How popular isHellmann's in search?
In August 2026, there were an estimated 27.1K branded searches for Hellmann's worldwide which held steady over the last 11 months. Hellmann's holds 3.9% estimated Share of Search among mayonnaise brands worldwide and is ranked 5th of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.
Kewpie53.2%
Heinz23.8%- Miracle Whip8.7%
Duke's7.2%
Hellmann's3.9%- Best Foods3.2%
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Which mayonnaise brands compete with Hellmann's?
Share of Search by month for Kewpie, Heinz, Miracle Whip, Duke's, Hellmann's, Best Foods. The figures are in the table below the chart.
View monthly share of search table
| Month | Kewpie | Heinz | Miracle Whip | Duke's | Hellmann's | Best Foods |
|---|---|---|---|---|---|---|
| Oct 2025 | 45.5% | 30.4% | 11.2% | 6.1% | 4.1% | 2.7% |
| Nov 2025 | 47.4% | 26% | 11.7% | 7.8% | 4.3% | 2.9% |
| Dec 2025 | 49.4% | 22.2% | 12.2% | 8.1% | 4.5% | 3.6% |
| Jan 2026 | 51.2% | 23% | 8.4% | 10.3% | 4.6% | 2.5% |
| Feb 2026 | 57.7% | 21.2% | 7.8% | 6.3% | 4.2% | 2.8% |
| Mar 2026 | 53% | 23.8% | 8.7% | 7.1% | 4.8% | 2.6% |
| Apr 2026 | 53% | 23.8% | 8.7% | 7.1% | 4.8% | 2.6% |
| May 2026 | 52.6% | 23.6% | 8.7% | 8.7% | 3.9% | 2.6% |
| Jun 2026 | 53% | 23.8% | 8.7% | 7.1% | 4.8% | 2.6% |
| Jul 2026 | 54.7% | 20.1% | 9% | 9% | 4% | 3.3% |
| Aug 2026 | 53.2% | 23.8% | 8.7% | 7.2% | 3.9% | 3.2% |
| Sep 2026 | — | — | — | — | — | — |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 53.2% | 368K | 0% | -1.5 points | |
| 2, held 2nd | 23.8% | 165K | +22.2% | +3.8 points | |
| 3, moved from 4th to 3rd | 8.7% | 60.5K | 0% | -0.2 pointsmoved from 4th to 3rd | |
| 4, moved from 3rd to 4th | 7.2% | 49.5K | -18.2% | -1.8 pointsmoved from 3rd to 4th | |
| 5, held 5th | 3.9% | 27.1K | 0% | -0.1 points | |
| 6, held 6th | 3.2% | 22.2K | 0% | -0.1 points |
1.
Kewpie53.2%
Held 1st. 368K estimated branded searches, 0% vs prior month. Share -1.5 points.
2.
Heinz23.8%
Held 2nd. 165K estimated branded searches, +22.2% vs prior month. Share +3.8 points.
8.7%
Moved from 4th to 3rd. 60.5K estimated branded searches, 0% vs prior month. Share -0.2 points.
4.
Duke's7.2%
Moved from 3rd to 4th. 49.5K estimated branded searches, -18.2% vs prior month. Share -1.8 points.
3.9%
Held 5th. 27.1K estimated branded searches, 0% vs prior month. Share -0.1 points.
3.2%
Held 6th. 22.2K estimated branded searches, 0% vs prior month. Share -0.1 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?
2 findings
- Across the 11 months ending August 2026, estimated monthly branded searches for Hellmann's worldwide held steady at 27.1K.
- Across the 11 months ending August 2026, Hellmann's’ estimated Share of Search among mayonnaise brands worldwide held steady, from 4.1% to 3.9%.
How did search popularity change for mayonnaise brands worldwide in August 2026?
5 changes
In August 2026, Heinz gained estimated Share of Search among mayonnaise brands worldwide, from 20.1% to 23.8%.
In August 2026, Duke's lost estimated Share of Search among mayonnaise brands worldwide, from 9% to 7.2%.
In August 2026, Kewpie lost estimated Share of Search among mayonnaise brands worldwide, from 54.7% to 53.2%.
In August 2026, Miracle Whip rose from 4th to 3rd among mayonnaise brands worldwide.
Estimated monthly branded searches for Best Foods worldwide rose 22.7% over 11 measured months, from 18.1K to 22.2K in August 2026.
Where does Hellmann's compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Condiments | 4th of 6 | 2.4% | Show ranking |
| Mayonnaise brands | 5th of 6 | 3.9% | 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 this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
1 branded search term
- hellmanns mayonnaise
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Is Hellmann's your brand?
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