Maggi vs Wiltshire:Which is searched more?
In September 2026, Maggi had more branded searches than Wiltshire among hot Sauce brands worldwide. Maggi was estimated to have 450K branded searches compared to Wiltshire’s 90.5K, and held a 2.5% Share of Search versus Wiltshire’s 0.51%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Maggi or Wiltshire?
Compare the hot sauce 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 Maggi, Wiltshire. The figures are in the table below the chart.
View monthly share of search table
| Month | Taco Bell | Maggi | Tabasco | Old Bay | Wiltshire | Apollo | Heartbeat |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 95% | 2.1% | 1.7% | 0.75% | 0.42% | 0.05% | <0.01% |
| Nov 2025 | 95% | 2.1% | 1.7% | 0.75% | 0.42% | 0.04% | <0.01% |
| Dec 2025 | 94.7% | 2.1% | 1.7% | 1.1% | 0.42% | 0.03% | <0.01% |
| Jan 2026 | 94.3% | 2.6% | 1.7% | 0.91% | 0.51% | 0.04% | <0.01% |
| Feb 2026 | 93.8% | 2.5% | 2.1% | 0.9% | 0.62% | 0.05% | <0.01% |
| Mar 2026 | 94.3% | 2.6% | 1.7% | 0.91% | 0.51% | 0.03% | <0.01% |
| Apr 2026 | 94.8% | 2.1% | 1.7% | 0.8% | 0.52% | 0.03% | <0.01% |
| May 2026 | 94.4% | 2.6% | 1.7% | 0.8% | 0.51% | 0.03% | <0.01% |
| Jun 2026 | 94.7% | 2.1% | 1.7% | 0.91% | 0.52% | 0.03% | <0.01% |
| Jul 2026 | 94.7% | 2.1% | 1.7% | 0.91% | 0.52% | 0.03% | <0.01% |
| Aug 2026 | 94.2% | 2.6% | 1.7% | 0.9% | 0.62% | 0.02% | <0.01% |
| Sep 2026 | 94% | 2.5% | 2.1% | 0.79% | 0.51% | 0.02% | <0.01% |
How has the Maggi and Wiltshire comparison changed over the last 12 months?
3 findings
- Maggi was ahead of Wiltshire in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Maggi’s estimated Share of Search among hot Sauce brands worldwide moved from 2.1% to 2.5%, and its estimated monthly branded searches moved from 368K to 450K.
- Across the 12 months ending September 2026, Wiltshire’s estimated Share of Search among hot Sauce brands worldwide moved from 0.42% to 0.51%, and its estimated monthly branded searches moved from 74K to 90.5K.
How did search popularity change for hot Sauce brands worldwide in September 2026?
2 changes
Other head-to-heads among hot Sauce brands
How each brand is measured
Brandwave collects information about searches that people make online using Maggi’s and Wiltshire’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.
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