Morrisons vs Sainsbury's:Which is more popular?
In September 2026, Sainsbury's had more branded searches than Morrisons among supermarkets in the United Kingdom. Sainsbury's had about 9.1 million branded searches, while Morrisons had 5 million. Sainsbury's made up 25.4% of all supermarket searches we track, and Morrisons accounted for 13.9%. When we asked ChatGPT and Google AI Overviews about supermarkets, Sainsbury's appeared in all three answers and Morrisons in one. Sainsbury's was mentioned before Morrisons in every answer.
Who do people search for more?
Sainsbury's, about 83% more searches than Morrisons
Who does AI mention more?
Sainsbury's, mentioned in every answer we collected
Who does AI recommend more?
Sainsbury's, named ahead of Morrisons in every answer
Follow Morrisons vs Sainsbury's 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
Top supermarkets in ChatGPT and Google AI Overviews
In three ChatGPT questions, Sainsbury's appeared in all three answers. Morrisons was mentioned in one out of three: in one of the three ChatGPT answers. Sainsbury's was listed before Morrisons in every answer.
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 Morrisons or Sainsbury's more popular in search?
This chart shows how often people search Google for Morrisons and Sainsbury's 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 Sainsbury's, Morrisons. 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 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’ share of searches among supermarkets in the United Kingdom moved from 13% to 13.9%, and its estimated monthly branded searches held steady at 5M.
- Across the 12 months ending September 2026, Sainsbury's’ share of searches among supermarkets in the United Kingdom moved from 23.7% to 25.4%, and its estimated monthly branded searches held steady at 9.1M.
How did search popularity change for United Kingdom supermarkets in September 2026?
2 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%.
How are branded searches counted?
2 search terms
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
Other head-to-heads among supermarkets
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.