Brandwave

Asda vs Iceland:Which is more popular?

In September 2026, Asda had more branded searches than Iceland among supermarkets in the United Kingdom. Asda had about 4.1 million branded searches, while Iceland had 192,000. Asda made up 11.4% of all supermarket searches we track, and Iceland accounted for 0.53%. When we asked ChatGPT and Google AI Overviews about supermarkets, Asda appeared in all three answers and Iceland in none.

Among supermarkets in the United Kingdom in September 2026

Who do people search for more?

Asda, about 21 searches for every 1 for Iceland

Asda 4.1M searchesIceland 192K searches

Who does AI mention more?

Asda, mentioned in every answer we collected

Asda in 3 of 3Iceland in 0 of 3

Who does AI recommend more?

Asda, the only one of the two named

Asda first in 3Iceland never named

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Top supermarkets in ChatGPT and Google AI Overviews

In three ChatGPT questions, Asda appeared in all three answers. Iceland did not appear in any of the 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. +1 more
  11. Iceland–

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
  • Iceland0 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 Asda or Iceland more popular in search?

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

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

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

3 findings
  • Asda was ahead of Iceland in every measured month of the 12 months ending September 2026.
  • 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.
  • Across the 12 months ending September 2026, Iceland’s share of searches among supermarkets in the United Kingdom moved from 0.44% to 0.53%, and its estimated monthly branded searches moved from 168K to 192K.

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, Iceland fell from 10th to 11th among supermarkets in the United Kingdom.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Asda’s and Iceland’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.

Asda

1 branded search term

  • asda

Iceland

2 branded search terms

  • iceland foods
  • iceland supermarket

How the Brand Demand Index is measured

Other head-to-heads among supermarkets

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