--- title: "Tesco vs Waitrose: Which is searched more in the United Kingdom?" description: "Is Tesco 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/tesco-vs-waitrose-and-partners" publisher: "Brandwave" --- # Tesco vs Waitrose: Which is searched more in the United Kingdom? Is Tesco 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**: Tesco and Waitrose - **Competitive set**: Online supermarkets - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Tesco Share of Search**: 19.8% - **Waitrose Share of Search**: 4% ## Is Tesco or Waitrose more popular in search? - In September 2026, Tesco had more branded searches than Waitrose among online supermarkets in the United Kingdom. Tesco had about 5 million branded searches, while Waitrose had 1 million. Tesco made up 19.8% of all online supermarket searches we track, and Waitrose accounted for 4%. - Tesco was ahead of Waitrose in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Tesco’s share of searches among online supermarkets in the United Kingdom moved from 22% to 19.8%, and its estimated monthly branded searches moved from 6.1M to 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, Tesco 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. Tesco was listed before Waitrose in every answer. 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%. - Estimated monthly branded searches for Tesco in the United Kingdom fell 18.3% over 12 measured months, from 6.1M to 5M in September 2026. ## Month by month | Month | Tesco estimated searches | Tesco Share of Search | Tesco rank | Waitrose estimated searches | Waitrose Share of Search | Waitrose rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 6.1M | 22% | 2 | 1.5M | 5.4% | 5 | | Nov 2025 | 6.1M | 21.2% | 3 | 1.5M | 5.2% | 5 | | Dec 2025 | 7.5M | 22% | 2 | 2.2M | 6.6% | 5 | | Jan 2026 | 6.1M | 22.3% | 2 | 1.2M | 4.4% | 5 | | Feb 2026 | 5M | 21% | 3 | 1.2M | 5.1% | 5 | | Mar 2026 | 6.1M | 23% | 2 | 1.2M | 4.6% | 5 | | Apr 2026 | 5M | 19.6% | 3 | 1.2M | 4.8% | 5 | | May 2026 | 5M | 19.6% | 3 | 1.2M | 4.8% | 5 | | Jun 2026 | 5M | 21.2% | 3 | 1M | 4.2% | 6 | | Jul 2026 | 5M | 19.8% | 3 | 1M | 4% | 6 | | Aug 2026 | 5M | 19.6% | 3 | 1.2M | 4.8% | 5 | | Sep 2026 | 5M | 19.8% | 3 | 1M | 4% | 6 | ## How each brand is measured Brandwave collects information about searches that people make online using Tesco’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. - **Tesco**: Measured on the search term “tesco”. - **Waitrose**: Measured on the search term “waitrose”. - [Tesco profile](/demand/uk/brands/tesco) - [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 Tesco or Waitrose more popular in search? In September 2026, Tesco had more branded searches than Waitrose among online supermarkets in the United Kingdom. Tesco had about 5 million branded searches, while Waitrose had 1 million. Tesco made up 19.8% of all online supermarket searches we track, and Waitrose accounted for 4%. ## Cite this page Brandwave. "Tesco vs Waitrose: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/tesco-vs-waitrose-and-partners This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/tesco-vs-waitrose-and-partners. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.