Brandwave

Campbell's vs Maggi:Which is more popular?

In September 2026, Maggi had more branded searches than Campbell's among stock cubes worldwide. Maggi had about 450,000 branded searches, while Campbell's had 356,000. Maggi made up 48.4% of all stock cube searches we track, and Campbell's accounted for 38.3%. When we asked ChatGPT and Google AI Overviews about stock cubes, Maggi appeared in one of the four answers and Campbell's in none.

Among stock cubes worldwide in September 2026

Who do people search for more?

Maggi, about 26% more searches than Campbell's

Maggi 450K searchesCampbell's 356K searches

Who does AI mention more?

Maggi, mentioned in 1 of 4 answers, Campbell's in 0

Maggi in 1 of 4Campbell's in 0 of 4

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Top stock cubes in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Maggi was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Campbell's did not appear in any of the four answers.

Mentioned by AI

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

  • Knorr3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Maggi1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • OXO Stock1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Campbell's0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Bovril0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Massel0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about stock cubes

4 answers

  • Asked ChatGPT

    “Which stock cube should I buy?”

    1. 1Knorr

  • Asked ChatGPT

    “What are the best stock cube brands?”

    1. 1Knorr
    2. 2OXO Stock
    3. 3Maggi

  • Asked ChatGPT

    “What's the best stock cube for everyday cooking?”

    1. 1Knorr

  • Searched Google, AI Overview

    “stock cubes”

    1. Searched Google, AI Overview

      “chicken stock cubes”

      Google showed no AI Overview for this search.

    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 Campbell's or Maggi more popular in search?

    This chart shows how often people search Google for Campbell's and Maggi by name. Each line represents a brand's share of searches for all six stock cubes we track, month by month, from English-language searches worldwide.

    Campbell's and Maggi among stock cubes worldwide, by month

    Share of searches by month for Maggi, Campbell's. The figures are in the table below the chart.

    View monthly share of searches table
    MonthMaggiCampbell'sKnorrOXO StockBovrilMassel
    Oct 202539.6%44.3%14.5%1.2%0.26%0.04%
    Nov 202517.8%54.4%26.6%0.98%0.14%0.02%
    Dec 202534.5%51.3%12.7%1.3%0.23%0.03%
    Jan 202645.8%38.7%13.7%1.4%0.29%0.04%
    Feb 202643.4%42%13%1.3%0.28%0.04%
    Mar 202647.3%37.4%14.2%1%0.14%0.04%
    Apr 202644.5%40.7%13.3%1.4%0.16%0.05%
    May 202649.6%37.1%12.1%1%0.11%0.07%
    Jun 202645.6%39.6%13.6%0.96%0.16%0.07%
    Jul 202645.5%39.6%13.6%1.1%0.12%0.07%
    Aug 202650.4%35.8%12.3%1.2%0.15%0.05%
    Sep 202648.4%38.3%11.8%1.2%0.14%0.05%

    How has the Campbell's and Maggi comparison changed over the last 12 months?

    3 findings
    • The lead changed hands once in the 12 months ending September 2026: Maggi took it in January 2026.
    • Across the 12 months ending September 2026, Campbell's’ share of searches among stock cubes worldwide moved from 44.3% to 38.3%, and its estimated monthly branded searches moved from 411K to 356K.
    • Across the 12 months ending September 2026, Maggi’s share of searches among stock cubes worldwide moved from 39.6% to 48.4%, and its estimated monthly branded searches moved from 368K to 450K.

    How did search popularity change for stock cubes worldwide in September 2026?

    2 changes

    1. In September 2026, Campbell's gained share of searches among stock cubes worldwide, from 35.8% to 38.3%.

    2. In September 2026, Maggi lost share of searches among stock cubes worldwide, from 50.4% to 48.4%.

    How are branded searches counted?

    3 search terms

    Brandwave collects information about searches that people make online using Campbell's’ and Maggi’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.

    Campbell's

    2 branded search terms

    • campbell s
    • campbells

    Maggi

    1 branded search term

    • maggi

    How the Brand Demand Index is measured

    Other head-to-heads among stock cubes

    Creator with pink hair and a pink jacket

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