Sainsbury's vs Waitrose:Which is more popular?
In September 2026, Sainsbury's had more branded searches than Waitrose among online supermarkets in the United Kingdom. Sainsbury's had about 9.1 million branded searches, while Waitrose had 1 million. Sainsbury's made up 36.2% of all online supermarket searches we track, and Waitrose accounted for 4%. When we asked ChatGPT and Google AI Overviews about online supermarkets, Sainsbury's appeared in all five answers and Waitrose in four. Sainsbury's was mentioned before Waitrose in every answer.
Who do people search for more?
Sainsbury's, about 9 searches for every 1 for Waitrose
Who does AI mention more?
Sainsbury's, mentioned in every answer we collected
Who does AI recommend more?
Sainsbury's, named ahead of Waitrose in every answer
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Top online supermarkets in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Sainsbury's appeared in all five answers. Waitrose was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Sainsbury's was listed before Waitrose in every answer.
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's5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Tesco5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Asda5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Ocado5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Waitrose4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Morrisons3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
See every answer about online supermarkets
5 answers
Asked ChatGPT
“Which online supermarket should I shop at in the UK?”
Asked ChatGPT
“What are the best online supermarkets in the UK?”
Asked ChatGPT
“What's the best online supermarket in the UK for weekly groceries?”
Searched Google, AI Overview
“online supermarkets uk”
Searched Google, AI Overview
“grocery delivery uk”
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 19, 2026.
Is Sainsbury's or Waitrose more popular in search?
This chart shows how often people search Google for Sainsbury's and Waitrose by name. Each line represents a brand's share of searches for all six online supermarkets we track, month by month, from searches in United Kingdom.
Share of searches by month for Sainsbury's, Waitrose. The figures are in the table below the chart.
View monthly share of searches table
| Month | Sainsbury's | Morrisons | Tesco | Asda | Ocado | Waitrose |
|---|---|---|---|---|---|---|
| Oct 2025 | 32.9% | 18% | 22% | 18% | 3.6% | 5.4% |
| Nov 2025 | 31.6% | 21.2% | 21.2% | 17.3% | 3.5% | 5.2% |
| Dec 2025 | 32.6% | 18% | 22% | 18% | 2.9% | 6.6% |
| Jan 2026 | 33.3% | 18.2% | 22.3% | 18.2% | 3.6% | 4.4% |
| Feb 2026 | 31.4% | 21% | 21% | 17.2% | 4.2% | 5.1% |
| Mar 2026 | 34.4% | 18.8% | 23% | 15.4% | 3.8% | 4.6% |
| Apr 2026 | 35.9% | 19.6% | 19.6% | 16.1% | 3.9% | 4.8% |
| May 2026 | 35.9% | 19.6% | 19.6% | 16.1% | 3.9% | 4.8% |
| Jun 2026 | 31.7% | 21.2% | 21.2% | 17.4% | 4.2% | 4.2% |
| Jul 2026 | 36.2% | 19.8% | 19.8% | 16.2% | 4% | 4% |
| Aug 2026 | 35.9% | 19.6% | 19.6% | 16.1% | 3.9% | 4.8% |
| Sep 2026 | 36.2% | 19.8% | 19.8% | 16.2% | 4% | 4% |
How has the Sainsbury's and Waitrose comparison changed over the last 12 months?
3 findings
- Sainsbury's was ahead of Waitrose in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Sainsbury's’ share of searches among online supermarkets in the United Kingdom moved from 32.9% to 36.2%, and its estimated monthly branded searches held steady at 9.1M.
- 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.
How did search popularity change for United Kingdom online supermarkets in September 2026?
1 change
In September 2026, Waitrose lost share of searches among online supermarkets in the United Kingdom, from 4.8% to 4%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Sainsbury's’ 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.
Sainsbury's
1 branded search term
- sainsburys
Waitrose
1 branded search term
- waitrose
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