidl | 5M | 14.6% | 3 | | Jun 2026 | Morrisons | 5M | 14.6% | 4 | | Jun 2026 | Tesco | 5M | 14.6% | 5 | | Jun 2026 | Asda | 4.1M | 11.9% | 6 | | Jun 2026 | Ocado | 1M | 2.9% | 7 | | Jun 2026 | Waitrose | 1M | 2.9% | 8 | | Jun 2026 | M&S | 301K | 0.88% | 9 | | Jun 2026 | Iceland | 187K | 0.55% | 10 | | Jun 2026 | Co-op | 165K | 0.48% | 11 | | Jul 2026 | Sainsbury's | 9.1M | 25.4% | 1 | | Jul 2026 | Aldi | 5M | 14% | 2 | | Jul 2026 | Lidl | 5M | 13.9% | 3 | | Jul 2026 | Morrisons | 5M | 13.9% | 4 | | Jul 2026 | Tesco | 5M | 13.9% | 5 | | Jul 2026 | Asda | 4.1M | 11.4% | 6 | | Jul 2026 | Ocado | 1M | 2.8% | 7 | | Jul 2026 | Waitrose | 1M | 2.8% | 8 | | Jul 2026 | M&S | 301K | 0.84% | 9 | | Jul 2026 | Iceland | 228K | 0.63% | 10 | | Jul 2026 | Co-op | 201K | 0.56% | 11 | | Aug 2026 | Sainsbury's | 9.1M | 23.8% | 1 | | Aug 2026 | Aldi | 6.2M | 16% | 2 | | Aug 2026 | Lidl | 6.1M | 15.9% | 3 | | Aug 2026 | Morrisons | 5M | 13% | 4 | | Aug 2026 | Tesco | 5M | 13% | 5 | | Aug 2026 | Asda | 4.1M | 10.6% | 6 | | Aug 2026 | Waitrose | 1.2M | 3.2% | 7 | | Aug 2026 | Ocado | 1M | 2.6% | 8 | | Aug 2026 | M&S | 301K | 0.78% | 9 | | Aug 2026 | Iceland | 228K | 0.59% | 10 | | Aug 2026 | Co-op | 201K | 0.52% | 11 | | Sep 2026 | Sainsbury's | 9.1M | 25.4% | 1 | | Sep 2026 | Aldi | 5M | 14% | 2 | | Sep 2026 | Lidl | 5M | 13.9% | 3 | | Sep 2026 | Morrisons | 5M | 13.9% | 4 | | Sep 2026 | Tesco | 5M | 13.9% | 5 | | Sep 2026 | Asda | 4.1M | 11.4% | 6 | | Sep 2026 | Ocado | 1M | 2.8% | 7 | | Sep 2026 | Waitrose | 1M | 2.8% | 8 | | Sep 2026 | M&S | 368K | 1% | 9 | | Sep 2026 | Co-op | 201K | 0.56% | 10 | | Sep 2026 | Iceland | 192K | 0.53% | 11 | ## What is being compared - **Aldi**: Measured on the search terms “aldi” and “aldi uk”, summed into one figure. - **Asda**: Measured on the search term “asda”. - **Co-op**: Measured on the search term “coop food”. - **Iceland**: Measured on the search terms “iceland foods” and “iceland supermarket”, summed into one figure. - **Lidl**: Measured on the search term “lidl”. - **M&S**: Measured on the search term “m&s food”. - **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”. - **Waitrose**: Measured on the search term “waitrose”. - [Aldi](/demand/uk/brands/aldi-supermarkets) - [Asda](/demand/uk/brands/asda-supermarkets) - [Co-op](/demand/uk/brands/co-op-food) - [Iceland](/demand/uk/brands/iceland-foods) - [Lidl](/demand/uk/brands/lidl) - [M&S](/demand/uk/brands/marks-and-spencer) - [Morrisons](/demand/uk/brands/morrisons) - [Ocado](/demand/uk/brands/ocado) - [Sainsbury's](/demand/uk/brands/sainsburys) - [Tesco](/demand/uk/brands/tesco) - [Waitrose](/demand/uk/brands/waitrose-and-partners) ## Methodology - [How is the Brand Demand Index 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 supermarkets in the United Kingdom? 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. ## Cite this page Brandwave. "Supermarkets in the United Kingdom: Which are searched most?". https://gobrandwave.com/demand/uk/categories/uk-supermarkets This page is also available as HTML at https://gobrandwave.com/demand/uk/categories/uk-supermarkets. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.