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 53.9% estimated Share of Search among light mayo brands worldwide and is ranked 1st of 3 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Kraft53.9%
  2. Hellmann's35.1%
  3. Duke's11%
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Which light mayo brands compete with Kraft?

Kraft against light mayo brands worldwide, by month

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
MonthKraftHellmann'sDuke's
Oct 202546.1%42.5%11.4%
Nov 202552.4%34.5%13%
Dec 202549.5%38.2%12.3%
Jan 202643.7%36.6%19.7%
Feb 202648.8%39.1%12.1%
Mar 202643.3%43.4%13.2%
Apr 202639%46.6%14.4%
May 202638.8%43.7%17.5%
Jun 202641.8%42.8%15.4%
Jul 202638.5%44.2%17.3%
Aug 202647.1%38.7%14.2%
Sep 202653.9%35.1%11%

  1. 1.Kraft

    53.9%

    Held 1st. 201K estimated branded searches, +21.8% vs prior month. Share +6.9 points.

  2. 2.Hellmann's

    35.1%

    Held 2nd. 131K estimated branded searches, -3.6% vs prior month. Share -3.6 points.

  3. 3.Duke's

    11%

    Held 3rd. 40.9K estimated branded searches, -17.9% vs prior month. Share -3.2 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 light mayo brands worldwide increased from 46.1% to 53.9%.
  • Across the 12 months ending September 2026, Kraft’s estimated Share of Search among light mayo brands worldwide peaked at 53.9% in September 2026 and was lowest at 38.5% in July 2026.

How did search popularity change for light mayo brands worldwide in September 2026?

  1. In September 2026, Kraft gained estimated Share of Search among light mayo brands worldwide, from 47.1% to 53.9%.

  2. In September 2026, Hellmann's lost estimated Share of Search among light mayo brands worldwide, from 38.7% to 35.1%.

  3. In September 2026, Duke's lost estimated Share of Search among light mayo brands worldwide, from 14.2% to 11%.

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 637.9%Show ranking
BBQ sauce brands1st of 447.3%Show ranking
Light mayo brands1st of 353.9%Shown above
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

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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