How popular isHG in search?
In September 2026, there were an estimated 135K branded searches for HG in United States which is up 22.7% over the last 12 months. HG holds 44% estimated Share of Search among United States oven cleaners and is ranked 2nd of 4 competitors for search popularity.
Barkeepers Friend44%
HG44%
Zep7.1%- Easy-Off4.9%
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Which oven cleaners compete with HG?
Share of Search by month for Barkeepers Friend, HG, Zep, Easy-Off. The figures are in the table below the chart.
View monthly share of search table
| Month | Barkeepers Friend | HG | Zep | Easy-Off |
|---|---|---|---|---|
| Oct 2025 | 38.1% | 46.3% | 9.2% | 6.3% |
| Nov 2025 | 41.3% | 41.3% | 10.5% | 6.9% |
| Dec 2025 | 47.5% | 39% | 8.1% | 5.4% |
| Jan 2026 | 43.3% | 43.3% | 8.5% | 4.9% |
| Feb 2026 | 38.8% | 47.2% | 8.7% | 5.3% |
| Mar 2026 | 42.5% | 42.5% | 9.1% | 5.8% |
| Apr 2026 | 43.7% | 43.7% | 7.7% | 4.9% |
| May 2026 | 43.4% | 43.4% | 7.3% | 6% |
| Jun 2026 | 47.1% | 38.8% | 7.6% | 6.5% |
| Jul 2026 | 54.9% | 30.1% | 7.5% | 7.5% |
| Aug 2026 | 50.6% | 33.9% | 8.5% | 6.9% |
| Sep 2026 | 44% | 44% | 7.1% | 4.9% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 44% | 135K | 0% | -6.7 points | |
| 2, held 2nd | 44% | 135K | +49.2% | +10 points | |
| 3, held 3rd | 7.1% | 21.8K | -3.9% | -1.4 points | |
| 4, held 4th | 4.9% | 15.1K | -17.9% | -2 points |
44%
Held 1st. 135K estimated branded searches, 0% vs prior month. Share -6.7 points.
2.
HG44%
Held 2nd. 135K estimated branded searches, +49.2% vs prior month. Share +10 points.
3.
Zep7.1%
Held 3rd. 21.8K estimated branded searches, -3.9% vs prior month. Share -1.4 points.
4.Easy-Off
4.9%
Held 4th. 15.1K estimated branded searches, -17.9% vs prior month. Share -2 points.
Compare search popularity between HG and its closest rivals
Every comparison with HG
3 comparisons
How has branded search demand for HG changed in United States over the last 12 months?
4 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for HG in United States rose from 110K to 135K.
- Across the 12 months ending September 2026, HG’s estimated Share of Search among oven cleaners in United States decreased from 46.3% to 44%.
- Across the 12 months ending September 2026, HG’s estimated Share of Search among oven cleaners in United States peaked at 47.2% in February 2026 and was lowest at 30.1% in July 2026.
- Across the 12 months ending September 2026, HG fell from 1st to 2nd among oven cleaners in United States.
How did search popularity change for United States oven cleaners in September 2026?
4 changes
In September 2026, HG gained estimated Share of Search among oven cleaners in United States, from 33.9% to 44%.
In September 2026, Barkeepers Friend lost estimated Share of Search among oven cleaners in United States, from 50.6% to 44%.
In September 2026, Easy-Off lost estimated Share of Search among oven cleaners in United States, from 6.9% to 4.9%.
In September 2026, Zep lost estimated Share of Search among oven cleaners in United States, from 8.5% to 7.1%.
How is HG measured?
Brandwave collects information about searches that people make online using HG’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
1 branded search term
- hg
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