Kantar vs Mintel:Which is more popular by branded search?
In August 2026, Kantar had more branded searches than Mintel among market research firms worldwide. Kantar was estimated to have 90.5K branded searches compared to Mintel’s 22.2K, and held a 13.9% Share of Search versus Mintel’s 3.4%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Kantar or Mintel?
Compare the market research firms brands work with. 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 Kantar, Mintel. The figures are in the table below the chart.
View monthly share of search table
| Month | Ipsos | YouGov | Kantar | GfK | Mintel | Nielsen |
|---|---|---|---|---|---|---|
| Oct 2025 | 30.8% | 30.8% | 16.9% | 13.8% | 6.2% | 1.5% |
| Nov 2025 | 28.1% | 34.4% | 15.4% | 15.4% | 4.6% | 2.1% |
| Dec 2025 | 32.4% | 32.4% | 14.6% | 14.6% | 4.4% | 1.6% |
| Jan 2026 | 29.7% | 36.4% | 13.4% | 13.4% | 4.9% | 2.2% |
| Feb 2026 | 31.6% | 31.6% | 14.2% | 14.2% | 6.4% | 1.9% |
| Mar 2026 | 32.3% | 32.3% | 14.4% | 14.4% | 5.3% | 1.3% |
| Apr 2026 | 37.7% | 30.8% | 13.8% | 11.3% | 5.1% | 1.2% |
| May 2026 | 34.1% | 34.1% | 15.3% | 10.3% | 4.6% | 1.7% |
| Jun 2026 | 43.3% | 28.9% | 13% | 8.7% | 3.9% | 2.1% |
| Jul 2026 | 31.7% | 38.7% | 14.3% | 9.5% | 3.5% | 2.3% |
| Aug 2026 | 37.7% | 30.8% | 13.9% | 11.4% | 3.4% | 2.8% |
| Sep 2026 | — | — | — | — | — | — |
How has the Kantar and Mintel comparison changed over the last 12 months?
3 findings
- Kantar was ahead of Mintel in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Kantar’s estimated Share of Search among market research firms worldwide moved from 16.9% to 13.9%, and its estimated monthly branded searches moved from 135K to 90.5K.
- Across the 11 months ending August 2026, Mintel’s estimated Share of Search among market research firms worldwide moved from 6.2% to 3.4%, and its estimated monthly branded searches moved from 49.5K to 22.2K.
How did search popularity change for market research firms worldwide in August 2026?
2 changes
Mintel’s estimated Share of Search among market research firms worldwide has lost ground for 3 months in a row, from 4.6% to 3.4% in August 2026.
Estimated monthly branded searches for Kantar worldwide fell 33% over 11 measured months, from 135K to 90.5K in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Kantar’s and Mintel’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.