Hovis vs Kingsmill:Which is searched more in United Kingdom?
In September 2026, Hovis had more branded searches than Kingsmill among bread brands in United Kingdom. Hovis was estimated to have 4.4K branded searches compared to Kingsmill’s 2.4K, and held a 26.3% Share of Search versus Kingsmill’s 14.4%.
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Which is more popular in search, Hovis or Kingsmill?
Compare the bread brands shoppers choose between. 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.
Share of Search by month for Hovis, Kingsmill. The figures are in the table below the chart.
View monthly share of search table
| Month | Warburtons | Hovis | Kingsmill |
|---|---|---|---|
| Oct 2025 | 59.3% | 26.3% | 14.4% |
| Nov 2025 | 56.3% | 30.6% | 13.2% |
| Dec 2025 | 59.6% | 26.5% | 14% |
| Jan 2026 | 64% | 23.3% | 12.7% |
| Feb 2026 | 65.8% | 23.9% | 10.3% |
| Mar 2026 | 65.8% | 23.9% | 10.3% |
| Apr 2026 | 59.3% | 26.3% | 14.4% |
| May 2026 | 62.3% | 22.6% | 15.1% |
| Jun 2026 | 57.4% | 25.5% | 17% |
| Jul 2026 | 59.6% | 26.5% | 14% |
| Aug 2026 | 62.3% | 22.6% | 15.1% |
| Sep 2026 | 59.3% | 26.3% | 14.4% |
How has the Hovis and Kingsmill comparison changed over the last 12 months?
3 findings
- Hovis was ahead of Kingsmill in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Hovis’ estimated Share of Search among bread brands in United Kingdom held steady at 26.3%, and its estimated monthly branded searches held steady at 4.4K.
- Across the 12 months ending September 2026, Kingsmill’s estimated Share of Search among bread brands in United Kingdom held steady at 14.4%, and its estimated monthly branded searches held steady at 2.4K.
How did search popularity change for United Kingdom bread brands in September 2026?
2 changes
In September 2026, Hovis gained estimated Share of Search among bread brands in United Kingdom, from 22.6% to 26.3%.
In September 2026, Kingsmill lost estimated Share of Search among bread brands in United Kingdom, from 15.1% to 14.4%.
Other head-to-heads among bread brands
How each brand is measured
Brandwave collects information about searches that people make online using Hovis’ and Kingsmill’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.
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