TRUFF vs Yellowbird:Which is searched more?
In September 2026, Yellowbird had more branded searches than TRUFF among hot sauce brands worldwide. Yellowbird had about 14,800 branded searches, while TRUFF had 9,900. Yellowbird made up 1.9% of all hot sauce brand searches we track, and TRUFF accounted for 1.3%. These are worldwide searches for English-language branded terms.
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Is TRUFF or Yellowbird more popular in search?
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 searches by month for Yellowbird, TRUFF. The figures are in the table below the chart.
View monthly share of searches table
| Month | Tabasco | Cholula | Tapatío | Valentina | Crystal | Huy Fong | El Yucateco | Yellowbird | Melinda’s | TRUFF | Marie Sharp’s | Frank's RedHot | Secret Aardvark |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 40.4% | 18.1% | 18.1% | 6.6% | 3.6% | 2.4% | 2.4% | 2% | 2% | 2.4% | 0.89% | 0.59% | 0.39% |
| Nov 2025 | 42.5% | 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 2025 | 41.3% | 18.5% | 15.1% | 5.6% | 3.7% | 3% | 2% | 2.5% | 2.5% | 3.7% | 1.1% | 0.6% | 0.4% |
| Jan 2026 | 39.4% | 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 2026 | 41.1% | 18.4% | 18.4% | 5.5% | 4.5% | 2.5% | 2% | 2% | 2% | 1.7% | 0.9% | 0.6% | 0.33% |
| Mar 2026 | 40.4% | 18.1% | 18.1% | 5.4% | 4.4% | 3.6% | 2.4% | 2% | 2% | 1.6% | 0.89% | 0.59% | 0.39% |
| Apr 2026 | 38.7% | 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 2026 | 40.3% | 18.1% | 18.1% | 5.4% | 3.6% | 4.4% | 2.4% | 2% | 2% | 2% | 0.88% | 0.48% | 0.39% |
| Jun 2026 | 42.1% | 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 2026 | 41.2% | 18.5% | 15.1% | 6.8% | 4.5% | 2.5% | 3% | 2.5% | 2% | 2% | 0.9% | 0.49% | 0.4% |
| Aug 2026 | 39.9% | 17.9% | 17.9% | 6.6% | 4.4% | 2% | 2.9% | 2.9% | 2% | 1.6% | 0.87% | 0.48% | 0.71% |
| Sep 2026 | 47.4% | 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 TRUFF and Yellowbird comparison changed over the last 12 months?
3 findings
- The lead changed hands once in the 12 months ending September 2026: Yellowbird took it in February 2026.
- Across the 12 months ending September 2026, TRUFF’s share of searches among hot sauce brands worldwide moved from 2.4% to 1.3%, and its estimated monthly branded searches moved from 18.1K to 9.9K.
- Across the 12 months ending September 2026, Yellowbird’s share of searches among hot sauce brands worldwide moved from 2% to 1.9%, and its estimated monthly branded searches held steady at 14.8K.
How did search popularity change for hot sauce brands worldwide in September 2026?
3 changes
In September 2026, Huy Fong overtook El Yucateco and Yellowbird to rank 6th among hot sauce brands worldwide, with 2.9% of the searches.
In September 2026, Yellowbird lost share of searches among hot sauce brands worldwide, from 2.9% to 1.9%.
TRUFF’s share of searches among hot sauce brands worldwide has lost ground for 3 months in a row, from 2.1% to 1.3% in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using TRUFF’s and Yellowbird’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.
TRUFF
1 branded search term
- truff hot sauce
Yellowbird
1 branded search term
- yellowbird hot sauce
Other head-to-heads among hot sauce brands
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