Brandwave

Aldi vs Asda:Which is more popular?

In September 2026, Aldi had more branded searches than Asda among supermarkets in the United Kingdom. Aldi had about 5 million branded searches, while Asda had 4.1 million. Aldi made up 14% of all supermarket searches we track, and Asda accounted for 11.4%. When we asked ChatGPT and Google AI Overviews about supermarkets, Asda appeared in all three answers and Aldi in one. Asda was mentioned before Aldi in two out of three answers.

Among supermarkets in the United Kingdom in September 2026

Who do people search for more?

Aldi, about 23% more searches than Asda

Aldi 5M searchesAsda 4.1M searches

Who does AI mention more?

Asda, mentioned in every answer we collected

Asda in 3 of 3Aldi in 1 of 3

Who does AI recommend more?

Asda, named ahead of Aldi in 2 of 3 answers

Asda first in 2Aldi first in 1

Follow Aldi vs Asda 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 against a rival →

Top supermarkets in ChatGPT and Google AI Overviews

In three ChatGPT questions, Asda appeared in all three answers. Aldi was mentioned in one out of three: in one of the three ChatGPT answers. Asda was listed before Aldi 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 Aldi or Asda more popular in search?

This chart shows how often people search Google for Aldi and Asda 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.

Aldi and Asda among supermarkets in the United Kingdom, by month

Share of searches by month for Aldi, Asda. 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 Aldi and Asda comparison changed over the last 12 months?

3 findings
  • The lead changed hands 2 times in the 12 months ending September 2026: Asda took it in December 2025, Aldi took it in January 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, Asda’s share of searches among supermarkets in the United Kingdom moved from 13% to 11.4%, and its estimated monthly branded searches moved from 5M to 4.1M.

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

2 changes

  1. In September 2026, Asda gained share of searches among supermarkets in the United Kingdom, from 10.6% to 11.4%.

  2. 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 Asda’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.

Aldi

2 branded search terms

  • aldi
  • aldi uk

Asda

1 branded search term

  • asda

How the Brand Demand Index is measured

Other head-to-heads among supermarkets

Creator with pink hair and a pink jacket

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.

Start free