Kraft vs Primal Kitchen:Which is searched more?
In September 2026, Kraft had more branded searches than Primal Kitchen among BBQ sauce brands worldwide. Kraft was estimated to have 201K branded searches compared to Primal Kitchen’s 18.1K, and held a 47.3% Share of Search versus Primal Kitchen’s 4.3%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Kraft or Primal Kitchen?
Compare the BBQ sauce brands people buy. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of Search by month for Kraft, Primal Kitchen. The figures are in the table below the chart.
View monthly share of search table
| Month | Kraft | Heinz | Duke's | Primal Kitchen |
|---|---|---|---|---|
| Oct 2025 | 38.5% | 46.8% | 9.5% | 5.2% |
| Nov 2025 | 46.3% | 38% | 11.5% | 4.2% |
| Dec 2025 | 49.8% | 33.4% | 12.3% | 4.5% |
| Jan 2026 | 37.7% | 37.7% | 17% | 7.6% |
| Feb 2026 | 45.4% | 37.2% | 11.3% | 6.1% |
| Mar 2026 | 41% | 41% | 12.5% | 5.5% |
| Apr 2026 | 36.3% | 44.3% | 13.4% | 6% |
| May 2026 | 35.2% | 43.1% | 15.9% | 5.8% |
| Jun 2026 | 36.3% | 44.4% | 13.4% | 6% |
| Jul 2026 | 38.2% | 38.2% | 17.2% | 6.3% |
| Aug 2026 | 40.5% | 40.5% | 12.2% | 6.7% |
| Sep 2026 | 47.3% | 38.8% | 9.6% | 4.3% |
How has the Kraft and Primal Kitchen comparison changed over the last 12 months?
3 findings
- Kraft was ahead of Primal Kitchen in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Kraft’s estimated Share of Search among BBQ sauce brands worldwide moved from 38.5% to 47.3%, and its estimated monthly branded searches moved from 165K to 201K.
- Across the 12 months ending September 2026, Primal Kitchen’s estimated Share of Search among BBQ sauce brands worldwide moved from 5.2% to 4.3%, and its estimated monthly branded searches moved from 22.2K to 18.1K.
How did search popularity change for BBQ sauce brands worldwide in September 2026?
2 changes
In September 2026, Kraft overtook Heinz to become the leader among BBQ sauce brands worldwide, with 47.3% estimated Share of Search.
In September 2026, Primal Kitchen lost estimated Share of Search among BBQ sauce brands worldwide, from 6.7% to 4.3%.
Other head-to-heads among BBQ sauce brands
How each brand is measured
Brandwave collects information about searches that people make online using Kraft’s and Primal Kitchen’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Kraft
1 branded search term
- kraft
Primal Kitchen
1 branded search term
- primal kitchen
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.