Brandwave

How popular isOld El Paso in search?

In August 2026, there were an estimated 81K branded searches for Old El Paso worldwide which is down 18.2% over the last 11 months. Old El Paso holds 3.6% estimated Share of Search among salsa brands worldwide and is ranked 5th of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Doritos36.7%
  2. Santa Maria36.7%
  3. Pace16.4%
  4. Chi-Chi's5.6%
  5. Old El Paso3.6%
  6. Newman's Own0.99%
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Where does Old El Paso compete?

Old El Paso is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Salsa brands5th of 63.6%Shown below
Tortillas5th of 63.6%Show ranking

Which salsa brands compete with Old El Paso?

Old El Paso against salsa brands worldwide, by month

Share of Search by month for Doritos, Santa Maria, Pace, Chi-Chi's, Old El Paso. The figures are in the table below the chart.

View monthly share of search table
MonthDoritosSanta MariaPaceChi-Chi'sOld El PasoNewman's Own
Oct 202536.2%29.6%19.8%9.3%4.4%0.8%
Nov 202539%31.9%17.4%7.1%3.8%0.7%
Dec 202539%31.9%17.4%7.1%3.8%0.7%
Jan 202637.2%30.4%20.3%6.8%4.5%0.82%
Feb 202642.9%28.7%15.7%6.4%5.2%1.2%
Mar 202638.9%31.8%17.4%6.4%4.7%0.86%
Apr 202639.2%32.1%17.5%6.5%3.9%0.86%
May 202639.2%32.1%17.5%6.5%3.9%0.86%
Jun 202640.5%33.1%14.8%6.7%4%0.89%
Jul 202639.3%32.2%17.6%6%3.9%1.1%
Aug 202636.7%36.7%16.4%5.6%3.6%0.99%
Sep 2026——————

  1. 1.Doritos

    36.7%

    Held 1st. 823K estimated branded searches, 0% vs prior month. Share -2.6 points.

  2. 2.Santa Maria

    36.7%

    Held 2nd. 823K estimated branded searches, +22.3% vs prior month. Share +4.5 points.

  3. 3.Pace

    16.4%

    Held 3rd. 368K estimated branded searches, 0% vs prior month. Share -1.2 points.

  4. 4.Chi-Chi's

    5.6%

    Held 4th. 125K estimated branded searches, 0% vs prior month. Share -0.4 points.

  5. 5.Old El Paso

    3.6%

    Held 5th. 81K estimated branded searches, 0% vs prior month. Share -0.3 points.

  6. 6.Newman's Own

    0.99%

    Held 6th. 22.2K estimated branded searches, 0% vs prior month. Share -0.1 points.

Compare search popularity between Old El Paso and its closest rivals

Every comparison with Old El Paso

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Old El Paso worldwide fell from 99K to 81K.
  • Across the 11 months ending August 2026, Old El Paso’s estimated Share of Search among salsa brands worldwide decreased from 4.4% to 3.6%.
  • Across the 11 months ending August 2026, Old El Paso’s estimated Share of Search among salsa brands worldwide peaked at 5.2% in February 2026 and was lowest at 3.6% in August 2026.

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

  1. In August 2026, Santa Maria gained estimated Share of Search among salsa brands worldwide, from 32.2% to 36.7%.

  2. In August 2026, Doritos lost estimated Share of Search among salsa brands worldwide, from 39.3% to 36.7%.

  3. In August 2026, Pace lost estimated Share of Search among salsa brands worldwide, from 17.6% to 16.4%.

  4. Estimated monthly branded searches for Newman's Own worldwide rose 22.7% over 11 measured months, from 18.1K to 22.2K in August 2026.

  5. Estimated monthly branded searches for Chi-Chi's worldwide fell 40.6% over 11 measured months, from 211K to 125K in August 2026.

  6. Estimated monthly branded searches for Old El Paso worldwide fell 18.2% over 11 measured months, from 99K to 81K in August 2026.

How is Old El Paso measured?

Brandwave collects information about searches that people make online using Old El Paso’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 el paso
  • oldelpaso

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How the Brand Demand Index is measured

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