Brandwave

How popular isMorton in search?

In August 2026, there were an estimated 49.5K branded searches for Morton worldwide which is down 18.2% over the last 11 months. Morton holds 26.4% estimated Share of Search among salts worldwide and is ranked 2nd of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Maldon58.6%
  2. Morton26.4%
  3. Jacobsen7.9%
  4. Saxa2.9%
  5. Halen Mon2.3%
  6. Cornish Sea Salt1.9%
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Which salts compete with Morton?

Morton against salts worldwide, by month

Share of Search by month for Maldon, Morton, Jacobsen, Saxa, Halen Mon. The figures are in the table below the chart.

View monthly share of search table
MonthMaldonMortonJacobsenSaxaHalen MonCornish Sea Salt
Oct 202552.7%35.2%3.8%3.1%2.6%2.6%
Nov 202558.9%26.5%6.5%2.9%2.9%2.4%
Dec 202564.3%23.6%5.8%2.1%2.1%2.1%
Jan 202656.4%31%5.1%3.4%1.8%2.3%
Feb 202656.3%30.8%5%3.4%2.2%2.2%
Mar 202656.3%30.8%5%3.4%2.2%2.2%
Apr 202659.7%26.7%5.3%3.6%2.4%2.4%
May 202652.5%35.1%4.7%3.1%2.6%2.1%
Jun 202657.2%31.3%4.2%2.8%2.3%2.3%
Jul 202656.9%31.1%4.2%2.8%2.8%2.3%
Aug 202658.6%26.4%7.9%2.9%2.3%1.9%
Sep 2026——————

  1. 1.Maldon

    58.6%

    Held 1st. 110K estimated branded searches, +21.5% vs prior month. Share +1.7 points.

  2. 2.Morton

    26.4%

    Held 2nd. 49.5K estimated branded searches, 0% vs prior month. Share -4.8 points.

  3. 3.Jacobsen

    7.9%

    Held 3rd. 14.8K estimated branded searches, +124.2% vs prior month. Share +3.7 points.

  4. 4.Saxa

    2.9%

    Moved from 5th to 4th. 5.4K estimated branded searches, +22.7% vs prior month. Share +0.1 points.

  5. 5.Halen Mon

    2.3%

    Moved from 4th to 5th. 4.4K estimated branded searches, 0% vs prior month. Share -0.4 points.

  6. 6.Cornish Sea Salt

    1.9%

    Held 6th. 3.6K estimated branded searches, 0% vs prior month. Share -0.3 points.

Compare search popularity between Morton and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Morton worldwide fell from 60.5K to 49.5K.
  • Across the 11 months ending August 2026, Morton’s estimated Share of Search among salts worldwide decreased from 35.2% to 26.4%.
  • Across the 11 months ending August 2026, Morton’s estimated Share of Search among salts worldwide peaked at 35.2% in October 2025 and was lowest at 23.6% in December 2025.

How did search popularity change for salts worldwide in August 2026?

  1. In August 2026, Jacobsen gained estimated Share of Search among salts worldwide, from 4.2% to 7.9%.

  2. In August 2026, Maldon gained estimated Share of Search among salts worldwide, from 56.9% to 58.6%.

  3. In August 2026, Morton lost estimated Share of Search among salts worldwide, from 31.1% to 26.4%.

  4. In August 2026, Saxa rose from 5th to 4th among salts worldwide.

  5. In August 2026, Halen Mon fell from 4th to 5th among salts worldwide.

  6. Estimated monthly branded searches for Cornish Sea Salt worldwide fell 18.2% over 11 measured months, from 4.4K to 3.6K in August 2026.

How is Morton measured?

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

  • morton salt

Do you work for Morton? 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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