Brandwave

Kitchen Basics vs Maggi:Which is more popular?

In September 2026, Maggi had more branded searches than Kitchen Basics among soup and stock brands worldwide. Maggi had about 450,000 branded searches, while Kitchen Basics had 1,600. Maggi made up 44.4% of all soup and stock brand searches we track, and Kitchen Basics accounted for 0.16%. When we asked ChatGPT and Google AI Overviews about soup and stock brands, Kitchen Basics appeared in three of the five answers and Maggi in none.

Among soup and stock brands worldwide in September 2026

Who do people search for more?

Maggi, about 281 searches for every 1 for Kitchen Basics

Maggi 450K searchesKitchen Basics 1.6K searches

Who does AI mention more?

Kitchen Basics, mentioned in 3 of 5 answers, Maggi in 0

Kitchen Basics in 3 of 5Maggi in 0 of 5

Who does AI recommend more?

Kitchen Basics, the only one of the two named

Kitchen Basics first in 3Maggi never named

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Top soup and stock brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Kitchen Basics was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Maggi did not appear in any of the five answers.

Most recommended by AI

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

  1. Kitchen Basics1st
  2. Swanson2nd
  3. Rao's3rd
  4. Pacific Foods4th
  5. Campbell's5th
  6. Better Than Bouillon6th
  7. Maggi–
  8. Continental–

Mentioned by AI

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

  • Pacific Foods4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Campbell's3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Swanson3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Kitchen Basics3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Rao's2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Better Than Bouillon2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Maggi0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Continental0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about soup and stock brands

5 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 21, 2026.

Is Kitchen Basics or Maggi more popular in search?

This chart shows how often people search Google for Kitchen Basics and Maggi by name. Each line represents a brand's share of searches for all eight soup and stock brands we track, month by month, from English-language searches worldwide.

Kitchen Basics and Maggi among soup and stock brands worldwide, by month

Share of searches by month for Maggi, Kitchen Basics. The figures are in the table below the chart.

View monthly share of searches table
MonthMaggiCampbell'sRao'sBetter Than BouillonSwansonPacific FoodsContinentalKitchen Basics
Oct 202535.7%39.9%13.1%8.8%1.4%0.79%0.18%0.16%
Nov 202520.8%63.4%7.6%6.2%1.3%0.56%0.11%0.11%
Dec 202531.2%46.4%9.4%9.3%2.3%1%0.16%0.2%
Jan 202640.2%34%12.1%9.8%2.4%1.1%0.17%0.17%
Feb 202639%37.7%11.7%7.8%2.4%1%0.2%0.17%
Mar 202644%34.8%10.8%7.2%1.8%0.97%0.19%0.16%
Apr 202640.9%37.4%12.3%6.7%1.3%0.9%0.21%0.18%
May 202646.1%34.5%11.3%5.1%1.9%0.83%0.25%0.16%
Jun 202642.2%36.7%12.7%5.7%1.4%0.93%0.28%0.15%
Jul 202642.1%36.6%12.6%5.7%1.7%0.93%0.27%0.15%
Aug 202645.2%32.1%13.6%6.1%1.8%0.81%0.24%0.16%
Sep 202644.4%35.1%10.9%7.3%1.2%0.8%0.24%0.16%

How has the Kitchen Basics and Maggi comparison changed over the last 12 months?

3 findings
  • Maggi was ahead of Kitchen Basics in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Kitchen Basics’ share of searches among soup and stock brands worldwide held steady at 0.16%, and its estimated monthly branded searches held steady at 1.6K.
  • Across the 12 months ending September 2026, Maggi’s share of searches among soup and stock brands worldwide moved from 35.7% to 44.4%, and its estimated monthly branded searches moved from 368K to 450K.

How did search popularity change for soup and stock brands worldwide in September 2026?

1 change

  1. In September 2026, Maggi lost share of searches among soup and stock brands worldwide, from 45.2% to 44.4%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Kitchen Basics’ and Maggi’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.

Kitchen Basics

1 branded search term

  • kitchen basics

Maggi

1 branded search term

  • maggi

How the Brand Demand Index is measured

Other head-to-heads among soup and stock brands

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