Morrisons vs Tesco:Which is searched more in United Kingdom?
In September 2026, Morrisons and Tesco were level on Share of Search among online supermarkets in United Kingdom, with an estimated 5M branded searches each, at 20.6% estimated Share of Search each.
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Which is more popular in search, Morrisons or Tesco?
Compare the supermarkets people order groceries online from. 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.
Share of Search by month for Morrisons, Tesco. The figures are in the table below the chart.
View monthly share of search table
| Month | Sainsbury's | Morrisons | Tesco | Asda | Ocado |
|---|---|---|---|---|---|
| Oct 2025 | 34.8% | 19% | 23.3% | 19% | 3.8% |
| Nov 2025 | 33.4% | 22.4% | 22.4% | 18.3% | 3.7% |
| Dec 2025 | 34.9% | 19.2% | 23.5% | 19.2% | 3.1% |
| Jan 2026 | 34.8% | 19% | 23.3% | 19% | 3.8% |
| Feb 2026 | 33.1% | 22.2% | 22.2% | 18.1% | 4.4% |
| Mar 2026 | 36.1% | 19.7% | 24.1% | 16.1% | 3.9% |
| Apr 2026 | 37.7% | 20.6% | 20.6% | 16.9% | 4.1% |
| May 2026 | 37.7% | 20.6% | 20.6% | 16.9% | 4.1% |
| Jun 2026 | 33.1% | 22.2% | 22.2% | 18.1% | 4.4% |
| Jul 2026 | 37.7% | 20.6% | 20.6% | 16.9% | 4.1% |
| Aug 2026 | 37.7% | 20.6% | 20.6% | 16.9% | 4.1% |
| Sep 2026 | 37.7% | 20.6% | 20.6% | 16.9% | 4.1% |
How has the Morrisons and Tesco comparison changed over the last 12 months?
3 findings
- Morrisons was ahead of Tesco 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, Tesco’s estimated Share of Search among online supermarkets in United Kingdom moved from 23.3% to 20.6%, and its estimated monthly branded searches moved from 6.1M to 5M.
How did search popularity change for United Kingdom online supermarkets in September 2026?
1 change
Estimated monthly branded searches for Tesco in United Kingdom fell 18.3% over 12 measured months, from 6.1M to 5M in September 2026.
Other head-to-heads among online supermarkets
How each brand is measured
Brandwave collects information about searches that people make online using Morrisons’ 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.
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