--- title: "Aldi vs Morrisons: Which is searched more in the United Kingdom?" description: "Is Aldi or Morrisons more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Supermarkets set in the United Kingdom. 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/compare/aldi-supermarkets-vs-morrisons" publisher: "Brandwave" --- # Aldi vs Morrisons: Which is searched more in the United Kingdom? Is Aldi or Morrisons more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Supermarkets set in the United Kingdom. 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 - **Compared**: Aldi and Morrisons - **Competitive set**: Supermarkets - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Aldi Share of Search**: 14% - **Morrisons Share of Search**: 13.9% ## Is Aldi or Morrisons more popular in search? - In September 2026, Aldi and Morrisons 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. - The lead changed hands 4 times in the 12 months ending September 2026: Morrisons took it in November 2025, Aldi took it in January 2026, Morrisons took it in February 2026, Aldi took it in March 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, 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. ## Top supermarkets in ChatGPT and Google AI Overviews In three ChatGPT questions, Aldi and Morrisons were each mentioned in one out of three: in one of the three ChatGPT answers. 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. ## How did search popularity change for United Kingdom supermarkets in September 2026? - In September 2026, Morrisons 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%. ## Month by month | Month | Aldi estimated searches | Aldi Share of Search | Aldi rank | Morrisons estimated searches | Morrisons Share of Search | Morrisons rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 5M | 13% | 3 | 5M | 13% | 6 | | Nov 2025 | 5M | 12.6% | 4 | 6.1M | 15.4% | 2 | | Dec 2025 | 5M | 11.1% | 5 | 6.1M | 13.5% | 4 | | Jan 2026 | 5M | 13.1% | 3 | 5M | 13.1% | 6 | | Feb 2026 | 4.1M | 12.6% | 4 | 5M | 15.3% | 2 | | Mar 2026 | 5M | 13.4% | 3 | 5M | 13.4% | 5 | | Apr 2026 | 5M | 13.9% | 2 | 5M | 13.8% | 4 | | May 2026 | 6.2M | 16% | 2 | 5M | 13% | 4 | | Jun 2026 | 5M | 14.7% | 2 | 5M | 14.6% | 4 | | Jul 2026 | 5M | 14% | 2 | 5M | 13.9% | 4 | | Aug 2026 | 6.2M | 16% | 2 | 5M | 13% | 4 | | Sep 2026 | 5M | 14% | 2 | 5M | 13.9% | 4 | ## How each brand is measured Brandwave collects information about searches that people make online using Aldi’s and Morrisons’ 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**: Measured on the search terms “aldi” and “aldi uk”, summed into one figure. - **Morrisons**: Measured on the search term “morrisons”. - [Aldi profile](/demand/uk/brands/aldi-supermarkets) - [Morrisons profile](/demand/uk/brands/morrisons) - [All supermarkets in the United Kingdom](/demand/uk/categories/uk-supermarkets): The set both shares are measured inside, 11 brands. ## 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 ### Is Aldi or Morrisons more popular in search? In September 2026, Aldi and Morrisons 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. ## Cite this page Brandwave. "Aldi vs Morrisons: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/aldi-supermarkets-vs-morrisons This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/aldi-supermarkets-vs-morrisons. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.