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 1.8% estimated Share of Search among tortillas 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. Santa Maria37.5%
  2. Discovery30.6%
  3. Mission20.5%
  4. Guerrero9.1%
  5. Old El Paso1.8%
  6. La Banderita0.45%
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Which tortillas compete with Old El Paso?

Old El Paso against tortillas worldwide, by month

Share of Search by month for Santa Maria, Discovery, Mission, Guerrero, Old El Paso. The figures are in the table below the chart.

View monthly share of search table
MonthSanta MariaDiscoveryMissionGuerreroOld El PasoLa Banderita
Oct 202529.2%35.7%19.5%13.1%2.1%0.35%
Nov 202533.5%33.5%18.3%12.2%2%0.4%
Dec 202534.3%34.3%18.7%10.2%2.1%0.41%
Jan 202629.2%35.7%19.5%13.1%2.1%0.35%
Feb 202629.7%36.4%19.9%10.9%2.7%0.44%
Mar 202632.1%32.1%21.4%11.7%2.4%0.39%
Apr 202632.9%32.9%22%9.8%2%0.4%
May 202632.2%32.2%21.5%11.8%1.9%0.39%
Jun 202636.6%29.9%20%10.9%2.2%0.44%
Jul 202636.6%29.9%20%10.9%2.2%0.44%
Aug 202637.5%30.6%20.5%9.1%1.8%0.45%
Sep 2026——————

  1. 1.Santa Maria

    37.5%

    Held 1st. 823K estimated branded searches, +22.3% vs prior month. Share +0.9 points.

  2. 2.Discovery

    30.6%

    Held 2nd. 673K estimated branded searches, +22.4% vs prior month. Share +0.7 points.

  3. 3.Mission

    20.5%

    Held 3rd. 450K estimated branded searches, +22.3% vs prior month. Share +0.5 points.

  4. 4.Guerrero

    9.1%

    Held 4th. 201K estimated branded searches, 0% vs prior month. Share -1.8 points.

  5. 5.Old El Paso

    1.8%

    Held 5th. 40.5K estimated branded searches, 0% vs prior month. Share -0.4 points.

  6. 6.La Banderita

    0.45%

    Held 6th. 9.9K estimated branded searches, +22.2% 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 tortillas worldwide held steady, from 2.1% to 1.8%.

How did search popularity change for tortillas worldwide in August 2026?

  1. In August 2026, Santa Maria gained estimated Share of Search among tortillas worldwide, from 36.6% to 37.5%.

  2. In August 2026, Discovery gained estimated Share of Search among tortillas worldwide, from 29.9% to 30.6%.

  3. In August 2026, Guerrero lost estimated Share of Search among tortillas worldwide, from 10.9% to 9.1%.

  4. Estimated monthly branded searches for La Banderita worldwide rose 22.2% over 11 measured months, from 8.1K to 9.9K 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%Shown above
Salsa brands4th of 61.9%Show ranking

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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