--- title: "Morrisons vs Waitrose: Which is searched more in the United Kingdom?" description: "Is Morrisons or Waitrose more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Online 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/morrisons-vs-waitrose-and-partners" publisher: "Brandwave" --- # Morrisons vs Waitrose: Which is searched more in the United Kingdom? Is Morrisons or Waitrose more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Online 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**: Morrisons and Waitrose - **Competitive set**: Online supermarkets - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Morrisons Share of Search**: 19.8% - **Waitrose Share of Search**: 4% ## Is Morrisons or Waitrose more popular in search? - In September 2026, Morrisons had more branded searches than Waitrose among online supermarkets in the United Kingdom. Morrisons had about 5 million branded searches, while Waitrose had 1 million. Morrisons made up 19.8% of all online supermarket searches we track, and Waitrose accounted for 4%. - Morrisons was ahead of Waitrose in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Morrisons’ share of searches among online supermarkets in the United Kingdom moved from 18% to 19.8%, and its estimated monthly branded searches held steady at 5M. - Across the 12 months ending September 2026, Waitrose’s share of searches among online supermarkets in the United Kingdom moved from 5.4% to 4%, and its estimated monthly branded searches moved from 1.5M to 1M. ## Top online supermarkets in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Waitrose was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Morrisons was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Morrisons and Waitrose were each listed first in two of the four answers that named either. 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 | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Tesco | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Sainsbury's | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | Ocado | 3rd | 3 of 3 | 2 of 2 | 5 of 5 | | Asda | 4th | 3 of 3 | 2 of 2 | 5 of 5 | | Waitrose | 5th | 2 of 3 | 2 of 2 | 4 of 5 | | Morrisons | 6th | 1 of 3 | 2 of 2 | 3 of 5 | ## Every AI answer about online supermarkets - Asked ChatGPT "Which online supermarket should I shop at in the UK?": 1. Tesco, 2. Asda, 3. Sainsbury's, 4. Ocado - Asked ChatGPT "What are the best online supermarkets in the UK?": 1. Tesco, 2. Ocado, 3. Sainsbury's, 4. Asda, 5. Waitrose, 6. Morrisons - Asked ChatGPT "What's the best online supermarket in the UK for weekly groceries?": 1. Tesco, 2. Ocado, 3. Sainsbury's, 4. Asda, 5. Waitrose - Searched Google, AI Overview "online supermarkets uk": 1. Tesco, 2. Sainsbury's, 3. Asda, 4. Morrisons, 5. Waitrose, 6. Ocado - Searched Google, AI Overview "grocery delivery uk": 1. Ocado, 2. Tesco, 3. Sainsbury's, 4. Asda, 5. Morrisons, 6. Waitrose Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 19, 2026. ## How did search popularity change for United Kingdom online supermarkets in September 2026? - In September 2026, Waitrose lost share of searches among online supermarkets in the United Kingdom, from 4.8% to 4%. ## Month by month | Month | Morrisons estimated searches | Morrisons Share of Search | Morrisons rank | Waitrose estimated searches | Waitrose Share of Search | Waitrose rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 5M | 18% | 4 | 1.5M | 5.4% | 5 | | Nov 2025 | 6.1M | 21.2% | 2 | 1.5M | 5.2% | 5 | | Dec 2025 | 6.1M | 18% | 4 | 2.2M | 6.6% | 5 | | Jan 2026 | 5M | 18.2% | 4 | 1.2M | 4.4% | 5 | | Feb 2026 | 5M | 21% | 2 | 1.2M | 5.1% | 5 | | Mar 2026 | 5M | 18.8% | 3 | 1.2M | 4.6% | 5 | | Apr 2026 | 5M | 19.6% | 2 | 1.2M | 4.8% | 5 | | May 2026 | 5M | 19.6% | 2 | 1.2M | 4.8% | 5 | | Jun 2026 | 5M | 21.2% | 2 | 1M | 4.2% | 6 | | Jul 2026 | 5M | 19.8% | 2 | 1M | 4% | 6 | | Aug 2026 | 5M | 19.6% | 2 | 1.2M | 4.8% | 5 | | Sep 2026 | 5M | 19.8% | 2 | 1M | 4% | 6 | ## How each brand is measured Brandwave collects information about searches that people make online using Morrisons’ and Waitrose’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”. - **Waitrose**: Measured on the search term “waitrose”. - [Morrisons profile](/demand/uk/brands/morrisons) - [Waitrose profile](/demand/uk/brands/waitrose-and-partners) - [All online supermarkets in the United Kingdom](/demand/uk/categories/uk-online-supermarkets): The set both shares are measured inside, 6 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 Morrisons or Waitrose more popular in search? In September 2026, Morrisons had more branded searches than Waitrose among online supermarkets in the United Kingdom. Morrisons had about 5 million branded searches, while Waitrose had 1 million. Morrisons made up 19.8% of all online supermarket searches we track, and Waitrose accounted for 4%. ## Cite this page Brandwave. "Morrisons vs Waitrose: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/morrisons-vs-waitrose-and-partners This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/morrisons-vs-waitrose-and-partners. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.