---
title: "Baxters vs Progresso: Which is searched more?"
description: "Which is more popular in search, Baxters or Progresso? Compare estimated monthly branded-search demand and Share of Search inside the Soup brands set worldwide. 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."
canonical: "https://gobrandwave.com/demand/global-en/compare/baxters-vs-progresso"
publisher: "Brandwave"
---

# Baxters vs Progresso: Which is searched more?

Which is more popular in search, Baxters or Progresso? Compare estimated monthly branded-search demand and Share of Search inside the Soup brands set worldwide. 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.

## Key facts

- **Compared**: Baxters and Progresso
- **Competitive set**: Soup brands
- **Market**: Global
- **Month measured**: Sep 2026
- **Baxters Share of Search**: 10%
- **Progresso Share of Search**: 3.6%

## Which is more popular in search, Baxters or Progresso?

- In September 2026, Baxters had more branded searches than Progresso among soup brands worldwide. Baxters was estimated to have 203K branded searches compared to Progresso’s 74K, and held a 10% Share of Search versus Progresso’s 3.6%.
- Baxters was ahead of Progresso 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, Progresso’s estimated Share of Search among soup brands worldwide moved from 3.7% to 3.6%, and its estimated monthly branded searches moved from 90.5K to 74K.

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

- In September 2026, Baxters gained estimated Share of Search among soup brands worldwide, from 7.8% to 10%.
- In September 2026, Progresso gained estimated Share of Search among soup brands worldwide, from 2.8% to 3.6%.

## Month by month

| Month | Baxters estimated searches | Baxters Share of Search | Baxters rank | Progresso estimated searches | Progresso Share of Search | Progresso rank |
| --- | --- | --- | --- | --- | --- | --- |
| Oct 2025 | 204K | 8.4% | 3 | 90.5K | 3.7% | 5 |
| Nov 2025 | 249K | 7.2% | 3 | 90.5K | 2.6% | 5 |
| Dec 2025 | 203K | 5.4% | 3 | 90.5K | 2.4% | 5 |
| Jan 2026 | 204K | 9.8% | 3 | 90.5K | 4.3% | 5 |
| Feb 2026 | 203K | 10.1% | 3 | 74K | 3.7% | 5 |
| Mar 2026 | 203K | 9.9% | 3 | 90.5K | 4.4% | 5 |
| Apr 2026 | 203K | 8.7% | 3 | 90.5K | 3.9% | 5 |
| May 2026 | 203K | 8.7% | 3 | 90.5K | 3.9% | 5 |
| Jun 2026 | 202K | 10% | 3 | 90.5K | 4.5% | 5 |
| Jul 2026 | 202K | 9% | 3 | 74K | 3.3% | 5 |
| Aug 2026 | 203K | 7.8% | 3 | 74K | 2.8% | 5 |
| Sep 2026 | 203K | 10% | 3 | 74K | 3.6% | 5 |

## How each brand is measured

Brandwave collects information about searches that people make online using Baxters’ and Progresso’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**: Measured on the search terms “baxter s”, “baxters” and “baxters soup”, summed into one figure.
- **Progresso**: Measured on the search term “progresso”.

- [Baxters profile](/demand/global-en/brands/baxters)
- [Progresso profile](/demand/global-en/brands/progresso)
- [All soup brands worldwide](/demand/global-en/categories/soup-brands): The set both shares are measured inside, 7 brands.

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which is more popular in search, Baxters or Progresso?

In September 2026, Baxters had more branded searches than Progresso among soup brands worldwide. Baxters was estimated to have 203K branded searches compared to Progresso’s 74K, and held a 10% Share of Search versus Progresso’s 3.6%.

## Cite this page

Brandwave. "Baxters vs Progresso: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/baxters-vs-progresso

This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/baxters-vs-progresso. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.