Brandwave

How popular isTostitos in search?

In September 2026, people searched for Tostitos by name about 15,700 times in the United States, about the same as the previous year. These searches made up 36% of all United States dips brand searches, placing Tostitos first out of six brands.

Share of searches, September 2026
  1. Tostitos36%
  2. Heluva Good!26.4%
  3. Marzetti15.1%
  4. Wholly Guacamole15.1%
  5. La Terra Fina4.4%
  6. Esti3%
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Which dips brands compete with Tostitos?

Tostitos against dips brands in the United States, by month

Share of searches by month for Tostitos, Heluva Good!, Marzetti, Wholly Guacamole, La Terra Fina, Esti. The figures are in the table below the chart.

View monthly share of searches table
MonthTostitosHeluva Good!MarzettiWholly GuacamoleLa Terra FinaEsti
Oct 202537.3%23%15.7%15.7%4.5%3.8%
Nov 202536.6%26.8%15.4%12.6%5.6%3%
Dec 202538.3%27.9%13.2%13.2%4.8%2.6%
Jan 202636%26.2%15.2%15.2%4.5%3%
Feb 202635.5%25.9%18.3%15%3%2.4%
Mar 202633%25.9%14.5%17.8%5.3%3.5%
Apr 202637%22.9%15.6%15.6%4.5%4.5%
May 202638.3%23.9%13.7%16.8%4%3.3%
Jun 202644.8%23.8%11.2%13.6%3.9%2.7%
Jul 202637.1%28.2%10.9%13.3%7.3%3.2%
Aug 202638.8%24.3%11.4%17.1%5.1%3.4%
Sep 202636%26.4%15.1%15.1%4.4%3%

  1. 1.Tostitos

    36%

    Held 1st. 15.7K estimated branded searches, -14.7% vs prior month. Share -2.8 points.

  2. 2.Heluva Good!

    26.4%

    Held 2nd. 11.5K estimated branded searches, 0% vs prior month. Share +2.1 points.

  3. 3.Marzetti

    15.1%

    Moved from 4th to 3rd. 6.6K estimated branded searches, +22.2% vs prior month. Share +3.7 points.

  4. 4.Wholly Guacamole

    15.1%

    Moved from 3rd to 4th. 6.6K estimated branded searches, -18.5% vs prior month. Share -2 points.

  5. 5.La Terra Fina

    4.4%

    Held 5th. 1.9K estimated branded searches, -20.8% vs prior month. Share -0.7 points.

  6. 6.Esti

    3%

    Held 6th. 1.3K estimated branded searches, -18.8% vs prior month. Share -0.4 points.

Compare search popularity between Tostitos and its closest rivals

Every comparison with Tostitos

5 comparisons

How has branded search demand for Tostitos changed in the United States over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Tostitos in the United States held steady at 15.7K.
  • Across the 12 months ending September 2026, Tostitos’ share of searches among dips brands in the United States decreased from 37.3% to 36%.
  • Across the 12 months ending September 2026, Tostitos’ share of searches among dips brands in the United States peaked at 44.8% in June 2026 and was lowest at 33% in March 2026.

How did search popularity change for United States dips brands in September 2026?

6 changes

  1. In September 2026, Marzetti overtook Wholly Guacamole to rank 3rd among dips brands in the United States, with 15.1% of the searches.

  2. In September 2026, Heluva Good! gained share of searches among dips brands in the United States, from 24.3% to 26.4%.

  3. In September 2026, Tostitos lost share of searches among dips brands in the United States, from 38.8% to 36%.

  4. In September 2026, Wholly Guacamole lost share of searches among dips brands in the United States, from 17.1% to 15.1%.

  5. In September 2026, La Terra Fina lost share of searches among dips brands in the United States, from 5.1% to 4.4%.

  6. Estimated monthly branded searches for Esti in the United States fell 18.8% over 12 measured months, from 1.6K to 1.3K in September 2026.

How are Tostitos’ branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Tostitos’ name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • tostitos dip
  • tostitos queso

How the Brand Demand Index is measured

Who owns Tostitos?

Tostitos is owned by PepsiCo. Brandwave also tracks Siete Foods, owned by the same company, in the United States.

Do you work for Tostitos? To request corrections or removal please contact us via our support page and we will be happy to assist.

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