Aldi vs Tesco:Which is more popular?
In September 2026, Aldi and Tesco were level in searches among supermarkets in the United Kingdom, with an estimated 5M branded searches each, at 14% and 13.9% of the total. When we asked ChatGPT and Google AI Overviews about supermarkets, Tesco appeared in two of the three answers and Aldi in one. Aldi and Tesco were each mentioned first in one of the two answers that named either.
Who do people search for more?
Aldi and Tesco are searched for about as often as each other.
Who does AI recommend more?
Each is named first in 1 of 2 answers.
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Top supermarkets in ChatGPT and Google AI Overviews
In three ChatGPT questions, Tesco was mentioned in two out of three: in two of the three ChatGPT answers. Aldi was mentioned in one out of three: in one of the three ChatGPT answers. Aldi and Tesco were each listed first in one of the two answers that named either.
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.
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
See every answer about supermarkets
3 answers
Asked ChatGPT
“Which UK supermarket is the cheapest for a weekly shop?”
Asked ChatGPT
“What's the best supermarket for quality food in the UK?”
Asked ChatGPT
“Which supermarket has the best online delivery service?”
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.
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.
Is Aldi or Tesco more popular in search?
This chart shows how often people search Google for Aldi and Tesco 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 by month for Aldi, Tesco. The figures are in the table below the chart.
View monthly share of searches table
| 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% |
How has the Aldi and Tesco comparison changed over the last 12 months?
3 findings
- The lead changed hands once in the 12 months ending September 2026: Aldi took it in April 2026.
- Across the 12 months ending September 2026, Aldi’s share of searches among supermarkets in the United Kingdom moved from 13% to 14%, and its estimated monthly branded searches held steady at 5M.
- Across the 12 months ending September 2026, Tesco’s share of searches among supermarkets in the United Kingdom moved from 15.9% to 13.9%, and its estimated monthly branded searches moved from 6.1M to 5M.
How did search popularity change for United Kingdom supermarkets in September 2026?
2 changes
In September 2026, Tesco gained share of searches among supermarkets in the United Kingdom, from 13% to 13.9%.
In September 2026, Aldi lost share of searches among supermarkets in the United Kingdom, from 16% to 14%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Aldi’s and Tesco’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.
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