M&S vs Morrisons:Which is more popular?
In September 2026, Morrisons had more branded searches than M&S among supermarkets in the United Kingdom. Morrisons had about 5 million branded searches, while M&S had 368,000. Morrisons made up 13.9% of all supermarket searches we track, and M&S accounted for 1%. When we asked ChatGPT and Google AI Overviews about supermarkets, M&S and Morrisons each appeared in one of the three answers. M&S and Morrisons were each mentioned first in one of the two answers that named either.
Who do people search for more?
Morrisons, about 14 searches for every 1 for M&S
Who does AI mention more?
Both were mentioned in 1 of 3 answers.
Who does AI recommend more?
Each is named first in 1 of 2 answers.
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Top supermarkets in ChatGPT and Google AI Overviews
In three ChatGPT questions, M&S and Morrisons were each mentioned in one out of three: in one of the three ChatGPT answers. M&S and Morrisons were each listed first in one of the two answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
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
Co-op0 of 3Named in 0 of 3 ChatGPT answers
See every answer about supermarkets
3 answers
Asked ChatGPT
“Which UK supermarket is the cheapest for a weekly shop?”
Asked ChatGPT
“What's the best supermarket for quality food in the UK?”
Asked ChatGPT
“Which supermarket has the best online delivery service?”
Searched Google, AI Overview
“supermarkets”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“cheapest supermarket”
Google showed no AI Overview for this search.
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.
Is M&S or Morrisons more popular in search?
This chart shows how often people search Google for M&S 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.
Share of searches by month for Morrisons, M&S. The figures are in the table below the chart.
View monthly share of searches table
| Month | Sainsbury's | Aldi | Lidl | Morrisons | Tesco | Asda | Ocado | Waitrose | M&S | Co-op | Iceland |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 23.7% | 13% | 13% | 13% | 15.9% | 13% | 2.6% | 3.9% | 0.95% | 0.64% | 0.44% |
| Nov 2025 | 22.9% | 12.6% | 12.6% | 15.4% | 15.4% | 12.6% | 2.5% | 3.8% | 1.1% | 0.62% | 0.59% |
| Dec 2025 | 24.5% | 11.1% | 11% | 13.5% | 16.5% | 13.5% | 2.2% | 4.9% | 1.5% | 0.67% | 0.44% |
| Jan 2026 | 23.9% | 13.1% | 13.1% | 13.1% | 16% | 13.1% | 2.6% | 3.2% | 0.79% | 0.64% | 0.5% |
| Feb 2026 | 22.9% | 12.6% | 12.5% | 15.3% | 15.3% | 12.5% | 3.1% | 3.7% | 0.92% | 0.61% | 0.59% |
| Mar 2026 | 24.5% | 13.4% | 13.4% | 13.4% | 16.4% | 10.9% | 2.7% | 3.3% | 0.81% | 0.66% | 0.63% |
| Apr 2026 | 25.3% | 13.9% | 13.8% | 13.8% | 13.8% | 11.3% | 2.8% | 3.4% | 0.83% | 0.56% | 0.53% |
| May 2026 | 23.8% | 16% | 15.9% | 13% | 13% | 10.6% | 2.6% | 3.2% | 0.78% | 0.52% | 0.5% |
| Jun 2026 | 21.8% | 14.7% | 14.6% | 14.6% | 14.6% | 11.9% | 2.9% | 2.9% | 0.88% | 0.48% | 0.55% |
| Jul 2026 | 25.4% | 14% | 13.9% | 13.9% | 13.9% | 11.4% | 2.8% | 2.8% | 0.84% | 0.56% | 0.63% |
| Aug 2026 | 23.8% | 16% | 15.9% | 13% | 13% | 10.6% | 2.6% | 3.2% | 0.78% | 0.52% | 0.59% |
| Sep 2026 | 25.4% | 14% | 13.9% | 13.9% | 13.9% | 11.4% | 2.8% | 2.8% | 1% | 0.56% | 0.53% |
M&S sells other things too, so only its searches that name this product count here, like “m&s food”.
How has the M&S and Morrisons comparison changed over the last 12 months?
3 findings
- Morrisons was ahead of M&S in every measured month of the 12 months ending September 2026.
- 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.
- 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?
1 change
In September 2026, Morrisons gained share of searches among supermarkets in the United Kingdom, from 13% to 13.9%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using M&S’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.
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