Brandwave

Sainsbury's, Morrisons and Tesco:Which are most popular?

In September 2026, Sainsbury's drew 39.3% of estimated branded searches across these three brands in the United Kingdom, ahead of Tesco at 39.1%. When we checked with ChatGPT and Google AI Overviews, Sainsbury's and Tesco showed up in every answer. Of all six brands we track in online supermarkets, Tesco was the most recommended, Sainsbury's was second and Morrisons was sixth.

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

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

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Sainsbury's, Morrisons and Tesco in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Sainsbury's and Tesco appeared every time. Of all six brands we track in online supermarkets, Tesco was the most recommended, Sainsbury's was second and Morrisons was sixth.

Most recommended by AI

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

  1. Tesco1st
  2. Sainsbury's2nd
  3. Ocado3rd
  4. Asda4th
  5. Waitrose5th
  6. Morrisons6th

Mentioned by AI

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

  • 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
  • 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
  • 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

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 19, 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
  • Morrisons
  • Tesco
Sainsbury's, Morrisons and Tesco in the United Kingdom, by month

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

View monthly share of searches table
MonthSainsbury'sTescoMorrisons
Oct 202538.7%40.1%21.2%
Nov 202537.9%36.7%25.4%
Dec 202539.6%38.6%21.8%
Jan 202639.7%38.5%21.7%
Feb 202637%38.3%24.7%
Mar 202638.7%40.1%21.2%
Apr 202640.6%37.1%22.2%
May 202639.3%39.1%21.5%
Jun 202635.9%40.1%24%
Jul 202639.3%39.1%21.5%
Aug 202639.3%39.1%21.5%
Sep 202639.3%39.1%21.5%

  1. 1.Sainsbury's

    39.3%

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

  2. 2.Tesco

    39.1%

    Held 2nd. 9.1M estimated branded searches, 0% vs prior month. Share 0 points.

  3. 3.Morrisons

    21.5%

    Held 3rd. 5M estimated branded searches, 0% vs prior month. Share 0 points.

How the Brand Demand Index is measured