Celtic Sea Salt vs Morton:Which is more popular?
In September 2026, Celtic Sea Salt and Morton were level in searches among salt brands worldwide, with an estimated 60.5K branded searches each, at 21.8% of the total each. When we asked ChatGPT and Google AI Overviews about salt brands, Morton appeared in all five answers and Celtic Sea Salt in three. Morton was mentioned before Celtic Sea Salt in two out of three answers.
Who do people search for more?
Celtic Sea Salt and Morton are searched for about as often as each other.
Who does AI mention more?
Morton, mentioned in every answer we collected
Who does AI recommend more?
Morton, named ahead of Celtic Sea Salt in 2 of 3 answers
Follow Celtic Sea Salt vs Morton and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top salt brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Morton appeared in all five answers. Celtic Sea Salt was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Morton was listed before Celtic Sea Salt in two out of three answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Morton5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Maldon3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Celtic Sea Salt3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Redmond Real Salt3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Jacobsen2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Saxa0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Halen Mon0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Cornish Sea Salt0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about salt brands
5 answers
Asked ChatGPT
“Which salt brand should I buy?”
Asked ChatGPT
“What are the best salt brands?”
Asked ChatGPT
“What's the best salt brand for everyday cooking?”
Searched Google, AI Overview
“salt brands”
Searched Google, AI Overview
“sea salt brands”
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 Celtic Sea Salt or Morton more popular in search?
This chart shows how often people search Google for Celtic Sea Salt and Morton by name. Each line represents a brand's share of searches for all eight salt brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Celtic Sea Salt, Morton. The figures are in the table below the chart.
View monthly share of searches table
| Month | Maldon | Celtic Sea Salt | Morton | Redmond Real Salt | Jacobsen | Saxa | Halen Mon | Cornish Sea Salt |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 32.4% | 26.5% | 21.7% | 11.9% | 2.4% | 1.9% | 1.6% | 1.6% |
| Nov 2025 | 37.4% | 25.2% | 16.8% | 11.3% | 4.1% | 1.8% | 1.8% | 1.5% |
| Dec 2025 | 43.4% | 23.8% | 15.9% | 8.7% | 3.9% | 1.4% | 1.4% | 1.4% |
| Jan 2026 | 34.5% | 28.4% | 19% | 10.4% | 3.1% | 2.1% | 1.1% | 1.4% |
| Feb 2026 | 32.5% | 32.5% | 17.8% | 9.7% | 2.9% | 1.9% | 1.3% | 1.3% |
| Mar 2026 | 29.8% | 36.2% | 16.3% | 10.9% | 2.7% | 1.8% | 1.2% | 1.2% |
| Apr 2026 | 35.8% | 29.3% | 16% | 10.7% | 3.2% | 2.1% | 1.4% | 1.4% |
| May 2026 | 32.4% | 26.5% | 21.6% | 11.8% | 2.9% | 1.9% | 1.6% | 1.3% |
| Jun 2026 | 34.1% | 27.9% | 18.7% | 12.5% | 2.5% | 1.7% | 1.4% | 1.4% |
| Jul 2026 | 32% | 32% | 17.5% | 11.7% | 2.3% | 1.6% | 1.6% | 1.3% |
| Aug 2026 | 38.1% | 25.6% | 17.1% | 9.4% | 5.1% | 1.9% | 1.5% | 1.2% |
| Sep 2026 | 39.6% | 21.8% | 21.8% | 9.7% | 2.9% | 1.9% | 1.3% | 1% |
How has the Celtic Sea Salt and Morton comparison changed over the last 12 months?
3 findings
- Celtic Sea Salt was ahead of Morton in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Celtic Sea Salt’s share of searches among salt brands worldwide moved from 26.5% to 21.8%, and its estimated monthly branded searches moved from 74K to 60.5K.
- Across the 12 months ending September 2026, Morton’s share of searches among salt brands worldwide moved from 21.7% to 21.8%, and its estimated monthly branded searches held steady at 60.5K.
How did search popularity change for salt brands worldwide in September 2026?
2 changes
In September 2026, Morton gained share of searches among salt brands worldwide, from 17.1% to 21.8%.
In September 2026, Celtic Sea Salt lost share of searches among salt brands worldwide, from 25.6% to 21.8%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Celtic Sea Salt’s and Morton’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.
Celtic Sea Salt
1 branded search term
- celtic sea salt
Morton
1 branded search term
- morton salt
Other head-to-heads among salt brands
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.