Baxter's vs Campbell's:Which is more popular by branded search?
In August 2026, Campbell's had more branded searches than Baxter's among soup brands worldwide. Campbell's was estimated to have 246K branded searches compared to Baxter's’ 1.6K, and held a 10.5% Share of Search versus Baxter's’ 0.07%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Baxter's or Campbell's?
Compare the soup 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 Campbell's, Baxter's. The figures are in the table below the chart.
View monthly share of search table
| Month | Covent Garden | Campbell's | Heinz | Progresso | Amy's | Continental | Baxter's |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 70.9% | 14.2% | 9.5% | 4.3% | 0.86% | 0.09% | 0.14% |
| Nov 2025 | 71.5% | 17.6% | 6.4% | 3.5% | 0.71% | 0.07% | 0.11% |
| Dec 2025 | 83.3% | 9.2% | 4.1% | 2.8% | 0.55% | 0.06% | 0.07% |
| Jan 2026 | 69.8% | 14.1% | 9.4% | 5.2% | 1.3% | 0.11% | 0.17% |
| Feb 2026 | 71.9% | 14.5% | 8% | 4.4% | 1.1% | 0.11% | 0.14% |
| Mar 2026 | 69.8% | 14.1% | 9.4% | 5.2% | 1.3% | 0.11% | 0.11% |
| Apr 2026 | 73.8% | 12.1% | 8.1% | 4.5% | 1.3% | 0.09% | 0.08% |
| May 2026 | 74% | 12.1% | 8.1% | 4.5% | 1.1% | 0.12% | 0.08% |
| Jun 2026 | 70% | 14.1% | 9.5% | 5.2% | 1% | 0.14% | 0.07% |
| Jul 2026 | 75.7% | 12.4% | 6.8% | 3.7% | 1.1% | 0.12% | 0.07% |
| Aug 2026 | 78.3% | 10.5% | 7.1% | 3.2% | 0.77% | 0.1% | 0.07% |
| Sep 2026 | — | — | — | — | — | — | — |
How has the Baxter's and Campbell's comparison changed over the last 12 months?
3 findings
- Campbell's was ahead of Baxter's in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Baxter's’ estimated Share of Search among soup brands worldwide moved from 0.14% to 0.07%, and its estimated monthly branded searches moved from 2.9K to 1.6K.
- Across the 11 months ending August 2026, Campbell's’ estimated Share of Search among soup brands worldwide moved from 14.2% to 10.5%, and its estimated monthly branded searches moved from 301K to 246K.
How did search popularity change for soup brands worldwide in August 2026?
2 changes
In August 2026, Campbell's lost estimated Share of Search among soup brands worldwide, from 12.4% to 10.5%.
Estimated monthly branded searches for Baxter's worldwide fell 44.8% over 11 measured months, from 2.9K to 1.6K in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Baxter's’ and Campbell'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.
Baxter's
1 branded search term
- baxters soup
Campbell's
1 branded search term
- campbells
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