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McDonald’s is the 9th fastest-growing brand in search, with an absolute increase of 244,000 searches (+5.3%). The entire growth of the fast-food segment is driven by the McDonald’s brand, at the expense of KFC and Burger King, which both saw a decline.
Tipos is the second fastest-growing brand in search. It grew by one million searches (+14%) in 2025. The brand saw its largest search increase for the core branded keyword “tipos” (+873,960 / 18.74%), indicating a strong impact from above-the-line campaigns.
The most significant climber last year in the ranking of most searched brands in Slovakia is undoubtedly the Chinese marketplace TEMU, which grew by a massive 1.66 million searches (+57.6%). Their recipe is a lesson in brutal efficiency. In the analysis of media investments, TEMU clearly dominates the online space, where it invested approximately €4.2 million in Google and Meta platforms. It's fascinating that up to 70% of their media mix consists of performance-based online campaigns on Google, through which they aggressively capture demand at the moment a customer is searching for a product, not a brand.
In marketing, many metrics exist, but only one is truly relentless – Share of Search. Brand searches on Google, free from the embellishments and distortions of traditional surveys, reveal real purchase intent and a brand's mental availability in consumers' minds. While last year, with Forbes, we mapped the 100 most searched brands, 2025 belongs to the "predators" – brands that grew fastest within their segments.
