Brandwave

How popular isOld El Paso in search?

In August 2026, there were an estimated 40.5K branded searches for Old El Paso worldwide which is down 18.2% over the last 11 months. Old El Paso holds 1.9% estimated Share of Search among salsa 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. Doritos39.6%
  2. Santa Maria39.6%
  3. Pace17.7%
  4. Old El Paso1.9%
  5. Newman's Own1.1%
  6. Chi-Chi's0.08%
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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, Old El Paso. The figures are in the table below the chart.

View monthly share of search table
MonthDoritosSanta MariaPaceOld El PasoNewman's OwnChi-Chi's
Oct 202540.8%33.4%22.3%2.5%0.9%0.08%
Nov 202542.9%35%19.2%2.1%0.77%0.07%
Dec 202542.9%35%19.2%2.1%0.77%0.07%
Jan 202640.8%33.4%22.3%2.5%0.9%0.08%
Feb 202647.1%31.5%17.2%2.8%1.3%0.07%
Mar 202642.6%34.8%19%2.6%0.94%0.07%
Apr 202642.8%35%19.1%2.1%0.94%0.07%
May 202642.8%35%19.1%2.1%0.94%0.07%
Jun 202644.3%36.2%16.2%2.2%0.97%0.07%
Jul 202642.7%34.9%19.1%2.1%1.2%0.08%
Aug 202639.6%39.6%17.7%1.9%1.1%0.08%
Sep 2026——————

  1. 1.Doritos

    39.6%

    Held 1st. 823K estimated branded searches, 0% vs prior month. Share -3.1 points.

  2. 2.Santa Maria

    39.6%

    Held 2nd. 823K estimated branded searches, +22.3% vs prior month. Share +4.7 points.

  3. 3.Pace

    17.7%

    Held 3rd. 368K estimated branded searches, 0% vs prior month. Share -1.4 points.

  4. 4.Old El Paso

    1.9%

    Held 4th. 40.5K estimated branded searches, 0% vs prior month. Share -0.2 points.

  5. 5.Newman's Own

    1.1%

    Held 5th. 22.2K estimated branded searches, 0% vs prior month. Share -0.1 points.

  6. 6.Chi-Chi's

    0.08%

    Held 6th. 1.6K estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between Old El Paso and its closest rivals

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 49.5K to 40.5K.
  • Across the 11 months ending August 2026, Old El Paso’s estimated Share of Search among salsa brands worldwide decreased from 2.5% to 1.9%.

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 34.9% to 39.6%.

  2. In August 2026, Doritos lost estimated Share of Search among salsa brands worldwide, from 42.7% to 39.6%.

  3. In August 2026, Pace lost estimated Share of Search among salsa brands worldwide, from 19.1% to 17.7%.

  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 Old El Paso worldwide fell 18.2% over 11 measured months, from 49.5K to 40.5K in August 2026.

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
Tortillas5th of 61.8%Show ranking
Salsa brands4th of 61.9%Shown above

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

1 branded search term

  • oldelpaso

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How the Brand Demand Index is measured

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