---
title: "Hellmann's vs Kewpie: Which is more popular by branded search?"
description: "Which is more popular in search, Hellmann's or Kewpie? Compare estimated monthly branded-search demand and Share of Search inside the Mayonnaise brands set worldwide. 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."
canonical: "https://gobrandwave.com/demand/global-en/compare/hellmanns-vs-kewpie"
publisher: "Brandwave"
---

# Hellmann's vs Kewpie: Which is more popular by branded search?

Which is more popular in search, Hellmann's or Kewpie? Compare estimated monthly branded-search demand and Share of Search inside the Mayonnaise brands set worldwide. 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.

## Key facts

- **Compared**: Hellmann's and Kewpie
- **Competitive set**: Mayonnaise brands
- **Market**: Global
- **Month measured**: Aug 2026
- **Hellmann's Share of Search**: 14.5%
- **Kewpie Share of Search**: 39.3%

## Which is more popular in search, Hellmann's or Kewpie?

- 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%.
- 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?

- 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%.

## Month by month

| Month | Hellmann's estimated searches | Hellmann's Share of Search | Hellmann's rank | Kewpie estimated searches | Kewpie Share of Search | Kewpie rank |
| --- | --- | --- | --- | --- | --- | --- |
| Oct 2025 | 152K | 16.9% | 3 | 301K | 33.5% | 1 |
| Nov 2025 | 132K | 15.5% | 3 | 301K | 35.3% | 1 |
| Dec 2025 | 155K | 18.3% | 2 | 301K | 35.5% | 1 |
| Jan 2026 | 138K | 14.8% | 3 | 368K | 39.3% | 1 |
| Feb 2026 | 132K | 15.5% | 3 | 368K | 43% | 1 |
| Mar 2026 | 165K | 17.6% | 2 | 368K | 39.2% | 1 |
| Apr 2026 | 161K | 17.3% | 3 | 368K | 39.4% | 1 |
| May 2026 | 152K | 16.2% | 3 | 368K | 39.3% | 1 |
| Jun 2026 | 138K | 15.2% | 3 | 368K | 40.4% | 1 |
| Jul 2026 | 155K | 17% | 2 | 368K | 40.3% | 1 |
| Aug 2026 | 136K | 14.5% | 4 | 368K | 39.3% | 1 |
| Sep 2026 | — | — | — | — | — | — |

## 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**: Measured on the search terms “hellmann s”, “hellmanns” and “hellmanns mayonnaise”, summed into one figure.
- **Kewpie**: Measured on the search term “kewpie mayo”.

- [Hellmann's profile](/demand/global-en/brands/hellmanns)
- [Kewpie profile](/demand/global-en/brands/kewpie)
- [All mayonnaise brands worldwide](/demand/global-en/categories/mayonnaise-brands): The set both shares are measured inside, 6 brands.

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which is more popular in search, Hellmann's or Kewpie?

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%.

## Cite this page

Brandwave. "Hellmann's vs Kewpie: Which is more popular by branded search?". https://gobrandwave.com/demand/global-en/compare/hellmanns-vs-kewpie

This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/hellmanns-vs-kewpie. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.