Brandwave

Secret Aardvark vs Tabasco:Which is more popular?

In September 2026, Tabasco had more branded searches than Secret Aardvark among hot sauce brands worldwide. Tabasco had about 368,000 branded searches, while Secret Aardvark had 2,900. Tabasco made up 47.4% of all hot sauce brand searches we track, and Secret Aardvark accounted for 0.37%. When we asked ChatGPT and Google AI Overviews about hot sauce brands, Tabasco appeared in four of the five answers and Secret Aardvark in two. Tabasco was mentioned before Secret Aardvark in three out of four answers that named either.

Among hot sauce brands worldwide in September 2026

Who do people search for more?

Tabasco, about 127 searches for every 1 for Secret Aardvark

Tabasco 368K searchesSecret Aardvark 2.9K searches

Who does AI mention more?

Tabasco, mentioned in 4 of 5 answers, Secret Aardvark in 2

Tabasco in 4 of 5Secret Aardvark in 2 of 5

Who does AI recommend more?

Tabasco, named ahead of Secret Aardvark in 3 of 4 answers

Tabasco first in 3Secret Aardvark first in 1

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Top hot sauce brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Tabasco was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Secret Aardvark was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Tabasco was listed before Secret Aardvark in three out of four answers that named either.

Most recommended by AI

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

  1. Cholula1st
  2. Tapatío2nd
  3. Tabasco3rd
  4. Frank's RedHot4th
  5. Crystal5th
  6. Huy Fong6th
  7. Valentina7th
  8. El Yucateco8th
  9. Secret Aardvark9th
  10. Yellowbird10th
  11. +3 more

Mentioned by AI

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

  • Cholula5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Tabasco4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Tapatío4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Huy Fong4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Crystal3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • El Yucateco3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Frank's RedHot3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Valentina2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Marie Sharp’s2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Secret Aardvark2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers

+3 more

See every answer about hot sauce 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 22, 2026.

Is Secret Aardvark or Tabasco more popular in search?

This chart shows how often people search Google for Secret Aardvark and Tabasco by name. Each line represents a brand's share of searches for all 13 hot sauce brands we track, month by month, from English-language searches worldwide.

Secret Aardvark and Tabasco among hot sauce brands worldwide, by month

Share of searches by month for Tabasco, Secret Aardvark. The figures are in the table below the chart.

View monthly share of searches table
MonthTabascoCholulaTapatíoValentinaCrystalHuy FongEl YucatecoYellowbirdMelinda’sTRUFFMarie Sharp’sFrank's RedHotSecret Aardvark
Oct 202540.4%18.1%18.1%6.6%3.6%2.4%2.4%2%2%2.4%0.89%0.59%0.39%
Nov 202542.5%19.1%15.5%5.7%3.8%2.1%2.6%2.1%2.1%2.6%0.93%0.62%0.41%
Dec 202541.3%18.5%15.1%5.6%3.7%3%2%2.5%2.5%3.7%1.1%0.6%0.4%
Jan 202639.4%17.7%17.7%5.3%4.3%3.5%2.9%2.4%2.4%2.4%1.1%0.58%0.38%
Feb 202641.1%18.4%18.4%5.5%4.5%2.5%2%2%2%1.7%0.9%0.6%0.33%
Mar 202640.4%18.1%18.1%5.4%4.4%3.6%2.4%2%2%1.6%0.89%0.59%0.39%
Apr 202638.7%17.3%21.2%5.2%3.5%4.3%2.3%2.3%1.9%1.6%0.85%0.46%0.46%
May 202640.3%18.1%18.1%5.4%3.6%4.4%2.4%2%2%2%0.88%0.48%0.39%
Jun 202642.1%18.9%15.4%5.7%3.8%3.8%2.5%2.1%2.1%2.1%0.92%0.5%0.34%
Jul 202641.2%18.5%15.1%6.8%4.5%2.5%3%2.5%2%2%0.9%0.49%0.4%
Aug 202639.9%17.9%17.9%6.6%4.4%2%2.9%2.9%2%1.6%0.87%0.48%0.71%
Sep 202647.4%17.4%14.2%5.2%4.3%2.9%2.3%1.9%1.6%1.3%0.85%0.46%0.37%

How has the Secret Aardvark and Tabasco comparison changed over the last 12 months?

3 findings
  • Tabasco was ahead of Secret Aardvark in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Secret Aardvark’s share of searches among hot sauce brands worldwide moved from 0.39% to 0.37%, and its estimated monthly branded searches held steady at 2.9K.
  • Across the 12 months ending September 2026, Tabasco’s share of searches among hot sauce brands worldwide moved from 40.4% to 47.4%, and its estimated monthly branded searches moved from 301K to 368K.

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

2 changes

  1. In September 2026, Tabasco gained share of searches among hot sauce brands worldwide, from 39.9% to 47.4%.

  2. In September 2026, Secret Aardvark fell from 12th to 13th among hot sauce brands worldwide.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Secret Aardvark’s and Tabasco’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.

Secret Aardvark

1 branded search term

  • secret aardvark

Tabasco

1 branded search term

  • tabasco

How the Brand Demand Index is measured

Other head-to-heads among hot sauce brands

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