Brandwave

Santa Maria vs Tostitos:Which is more popular?

In September 2026, Santa Maria had more branded searches than Tostitos among salsa brands worldwide. Santa Maria had about 823,000 branded searches, while Tostitos had 165,000. Santa Maria made up 41.1% of all salsa brand searches we track, and Tostitos accounted for 8.2%. When we asked ChatGPT and Google AI Overviews about salsa brands, Tostitos appeared in all five answers and Santa Maria in none.

Among salsa brands worldwide in September 2026

Who do people search for more?

Santa Maria, about 5 searches for every 1 for Tostitos

Santa Maria 823K searchesTostitos 165K searches

Who does AI mention more?

Tostitos, mentioned in every answer we collected

Tostitos in 5 of 5Santa Maria in 0 of 5

Who does AI recommend more?

Tostitos, the only one of the two named

Tostitos first in 3Santa Maria 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. Santa Maria 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 Santa Maria or Tostitos more popular in search?

This chart shows how often people search Google for Santa Maria 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.

Santa Maria and Tostitos among salsa brands worldwide, by month

Share of searches by month for Santa Maria, Tostitos. 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 Santa Maria and Tostitos comparison changed over the last 12 months?

3 findings
  • Santa Maria was ahead of Tostitos in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Santa Maria’s share of searches among salsa brands worldwide moved from 34.6% to 41.1%, and its estimated monthly branded searches moved from 673K to 823K.
  • 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?

2 changes

  1. In September 2026, Santa Maria gained share of searches among salsa brands worldwide, from 40.3% to 41.1%.

  2. 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 Santa Maria’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.

Santa Maria

1 branded search term

  • santa maria

Tostitos

1 branded search term

  • tostitos

How the Brand Demand Index is measured

Other head-to-heads among salsa brands

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