Brandwave

How popular isOld Bay in search?

In August 2026, there were an estimated 160K branded searches for Old Bay worldwide which is up 21.8% over the last 11 months. Old Bay holds 16.9% estimated Share of Search among seasoning brands worldwide and is ranked 3rd of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Maggi47.7%
  2. Lawry's23.3%
  3. Old Bay16.9%
  4. Knorr11.7%
  5. Masterfoods0.47%
  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, Lawry's, Old Bay, Knorr. The figures are in the table below the chart.

View monthly share of search table
MonthMaggiLawry'sOld BayKnorrMasterfoodsMcCormick
Oct 202542.9%25.6%15.3%15.7%0.51%0.02%
Nov 202528.9%17.3%10.3%43.2%0.35%0.01%
Dec 202538.3%28.1%19.2%14%0.37%0.01%
Jan 202646.4%22.7%16.4%13.9%0.56%0.01%
Feb 202646.3%22.8%16.5%13.8%0.55%0.02%
Mar 202648.3%19.4%17.1%14.5%0.58%0.03%
Apr 202643.7%26.1%16.6%13.1%0.52%0.02%
May 202648.6%23.8%15.1%11.9%0.58%0.02%
Jun 202644.7%22%19.4%13.4%0.53%0.02%
Jul 202644.7%22%19.4%13.4%0.53%0.02%
Aug 202647.7%23.3%16.9%11.7%0.47%0.01%
Sep 2026——————

  1. 1.Maggi

    47.7%

    Held 1st. 450K estimated branded searches, +22.3% vs prior month. Share +3 points.

  2. 2.Lawry's

    23.3%

    Held 2nd. 220K estimated branded searches, +21.5% vs prior month. Share +1.3 points.

  3. 3.Old Bay

    16.9%

    Held 3rd. 160K estimated branded searches, 0% vs prior month. Share -2.5 points.

  4. 4.Knorr

    11.7%

    Held 4th. 110K estimated branded searches, 0% vs prior month. Share -1.7 points.

  5. 5.Masterfoods

    0.47%

    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

Every comparison with Old Bay

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 131K to 160K.
  • Across the 11 months ending August 2026, Old Bay’s estimated Share of Search among seasoning brands worldwide increased from 15.3% to 16.9%.
  • Across the 11 months ending August 2026, Old Bay’s estimated Share of Search among seasoning brands worldwide peaked at 19.4% in June 2026 and was lowest at 10.3% in November 2025.
  • Across the 11 months ending August 2026, Old Bay rose from 4th to 3rd among seasoning brands worldwide.

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

  1. In August 2026, Maggi gained estimated Share of Search among seasoning brands worldwide, from 44.7% to 47.7%.

  2. In August 2026, Lawry's gained estimated Share of Search among seasoning brands worldwide, from 22% to 23.3%.

  3. In August 2026, Old Bay lost estimated Share of Search among seasoning brands worldwide, from 19.4% to 16.9%.

  4. In August 2026, Knorr lost estimated Share of Search among seasoning brands worldwide, from 13.4% to 11.7%.

  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 these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

2 branded search terms

  • old bay
  • old bay seasoning

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How the Brand Demand Index is measured

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