---
title: "Kantar vs NPD: Which is searched more?"
description: "Which is more popular in search, Kantar or NPD? Compare estimated monthly branded-search demand and Share of Search inside the Retail analytics platforms 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/kantar-vs-npd"
publisher: "Brandwave"
---

# Kantar vs NPD: Which is searched more?

Which is more popular in search, Kantar or NPD? Compare estimated monthly branded-search demand and Share of Search inside the Retail analytics platforms 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**: Kantar and NPD
- **Competitive set**: Retail analytics platforms
- **Market**: Global
- **Month measured**: Aug 2026
- **Kantar Share of Search**: 26.5%
- **NPD Share of Search**: 0.29%

## Which is more popular in search, Kantar or NPD?

- In August 2026, Kantar had more branded searches than NPD among retail analytics platforms worldwide. Kantar was estimated to have 90.5K branded searches compared to NPD’s 1K, and held a 26.5% Share of Search versus NPD’s 0.29%.
- Kantar was ahead of NPD 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 retail analytics platforms worldwide moved from 33.5% to 26.5%, and its estimated monthly branded searches moved from 135K to 90.5K.
- Across the 11 months ending August 2026, NPD’s estimated Share of Search among retail analytics platforms worldwide moved from 0.32% to 0.29%, and its estimated monthly branded searches moved from 1.3K to 1K.

## How did search popularity change for retail analytics platforms worldwide in August 2026?

- Estimated monthly branded searches for Kantar worldwide fell 33% over 11 measured months, from 135K to 90.5K in August 2026.
- Estimated monthly branded searches for NPD worldwide fell 23.1% over 11 measured months, from 1.3K to 1K in August 2026.

## Month by month

| Month | Kantar estimated searches | Kantar Share of Search | Kantar rank | NPD estimated searches | NPD Share of Search | NPD rank |
| --- | --- | --- | --- | --- | --- | --- |
| Oct 2025 | 135K | 33.5% | 2 | 1.3K | 0.32% | 5 |
| Nov 2025 | 110K | 29.5% | 2 | 1.3K | 0.35% | 5 |
| Dec 2025 | 90.5K | 26.4% | 2 | 1.9K | 0.55% | 5 |
| Jan 2026 | 90.5K | 23.1% | 2 | 1.3K | 0.33% | 5 |
| Feb 2026 | 90.5K | 26.1% | 2 | 1K | 0.29% | 5 |
| Mar 2026 | 110K | 28.9% | 2 | 2.9K | 0.76% | 5 |
| Apr 2026 | 110K | 30% | 2 | 1.9K | 0.52% | 5 |
| May 2026 | 110K | 30.4% | 2 | 1.6K | 0.44% | 5 |
| Jun 2026 | 90.5K | 26.4% | 2 | 1.6K | 0.47% | 5 |
| Jul 2026 | 90.5K | 26.8% | 2 | 1.6K | 0.47% | 5 |
| Aug 2026 | 90.5K | 26.5% | 2 | 1K | 0.29% | 5 |
| Sep 2026 | — | — | — | — | — | — |

## How each brand is measured

Brandwave collects information about searches that people make online using Kantar’s and NPD’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.

- **Kantar**: Measured on the search term “kantar”.
- **NPD**: Measured on the search term “npd fuel”.

- [Kantar profile](/demand/global-en/brands/kantar)
- [NPD profile](/demand/global-en/brands/npd)
- [All retail analytics platforms worldwide](/demand/global-en/categories/retail-analytics-platforms): The set both shares are measured inside, 5 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, Kantar or NPD?

In August 2026, Kantar had more branded searches than NPD among retail analytics platforms worldwide. Kantar was estimated to have 90.5K branded searches compared to NPD’s 1K, and held a 26.5% Share of Search versus NPD’s 0.29%.

## Cite this page

Brandwave. "Kantar vs NPD: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/kantar-vs-npd

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