How popular isBaxters in search?
In September 2026, there were an estimated 203K branded searches for Baxters worldwide which held steady over the last 12 months. Baxters holds 10% estimated Share of Search among soup brands worldwide and is ranked 3rd of 7 competitors for search popularity. These are worldwide searches for English-language branded terms.
- Covent Garden59.7%
Campbell's17.4%Baxters10%
Heinz8.1%Progresso3.6%
Amy's1.1%
Continental0.12%
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Which soup brands compete with Baxters?
Share of Search by month for Covent Garden, Campbell's, Baxters, Heinz, Progresso. The figures are in the table below the chart.
View monthly share of search table
| Month | Covent Garden | Campbell's | Baxters | Heinz | Progresso | Amy's | Continental |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 61.8% | 16.9% | 8.4% | 8.3% | 3.7% | 0.8% | 0.08% |
| Nov 2025 | 52.6% | 32.3% | 7.2% | 4.7% | 2.6% | 0.55% | 0.05% |
| Dec 2025 | 73.3% | 14.6% | 5.4% | 3.6% | 2.4% | 0.51% | 0.05% |
| Jan 2026 | 58.5% | 18.3% | 9.8% | 7.9% | 4.3% | 1.1% | 0.09% |
| Feb 2026 | 60.7% | 17.7% | 10.1% | 6.7% | 3.7% | 0.94% | 0.09% |
| Mar 2026 | 59.2% | 17.3% | 9.9% | 8% | 4.4% | 1.1% | 0.09% |
| Apr 2026 | 64.5% | 14.5% | 8.7% | 7.1% | 3.9% | 1.2% | 0.08% |
| May 2026 | 64.6% | 14.5% | 8.7% | 7.1% | 3.9% | 1% | 0.1% |
| Jun 2026 | 60.4% | 15.8% | 10% | 8.2% | 4.5% | 0.94% | 0.12% |
| Jul 2026 | 66.5% | 14.2% | 9% | 6% | 3.3% | 1% | 0.11% |
| Aug 2026 | 70% | 12.2% | 7.8% | 6.3% | 2.8% | 0.73% | 0.09% |
| Sep 2026 | 59.7% | 17.4% | 10% | 8.1% | 3.6% | 1.1% | 0.12% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 59.7% | 1.2M | -33.3% | -10.3 points | |
| 2, held 2nd | 17.4% | 356K | +11.3% | +5.2 points | |
| 3, held 3rd | 10% | 203K | +0.39% | +2.2 points | |
| 4, held 4th | 8.1% | 165K | 0% | +1.8 points | |
| 5, held 5th | 3.6% | 74K | 0% | +0.8 points | |
| 6, held 6th | 1.1% | 23.1K | +21.6% | +0.4 points | |
| 7, held 7th | 0.12% | 2.4K | 0% | 0 points |
59.7%
Held 1st. 1.2M estimated branded searches, -33.3% vs prior month. Share -10.3 points.
17.4%
Held 2nd. 356K estimated branded searches, +11.3% vs prior month. Share +5.2 points.
3.
10%
Held 3rd. 203K estimated branded searches, +0.39% vs prior month. Share +2.2 points.
4.
Heinz8.1%
Held 4th. 165K estimated branded searches, 0% vs prior month. Share +1.8 points.
3.6%
Held 5th. 74K estimated branded searches, 0% vs prior month. Share +0.8 points.
6.
Amy's1.1%
Held 6th. 23.1K estimated branded searches, +21.6% vs prior month. Share +0.4 points.
0.12%
Held 7th. 2.4K estimated branded searches, 0% vs prior month. Share 0 points.
Compare search popularity between Baxters and its closest rivals
How has branded search demand for Baxters changed worldwide over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Baxters worldwide held steady, from 204K to 203K.
- Across the 12 months ending September 2026, Baxters’ estimated Share of Search among soup brands worldwide increased from 8.4% to 10%.
- Across the 12 months ending September 2026, Baxters’ estimated Share of Search among soup brands worldwide peaked at 10.1% in February 2026 and was lowest at 5.4% in December 2025.
How did search popularity change for soup brands worldwide in September 2026?
6 changes
In September 2026, Campbell's gained estimated Share of Search among soup brands worldwide, from 12.2% to 17.4%.
In September 2026, Baxters gained estimated Share of Search among soup brands worldwide, from 7.8% to 10%.
In September 2026, Heinz gained estimated Share of Search among soup brands worldwide, from 6.3% to 8.1%.
In September 2026, Progresso gained estimated Share of Search among soup brands worldwide, from 2.8% to 3.6%.
In September 2026, Covent Garden lost estimated Share of Search among soup brands worldwide, from 70% to 59.7%.
Estimated monthly branded searches for Continental worldwide rose 26.3% over 12 measured months, from 1.9K to 2.4K in September 2026.
Where does Baxters compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Soup brands | 3rd of 7 | 10% | Shown above |
| Pickles brands | 1st of 6 | 48% | Show ranking |
How is Baxters measured?
Brandwave collects information about searches that people make online using Baxters’ name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.
3 branded search terms
- baxter s
- baxters
- baxters soup
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Is Baxters your brand?
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