Domino vs Tate & Lyle:Which is more popular by branded search?
In August 2026, Tate & Lyle had more branded searches than Domino among sugar worldwide. Tate & Lyle was estimated to have 27.1K branded searches compared to Domino’s 14.8K, and held a 10.3% Share of Search versus Domino’s 5.6%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Domino or Tate & Lyle?
Compare the sugar 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 Tate & Lyle, Domino. The figures are in the table below the chart.
View monthly share of search table
| Month | Silver Spoon | Tate & Lyle | Domino | Sugar In The Raw | Billington's | C&H |
|---|---|---|---|---|---|---|
| Oct 2025 | 73.1% | 12% | 6.6% | 5.4% | 2.4% | 0.47% |
| Nov 2025 | 75.5% | 10.2% | 6.8% | 4.5% | 2.5% | 0.49% |
| Dec 2025 | 75.5% | 10.2% | 6.8% | 4.5% | 2.5% | 0.49% |
| Jan 2026 | 74.7% | 10.1% | 6.7% | 5.5% | 2.5% | 0.48% |
| Feb 2026 | 75.2% | 10.1% | 6.8% | 4.5% | 3% | 0.37% |
| Mar 2026 | 76.5% | 10.3% | 5.6% | 4.6% | 2.5% | 0.38% |
| Apr 2026 | 76.5% | 10.3% | 5.6% | 4.6% | 2.5% | 0.38% |
| May 2026 | 74.1% | 12.2% | 5.5% | 5.5% | 2.4% | 0.37% |
| Jun 2026 | 67% | 16.4% | 6% | 7.3% | 2.7% | 0.53% |
| Jul 2026 | 76.3% | 10.3% | 5.6% | 4.6% | 2.5% | 0.72% |
| Aug 2026 | 76.5% | 10.3% | 5.6% | 4.6% | 2.5% | 0.38% |
| Sep 2026 | — | — | — | — | — | — |
How has the Domino and Tate & Lyle comparison changed over the last 12 months?
3 findings
- Tate & Lyle was ahead of Domino in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Domino’s estimated Share of Search among sugar worldwide moved from 6.6% to 5.6%, and its estimated monthly branded searches moved from 18.1K to 14.8K.
- Across the 11 months ending August 2026, Tate & Lyle’s estimated Share of Search among sugar worldwide moved from 12% to 10.3%, and its estimated monthly branded searches moved from 33.1K to 27.1K.
How did search popularity change for sugar worldwide in August 2026?
2 changes
Estimated monthly branded searches for Domino worldwide fell 18.2% over 11 measured months, from 18.1K to 14.8K in August 2026.
Estimated monthly branded searches for Tate & Lyle worldwide fell 18.1% over 11 measured months, from 33.1K to 27.1K in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Domino’s and Tate & Lyle’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.
Domino
1 branded search term
- domino sugar
Tate & Lyle
1 branded search term
- tate and lyle
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.