Brandwave

How popular isDoritos in search?

In August 2026, there were an estimated 823K branded searches for Doritos worldwide which held steady over the last 11 months. Doritos holds 39.6% estimated Share of Search among salsa brands worldwide and is ranked 1st of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Doritos39.6%
  2. Santa Maria39.6%
  3. Pace17.7%
  4. Old El Paso1.9%
  5. Newman's Own1.1%
  6. Chi-Chi's0.08%
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Which salsa brands compete with Doritos?

Doritos against salsa brands worldwide, by month

Share of Search by month for Doritos, Santa Maria, Pace. The figures are in the table below the chart.

View monthly share of search table
MonthDoritosSanta MariaPaceOld El PasoNewman's OwnChi-Chi's
Oct 202540.8%33.4%22.3%2.5%0.9%0.08%
Nov 202542.9%35%19.2%2.1%0.77%0.07%
Dec 202542.9%35%19.2%2.1%0.77%0.07%
Jan 202640.8%33.4%22.3%2.5%0.9%0.08%
Feb 202647.1%31.5%17.2%2.8%1.3%0.07%
Mar 202642.6%34.8%19%2.6%0.94%0.07%
Apr 202642.8%35%19.1%2.1%0.94%0.07%
May 202642.8%35%19.1%2.1%0.94%0.07%
Jun 202644.3%36.2%16.2%2.2%0.97%0.07%
Jul 202642.7%34.9%19.1%2.1%1.2%0.08%
Aug 202639.6%39.6%17.7%1.9%1.1%0.08%
Sep 2026——————

  1. 1.Doritos

    39.6%

    Held 1st. 823K estimated branded searches, 0% vs prior month. Share -3.1 points.

  2. 2.Santa Maria

    39.6%

    Held 2nd. 823K estimated branded searches, +22.3% vs prior month. Share +4.7 points.

  3. 3.Pace

    17.7%

    Held 3rd. 368K estimated branded searches, 0% vs prior month. Share -1.4 points.

  4. 4.Old El Paso

    1.9%

    Held 4th. 40.5K estimated branded searches, 0% vs prior month. Share -0.2 points.

  5. 5.Newman's Own

    1.1%

    Held 5th. 22.2K estimated branded searches, 0% vs prior month. Share -0.1 points.

  6. 6.Chi-Chi's

    0.08%

    Held 6th. 1.6K estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between Doritos and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Doritos worldwide held steady at 823K.
  • Across the 11 months ending August 2026, Doritos’ estimated Share of Search among salsa brands worldwide decreased from 40.8% to 39.6%.
  • Across the 11 months ending August 2026, Doritos’ estimated Share of Search among salsa brands worldwide peaked at 47.1% in February 2026 and was lowest at 39.6% in August 2026.

How did search popularity change for salsa brands worldwide in August 2026?

  1. In August 2026, Santa Maria gained estimated Share of Search among salsa brands worldwide, from 34.9% to 39.6%.

  2. In August 2026, Doritos lost estimated Share of Search among salsa brands worldwide, from 42.7% to 39.6%.

  3. In August 2026, Pace lost estimated Share of Search among salsa brands worldwide, from 19.1% to 17.7%.

  4. Estimated monthly branded searches for Newman's Own worldwide rose 22.7% over 11 measured months, from 18.1K to 22.2K in August 2026.

  5. Estimated monthly branded searches for Old El Paso worldwide fell 18.2% over 11 measured months, from 49.5K to 40.5K in August 2026.

How is Doritos measured?

Brandwave collects information about searches that people make online using Doritos’ 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.

1 branded search term

  • doritos

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How the Brand Demand Index is measured

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