Duke's vs Hellmann's:Which is searched more?
In September 2026, Hellmann's had more branded searches than Duke's among light mayo brands worldwide. Hellmann's was estimated to have 131K branded searches compared to Duke's’ 40.9K, and held a 35.1% Share of Search versus Duke's’ 11%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Duke's or Hellmann's?
Compare the light mayo 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 Hellmann's, Duke's. The figures are in the table below the chart.
View monthly share of search table
| Month | Kraft | Hellmann's | Duke's |
|---|---|---|---|
| Oct 2025 | 46.1% | 42.5% | 11.4% |
| Nov 2025 | 52.4% | 34.5% | 13% |
| Dec 2025 | 49.5% | 38.2% | 12.3% |
| Jan 2026 | 43.7% | 36.6% | 19.7% |
| Feb 2026 | 48.8% | 39.1% | 12.1% |
| Mar 2026 | 43.3% | 43.4% | 13.2% |
| Apr 2026 | 39% | 46.6% | 14.4% |
| May 2026 | 38.8% | 43.7% | 17.5% |
| Jun 2026 | 41.8% | 42.8% | 15.4% |
| Jul 2026 | 38.5% | 44.2% | 17.3% |
| Aug 2026 | 47.1% | 38.7% | 14.2% |
| Sep 2026 | 53.9% | 35.1% | 11% |
How has the Duke's and Hellmann's comparison changed over the last 12 months?
3 findings
- Hellmann's was ahead of Duke's in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Duke's’ estimated Share of Search among light mayo brands worldwide moved from 11.4% to 11%, and its estimated monthly branded searches held steady at 40.9K.
- Across the 12 months ending September 2026, Hellmann's’ estimated Share of Search among light mayo brands worldwide moved from 42.5% to 35.1%, and its estimated monthly branded searches moved from 152K to 131K.
How did search popularity change for light mayo brands worldwide in September 2026?
2 changes
In September 2026, Hellmann's lost estimated Share of Search among light mayo brands worldwide, from 38.7% to 35.1%.
In September 2026, Duke's lost estimated Share of Search among light mayo brands worldwide, from 14.2% to 11%.
Other head-to-heads among light mayo brands
How each brand is measured
Brandwave collects information about searches that people make online using Duke's’ and Hellmann'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.
Duke's
2 branded search terms
- duke s
- dukes mayonnaise
Hellmann's
3 branded search terms
- hellmann s
- hellmanns
- hellmanns mayonnaise
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