Kraft vs Scotch:Which is searched more?
In September 2026, Scotch had more branded searches than Kraft among parcel Tape brands worldwide. Scotch was estimated to have 246K branded searches compared to Kraft’s 201K, and held a 12.5% Share of Search versus Kraft’s 10.2%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Kraft or Scotch?
Compare the parcel tape 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 Scotch, Kraft. The figures are in the table below the chart.
View monthly share of search table
| Month | Yellow | Scotch | Kraft | WHSmith | Blue | Strong |
|---|---|---|---|---|---|---|
| Oct 2025 | 54.1% | 13.3% | 7.3% | 19.9% | 4.8% | 0.54% |
| Nov 2025 | 59.8% | 12% | 8% | 14.7% | 5.1% | 0.39% |
| Dec 2025 | 56.3% | 13.8% | 7.5% | 16.9% | 5% | 0.45% |
| Jan 2026 | 53.4% | 19.7% | 7.2% | 13.2% | 5.8% | 0.79% |
| Feb 2026 | 62.5% | 12.6% | 8.4% | 10.3% | 5.6% | 0.62% |
| Mar 2026 | 61.1% | 12.3% | 8.3% | 12.3% | 5.4% | 0.61% |
| Apr 2026 | 62.5% | 12.6% | 6.9% | 12.6% | 4.7% | 0.62% |
| May 2026 | 62.7% | 12.6% | 6.9% | 12.6% | 4.6% | 0.51% |
| Jun 2026 | 62.7% | 12.6% | 6.9% | 12.6% | 4.6% | 0.51% |
| Jul 2026 | 63.6% | 12.8% | 7% | 10.5% | 5.5% | 0.52% |
| Aug 2026 | 61.1% | 12.3% | 8.3% | 12.3% | 5.4% | 0.5% |
| Sep 2026 | 62% | 12.5% | 10.2% | 10.2% | 4.5% | 0.5% |
How has the Kraft and Scotch comparison changed over the last 12 months?
3 findings
- Scotch was ahead of Kraft 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 parcel Tape brands worldwide moved from 7.3% to 10.2%, and its estimated monthly branded searches moved from 165K to 201K.
- Across the 12 months ending September 2026, Scotch’s estimated Share of Search among parcel Tape brands worldwide moved from 13.3% to 12.5%, and its estimated monthly branded searches moved from 301K to 246K.
How did search popularity change for parcel Tape brands worldwide in September 2026?
2 changes
In September 2026, Kraft overtook WHSmith to rank 3rd among parcel Tape brands worldwide, with 10.2% estimated Share of Search.
Estimated monthly branded searches for Scotch worldwide fell 18.3% over 12 measured months, from 301K to 246K in September 2026.
Other head-to-heads among parcel Tape brands
How each brand is measured
Brandwave collects information about searches that people make online using Kraft’s and Scotch’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.
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