--- title: "Fortnum & Mason vs Waitrose: Which is searched more in the United Kingdom?" description: "Is Fortnum & Mason or Waitrose more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Hamper companies 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/fortnum-and-mason-vs-waitrose-and-partners" publisher: "Brandwave" --- # Fortnum & Mason vs Waitrose: Which is searched more in the United Kingdom? Is Fortnum & Mason or Waitrose more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Hamper companies 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**: Fortnum & Mason and Waitrose - **Competitive set**: Hamper companies - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Fortnum & Mason Share of Search**: 28.7% - **Waitrose Share of Search**: 2.5% ## Is Fortnum & Mason or Waitrose more popular in search? - In September 2026, Fortnum & Mason had more branded searches than Waitrose among hamper companies in the United Kingdom. Fortnum & Mason had about 27,100 branded searches, while Waitrose had 2,400. Fortnum & Mason made up 28.7% of all hamper company searches we track, and Waitrose accounted for 2.5%. - Fortnum & Mason was ahead of Waitrose in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Fortnum & Mason’s share of searches among hamper companies in the United Kingdom moved from 27.1% to 28.7%, and its estimated monthly branded searches moved from 33.1K to 27.1K. - Across the 12 months ending September 2026, Waitrose’s share of searches among hamper companies in the United Kingdom moved from 4.4% to 2.5%, and its estimated monthly branded searches moved from 5.4K to 2.4K. ## How did search popularity change for United Kingdom hamper companies in September 2026? - Estimated monthly branded searches for Waitrose in the United Kingdom fell 55.6% over 12 measured months, from 5.4K to 2.4K in September 2026. - Estimated monthly branded searches for Fortnum & Mason in the United Kingdom fell 18.1% over 12 measured months, from 33.1K to 27.1K in September 2026. ## Month by month | Month | Fortnum & Mason estimated searches | Fortnum & Mason Share of Search | Fortnum & Mason rank | Waitrose estimated searches | Waitrose Share of Search | Waitrose rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 33.1K | 27.1% | 2 | 5.4K | 4.4% | 5 | | Nov 2025 | 74K | 24.2% | 2 | 12.1K | 4% | 5 | | Dec 2025 | 135K | 20.4% | 2 | 27.1K | 4.1% | 5 | | Jan 2026 | 27.1K | 35.8% | 2 | 1.9K | 2.5% | 5 | | Feb 2026 | 22.2K | 29% | 2 | 1.9K | 2.5% | 5 | | Mar 2026 | 27.1K | 29.2% | 2 | 2.4K | 2.6% | 5 | | Apr 2026 | 18.1K | 28.9% | 2 | 1.6K | 2.6% | 5 | | May 2026 | 18.1K | 28.4% | 2 | 1.9K | 3% | 5 | | Jun 2026 | 22.2K | 28.7% | 2 | 1.9K | 2.5% | 5 | | Jul 2026 | 22.2K | 28.7% | 2 | 1.9K | 2.5% | 5 | | Aug 2026 | 22.2K | 28.8% | 2 | 1.9K | 2.5% | 5 | | Sep 2026 | 27.1K | 28.7% | 2 | 2.4K | 2.5% | 5 | ## How each brand is measured Brandwave collects information about searches that people make online using Fortnum & Mason’s and Waitrose’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. - **Fortnum & Mason**: Measured on the search term “fortnum and mason hampers”. - **Waitrose**: Measured on the search term “waitrose hampers”. - [Fortnum & Mason profile](/demand/uk/brands/fortnum-and-mason) - [Waitrose profile](/demand/uk/brands/waitrose-and-partners) - [All hamper companies in the United Kingdom](/demand/uk/categories/uk-hamper-companies): The set both shares are measured inside, 7 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 Fortnum & Mason or Waitrose more popular in search? In September 2026, Fortnum & Mason had more branded searches than Waitrose among hamper companies in the United Kingdom. Fortnum & Mason had about 27,100 branded searches, while Waitrose had 2,400. Fortnum & Mason made up 28.7% of all hamper company searches we track, and Waitrose accounted for 2.5%. ## Cite this page Brandwave. "Fortnum & Mason vs Waitrose: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/fortnum-and-mason-vs-waitrose-and-partners This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/fortnum-and-mason-vs-waitrose-and-partners. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.