Brandwave

How popular isTapatío?

In September 2026, people searched for Tapatío by name about 110,000 times worldwide, an 18.5% decrease from the previous year. These searches made up 14.2% of all global hot sauce brand searches, placing Tapatío third out of 13 brands. When we asked both ChatGPT and Google AI Overviews about hot sauce brands, Tapatío appeared in four of the five answers and was the second most recommended of the 13.

Search and AI answers in September 2026

Tapatío is the third most searched of 13 competitors and the second most recommended in AI answers.

  1. TabascoShare of searches 47.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  2. CholulaShare of searches 17.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. TapatíoShare of searches 14.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  4. ValentinaShare of searches 5.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 7th
  5. CrystalShare of searches 4.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th

+8 more

Tapatío website (opens in a new tab)

Follow Tapatío and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top hot sauce brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Tapatío was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Tapatío is the second most recommended of the 13.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Cholula1st
  2. Tapatío2nd
  3. Tabasco3rd
  4. Frank's RedHot4th
  5. Crystal5th
  6. Huy Fong6th
  7. Valentina7th
  8. El Yucateco8th
  9. Secret Aardvark9th
  10. Yellowbird10th
  11. +3 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Cholula5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Tabasco4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Tapatío4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Huy Fong4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Crystal3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • El Yucateco3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Frank's RedHot3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Valentina2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Marie Sharp’s2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Secret Aardvark2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers

+3 more

See every answer about hot sauce brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 22, 2026.

Which hot sauce brands compete with Tapatío?

Tapatío against hot sauce brands worldwide, by month

Share of searches by month for Tabasco, Cholula, Tapatío, Valentina, Crystal, Huy Fong, El Yucateco. The figures are in the table below the chart.

View monthly share of searches table
MonthTabascoCholulaTapatíoValentinaCrystalHuy FongEl YucatecoYellowbirdMelinda’sTRUFFMarie Sharp’sFrank's RedHotSecret Aardvark
Oct 202540.4%18.1%18.1%6.6%3.6%2.4%2.4%2%2%2.4%0.89%0.59%0.39%
Nov 202542.5%19.1%15.5%5.7%3.8%2.1%2.6%2.1%2.1%2.6%0.93%0.62%0.41%
Dec 202541.3%18.5%15.1%5.6%3.7%3%2%2.5%2.5%3.7%1.1%0.6%0.4%
Jan 202639.4%17.7%17.7%5.3%4.3%3.5%2.9%2.4%2.4%2.4%1.1%0.58%0.38%
Feb 202641.1%18.4%18.4%5.5%4.5%2.5%2%2%2%1.7%0.9%0.6%0.33%
Mar 202640.4%18.1%18.1%5.4%4.4%3.6%2.4%2%2%1.6%0.89%0.59%0.39%
Apr 202638.7%17.3%21.2%5.2%3.5%4.3%2.3%2.3%1.9%1.6%0.85%0.46%0.46%
May 202640.3%18.1%18.1%5.4%3.6%4.4%2.4%2%2%2%0.88%0.48%0.39%
Jun 202642.1%18.9%15.4%5.7%3.8%3.8%2.5%2.1%2.1%2.1%0.92%0.5%0.34%
Jul 202641.2%18.5%15.1%6.8%4.5%2.5%3%2.5%2%2%0.9%0.49%0.4%
Aug 202639.9%17.9%17.9%6.6%4.4%2%2.9%2.9%2%1.6%0.87%0.48%0.71%
Sep 202647.4%17.4%14.2%5.2%4.3%2.9%2.3%1.9%1.6%1.3%0.85%0.46%0.37%

  1. 1.Tabasco

    47.4%

    Held 1st. 368K estimated branded searches, +22.3% vs prior month. Share +7.5 points.

  2. 2.Cholula

    17.4%

    Held 2nd. 135K estimated branded searches, 0% vs prior month. Share -0.5 points.

  3. 3.Tapatío

    14.2%

    Held 3rd. 110K estimated branded searches, -18.5% vs prior month. Share -3.7 points.

  4. 4.Valentina

    5.2%

    Held 4th. 40.5K estimated branded searches, -18.2% vs prior month. Share -1.3 points.

  5. 5.Crystal

    4.3%

    Held 5th. 33.1K estimated branded searches, 0% vs prior month. Share -0.1 points.

  6. 6.Huy Fong

    2.9%

    Moved from 8th to 6th. 22.2K estimated branded searches, +50% vs prior month. Share +0.9 points.

  7. 7.El Yucateco

    2.3%

    Moved from 6th to 7th. 18.1K estimated branded searches, -18.5% vs prior month. Share -0.6 points.

  8. 8.Yellowbird

    1.9%

    Moved from 7th to 8th. 14.8K estimated branded searches, -33.3% vs prior month. Share -1 points.

  9. 9.Melinda’s

    1.6%

    Held 9th. 12.1K estimated branded searches, -18.2% vs prior month. Share -0.4 points.

  10. 10.TRUFF

    1.3%

    Held 10th. 9.9K estimated branded searches, -18.2% vs prior month. Share -0.3 points.

  11. 11.Marie Sharp’s

    0.85%

    Held 11th. 6.6K estimated branded searches, 0% vs prior month. Share 0 points.

  12. 12.Frank's RedHot

    0.46%

    Moved from 13th to 12th. 3.6K estimated branded searches, 0% vs prior month. Share 0 points.

  13. 13.Secret Aardvark

    0.37%

    Moved from 12th to 13th. 2.9K estimated branded searches, -46.3% vs prior month. Share -0.3 points.

Compare popularity between Tapatío and its closest rivals

Every comparison with Tapatío

12 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Tapatío worldwide fell from 135K to 110K.
  • Across the 12 months ending September 2026, Tapatío’s share of searches among hot sauce brands worldwide decreased from 18.1% to 14.2%.
  • Across the 12 months ending September 2026, Tapatío’s share of searches among hot sauce brands worldwide peaked at 21.2% in April 2026 and was lowest at 14.2% in September 2026.

How did search popularity change for hot sauce brands worldwide in September 2026?

6 changes

  1. In September 2026, Huy Fong overtook El Yucateco and Yellowbird to rank 6th among hot sauce brands worldwide, with 2.9% of the searches.

  2. In September 2026, Tabasco gained share of searches among hot sauce brands worldwide, from 39.9% to 47.4%.

  3. In September 2026, Tapatío lost share of searches among hot sauce brands worldwide, from 17.9% to 14.2%.

  4. In September 2026, Valentina lost share of searches among hot sauce brands worldwide, from 6.6% to 5.2%.

  5. In September 2026, Yellowbird lost share of searches among hot sauce brands worldwide, from 2.9% to 1.9%.

  6. In September 2026, El Yucateco lost share of searches among hot sauce brands worldwide, from 2.9% to 2.3%.

How are Tapatío’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Tapatío’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.

  • tapatio

Do you work for Tapatío? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Creator with pink hair and a pink jacket

Is Tapatío your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

Start free