Brandwave

Iceland vs Morrisons:Which is more popular?

In September 2026, Morrisons had more branded searches than Iceland among supermarkets in the United Kingdom. Morrisons had about 5 million branded searches, while Iceland had 192,000. Morrisons made up 13.9% of all supermarket searches we track, and Iceland accounted for 0.53%. When we asked ChatGPT and Google AI Overviews about supermarkets, Morrisons appeared in one of the three answers and Iceland in none.

Among supermarkets in the United Kingdom in September 2026

Who do people search for more?

Morrisons, about 26 searches for every 1 for Iceland

Morrisons 5M searchesIceland 192K searches

Who does AI mention more?

Morrisons, mentioned in 1 of 3 answers, Iceland in 0

Morrisons in 1 of 3Iceland in 0 of 3

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Top supermarkets in ChatGPT and Google AI Overviews

In three ChatGPT questions, Morrisons was mentioned in one out of three: in one of the three ChatGPT 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 Iceland or Morrisons more popular in search?

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

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

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

3 findings
  • Morrisons 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, Morrisons’ share of searches among supermarkets in the United Kingdom moved from 13% to 13.9%, and its estimated monthly branded searches held steady at 5M.

How did search popularity change for United Kingdom supermarkets in September 2026?

2 changes

  1. In September 2026, Morrisons gained share of searches among supermarkets in the United Kingdom, from 13% to 13.9%.

  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 Iceland’s and Morrisons’ 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

2 branded search terms

  • iceland foods
  • iceland supermarket

Morrisons

1 branded search term

  • morrisons

How the Brand Demand Index is measured

Other head-to-heads among supermarkets

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