Hellmann's vs Kraft:Which is searched more?
In September 2026, Kraft had more branded searches than Hellmann's among light mayo brands worldwide. Kraft was estimated to have 201K branded searches compared to Hellmann's’ 131K, and held a 53.9% Share of Search versus Hellmann's’ 35.1%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Hellmann's or Kraft?
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 Kraft, Hellmann'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 Hellmann's and Kraft comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: Hellmann's took it in March 2026, Kraft took it in August 2026.
- 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.
- Across the 12 months ending September 2026, Kraft’s estimated Share of Search among light mayo brands worldwide moved from 46.1% to 53.9%, and its estimated monthly branded searches moved from 165K to 201K.
How did search popularity change for light mayo brands worldwide in September 2026?
2 changes
In September 2026, Kraft gained estimated Share of Search among light mayo brands worldwide, from 47.1% to 53.9%.
In September 2026, Hellmann's lost estimated Share of Search among light mayo brands worldwide, from 38.7% to 35.1%.
Other head-to-heads among light mayo brands
How each brand is measured
Brandwave collects information about searches that people make online using Hellmann's’ and Kraft’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.
Hellmann's
3 branded search terms
- hellmann s
- hellmanns
- hellmanns mayonnaise
Kraft
1 branded search term
- kraft
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