Emerging Brands vs Established Category Leaders in Google Search

In both business and social spheres, people are talking about emerging new brands and how they are stirring up various marketplaces with their popularity with consumers.  Innovation and disruption is constantly happening and leads to some popular brands falling by the wayside while other new brands emerge in the blink of an eye.

Take for example PayPal which has been the leader in the payment apps category for years.  But the rise of companies like Venmo and Google Wallet pose a problem to the market share that PayPal enjoys. That’s not to say that PayPal is going anywhere, but these emerging brands are providing competition within that marketplace.  Are consumers opting toward these new and emerging brands or are they staying loyal to more established and familiar brands?

To try to provide some insight into this, Slant Marketing worked with Digital Third Coast to analyze Google search trend data for the hottest emerging brands in America.  They looked at 20 different product and service categories to see how new and emerging brands are faring against established category leaders based on average monthly search data in Google.  Many consumers tend to have a much-skewed view of which brands are new and popular and this data is meant to provide some clarity to this discussion.

Listed below is the full list of the different product and service categories they analyzed as well as the category leader for each.

Payment Apps – Paypal

Online Dating Apps – Tinder

Ride Sharing – Uber

Car Sharing– Zipcar

GPS Apps – Google Maps

Fast Casual Burgers – McDonalds

Fast Casual Chicken – KFC

Meal Delivery Services – Blue Apron

Fast Casual Pizza – Pizza Hut

Fast Casual Healthy – Chipotle

Energy/Protein Bars – Quest Nutrition

Smartphones– iPhone

Smart Exercise Bikes – Peloton

Photo Books – Shutterfly

Men’s Shaving – Dollar Shave Club

Women’s Consignment Clothing – Poshmark

Outerwear – Patagonia

Sustainable Shoe Brands – Toms

Makeup Subscriptions – Ipsy

Women’s Activewear – Lululemon

While there are many companies that have emerged in recent years that have been widely successful, many of those companies are still fighting to make up ground in Google search. Take Lyft for example, the main competition for Uber in the ride sharing market.  Uber currently gets 16.6 million monthly searches while Lyft is only averaging 83,000 searches per month.  That is a huge discrepancy and shows that many of these challenger brands still have a lot of ground to make up on these established category leaders.

Another extreme example of this is in the GPS Apps marketplace.  Waze has emerged a prime competition to Google maps.  So much so that Google actually purchased Waze several years ago. Many consumers love the fact that Waze is updated in real time by users providing more value that Google maps from a user experience standpoint. Despite the increased competition, Google Maps is still crushing Waze in Google search volume. Waze averages just over 4 million monthly searches while Google Maps is at 151 million monthly searches.

To see the full analysis from Slant Marketing, check out the infographic below.


Matt Zajechowski is a senior content strategist and outreach manager at Digital Third Coast.  Connect with him on Twitter and LinkedIn.

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