Brandwave

Sainsbury's vs Tesco:Which is more popular?

In September 2026, Sainsbury's had more branded searches than Tesco among supermarkets in the United Kingdom. Sainsbury's had about 9.1 million branded searches, while Tesco had 5 million. Sainsbury's made up 25.4% of all supermarket searches we track, and Tesco accounted for 13.9%. When we asked ChatGPT and Google AI Overviews about supermarkets, Sainsbury's appeared in all three answers and Tesco in two. Tesco was mentioned before Sainsbury's in two out of three answers.

Among supermarkets in the United Kingdom in September 2026

Who do people search for more?

Sainsbury's, about 83% more searches than Tesco

Sainsbury's 9.1M searchesTesco 5M searches

Who does AI mention more?

Sainsbury's, mentioned in every answer we collected

Sainsbury's in 3 of 3Tesco in 2 of 3

Who does AI recommend more?

Tesco, named ahead of Sainsbury's in 2 of 3 answers

Tesco first in 2Sainsbury's first in 1

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Top supermarkets in ChatGPT and Google AI Overviews

In three ChatGPT questions, Sainsbury's appeared in all three answers. Tesco was mentioned in two out of three: in two of the three ChatGPT answers. Tesco was listed before Sainsbury's in two out of three answers.

Most recommended by AI

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

  1. Sainsbury's1st
  2. Tesco2nd
  3. Asda3rd
  4. Waitrose4th
  5. Lidl5th
  6. Ocado6th
  7. Aldi7th
  8. M&S8th
  9. Morrisons9th
  10. Co-op–
  11. +1 more

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

+1 more

See every answer about supermarkets

3 answers

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.

Is Sainsbury's or Tesco more popular in search?

This chart shows how often people search Google for Sainsbury's 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.

Sainsbury's and Tesco among supermarkets in the United Kingdom, by month

Share of searches by month for Sainsbury's, Tesco. The figures are in the table below the chart.

View monthly share of searches table
MonthSainsbury'sAldiLidlMorrisonsTescoAsdaOcadoWaitroseM&SCo-opIceland
Oct 202523.7%13%13%13%15.9%13%2.6%3.9%0.95%0.64%0.44%
Nov 202522.9%12.6%12.6%15.4%15.4%12.6%2.5%3.8%1.1%0.62%0.59%
Dec 202524.5%11.1%11%13.5%16.5%13.5%2.2%4.9%1.5%0.67%0.44%
Jan 202623.9%13.1%13.1%13.1%16%13.1%2.6%3.2%0.79%0.64%0.5%
Feb 202622.9%12.6%12.5%15.3%15.3%12.5%3.1%3.7%0.92%0.61%0.59%
Mar 202624.5%13.4%13.4%13.4%16.4%10.9%2.7%3.3%0.81%0.66%0.63%
Apr 202625.3%13.9%13.8%13.8%13.8%11.3%2.8%3.4%0.83%0.56%0.53%
May 202623.8%16%15.9%13%13%10.6%2.6%3.2%0.78%0.52%0.5%
Jun 202621.8%14.7%14.6%14.6%14.6%11.9%2.9%2.9%0.88%0.48%0.55%
Jul 202625.4%14%13.9%13.9%13.9%11.4%2.8%2.8%0.84%0.56%0.63%
Aug 202623.8%16%15.9%13%13%10.6%2.6%3.2%0.78%0.52%0.59%
Sep 202625.4%14%13.9%13.9%13.9%11.4%2.8%2.8%1%0.56%0.53%

How has the Sainsbury's and Tesco comparison changed over the last 12 months?

3 findings
  • Sainsbury's was ahead of Tesco in every measured month of the 12 months ending September 2026.
  • 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.
  • 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

  1. In September 2026, Sainsbury's gained share of searches among supermarkets in the United Kingdom, from 23.8% to 25.4%.

  2. In September 2026, Tesco 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 Sainsbury'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.

Sainsbury's

1 branded search term

  • sainsburys

Tesco

1 branded search term

  • tesco

How the Brand Demand Index is measured

Other head-to-heads among supermarkets

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