Brandwave

How popular isOld Bay in search?

In August 2026, there were an estimated 110K branded searches for Old Bay worldwide which is up 21.5% over the last 11 months. Old Bay holds 14% estimated Share of Search among seasoning brands worldwide and is ranked 4th of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Maggi57.4%
  2. Knorr14%
  3. Lawry's14%
  4. Old Bay14%
  5. Masterfoods0.56%
  6. McCormick0.01%
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Which seasoning brands compete with Old Bay?

Old Bay against seasoning brands worldwide, by month

Share of Search by month for Maggi, Knorr, Lawry's, Old Bay. The figures are in the table below the chart.

View monthly share of search table
MonthMaggiKnorrLawry'sOld BayMasterfoodsMcCormick
Oct 202552%19.1%15.5%12.8%0.62%0.03%
Nov 202532.8%49%9.8%8.1%0.39%0.02%
Dec 202547.4%17.4%17.4%17.4%0.46%0.02%
Jan 202655.5%16.7%13.6%13.6%0.67%0.02%
Feb 202655.5%16.6%13.6%13.6%0.66%0.02%
Mar 202656.9%17.1%11.4%13.9%0.68%0.04%
Apr 202653.9%16.1%16.1%13.2%0.64%0.02%
May 202658.7%14.4%14.4%11.8%0.7%0.02%
Jun 202653.9%16.1%13.2%16.1%0.64%0.02%
Jul 202653.9%16.1%13.2%16.1%0.64%0.02%
Aug 202657.4%14%14%14%0.56%0.01%
Sep 2026——————

  1. 1.Maggi

    57.4%

    Held 1st. 450K estimated branded searches, +22.3% vs prior month. Share +3.5 points.

  2. 2.Knorr

    14%

    Held 2nd. 110K estimated branded searches, 0% vs prior month. Share -2.1 points.

  3. 3.Lawry's

    14%

    Moved from 4th to 3rd. 110K estimated branded searches, +21.5% vs prior month. Share +0.8 points.

  4. 4.Old Bay

    14%

    Moved from 3rd to 4th. 110K estimated branded searches, 0% vs prior month. Share -2.1 points.

  5. 5.Masterfoods

    0.56%

    Held 5th. 4.4K estimated branded searches, 0% vs prior month. Share -0.1 points.

  6. 6.McCormick

    0.01%

    Held 6th. 110 estimated branded searches, -21.4% vs prior month. Share 0 points.

Compare search popularity between Old Bay and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Old Bay worldwide rose from 90.5K to 110K.
  • Across the 11 months ending August 2026, Old Bay’s estimated Share of Search among seasoning brands worldwide increased from 12.8% to 14%.
  • Across the 11 months ending August 2026, Old Bay’s estimated Share of Search among seasoning brands worldwide peaked at 17.4% in December 2025 and was lowest at 8.1% in November 2025.

How did search popularity change for seasoning brands worldwide in August 2026?

  1. In August 2026, Lawry's overtook Old Bay to rank 3rd among seasoning brands worldwide, at 14%.

  2. In August 2026, Maggi gained estimated Share of Search among seasoning brands worldwide, from 53.9% to 57.4%.

  3. In August 2026, Knorr lost estimated Share of Search among seasoning brands worldwide, from 16.1% to 14%.

  4. In August 2026, Old Bay lost estimated Share of Search among seasoning brands worldwide, from 16.1% to 14%.

  5. Estimated monthly branded searches for McCormick worldwide fell 47.6% over 11 measured months, from 210 to 110 in August 2026.

How is Old Bay measured?

Brandwave collects information about searches that people make online using Old Bay’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

  • old bay seasoning

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How the Brand Demand Index is measured

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