Doritos vs Pace:Which is more popular by branded search?
In August 2026, Doritos had more branded searches than Pace among salsa brands worldwide. Doritos was estimated to have 823K branded searches compared to Pace’s 368K, and held a 39.6% Share of Search versus Pace’s 17.7%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Doritos or Pace?
Compare the salsa brands people search for. 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 Doritos, Pace. The figures are in the table below the chart.
View monthly share of search table
| Month | Doritos | Santa Maria | Pace | Old El Paso | Newman's Own | Chi-Chi's |
|---|---|---|---|---|---|---|
| Oct 2025 | 40.8% | 33.4% | 22.3% | 2.5% | 0.9% | 0.08% |
| Nov 2025 | 42.9% | 35% | 19.2% | 2.1% | 0.77% | 0.07% |
| Dec 2025 | 42.9% | 35% | 19.2% | 2.1% | 0.77% | 0.07% |
| Jan 2026 | 40.8% | 33.4% | 22.3% | 2.5% | 0.9% | 0.08% |
| Feb 2026 | 47.1% | 31.5% | 17.2% | 2.8% | 1.3% | 0.07% |
| Mar 2026 | 42.6% | 34.8% | 19% | 2.6% | 0.94% | 0.07% |
| Apr 2026 | 42.8% | 35% | 19.1% | 2.1% | 0.94% | 0.07% |
| May 2026 | 42.8% | 35% | 19.1% | 2.1% | 0.94% | 0.07% |
| Jun 2026 | 44.3% | 36.2% | 16.2% | 2.2% | 0.97% | 0.07% |
| Jul 2026 | 42.7% | 34.9% | 19.1% | 2.1% | 1.2% | 0.08% |
| Aug 2026 | 39.6% | 39.6% | 17.7% | 1.9% | 1.1% | 0.08% |
| Sep 2026 | — | — | — | — | — | — |
How has the Doritos and Pace comparison changed over the last 12 months?
3 findings
- Doritos was ahead of Pace in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Doritos’ estimated Share of Search among salsa brands worldwide moved from 40.8% to 39.6%, and its estimated monthly branded searches held steady at 823K.
- Across the 11 months ending August 2026, Pace’s estimated Share of Search among salsa brands worldwide moved from 22.3% to 17.7%, and its estimated monthly branded searches moved from 450K to 368K.
How did search popularity change for salsa brands worldwide in August 2026?
2 changes
In August 2026, Doritos lost estimated Share of Search among salsa brands worldwide, from 42.7% to 39.6%.
In August 2026, Pace lost estimated Share of Search among salsa brands worldwide, from 19.1% to 17.7%.
How each brand is measured
Brandwave collects information about searches that people make online using Doritos’ and Pace’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.
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.