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 27.7% estimated Share of Search among vegan mayo brands worldwide and is ranked 3rd of 4 competitors for search popularity. These are worldwide searches for English-language branded terms.
Heinz35%
Best Foods33.5%- Hellmann's27.7%
Primal Kitchen3.8%
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Which vegan mayo brands compete with Hellmann's?
Share of Search by month for Heinz, Best Foods, Hellmann's, Primal Kitchen. The figures are in the table below the chart.
View monthly share of search table
| Month | Heinz | Best Foods | Hellmann's | Primal Kitchen |
|---|---|---|---|---|
| Oct 2025 | 39.8% | 25.7% | 30.1% | 4.4% |
| Nov 2025 | 37% | 29.2% | 29.7% | 4.1% |
| Dec 2025 | 30.6% | 30.2% | 35.2% | 4.1% |
| Jan 2026 | 35.4% | 27.7% | 29.7% | 7.1% |
| Feb 2026 | 32.2% | 30.8% | 31.6% | 5.3% |
| Mar 2026 | 34.3% | 26.8% | 34.3% | 4.6% |
| Apr 2026 | 34.6% | 27% | 33.8% | 4.6% |
| May 2026 | 35.2% | 27.6% | 32.4% | 4.7% |
| Jun 2026 | 36.3% | 28.4% | 30.4% | 4.9% |
| Jul 2026 | 30.3% | 29.9% | 34.8% | 5% |
| Aug 2026 | 34% | 32.6% | 27.9% | 5.6% |
| Sep 2026 | 35% | 33.5% | 27.7% | 3.8% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 35% | 165K | 0% | +1 points | |
| 2, held 2nd | 33.5% | 158K | 0% | +1 points | |
| 3, held 3rd | 27.7% | 131K | -3.6% | -0.2 points | |
| 4, held 4th | 3.8% | 18.1K | -33.2% | -1.7 points |
1.
Heinz35%
Held 1st. 165K estimated branded searches, 0% vs prior month. Share +1 points.
33.5%
Held 2nd. 158K estimated branded searches, 0% vs prior month. Share +1 points.
27.7%
Held 3rd. 131K estimated branded searches, -3.6% vs prior month. Share -0.2 points.
3.8%
Held 4th. 18.1K estimated branded searches, -33.2% vs prior month. Share -1.7 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?
4 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 vegan mayo brands worldwide decreased from 30.1% to 27.7%.
- Across the 12 months ending September 2026, Hellmann's’ estimated Share of Search among vegan mayo brands worldwide peaked at 35.2% in December 2025 and was lowest at 27.7% in September 2026.
- Across the 12 months ending September 2026, Hellmann's fell from 2nd to 3rd among vegan mayo brands worldwide.
How did search popularity change for vegan mayo brands worldwide in September 2026?
4 changes
In September 2026, Heinz gained estimated Share of Search among vegan mayo brands worldwide, from 34% to 35%.
In September 2026, Best Foods gained estimated Share of Search among vegan mayo brands worldwide, from 32.6% to 33.5%.
In September 2026, Primal Kitchen lost estimated Share of Search among vegan mayo brands worldwide, from 5.6% to 3.8%.
Estimated monthly branded searches for Hellmann's worldwide fell 13.9% over 12 measured months, from 152K to 131K in September 2026.
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% | Shown above |
| Real mayonnaise brands | 3rd of 3 | 28.8% | Show ranking |
| Light mayo brands | 2nd of 3 | 35.1% | Show ranking |
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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