Brandwave

Chi-Chi's vs Santa Maria:Which is more popular?

In September 2026, Santa Maria had more branded searches than Chi-Chi's among salsa brands worldwide. Santa Maria had about 823,000 branded searches, while Chi-Chi's had 111,000. Santa Maria made up 41.1% of all salsa brand searches we track, and Chi-Chi's accounted for 5.6%. When we asked ChatGPT and Google AI Overviews about salsa brands, neither Chi-Chi's nor Santa Maria appeared in any of the five answers.

Among salsa brands worldwide in September 2026

Who do people search for more?

Santa Maria, about 7 searches for every 1 for Chi-Chi's

Santa Maria 823K searchesChi-Chi's 111K searches

Who does AI mention more?

Both were mentioned in 0 of 5 answers.

Chi-Chi's in 0 of 5Santa Maria in 0 of 5

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Top salsa brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, neither Chi-Chi's nor Santa Maria showed up in any of the five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Tostitos1st
  2. Pace2nd
  3. Newman's Own3rd
  4. Doritos–
  5. Santa Maria–
  6. Chi-Chi's–
  7. Old El Paso–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Tostitos5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Pace3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Newman's Own1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Doritos0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Santa Maria0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Chi-Chi's0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Old El Paso0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about salsa brands

5 answers

  • Asked ChatGPT

    “Which salsa brand should I buy?”

    1. 1Tostitos

  • Asked ChatGPT

    “What are the best salsa brands?”

    1. 1Pace
    2. 2Tostitos

  • Asked ChatGPT

    “What's the best salsa brand for everyday snacking?”

    1. 1Tostitos
    2. 2Pace

  • Searched Google, AI Overview

    “salsa brands”

    1. 1Tostitos
    2. 2Pace
    3. 3Newman's Own

  • Searched Google, AI Overview

    “salsa for chips”

    1. 1Tostitos

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 21, 2026.

Is Chi-Chi's or Santa Maria more popular in search?

This chart shows how often people search Google for Chi-Chi's and Santa Maria by name. Each line represents a brand's share of searches for all seven salsa brands we track, month by month, from English-language searches worldwide.

Chi-Chi's and Santa Maria among salsa brands worldwide, by month

Share of searches by month for Santa Maria, Chi-Chi's. The figures are in the table below the chart.

View monthly share of searches table
MonthDoritosSanta MariaTostitosChi-Chi'sOld El PasoNewman's OwnPace
Oct 202542.3%34.6%8.5%10.8%2.5%0.93%0.42%
Nov 202543.9%35.9%8.8%8%2.2%0.79%0.43%
Dec 202543.9%35.9%8.8%8%2.2%0.79%0.43%
Jan 202643.6%35.7%8.7%7.9%2.6%0.96%0.43%
Feb 202647.3%31.6%9.5%7%2.8%1.3%0.47%
Mar 202644%35.9%8.8%7.3%2.6%0.97%0.43%
Apr 202644.2%36.1%8.9%7.3%2.2%0.97%0.35%
May 202644.2%36.1%8.9%7.3%2.2%0.97%0.43%
Jun 202644.2%36.1%8.9%7.3%2.2%0.97%0.43%
Jul 202643.5%35.6%10.6%6.6%2.1%1.2%0.43%
Aug 202640.3%40.3%9.8%6.1%2%1.1%0.4%
Sep 202641.1%41.1%8.2%5.6%2.5%1.1%0.4%

How has the Chi-Chi's and Santa Maria comparison changed over the last 12 months?

3 findings
  • Santa Maria was ahead of Chi-Chi's in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Chi-Chi's’ share of searches among salsa brands worldwide moved from 10.8% to 5.6%, and its estimated monthly branded searches moved from 211K to 111K.
  • Across the 12 months ending September 2026, Santa Maria’s share of searches among salsa brands worldwide moved from 34.6% to 41.1%, and its estimated monthly branded searches moved from 673K to 823K.

How did search popularity change for salsa brands worldwide in September 2026?

2 changes

  1. In September 2026, Santa Maria gained share of searches among salsa brands worldwide, from 40.3% to 41.1%.

  2. In September 2026, Chi-Chi's lost share of searches among salsa brands worldwide, from 6.1% to 5.6%.

How are branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Chi-Chi's’ and Santa Maria’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.

Chi-Chi's

3 branded search terms

  • chi chi s
  • chi chis salsa
  • chichis

Santa Maria

1 branded search term

  • santa maria

How the Brand Demand Index is measured

Other head-to-heads among salsa brands

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