How popular isMorton in search?
In September 2026, there were an estimated 60.5K branded searches for Morton worldwide which held steady over the last 12 months. Morton holds 32.9% estimated Share of Search among salt brands worldwide and is ranked 2nd of 4 competitors for search popularity. These are worldwide searches for English-language branded terms.
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Which salt brands compete with Morton?
Share of Search by month for Maldon, Morton, Jacobsen, Saxa. The figures are in the table below the chart.
View monthly share of search table
| Month | Maldon | Morton | Jacobsen | Saxa |
|---|---|---|---|---|
| Oct 2025 | 55.5% | 37.1% | 4% | 3.3% |
| Nov 2025 | 62.1% | 28% | 6.8% | 3.1% |
| Dec 2025 | 67.2% | 24.6% | 6% | 2.2% |
| Jan 2026 | 58.8% | 32.4% | 5.3% | 3.5% |
| Feb 2026 | 59% | 32.2% | 5.3% | 3.5% |
| Mar 2026 | 59% | 32.2% | 5.3% | 3.5% |
| Apr 2026 | 62.6% | 28% | 5.6% | 3.7% |
| May 2026 | 55% | 36.8% | 4.9% | 3.3% |
| Jun 2026 | 59.9% | 32.8% | 4.4% | 2.9% |
| Jul 2026 | 59.9% | 32.8% | 4.4% | 2.9% |
| Aug 2026 | 61.2% | 27.5% | 8.2% | 3% |
| Sep 2026 | 59.8% | 32.9% | 4.4% | 2.9% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 59.8% | 110K | 0% | -1.4 points | |
| 2, held 2nd | 32.9% | 60.5K | +22.2% | +5.3 points | |
| 3, held 3rd | 4.4% | 8.1K | -45.3% | -3.8 points | |
| 4, held 4th | 2.9% | 5.4K | 0% | -0.1 points |
1.
Maldon59.8%
Held 1st. 110K estimated branded searches, 0% vs prior month. Share -1.4 points.
2.
Morton32.9%
Held 2nd. 60.5K estimated branded searches, +22.2% vs prior month. Share +5.3 points.
3.
Jacobsen4.4%
Held 3rd. 8.1K estimated branded searches, -45.3% vs prior month. Share -3.8 points.
4.Saxa
2.9%
Held 4th. 5.4K estimated branded searches, 0% vs prior month. Share -0.1 points.
Compare search popularity between Morton and its closest rivals
Every comparison with Morton
5 comparisons
How has branded search demand for Morton changed worldwide over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Morton worldwide held steady at 60.5K.
- Across the 12 months ending September 2026, Morton’s estimated Share of Search among salt brands worldwide decreased from 37.1% to 32.9%.
- Across the 12 months ending September 2026, Morton’s estimated Share of Search among salt brands worldwide peaked at 37.1% in October 2025 and was lowest at 24.6% in December 2025.
How did search popularity change for salt brands worldwide in September 2026?
3 changes
In September 2026, Morton gained estimated Share of Search among salt brands worldwide, from 27.5% to 32.9%.
In September 2026, Jacobsen lost estimated Share of Search among salt brands worldwide, from 8.2% to 4.4%.
In September 2026, Maldon lost estimated Share of Search among salt brands worldwide, from 61.2% to 59.8%.
Where does Morton compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Salts | 2nd of 6 | 31.8% | Show ranking |
| Salt brands | 2nd of 4 | 32.9% | Shown above |
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
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