Brandwave

Fishwife vs King Oscar:Which is more popular?

In September 2026, King Oscar had more branded searches than Fishwife among canned fish brands worldwide. King Oscar had about 37,000 branded searches, while Fishwife had 9,900. King Oscar made up 10.6% of all canned fish brand searches we track, and Fishwife accounted for 2.8%. When we asked ChatGPT and Google AI Overviews about canned fish brands, Fishwife and King Oscar each appeared in three of the four answers. Fishwife was mentioned before King Oscar in two out of three answers that named either.

Among canned fish brands worldwide in September 2026

Who do people search for more?

King Oscar, about 4 searches for every 1 for Fishwife

King Oscar 37K searchesFishwife 9.9K searches

Who does AI mention more?

Both were mentioned in 3 of 4 answers.

Fishwife in 3 of 4King Oscar in 3 of 4

Who does AI recommend more?

Fishwife, named ahead of King Oscar in 2 of 3 answers

Fishwife first in 2King Oscar first in 1

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Top canned fish brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Fishwife and King Oscar were each mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Fishwife was listed before King Oscar in two out of three answers that named either.

Most recommended by AI

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

  1. Wild Planet1st
  2. Fishwife2nd
  3. King Oscar3rd
  4. Safe Catch4th
  5. Bar Harbor–
  6. Rio Mare–
  7. John West–
  8. Princes–
  9. Brunswick–

Mentioned by AI

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

  • Wild Planet4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • King Oscar3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Fishwife3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Safe Catch2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Bar Harbor0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Rio Mare0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • John West0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Princes0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Brunswick0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about canned fish brands

4 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 20, 2026.

Is Fishwife or King Oscar more popular in search?

This chart shows how often people search Google for Fishwife and King Oscar by name. Each line represents a brand's share of searches for all nine canned fish brands we track, month by month, from English-language searches worldwide.

Fishwife and King Oscar among canned fish brands worldwide, by month

Share of searches by month for King Oscar, Fishwife. The figures are in the table below the chart.

View monthly share of searches table
MonthBar HarborRio MareJohn WestSafe CatchKing OscarWild PlanetFishwifePrincesBrunswick
Oct 202552.1%13.2%7%10.6%8.3%4.7%3.8%0.27%0.02%
Nov 202531.8%18%7.8%10.1%13%9.5%9.5%0.38%0.02%
Dec 202528.2%12.2%8.4%10.5%16.4%8.4%15.4%0.36%0.01%
Jan 202630.2%14%6%16.2%16.8%7.4%9.1%0.33%0.02%
Feb 202633.2%15.4%6.6%14.6%13.6%8.1%8.1%0.35%0.01%
Mar 202632.2%14.9%5.3%14.1%12.5%6.4%14.4%0.26%0.02%
Apr 202636.6%12.3%4.9%12.8%19.7%6%7.4%0.28%0.02%
May 202638.1%21.6%9.3%10.9%11.6%4.2%4.2%0.16%<0.01%
Jun 202645.9%13.7%13.8%8.8%11.5%3.4%2.8%0.16%<0.01%
Jul 202656.6%9.6%4.2%10.8%11.6%4.2%2.8%0.17%0.02%
Aug 202652.6%9.7%4.7%12.3%13.2%4.7%2.6%0.23%0.01%
Sep 202647.2%12%11.6%11.4%10.6%4.2%2.8%0.22%0.01%

How has the Fishwife and King Oscar comparison changed over the last 12 months?

3 findings
  • The lead changed hands 2 times in the 12 months ending September 2026: Fishwife took it in March 2026, King Oscar took it in April 2026.
  • Across the 12 months ending September 2026, Fishwife’s share of searches among canned fish brands worldwide moved from 3.8% to 2.8%, and its estimated monthly branded searches held steady at 9.9K.
  • Across the 12 months ending September 2026, King Oscar’s share of searches among canned fish brands worldwide moved from 8.3% to 10.6%, and its estimated monthly branded searches moved from 21.4K to 37K.

How did search popularity change for canned fish brands worldwide in September 2026?

3 changes

  1. In September 2026, Rio Mare overtook King Oscar and Safe Catch to rank 2nd among canned fish brands worldwide, with 12% of the searches.

  2. In September 2026, John West overtook King Oscar and Safe Catch to rank 3rd among canned fish brands worldwide, with 11.6% of the searches.

  3. In September 2026, King Oscar lost share of searches among canned fish brands worldwide, from 13.2% to 10.6%.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Fishwife’s and King Oscar’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.

Fishwife

1 branded search term

  • fishwife tinned fish

King Oscar

2 branded search terms

  • king oscar
  • king oscar sardines

How the Brand Demand Index is measured

Other head-to-heads among canned fish brands

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