Brandwave

Doritos vs Santa Maria:Which is more popular?

In September 2026, Doritos and Santa Maria were level in searches among salsa brands worldwide, with an estimated 823K branded searches each, at 41.1% of the total each. When we asked ChatGPT and Google AI Overviews about salsa brands, neither Doritos nor Santa Maria appeared in any of the five answers.

Among salsa brands worldwide in September 2026

Who do people search for more?

Doritos and Santa Maria are searched for about as often as each other.

Doritos 823K searchesSanta Maria 823K searches

Who does AI mention more?

Both were mentioned in 0 of 5 answers.

Doritos 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 Doritos 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 Doritos or Santa Maria more popular in search?

This chart shows how often people search Google for Doritos 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.

Doritos and Santa Maria among salsa brands worldwide, by month

Share of searches by month for Doritos, Santa Maria. 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 Doritos and Santa Maria comparison changed over the last 12 months?

3 findings
  • Doritos was ahead of Santa Maria in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Doritos’ share of searches among salsa brands worldwide moved from 42.3% to 41.1%, and its estimated monthly branded searches held steady at 823K.
  • 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, Doritos gained share of searches among salsa brands worldwide, from 40.3% to 41.1%.

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

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Doritos’ 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.

Doritos

1 branded search term

  • doritos

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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