--- title: "M&S vs Tesco: Which is searched more in the United Kingdom?" description: "Is M&S or Tesco 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/marks-and-spencer-vs-tesco" publisher: "Brandwave" --- # M&S vs Tesco: Which is searched more in the United Kingdom? Is M&S or Tesco 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**: M&S and Tesco - **Competitive set**: Supermarkets - **Market**: United Kingdom - **Month measured**: Sep 2026 - **M&S Share of Search**: 1% - **Tesco Share of Search**: 13.9% ## Is M&S or Tesco more popular in search? - In September 2026, Tesco had more branded searches than M&S among supermarkets in the United Kingdom. Tesco had about 5 million branded searches, while M&S had 368,000. Tesco made up 13.9% of all supermarket searches we track, and M&S accounted for 1%. - Tesco 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, Tesco’s share of searches among supermarkets in the United Kingdom moved from 15.9% to 13.9%, and its estimated monthly branded searches moved from 6.1M to 5M. ## Top supermarkets in ChatGPT and Google AI Overviews In three ChatGPT questions, Tesco was mentioned in two out of three: in two of the three ChatGPT answers. M&S was mentioned in one out of three: in one of the three ChatGPT answers. Tesco was listed before M&S in two out of 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, Tesco gained share of searches among supermarkets in the United Kingdom, from 13% to 13.9%. ## Month by month | Month | M&S estimated searches | M&S Share of Search | M&S rank | Tesco estimated searches | Tesco Share of Search | Tesco rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 368K | 0.95% | 9 | 6.1M | 15.9% | 2 | | Nov 2025 | 450K | 1.1% | 9 | 6.1M | 15.4% | 3 | | Dec 2025 | 673K | 1.5% | 9 | 7.5M | 16.5% | 2 | | Jan 2026 | 301K | 0.79% | 9 | 6.1M | 16% | 2 | | Feb 2026 | 301K | 0.92% | 9 | 5M | 15.3% | 3 | | Mar 2026 | 301K | 0.81% | 9 | 6.1M | 16.4% | 2 | | Apr 2026 | 301K | 0.83% | 9 | 5M | 13.8% | 5 | | May 2026 | 301K | 0.78% | 9 | 5M | 13% | 5 | | Jun 2026 | 301K | 0.88% | 9 | 5M | 14.6% | 5 | | Jul 2026 | 301K | 0.84% | 9 | 5M | 13.9% | 5 | | Aug 2026 | 301K | 0.78% | 9 | 5M | 13% | 5 | | Sep 2026 | 368K | 1% | 9 | 5M | 13.9% | 5 | ## How each brand is measured Brandwave collects information about searches that people make online using M&S’s and Tesco’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. - **M&S**: Measured on the search term “m&s food”. - **Tesco**: Measured on the search term “tesco”. - [M&S profile](/demand/uk/brands/marks-and-spencer) - [Tesco profile](/demand/uk/brands/tesco) - [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 M&S or Tesco more popular in search? In September 2026, Tesco had more branded searches than M&S among supermarkets in the United Kingdom. Tesco had about 5 million branded searches, while M&S had 368,000. Tesco made up 13.9% of all supermarket searches we track, and M&S accounted for 1%. ## Cite this page Brandwave. "M&S vs Tesco: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/marks-and-spencer-vs-tesco This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/marks-and-spencer-vs-tesco. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.