How popular isHellmann's in search?
In September 2026, there were an estimated 131K branded searches for Hellmann's worldwide which is down 13.9% over the last 12 months. Hellmann's holds 35.1% estimated Share of Search among light mayo brands worldwide and is ranked 2nd of 3 competitors for search popularity. These are worldwide searches for English-language branded terms.
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Which light mayo brands compete with Hellmann's?
Share of Search by month for Kraft, Hellmann's, Duke's. The figures are in the table below the chart.
View monthly share of search table
| Month | Kraft | Hellmann's | Duke's |
|---|---|---|---|
| Oct 2025 | 46.1% | 42.5% | 11.4% |
| Nov 2025 | 52.4% | 34.5% | 13% |
| Dec 2025 | 49.5% | 38.2% | 12.3% |
| Jan 2026 | 43.7% | 36.6% | 19.7% |
| Feb 2026 | 48.8% | 39.1% | 12.1% |
| Mar 2026 | 43.3% | 43.4% | 13.2% |
| Apr 2026 | 39% | 46.6% | 14.4% |
| May 2026 | 38.8% | 43.7% | 17.5% |
| Jun 2026 | 41.8% | 42.8% | 15.4% |
| Jul 2026 | 38.5% | 44.2% | 17.3% |
| Aug 2026 | 47.1% | 38.7% | 14.2% |
| Sep 2026 | 53.9% | 35.1% | 11% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 53.9% | 201K | +21.8% | +6.9 points | |
| 2, held 2nd | 35.1% | 131K | -3.6% | -3.6 points | |
| 3, held 3rd | 11% | 40.9K | -17.9% | -3.2 points |
Compare search popularity between Hellmann's and its closest rivals
How has branded search demand for Hellmann's changed worldwide over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Hellmann's worldwide fell from 152K to 131K.
- Across the 12 months ending September 2026, Hellmann's’ estimated Share of Search among light mayo brands worldwide decreased from 42.5% to 35.1%.
- Across the 12 months ending September 2026, Hellmann's’ estimated Share of Search among light mayo brands worldwide peaked at 46.6% in April 2026 and was lowest at 34.5% in November 2025.
How did search popularity change for light mayo brands worldwide in September 2026?
3 changes
In September 2026, Kraft gained estimated Share of Search among light mayo brands worldwide, from 47.1% to 53.9%.
In September 2026, Hellmann's lost estimated Share of Search among light mayo brands worldwide, from 38.7% to 35.1%.
In September 2026, Duke's lost estimated Share of Search among light mayo brands worldwide, from 14.2% to 11%.
Where does Hellmann's compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Condiments | 3rd of 6 | 10.8% | Show ranking |
| Mayonnaise brands | 4th of 6 | 14.2% | Show ranking |
| Vegan mayo brands | 3rd of 4 | 27.7% | Show ranking |
| Real mayonnaise brands | 3rd of 3 | 28.8% | Show ranking |
| Light mayo brands | 2nd of 3 | 35.1% | Shown above |
How is Hellmann's measured?
Brandwave collects information about searches that people make online using Hellmann's’ 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
- hellmann s
- hellmanns
- hellmanns mayonnaise
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Is Hellmann's your brand?
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