--- title: "Asda vs Iceland: Which is searched more in the United Kingdom?" description: "Is Asda or Iceland 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/asda-supermarkets-vs-iceland-foods" publisher: "Brandwave" --- # Asda vs Iceland: Which is searched more in the United Kingdom? Is Asda or Iceland 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**: Asda and Iceland - **Competitive set**: Supermarkets - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Asda Share of Search**: 11.4% - **Iceland Share of Search**: 0.53% ## Is Asda or Iceland more popular in search? - 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%. - 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. ## 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. 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, Asda gained share of searches among supermarkets in the United Kingdom, from 10.6% to 11.4%. - In September 2026, Iceland fell from 10th to 11th among supermarkets in the United Kingdom. ## Month by month | Month | Asda estimated searches | Asda Share of Search | Asda rank | Iceland estimated searches | Iceland Share of Search | Iceland rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 5M | 13% | 4 | 168K | 0.44% | 11 | | Nov 2025 | 5M | 12.6% | 5 | 234K | 0.59% | 11 | | Dec 2025 | 6.1M | 13.5% | 3 | 198K | 0.44% | 11 | | Jan 2026 | 5M | 13.1% | 4 | 192K | 0.5% | 11 | | Feb 2026 | 4.1M | 12.5% | 5 | 192K | 0.59% | 11 | | Mar 2026 | 4.1M | 10.9% | 6 | 234K | 0.63% | 11 | | Apr 2026 | 4.1M | 11.3% | 6 | 192K | 0.53% | 11 | | May 2026 | 4.1M | 10.6% | 6 | 192K | 0.5% | 11 | | Jun 2026 | 4.1M | 11.9% | 6 | 187K | 0.55% | 10 | | Jul 2026 | 4.1M | 11.4% | 6 | 228K | 0.63% | 10 | | Aug 2026 | 4.1M | 10.6% | 6 | 228K | 0.59% | 10 | | Sep 2026 | 4.1M | 11.4% | 6 | 192K | 0.53% | 11 | ## How each brand is measured 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**: Measured on the search term “asda”. - **Iceland**: Measured on the search terms “iceland foods” and “iceland supermarket”, summed into one figure. - [Asda profile](/demand/uk/brands/asda-supermarkets) - [Iceland profile](/demand/uk/brands/iceland-foods) - [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 Asda or Iceland more popular in search? 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%. ## Cite this page Brandwave. "Asda vs Iceland: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/asda-supermarkets-vs-iceland-foods This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/asda-supermarkets-vs-iceland-foods. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.