Brandwave

Aldi vs Sainsbury's:Which is more popular?

In September 2026, Sainsbury's had more branded searches than Aldi among supermarkets in the United Kingdom. Sainsbury's had about 9.1 million branded searches, while Aldi had 5 million. Sainsbury's made up 25.4% of all supermarket searches we track, and Aldi accounted for 14%. When we asked ChatGPT and Google AI Overviews about supermarkets, Sainsbury's appeared in all three answers and Aldi in one. Sainsbury's 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?

Sainsbury's, about 82% more searches than Aldi

Sainsbury's 9.1M searchesAldi 5M searches

Who does AI mention more?

Sainsbury's, mentioned in every answer we collected

Sainsbury's in 3 of 3Aldi in 1 of 3

Who does AI recommend more?

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

Sainsbury's first in 2Aldi 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. Aldi was mentioned in one out of three: in one of the three ChatGPT answers. Sainsbury's 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 Sainsbury's more popular in search?

This chart shows how often people search Google for Aldi 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.

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

Share of searches by month for Sainsbury's, Aldi. 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 Sainsbury's comparison changed over the last 12 months?

3 findings
  • Sainsbury's was ahead of Aldi in every measured month of the 12 months ending September 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, 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

  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, 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 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.

Aldi

2 branded search terms

  • aldi
  • aldi uk

Sainsbury's

1 branded search term

  • sainsburys

How the Brand Demand Index is measured

Other head-to-heads among supermarkets

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