--- title: "Iceland vs M&S: Which is searched more in the United Kingdom?" description: "Is Iceland or M&S 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/iceland-foods-vs-marks-and-spencer" publisher: "Brandwave" --- # Iceland vs M&S: Which is searched more in the United Kingdom? Is Iceland or M&S 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**: Iceland and M&S - **Competitive set**: Supermarkets - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Iceland Share of Search**: 0.53% - **M&S Share of Search**: 1% ## Is Iceland or M&S more popular in search? - In September 2026, M&S had more branded searches than Iceland among supermarkets in the United Kingdom. M&S had about 368,000 branded searches, while Iceland had 192,000. M&S made up 1% of all supermarket searches we track, and Iceland accounted for 0.53%. - M&S was ahead of Iceland in every measured month of the 12 months ending September 2026. - 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. - Across the 12 months ending September 2026, M&S’s share of searches among supermarkets in the United Kingdom moved from 0.95% to 1%, and its estimated monthly branded searches held steady at 368K. ## Top supermarkets in ChatGPT and Google AI Overviews In three ChatGPT questions, M&S was mentioned in one out of three: in one of the three ChatGPT 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, Iceland fell from 10th to 11th among supermarkets in the United Kingdom. ## Month by month | Month | Iceland estimated searches | Iceland Share of Search | Iceland rank | M&S estimated searches | M&S Share of Search | M&S rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 168K | 0.44% | 11 | 368K | 0.95% | 9 | | Nov 2025 | 234K | 0.59% | 11 | 450K | 1.1% | 9 | | Dec 2025 | 198K | 0.44% | 11 | 673K | 1.5% | 9 | | Jan 2026 | 192K | 0.5% | 11 | 301K | 0.79% | 9 | | Feb 2026 | 192K | 0.59% | 11 | 301K | 0.92% | 9 | | Mar 2026 | 234K | 0.63% | 11 | 301K | 0.81% | 9 | | Apr 2026 | 192K | 0.53% | 11 | 301K | 0.83% | 9 | | May 2026 | 192K | 0.5% | 11 | 301K | 0.78% | 9 | | Jun 2026 | 187K | 0.55% | 10 | 301K | 0.88% | 9 | | Jul 2026 | 228K | 0.63% | 10 | 301K | 0.84% | 9 | | Aug 2026 | 228K | 0.59% | 10 | 301K | 0.78% | 9 | | Sep 2026 | 192K | 0.53% | 11 | 368K | 1% | 9 | ## How each brand is measured Brandwave collects information about searches that people make online using Iceland’s and M&S’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. - **Iceland**: Measured on the search terms “iceland foods” and “iceland supermarket”, summed into one figure. - **M&S**: Measured on the search term “m&s food”. - [Iceland profile](/demand/uk/brands/iceland-foods) - [M&S profile](/demand/uk/brands/marks-and-spencer) - [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 Iceland or M&S more popular in search? In September 2026, M&S had more branded searches than Iceland among supermarkets in the United Kingdom. M&S had about 368,000 branded searches, while Iceland had 192,000. M&S made up 1% of all supermarket searches we track, and Iceland accounted for 0.53%. ## Cite this page Brandwave. "Iceland vs M&S: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/iceland-foods-vs-marks-and-spencer This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/iceland-foods-vs-marks-and-spencer. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.