---
title: "Morrisons vs Sainsbury's: Which is searched more in United Kingdom?"
description: "Which is more popular in search, Morrisons or Sainsbury's? Compare estimated monthly branded-search demand and Share of Search inside the Online supermarkets set in 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/morrisons-vs-sainsburys"
publisher: "Brandwave"
---

# Morrisons vs Sainsbury's: Which is searched more in United Kingdom?

Which is more popular in search, Morrisons or Sainsbury's? Compare estimated monthly branded-search demand and Share of Search inside the Online supermarkets set in 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**: Morrisons and Sainsbury's
- **Competitive set**: Online supermarkets
- **Market**: United Kingdom
- **Month measured**: Sep 2026
- **Morrisons Share of Search**: 20.6%
- **Sainsbury's Share of Search**: 37.7%

## Which is more popular in search, Morrisons or Sainsbury's?

- In September 2026, Sainsbury's had more branded searches than Morrisons among online supermarkets in United Kingdom. Sainsbury's was estimated to have 9.1M branded searches compared to Morrisons’ 5M, and held a 37.7% Share of Search versus Morrisons’ 20.6%.
- Sainsbury's was ahead of Morrisons in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Morrisons’ estimated Share of Search among online supermarkets in United Kingdom moved from 19% to 20.6%, and its estimated monthly branded searches held steady at 5M.
- Across the 12 months ending September 2026, Sainsbury's’ estimated Share of Search among online supermarkets in United Kingdom moved from 34.8% to 37.7%, and its estimated monthly branded searches held steady at 9.1M.

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

Neither Morrisons nor Sainsbury's moved beyond provider rounding among online supermarkets in Sep 2026.

## Month by month

| Month | Morrisons estimated searches | Morrisons Share of Search | Morrisons rank | Sainsbury's estimated searches | Sainsbury's Share of Search | Sainsbury's rank |
| --- | --- | --- | --- | --- | --- | --- |
| Oct 2025 | 5M | 19% | 4 | 9.1M | 34.8% | 1 |
| Nov 2025 | 6.1M | 22.4% | 2 | 9.1M | 33.4% | 1 |
| Dec 2025 | 6.1M | 19.2% | 4 | 11.1M | 34.9% | 1 |
| Jan 2026 | 5M | 19% | 4 | 9.1M | 34.8% | 1 |
| Feb 2026 | 5M | 22.2% | 2 | 7.5M | 33.1% | 1 |
| Mar 2026 | 5M | 19.7% | 3 | 9.1M | 36.1% | 1 |
| Apr 2026 | 5M | 20.6% | 2 | 9.1M | 37.7% | 1 |
| May 2026 | 5M | 20.6% | 2 | 9.1M | 37.7% | 1 |
| Jun 2026 | 5M | 22.2% | 2 | 7.5M | 33.1% | 1 |
| Jul 2026 | 5M | 20.6% | 2 | 9.1M | 37.7% | 1 |
| Aug 2026 | 5M | 20.6% | 2 | 9.1M | 37.7% | 1 |
| Sep 2026 | 5M | 20.6% | 2 | 9.1M | 37.7% | 1 |

## How each brand is measured

Brandwave collects information about searches that people make online using Morrisons’ and Sainsbury'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.

- **Morrisons**: Measured on the search term “morrisons”.
- **Sainsbury's**: Measured on the search term “sainsburys”.

- [Morrisons profile](/demand/uk/brands/morrisons)
- [Sainsbury's profile](/demand/uk/brands/sainsburys)
- [All online supermarkets in United Kingdom](/demand/uk/categories/uk-online-supermarkets): The set both shares are measured inside, 5 brands.

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which is more popular in search, Morrisons or Sainsbury's?

In September 2026, Sainsbury's had more branded searches than Morrisons among online supermarkets in United Kingdom. Sainsbury's was estimated to have 9.1M branded searches compared to Morrisons’ 5M, and held a 37.7% Share of Search versus Morrisons’ 20.6%.

## Cite this page

Brandwave. "Morrisons vs Sainsbury's: Which is searched more in United Kingdom?". https://gobrandwave.com/demand/uk/compare/morrisons-vs-sainsburys

This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/morrisons-vs-sainsburys. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.