Brandwave

Cholula vs Secret Aardvark:Which is more popular?

In September 2026, Cholula had more branded searches than Secret Aardvark among hot sauce brands worldwide. Cholula had about 135,000 branded searches, while Secret Aardvark had 2,900. Cholula made up 17.4% of all hot sauce brand searches we track, and Secret Aardvark accounted for 0.37%. When we asked ChatGPT and Google AI Overviews about hot sauce brands, Cholula appeared in all five answers and Secret Aardvark in two. Cholula was mentioned before Secret Aardvark in every answer.

Among hot sauce brands worldwide in September 2026

Who do people search for more?

Cholula, about 47 searches for every 1 for Secret Aardvark

Cholula 135K searchesSecret Aardvark 2.9K searches

Who does AI mention more?

Cholula, mentioned in every answer we collected

Cholula in 5 of 5Secret Aardvark in 2 of 5

Who does AI recommend more?

Cholula, named ahead of Secret Aardvark in every answer

Cholula first in 5Secret Aardvark never first

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Top hot sauce brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Cholula appeared in all five answers. Secret Aardvark was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Cholula was listed before Secret Aardvark in every answer.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Cholula1st
  2. Tapatío2nd
  3. Tabasco3rd
  4. Frank's RedHot4th
  5. Crystal5th
  6. Huy Fong6th
  7. Valentina7th
  8. El Yucateco8th
  9. Secret Aardvark9th
  10. Yellowbird10th
  11. +3 more

Mentioned by AI

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

  • Cholula5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Tabasco4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Tapatío4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Huy Fong4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Crystal3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • El Yucateco3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Frank's RedHot3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Valentina2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Marie Sharp’s2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Secret Aardvark2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers

+3 more

See every answer about hot sauce brands

5 answers

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 22, 2026.

Is Cholula or Secret Aardvark more popular in search?

This chart shows how often people search Google for Cholula and Secret Aardvark by name. Each line represents a brand's share of searches for all 13 hot sauce brands we track, month by month, from English-language searches worldwide.

Cholula and Secret Aardvark among hot sauce brands worldwide, by month

Share of searches by month for Cholula, Secret Aardvark. The figures are in the table below the chart.

View monthly share of searches table
MonthTabascoCholulaTapatíoValentinaCrystalHuy FongEl YucatecoYellowbirdMelinda’sTRUFFMarie Sharp’sFrank's RedHotSecret Aardvark
Oct 202540.4%18.1%18.1%6.6%3.6%2.4%2.4%2%2%2.4%0.89%0.59%0.39%
Nov 202542.5%19.1%15.5%5.7%3.8%2.1%2.6%2.1%2.1%2.6%0.93%0.62%0.41%
Dec 202541.3%18.5%15.1%5.6%3.7%3%2%2.5%2.5%3.7%1.1%0.6%0.4%
Jan 202639.4%17.7%17.7%5.3%4.3%3.5%2.9%2.4%2.4%2.4%1.1%0.58%0.38%
Feb 202641.1%18.4%18.4%5.5%4.5%2.5%2%2%2%1.7%0.9%0.6%0.33%
Mar 202640.4%18.1%18.1%5.4%4.4%3.6%2.4%2%2%1.6%0.89%0.59%0.39%
Apr 202638.7%17.3%21.2%5.2%3.5%4.3%2.3%2.3%1.9%1.6%0.85%0.46%0.46%
May 202640.3%18.1%18.1%5.4%3.6%4.4%2.4%2%2%2%0.88%0.48%0.39%
Jun 202642.1%18.9%15.4%5.7%3.8%3.8%2.5%2.1%2.1%2.1%0.92%0.5%0.34%
Jul 202641.2%18.5%15.1%6.8%4.5%2.5%3%2.5%2%2%0.9%0.49%0.4%
Aug 202639.9%17.9%17.9%6.6%4.4%2%2.9%2.9%2%1.6%0.87%0.48%0.71%
Sep 202647.4%17.4%14.2%5.2%4.3%2.9%2.3%1.9%1.6%1.3%0.85%0.46%0.37%

How has the Cholula and Secret Aardvark comparison changed over the last 12 months?

3 findings
  • Cholula was ahead of Secret Aardvark in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Cholula’s share of searches among hot sauce brands worldwide moved from 18.1% to 17.4%, and its estimated monthly branded searches held steady at 135K.
  • Across the 12 months ending September 2026, Secret Aardvark’s share of searches among hot sauce brands worldwide moved from 0.39% to 0.37%, and its estimated monthly branded searches held steady at 2.9K.

How did search popularity change for hot sauce brands worldwide in September 2026?

2 changes

  1. Cholula’s share of searches among hot sauce brands worldwide has lost ground for 3 months in a row, from 18.9% to 17.4% in September 2026.

  2. In September 2026, Secret Aardvark fell from 12th to 13th among hot sauce brands worldwide.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Cholula’s and Secret Aardvark’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.

Cholula

1 branded search term

  • cholula

Secret Aardvark

1 branded search term

  • secret aardvark

How the Brand Demand Index is measured

Other head-to-heads among hot sauce brands

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