Brandwave

How popular isCholula in search?

In September 2026, people searched for Cholula by name about 135,000 times worldwide, about the same as the previous year. These searches made up 17.4% of all global hot sauce brand searches, placing Cholula second out of 13 brands. These are worldwide searches for English-language branded terms.

Share of searches, September 2026
  1. Tabasco47.4%
  2. Cholula17.4%
  3. Tapatío14.2%
  4. Valentina5.2%
  5. Crystal4.3%
  6. Huy Fong2.9%
  7. El Yucateco2.3%
  8. Yellowbird1.9%
  9. Melinda’s1.6%
  10. TRUFF1.3%
  11. +3 more

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Which hot sauce brands compete with Cholula?

Cholula against hot sauce brands worldwide, by month

Share of searches by month for Tabasco, Cholula, Tapatío, Valentina, Crystal, Huy Fong, El Yucateco. The figures are in the table below the chart.

View monthly share of searches table
MonthTabascoCholulaTapatíoValentinaCrystalHuy FongEl YucatecoYellowbirdMelinda’sTRUFFMarie Sharp’sFrank's RedHotSecret Aardvark
Oct 202540.4%18.1%18.1%6.6%3.6%2.4%2.4%2%2%2.4%0.89%0.59%0.39%
Nov 202542.5%19.1%15.5%5.7%3.8%2.1%2.6%2.1%2.1%2.6%0.93%0.62%0.41%
Dec 202541.3%18.5%15.1%5.6%3.7%3%2%2.5%2.5%3.7%1.1%0.6%0.4%
Jan 202639.4%17.7%17.7%5.3%4.3%3.5%2.9%2.4%2.4%2.4%1.1%0.58%0.38%
Feb 202641.1%18.4%18.4%5.5%4.5%2.5%2%2%2%1.7%0.9%0.6%0.33%
Mar 202640.4%18.1%18.1%5.4%4.4%3.6%2.4%2%2%1.6%0.89%0.59%0.39%
Apr 202638.7%17.3%21.2%5.2%3.5%4.3%2.3%2.3%1.9%1.6%0.85%0.46%0.46%
May 202640.3%18.1%18.1%5.4%3.6%4.4%2.4%2%2%2%0.88%0.48%0.39%
Jun 202642.1%18.9%15.4%5.7%3.8%3.8%2.5%2.1%2.1%2.1%0.92%0.5%0.34%
Jul 202641.2%18.5%15.1%6.8%4.5%2.5%3%2.5%2%2%0.9%0.49%0.4%
Aug 202639.9%17.9%17.9%6.6%4.4%2%2.9%2.9%2%1.6%0.87%0.48%0.71%
Sep 202647.4%17.4%14.2%5.2%4.3%2.9%2.3%1.9%1.6%1.3%0.85%0.46%0.37%

  1. 1.Tabasco

    47.4%

    Held 1st. 368K estimated branded searches, +22.3% vs prior month. Share +7.5 points.

  2. 2.Cholula

    17.4%

    Held 2nd. 135K estimated branded searches, 0% vs prior month. Share -0.5 points.

  3. 3.Tapatío

    14.2%

    Held 3rd. 110K estimated branded searches, -18.5% vs prior month. Share -3.7 points.

  4. 4.Valentina

    5.2%

    Held 4th. 40.5K estimated branded searches, -18.2% vs prior month. Share -1.3 points.

  5. 5.Crystal

    4.3%

    Held 5th. 33.1K estimated branded searches, 0% vs prior month. Share -0.1 points.

  6. 6.Huy Fong

    2.9%

    Moved from 8th to 6th. 22.2K estimated branded searches, +50% vs prior month. Share +0.9 points.

  7. 7.El Yucateco

    2.3%

    Moved from 6th to 7th. 18.1K estimated branded searches, -18.5% vs prior month. Share -0.6 points.

  8. 8.Yellowbird

    1.9%

    Moved from 7th to 8th. 14.8K estimated branded searches, -33.3% vs prior month. Share -1 points.

  9. 9.Melinda’s

    1.6%

    Held 9th. 12.1K estimated branded searches, -18.2% vs prior month. Share -0.4 points.

  10. 10.TRUFF

    1.3%

    Held 10th. 9.9K estimated branded searches, -18.2% vs prior month. Share -0.3 points.

  11. 11.Marie Sharp’s

    0.85%

    Held 11th. 6.6K estimated branded searches, 0% vs prior month. Share 0 points.

  12. 12.Frank's RedHot

    0.46%

    Moved from 13th to 12th. 3.6K estimated branded searches, 0% vs prior month. Share 0 points.

  13. 13.Secret Aardvark

    0.37%

    Moved from 12th to 13th. 2.9K estimated branded searches, -46.3% vs prior month. Share -0.3 points.

Compare search popularity between Cholula and its closest rivals

Every comparison with Cholula

20 comparisons

How has branded search demand for Cholula changed worldwide over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Cholula worldwide held steady at 135K.
  • Across the 12 months ending September 2026, Cholula’s share of searches among hot sauce brands worldwide decreased from 18.1% to 17.4%.
  • Across the 12 months ending September 2026, Cholula’s share of searches among hot sauce brands worldwide peaked at 19.1% in November 2025 and was lowest at 17.3% in April 2026.

How did search popularity change for hot sauce brands worldwide in September 2026?

6 changes

  1. In September 2026, Huy Fong overtook El Yucateco and Yellowbird to rank 6th among hot sauce brands worldwide, with 2.9% of the searches.

  2. In September 2026, Tabasco gained share of searches among hot sauce brands worldwide, from 39.9% to 47.4%.

  3. In September 2026, Tapatío lost share of searches among hot sauce brands worldwide, from 17.9% to 14.2%.

  4. In September 2026, Valentina lost share of searches among hot sauce brands worldwide, from 6.6% to 5.2%.

  5. In September 2026, Yellowbird lost share of searches among hot sauce brands worldwide, from 2.9% to 1.9%.

  6. In September 2026, El Yucateco lost share of searches among hot sauce brands worldwide, from 2.9% to 2.3%.

How are Cholula’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Cholula’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • cholula

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How the Brand Demand Index is measured

Where does Cholula compete?

Cholula is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Sauce and condiment brands4th of 108.6%Show ranking
Hot sauce brands2nd of 1317.4%Shown above
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