Brandwave

Sainsbury's, Aldi and Lidl:Which are most popular?

In September 2026, Sainsbury's drew 47.7% of estimated branded searches across these three brands in the United Kingdom, ahead of Aldi at 26.3%. When we checked with ChatGPT and Google AI Overviews, Sainsbury's showed up in every answer. Of all 11 brands we track in supermarkets, Sainsbury's was the most recommended, Lidl was fifth and Aldi was seventh.

All three are supermarkets in the United Kingdom. See all supermarkets

Brands in this comparisonAny 10 or fewer published brands in the United Kingdom
  • Sainsbury's
  • Aldi
  • Lidl

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Sainsbury's, Aldi and Lidl in ChatGPT and Google AI Overviews

In three ChatGPT questions, Sainsbury's appeared every time. Of all 11 brands we track in supermarkets, Sainsbury's was the most recommended, Lidl was fifth and Aldi was seventh.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Sainsbury's1st
  2. Tesco2nd
  3. Asda3rd
  4. Waitrose4th
  5. Lidl5th
  6. Ocado6th
  7. Aldi7th
  8. M&S8th
  9. Morrisons9th
  10. Co-op–
  11. +1 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Asda3 of 3Named in 3 of 3 ChatGPT answers
  • Sainsbury's3 of 3Named in 3 of 3 ChatGPT answers
  • Waitrose3 of 3Named in 3 of 3 ChatGPT answers
  • Lidl2 of 3Named in 2 of 3 ChatGPT answers
  • Ocado2 of 3Named in 2 of 3 ChatGPT answers
  • Tesco2 of 3Named in 2 of 3 ChatGPT answers
  • M&S1 of 3Named in 1 of 3 ChatGPT answers
  • Morrisons1 of 3Named in 1 of 3 ChatGPT answers
  • Aldi1 of 3Named in 1 of 3 ChatGPT answers
  • Co-op0 of 3Named in 0 of 3 ChatGPT answers

+1 more

See every answer about supermarkets

3 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.

How these brands compare month by month

Share of Search here is each brand's branded searches divided by the total for the brands in this comparison. Add or remove a brand and every share is worked out again.

  • Sainsbury's
  • Aldi
  • Lidl
Sainsbury's, Aldi and Lidl in the United Kingdom, by month

Share of searches by month for Sainsbury's, Aldi, Lidl. The figures are in the table below the chart.

View monthly share of searches table
MonthSainsbury'sAldiLidl
Oct 202547.7%26.2%26.1%
Nov 202547.7%26.2%26.1%
Dec 202552.5%23.8%23.7%
Jan 202647.7%26.2%26.1%
Feb 202647.7%26.2%26.1%
Mar 202647.7%26.2%26.1%
Apr 202647.7%26.2%26.1%
May 202642.7%28.7%28.6%
Jun 202642.7%28.7%28.6%
Jul 202647.7%26.3%26.1%
Aug 202642.7%28.7%28.6%
Sep 202647.7%26.3%26.1%

  1. 1.Sainsbury's

    47.7%

    Held 1st. 9.1M estimated branded searches, 0% vs prior month. Share +5 points.

  2. 2.Aldi

    26.3%

    Held 2nd. 5M estimated branded searches, -18.2% vs prior month. Share -2.5 points.

  3. 3.Lidl

    26.1%

    Held 3rd. 5M estimated branded searches, -18.3% vs prior month. Share -2.5 points.

How the Brand Demand Index is measured