Hot sauce brands:Which are most popular?
In September 2026, Tabasco was the most searched hot sauce brand worldwide, accounting for 47.4% of all searches among the 13 brands we track. When we checked with ChatGPT and Google AI Overviews, Cholula showed up in every answer. Cholula was recommended most often, coming first in two out of five responses.
TabascoShare of searches 47.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd- CholulaShare of searches 17.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
TapatíoShare of searches 14.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
ValentinaShare of searches 5.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 7th
CrystalShare of searches 4.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
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Top hot sauce brands in ChatGPT and Google AI Overviews
In Brandwave's three ChatGPT questions and two Google AI Overviews, Cholula appeared every time. Cholula was recommended most often, coming first in two out of five answers. Tapatío was second, and Tabasco was third. Melinda’s, which ranked ninth in searches, was not mentioned at all.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Cholula1st
- Tapatío2nd
- Tabasco3rd
Frank's RedHot4th- Crystal5th
Huy Fong6th- Valentina7th
El Yucateco8th
Secret Aardvark9th
Yellowbird10th
Marie Sharp’s11th
TRUFF12th
Melinda’s–
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
- Yellowbird1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- TRUFF1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Melinda’s0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about hot sauce brands
5 answers
Asked ChatGPT
“Which hot sauce brand should I buy?”
Asked ChatGPT
“What are the best hot sauce brands?”
Asked ChatGPT
“What's the best hot sauce brand for tacos?”
Searched Google, AI Overview
“hot sauce”
Searched Google, AI Overview
“hot sauce brands”
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 do people search for most?
This chart shows how often people search Google for each hot sauce brand by name. Each line represents a brand's share of searches for all 13 hot sauce brands we track, month by month, from English-language searches worldwide.
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
| Month | Tabasco | Cholula | Tapatío | Valentina | Crystal | Huy Fong | El Yucateco | Yellowbird | Melinda’s | TRUFF | Marie Sharp’s | Frank's RedHot | Secret Aardvark |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 40.4% | 18.1% | 18.1% | 6.6% | 3.6% | 2.4% | 2.4% | 2% | 2% | 2.4% | 0.89% | 0.59% | 0.39% |
| Nov 2025 | 42.5% | 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 2025 | 41.3% | 18.5% | 15.1% | 5.6% | 3.7% | 3% | 2% | 2.5% | 2.5% | 3.7% | 1.1% | 0.6% | 0.4% |
| Jan 2026 | 39.4% | 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 2026 | 41.1% | 18.4% | 18.4% | 5.5% | 4.5% | 2.5% | 2% | 2% | 2% | 1.7% | 0.9% | 0.6% | 0.33% |
| Mar 2026 | 40.4% | 18.1% | 18.1% | 5.4% | 4.4% | 3.6% | 2.4% | 2% | 2% | 1.6% | 0.89% | 0.59% | 0.39% |
| Apr 2026 | 38.7% | 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 2026 | 40.3% | 18.1% | 18.1% | 5.4% | 3.6% | 4.4% | 2.4% | 2% | 2% | 2% | 0.88% | 0.48% | 0.39% |
| Jun 2026 | 42.1% | 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 2026 | 41.2% | 18.5% | 15.1% | 6.8% | 4.5% | 2.5% | 3% | 2.5% | 2% | 2% | 0.9% | 0.49% | 0.4% |
| Aug 2026 | 39.9% | 17.9% | 17.9% | 6.6% | 4.4% | 2% | 2.9% | 2.9% | 2% | 1.6% | 0.87% | 0.48% | 0.71% |
| Sep 2026 | 47.4% | 17.4% | 14.2% | 5.2% | 4.3% | 2.9% | 2.3% | 1.9% | 1.6% | 1.3% | 0.85% | 0.46% | 0.37% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 47.4% | 368K | +22.3% | +7.5 points | |
| 2, held 2nd | 17.4% | 135K | 0% | -0.5 points | |
| 3, held 3rd | 14.2% | 110K | -18.5% | -3.7 points | |
| 4, held 4th | 5.2% | 40.5K | -18.2% | -1.3 points | |
| 5, held 5th | 4.3% | 33.1K | 0% | -0.1 points | |
| 6, moved from 8th to 6th | 2.9% | 22.2K | +50% | +0.9 pointsmoved from 8th to 6th | |
| 7, moved from 6th to 7th | 2.3% | 18.1K | -18.5% | -0.6 pointsmoved from 6th to 7th | |
| 8, moved from 7th to 8th | 1.9% | 14.8K | -33.3% | -1 pointsmoved from 7th to 8th | |
| 9, held 9th | 1.6% | 12.1K | -18.2% | -0.4 points | |
| 10, held 10th | 1.3% | 9.9K | -18.2% | -0.3 points | |
| 11, held 11th | 0.85% | 6.6K | 0% | 0 points | |
| 12, moved from 13th to 12th | 0.46% | 3.6K | 0% | 0 pointsmoved from 13th to 12th | |
| 13, moved from 12th to 13th | 0.37% | 2.9K | -46.3% | -0.3 pointsmoved from 12th to 13th |
1.
