Baxters vs Campbell's:Which is searched more?
In September 2026, Campbell's had more branded searches than Baxters among soup brands worldwide. Campbell's was estimated to have 356K branded searches compared to Baxters’ 203K, and held a 17.4% Share of Search versus Baxters’ 10%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Baxters 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, Baxters. The figures are in the table below the chart.
View monthly share of search table
| Month | Covent Garden | Campbell's | Baxters | Heinz | Progresso | Amy's | Continental |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 61.8% | 16.9% | 8.4% | 8.3% | 3.7% | 0.8% | 0.08% |
| Nov 2025 | 52.6% | 32.3% | 7.2% | 4.7% | 2.6% | 0.55% | 0.05% |
| Dec 2025 | 73.3% | 14.6% | 5.4% | 3.6% | 2.4% | 0.51% | 0.05% |
| Jan 2026 | 58.5% | 18.3% | 9.8% | 7.9% | 4.3% | 1.1% | 0.09% |
| Feb 2026 | 60.7% | 17.7% | 10.1% | 6.7% | 3.7% | 0.94% | 0.09% |
| Mar 2026 | 59.2% | 17.3% | 9.9% | 8% | 4.4% | 1.1% | 0.09% |
| Apr 2026 | 64.5% | 14.5% | 8.7% | 7.1% | 3.9% | 1.2% | 0.08% |
| May 2026 | 64.6% | 14.5% | 8.7% | 7.1% | 3.9% | 1% | 0.1% |
| Jun 2026 | 60.4% | 15.8% | 10% | 8.2% | 4.5% | 0.94% | 0.12% |
| Jul 2026 | 66.5% | 14.2% | 9% | 6% | 3.3% | 1% | 0.11% |
| Aug 2026 | 70% | 12.2% | 7.8% | 6.3% | 2.8% | 0.73% | 0.09% |
| Sep 2026 | 59.7% | 17.4% | 10% | 8.1% | 3.6% | 1.1% | 0.12% |
How has the Baxters and Campbell's comparison changed over the last 12 months?
3 findings
- Campbell's was ahead of Baxters in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Baxters’ estimated Share of Search among soup brands worldwide moved from 8.4% to 10%, and its estimated monthly branded searches moved from 204K to 203K.
- Across the 12 months ending September 2026, Campbell's’ estimated Share of Search among soup brands worldwide moved from 16.9% to 17.4%, and its estimated monthly branded searches moved from 411K to 356K.
How did search popularity change for soup brands worldwide in September 2026?
2 changes
In September 2026, Campbell's gained estimated Share of Search among soup brands worldwide, from 12.2% to 17.4%.
In September 2026, Baxters gained estimated Share of Search among soup brands worldwide, from 7.8% to 10%.
Other head-to-heads among soup brands
- Covent Garden vs Campbell's: compare search popularity
Covent Garden vs Baxters: compare search popularity
Covent Garden vs Heinz: compare search popularityCovent Garden vs Progresso: compare search popularity
- Campbell's vs Heinz: compare search popularity
How each brand is measured
Brandwave collects information about searches that people make online using Baxters’ 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.
Baxters
3 branded search terms
- baxter s
- baxters
- baxters soup
Campbell's
2 branded search terms
- campbell s
- campbells
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