Brandwave

How popular isKraft in search?

In September 2026, there were an estimated 201K branded searches for Kraft worldwide which is up 21.8% over the last 12 months. Kraft holds 35.9% estimated Share of Search among salad dressings worldwide and is ranked 2nd of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Marie's44.2%
  2. Kraft35.9%
  3. Briannas10.8%
  4. Newman's Own4%
  5. Wish-Bone4%
  6. Ken's1.1%
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Where does Kraft compete?

Kraft is ranked in five competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Salad dressings2nd of 635.9%Shown below
Cream cheese brands1st of 640.9%Show ranking
BBQ sauce brands1st of 447.3%Show ranking
Light mayo brands1st of 353.9%Show ranking
Peanut butter brands1st of 557.9%Show ranking

Which salad dressings compete with Kraft?

Kraft against salad dressings worldwide, by month

Share of Search by month for Marie's, Kraft, Briannas, Newman's Own, Wish-Bone. The figures are in the table below the chart.

View monthly share of search table
MonthMarie'sKraftBriannasNewman's OwnWish-BoneKen's
Oct 202547.6%31.6%11.6%3.5%4.3%1.4%
Nov 202545.4%36.8%9.1%2.7%5%1.1%
Dec 202544.5%36.1%10.9%2.7%4.9%1.1%
Jan 202647.2%31.4%11.5%3.4%5.2%1.4%
Feb 202648.3%32.1%9.6%4.3%4.3%1.4%
Mar 202647.6%31.7%11.6%3.5%4.3%1.4%
Apr 202650.5%27.5%12.3%3.7%4.5%1.5%
May 202650.5%27.5%12.3%3.7%4.5%1.5%
Jun 202650.5%27.5%12.3%3.7%4.5%1.5%
Jul 202649.6%27%12.1%4.4%5.4%1.4%
Aug 202647.3%31.5%11.6%4.2%4.2%1.1%
Sep 202644.2%35.9%10.8%4%4%1.1%

  1. 1.Marie's

    44.2%

    Held 1st. 247K estimated branded searches, 0% vs prior month. Share -3.1 points.

  2. 2.Kraft

    35.9%

    Held 2nd. 201K estimated branded searches, +21.8% vs prior month. Share +4.4 points.

  3. 3.Briannas

    10.8%

    Held 3rd. 60.5K estimated branded searches, 0% vs prior month. Share -0.7 points.

  4. 4.Newman's Own

    4%

    Held 4th. 22.2K estimated branded searches, 0% vs prior month. Share -0.3 points.

  5. 5.Wish-Bone

    4%

    Held 5th. 22.2K estimated branded searches, 0% vs prior month. Share -0.3 points.

  6. 6.Ken's

    1.1%

    Held 6th. 6.1K estimated branded searches, +2.2% vs prior month. Share -0.1 points.

Compare search popularity between Kraft and its closest rivals

Every comparison with Kraft

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

  • Across the 12 months ending September 2026, estimated monthly branded searches for Kraft worldwide rose from 165K to 201K.
  • Across the 12 months ending September 2026, Kraft’s estimated Share of Search among salad dressings worldwide increased from 31.6% to 35.9%.
  • Across the 12 months ending September 2026, Kraft’s estimated Share of Search among salad dressings worldwide peaked at 36.8% in November 2025 and was lowest at 27% in July 2026.

How did search popularity change for salad dressings worldwide in September 2026?

  1. In September 2026, Kraft gained estimated Share of Search among salad dressings worldwide, from 31.5% to 35.9%.

  2. In September 2026, Marie's lost estimated Share of Search among salad dressings worldwide, from 47.3% to 44.2%.

  3. In September 2026, Briannas lost estimated Share of Search among salad dressings worldwide, from 11.6% to 10.8%.

  4. Estimated monthly branded searches for Newman's Own worldwide rose 22.7% over 12 measured months, from 18.1K to 22.2K in September 2026.

  5. Estimated monthly branded searches for Ken's worldwide fell 16.4% over 12 measured months, from 7.3K to 6.1K in September 2026.

How is Kraft measured?

Brandwave collects information about searches that people make online using Kraft’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

  • kraft

Do you work for Kraft? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

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