Tabasco47.4%
Held 1st. 368K estimated branded searches, +22.3% vs prior month. Share +7.5 points.
2.Cholula
17.4%
Held 2nd. 135K estimated branded searches, 0% vs prior month. Share -0.5 points.
3.
Tapatío14.2%
Held 3rd. 110K estimated branded searches, -18.5% vs prior month. Share -3.7 points.
5.2%
Held 4th. 40.5K estimated branded searches, -18.2% vs prior month. Share -1.3 points.
5.
Crystal4.3%
Held 5th. 33.1K estimated branded searches, 0% vs prior month. Share -0.1 points.
6.
Huy Fong2.9%
Moved from 8th to 6th. 22.2K estimated branded searches, +50% vs prior month. Share +0.9 points.
2.3%
Moved from 6th to 7th. 18.1K estimated branded searches, -18.5% vs prior month. Share -0.6 points.
1.9%
Moved from 7th to 8th. 14.8K estimated branded searches, -33.3% vs prior month. Share -1 points.
1.6%
Held 9th. 12.1K estimated branded searches, -18.2% vs prior month. Share -0.4 points.
10.
TRUFF1.3%
Held 10th. 9.9K estimated branded searches, -18.2% vs prior month. Share -0.3 points.
0.85%
Held 11th. 6.6K estimated branded searches, 0% vs prior month. Share 0 points.
0.46%
Moved from 13th to 12th. 3.6K estimated branded searches, 0% vs prior month. Share 0 points.
0.37%
Moved from 12th to 13th. 2.9K estimated branded searches, -46.3% vs prior month. Share -0.3 points.
Which brand is most popular in search among hot sauce brands worldwide?
13 brands
In September 2026, Tabasco was the most searched among hot sauce brands worldwide, with an estimated 368K branded searches, 47.4% of all searches for the 13 we track. Cholula is in 2nd place, 30 percentage points behind at 17.4%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Tabasco | 40.4% → 47.4% | 47.4%Sep 2026 | 38.7%Apr 2026 | 1st |
| Cholula | 18.1% → 17.4% | 19.1%Nov 2025 | 17.3%Apr 2026 | 2nd |
| Tapatío | 18.1% → 14.2% | 21.2%Apr 2026 | 14.2%Sep 2026 | 3rd |
| Valentina | 6.6% → 5.2% | 6.8%Jul 2026 | 5.2%Apr 2026 | 4th |
| Crystal | 3.6% → 4.3% | 4.5%Jul 2026 | 3.5%Apr 2026 | 5th |
| Huy Fong | 2.4% → 2.9% | 4.4%May 2026 | 2%Aug 2026 | 7th → 6th |
| El Yucateco | 2.4% → 2.3% | 3%Jul 2026 | 2%Feb 2026 | 6th → 7th |
| Yellowbird | 2% → 1.9% | 2.9%Aug 2026 | 1.9%Sep 2026 | 10th → 8th |
| Melinda’s | 2% → 1.6% | 2.5%Dec 2025 | 1.6%Sep 2026 | 9th |
| TRUFF | 2.4% → 1.3% | 3.7%Dec 2025 | 1.3%Sep 2026 | 8th → 10th |
| Marie Sharp’s | 0.89% → 0.85% | 1.1%Dec 2025 | 0.85%Apr 2026 | 11th |
| Frank's RedHot | 0.59% → 0.46% | 0.62%Nov 2025 | 0.46%Apr 2026 | 12th |
| Secret Aardvark | 0.39% → 0.37% | 0.71%Aug 2026 | 0.33%Feb 2026 | 13th |
Each finding as a sentence
- Across the 12 months ending September 2026, Tabasco’s share of searches among hot sauce brands worldwide increased from 40.4% to 47.4%.
