Brandwave

Old El Paso vs Tostitos:Which is more popular?

In September 2026, Tostitos had more branded searches than Old El Paso among salsa brands worldwide. Tostitos had about 165,000 branded searches, while Old El Paso had 49,500. Tostitos made up 8.2% of all salsa brand searches we track, and Old El Paso accounted for 2.5%. When we asked ChatGPT and Google AI Overviews about salsa brands, Tostitos appeared in all five answers and Old El Paso in none.

Among salsa brands worldwide in September 2026

Who do people search for more?

Tostitos, about 3 searches for every 1 for Old El Paso

Tostitos 165K searchesOld El Paso 49.5K searches

Who does AI mention more?

Tostitos, mentioned in every answer we collected

Tostitos in 5 of 5Old El Paso in 0 of 5

Who does AI recommend more?

Tostitos, the only one of the two named

Tostitos first in 3Old El Paso never named

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Top salsa brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Tostitos appeared in all five answers. Old El Paso 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. Tostitos1st
  2. Pace2nd
  3. Newman's Own3rd
  4. Doritos–
  5. Santa Maria–
  6. Chi-Chi's–
  7. Old El Paso–

Mentioned by AI

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

  • Tostitos5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Pace3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Newman's Own1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Doritos0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Santa Maria0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Chi-Chi's0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Old El Paso0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about salsa brands

5 answers

  • Asked ChatGPT

    “Which salsa brand should I buy?”

    1. 1Tostitos

  • Asked ChatGPT

    “What are the best salsa brands?”

    1. 1Pace
    2. 2Tostitos

  • Asked ChatGPT

    “What's the best salsa brand for everyday snacking?”

    1. 1Tostitos
    2. 2Pace

  • Searched Google, AI Overview

    “salsa brands”

    1. 1Tostitos
    2. 2Pace
    3. 3Newman's Own

  • Searched Google, AI Overview

    “salsa for chips”

    1. 1Tostitos

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 Old El Paso or Tostitos more popular in search?

This chart shows how often people search Google for Old El Paso and Tostitos by name. Each line represents a brand's share of searches for all seven salsa brands we track, month by month, from English-language searches worldwide.

Old El Paso and Tostitos among salsa brands worldwide, by month

Share of searches by month for Tostitos, Old El Paso. The figures are in the table below the chart.

View monthly share of searches table
MonthDoritosSanta MariaTostitosChi-Chi'sOld El PasoNewman's OwnPace
Oct 202542.3%34.6%8.5%10.8%2.5%0.93%0.42%
Nov 202543.9%35.9%8.8%8%2.2%0.79%0.43%
Dec 202543.9%35.9%8.8%8%2.2%0.79%0.43%
Jan 202643.6%35.7%8.7%7.9%2.6%0.96%0.43%
Feb 202647.3%31.6%9.5%7%2.8%1.3%0.47%
Mar 202644%35.9%8.8%7.3%2.6%0.97%0.43%
Apr 202644.2%36.1%8.9%7.3%2.2%0.97%0.35%
May 202644.2%36.1%8.9%7.3%2.2%0.97%0.43%
Jun 202644.2%36.1%8.9%7.3%2.2%0.97%0.43%
Jul 202643.5%35.6%10.6%6.6%2.1%1.2%0.43%
Aug 202640.3%40.3%9.8%6.1%2%1.1%0.4%
Sep 202641.1%41.1%8.2%5.6%2.5%1.1%0.4%

How has the Old El Paso and Tostitos comparison changed over the last 12 months?

3 findings
  • Tostitos was ahead of Old El Paso in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Old El Paso’s share of searches among salsa brands worldwide held steady at 2.5%, and its estimated monthly branded searches held steady at 49.5K.
  • Across the 12 months ending September 2026, Tostitos’ share of searches among salsa brands worldwide moved from 8.5% to 8.2%, and its estimated monthly branded searches held steady at 165K.

How did search popularity change for salsa brands worldwide in September 2026?

1 change

  1. In September 2026, Tostitos lost share of searches among salsa brands worldwide, from 9.8% to 8.2%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Old El Paso’s and Tostitos’ 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.

Old El Paso

1 branded search term

  • oldelpaso

Tostitos

1 branded search term

  • tostitos

How the Brand Demand Index is measured

Other head-to-heads among salsa brands

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