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 47.3% estimated Share of Search among BBQ sauce brands worldwide and is ranked 1st of 4 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Kraft47.3%
  2. Heinz38.8%
  3. Duke's9.6%
  4. Primal Kitchen4.3%
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Which BBQ sauce brands compete with Kraft?

Kraft against BBQ sauce brands worldwide, by month

Share of Search by month for Kraft, Heinz, Duke's, Primal Kitchen. The figures are in the table below the chart.

View monthly share of search table
MonthKraftHeinzDuke'sPrimal Kitchen
Oct 202538.5%46.8%9.5%5.2%
Nov 202546.3%38%11.5%4.2%
Dec 202549.8%33.4%12.3%4.5%
Jan 202637.7%37.7%17%7.6%
Feb 202645.4%37.2%11.3%6.1%
Mar 202641%41%12.5%5.5%
Apr 202636.3%44.3%13.4%6%
May 202635.2%43.1%15.9%5.8%
Jun 202636.3%44.4%13.4%6%
Jul 202638.2%38.2%17.2%6.3%
Aug 202640.5%40.5%12.2%6.7%
Sep 202647.3%38.8%9.6%4.3%

  1. 1.Kraft

    47.3%

    Moved from 2nd to 1st. 201K estimated branded searches, +21.8% vs prior month. Share +6.7 points.

  2. 2.Heinz

    38.8%

    Moved from 1st to 2nd. 165K estimated branded searches, 0% vs prior month. Share -1.7 points.

  3. 3.Duke's

    9.6%

    Held 3rd. 40.9K estimated branded searches, -17.9% vs prior month. Share -2.6 points.

  4. 4.Primal Kitchen

    4.3%

    Held 4th. 18.1K estimated branded searches, -33.2% vs prior month. Share -2.4 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 BBQ sauce brands worldwide increased from 38.5% to 47.3%.
  • Across the 12 months ending September 2026, Kraft’s estimated Share of Search among BBQ sauce brands worldwide peaked at 49.8% in December 2025 and was lowest at 35.2% in May 2026.
  • Across the 12 months ending September 2026, Kraft rose from 2nd to 1st among BBQ sauce brands worldwide.

How did search popularity change for BBQ sauce brands worldwide in September 2026?

  1. In September 2026, Kraft overtook Heinz to become the leader among BBQ sauce brands worldwide, with 47.3% estimated Share of Search.

  2. In September 2026, Duke's lost estimated Share of Search among BBQ sauce brands worldwide, from 12.2% to 9.6%.

  3. In September 2026, Primal Kitchen lost estimated Share of Search among BBQ sauce brands worldwide, from 6.7% to 4.3%.

  4. In September 2026, Heinz lost estimated Share of Search among BBQ sauce brands worldwide, from 40.5% to 38.8%.

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%Show ranking
Cream cheese brands1st of 640.6%Show ranking
BBQ sauce brands1st of 447.3%Shown above
Light mayo brands1st of 353.9%Show ranking
Peanut butter brands1st of 557.9%Show ranking

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

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How the Brand Demand Index is measured

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