Hellmann's vs Kewpie:Which is more popular by branded search?
In August 2026, Kewpie had more branded searches than Hellmann's among mayonnaise brands worldwide. Kewpie was estimated to have 368K branded searches compared to Hellmann's’ 136K, and held a 39.3% Share of Search versus Hellmann's’ 14.5%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Hellmann's or Kewpie?
Compare the mayonnaise brands 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 Kewpie, Hellmann's. The figures are in the table below the chart.
View monthly share of search table
| Month | Kewpie | Heinz | Best Foods | Hellmann's | Miracle Whip | Duke's |
|---|---|---|---|---|---|---|
| Oct 2025 | 33.5% | 22.4% | 14.5% | 16.9% | 8.2% | 4.5% |
| Nov 2025 | 35.3% | 19.4% | 15.3% | 15.5% | 8.7% | 5.9% |
| Dec 2025 | 35.5% | 15.9% | 15.7% | 18.3% | 8.7% | 5.9% |
| Jan 2026 | 39.3% | 17.6% | 13.8% | 14.8% | 6.5% | 8% |
| Feb 2026 | 43% | 15.8% | 15.1% | 15.5% | 5.8% | 4.8% |
| Mar 2026 | 39.2% | 17.6% | 13.8% | 17.6% | 6.4% | 5.4% |
| Apr 2026 | 39.4% | 17.7% | 13.8% | 17.3% | 6.5% | 5.3% |
| May 2026 | 39.3% | 17.6% | 13.8% | 16.2% | 6.5% | 6.5% |
| Jun 2026 | 40.4% | 18.1% | 14.2% | 15.2% | 6.6% | 5.5% |
| Jul 2026 | 40.3% | 14.8% | 14.6% | 17% | 6.6% | 6.7% |
| Aug 2026 | 39.3% | 17.6% | 16.9% | 14.5% | 6.5% | 5.3% |
| Sep 2026 | — | — | — | — | — | — |
How has the Hellmann's and Kewpie comparison changed over the last 12 months?
3 findings
- Kewpie was ahead of Hellmann's in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Hellmann's’ estimated Share of Search among mayonnaise brands worldwide moved from 16.9% to 14.5%, and its estimated monthly branded searches moved from 152K to 136K.
- Across the 11 months ending August 2026, Kewpie’s estimated Share of Search among mayonnaise brands worldwide moved from 33.5% to 39.3%, and its estimated monthly branded searches moved from 301K to 368K.
How did search popularity change for mayonnaise brands worldwide in August 2026?
4 changes
In August 2026, Heinz overtook Hellmann's to rank 2nd among mayonnaise brands worldwide, at 17.6%.
In August 2026, Best Foods overtook Hellmann's to rank 3rd among mayonnaise brands worldwide, at 16.9%.
In August 2026, Hellmann's lost estimated Share of Search among mayonnaise brands worldwide, from 17% to 14.5%.
In August 2026, Kewpie lost estimated Share of Search among mayonnaise brands worldwide, from 40.3% to 39.3%.
How each brand is measured
Brandwave collects information about searches that people make online using Hellmann's’ and Kewpie’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.
Hellmann's
3 branded search terms
- hellmann s
- hellmanns
- hellmanns mayonnaise
Kewpie
1 branded search term
- kewpie mayo
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