- Across the 12 months ending September 2026, Cholula’s share of searches among hot sauce brands worldwide decreased from 18.1% to 17.4%.
- 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, Valentina’s share of searches among hot sauce brands worldwide decreased from 6.6% to 5.2%.
- Across the 12 months ending September 2026, Crystal’s share of searches among hot sauce brands worldwide increased from 3.6% to 4.3%.
- Across the 12 months ending September 2026, TRUFF’s share of searches among hot sauce brands worldwide decreased from 2.4% to 1.3%.
- Across the 12 months ending September 2026, Tabasco’s share of searches among hot sauce brands worldwide peaked at 47.4% in September 2026 and was lowest at 38.7% in April 2026.
- Across the 12 months ending September 2026, Cholula’s share of searches among hot sauce brands worldwide peaked at 19.1% in November 2025 and was lowest at 17.3% in April 2026.
- 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.
- Across the 12 months ending September 2026, Valentina’s share of searches among hot sauce brands worldwide peaked at 6.8% in July 2026 and was lowest at 5.2% in April 2026.
- Across the 12 months ending September 2026, Crystal’s share of searches among hot sauce brands worldwide peaked at 4.5% in July 2026 and was lowest at 3.5% in April 2026.
- Across the 12 months ending September 2026, Huy Fong’s share of searches among hot sauce brands worldwide peaked at 4.4% in May 2026 and was lowest at 2% in August 2026.
- Across the 12 months ending September 2026, El Yucateco’s share of searches among hot sauce brands worldwide peaked at 3% in July 2026 and was lowest at 2% in February 2026.
- Across the 12 months ending September 2026, Yellowbird’s share of searches among hot sauce brands worldwide peaked at 2.9% in August 2026 and was lowest at 1.9% in September 2026.
- Across the 12 months ending September 2026, TRUFF’s share of searches among hot sauce brands worldwide peaked at 3.7% in December 2025 and was lowest at 1.3% in September 2026.
- Across the 12 months ending September 2026, Huy Fong rose from 7th to 6th among hot sauce brands worldwide.
- Across the 12 months ending September 2026, El Yucateco fell from 6th to 7th among hot sauce brands worldwide.
- Across the 12 months ending September 2026, Yellowbird rose from 10th to 8th among hot sauce brands worldwide.
- Across the 12 months ending September 2026, TRUFF fell from 8th to 10th among hot sauce brands worldwide.
- Across the 12 months ending September 2026, Melinda’s, Marie Sharp’s, Frank's RedHot and Secret Aardvark held steady: their share of searches among hot sauce brands worldwide each moved less than 0.5 percentage points.
How did search popularity change for hot sauce brands worldwide in September 2026?
8 changes
In September 2026, Huy Fong overtook El Yucateco and Yellowbird to rank 6th among hot sauce brands worldwide, with 2.9% of the searches.
In September 2026, Tabasco gained share of searches among hot sauce brands worldwide, from 39.9% to 47.4%.
In September 2026, Tapatío lost share of searches among hot sauce brands worldwide, from 17.9% to 14.2%.
In September 2026, Valentina lost share of searches among hot sauce brands worldwide, from 6.6% to 5.2%.
In September 2026, Yellowbird lost share of searches among hot sauce brands worldwide, from 2.9% to 1.9%.
In September 2026, El Yucateco lost share of searches among hot sauce brands worldwide, from 2.9% to 2.3%.
Cholula’s share of searches among hot sauce brands worldwide has lost ground for 3 months in a row, from 18.9% to 17.4% in September 2026.
TRUFF’s share of searches among hot sauce brands worldwide has lost ground for 3 months in a row, from 2.1% to 1.3% in September 2026.
Compare popularity between leading brands
- Tabasco vs Cholula: compare popularity
- Tabasco vs Tapatío: compare popularity
- Tabasco vs Valentina: compare popularity
- Tabasco vs Crystal: compare popularity
- Cholula vs Tapatío: compare popularity
- Cholula vs Valentina: compare popularity
- Cholula vs Crystal: compare popularity
- Tapatío vs Valentina: compare popularity
- Tapatío vs Crystal: compare popularity
- Valentina vs Crystal: compare popularity
- Compare any of these brands
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