Brandwave

How popular isToby's Estate?

In September 2026, people searched for Toby's Estate by name about 12,100 times in Australia, an 18.2% decrease from the previous year. These searches made up 20.9% of all Australia coffee brand searches, placing Toby's Estate third out of six brands. When we asked both ChatGPT and Google AI Overviews about coffee brands, Toby's Estate appeared in one of the four answers and was the fourth most recommended of the six.

Search and AI answers in September 2026

Toby's Estate is the third most searched of 6 competitors and the fourth most recommended in AI answers.

  1. Campos CoffeeShare of searches 25.6%Mentioned in 2 of 4 AI answersPlace in AI recommendations 6th
  2. Vittoria CoffeeShare of searches 25.6%Mentioned in 1 of 4 AI answersPlace in AI recommendations 3rd
  3. Toby's EstateShare of searches 20.9%Mentioned in 1 of 4 AI answersPlace in AI recommendations 4th
  4. MocconaShare of searches 14%Mentioned in 1 of 4 AI answersPlace in AI recommendations 2nd
  5. LavazzaShare of searches 7.6%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st

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Top coffee brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Toby's Estate was mentioned in one out of four: not in any of the three ChatGPT answers, but in the Google AI Overview. Toby's Estate is the fourth most recommended of the six.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Lavazza1st
  2. Moccona2nd
  3. Vittoria Coffee3rd
  4. Toby's Estate4th
  5. Grinders5th
  6. Campos Coffee6th

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Lavazza3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Campos Coffee2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Vittoria Coffee1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Toby's Estate1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Moccona1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Grinders1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about coffee brands

4 answers

Brands are shown in the order each answer named them. The survey took place in Australia on October 23, 2026.

Which coffee brands compete with Toby's Estate?

Toby's Estate against coffee brands in Australia, by month

Share of searches by month for Campos Coffee, Vittoria Coffee, Toby's Estate, Moccona, Lavazza, Grinders. The figures are in the table below the chart.

View monthly share of searches table
MonthCampos CoffeeVittoria CoffeeToby's EstateMocconaLavazzaGrinders
Oct 202535.5%19.4%23.7%8.6%7%5.8%
Nov 202535%19.1%23.3%8.5%8.5%5.7%
Dec 202531.5%21.1%25.8%7.7%7.7%6.3%
Jan 202631.5%21.1%25.8%7.7%7.7%6.3%
Feb 202633.3%18.2%27.2%8.1%6.6%6.6%
Mar 202631.5%21.1%25.8%7.7%7.7%6.3%
Apr 202627.3%22.3%27.3%9.9%6.6%6.6%
May 202631%20.7%25.3%9.2%7.5%6.2%
Jun 202631.9%21.3%21.3%9.5%9.5%6.3%
Jul 202626.9%26.9%22%9.8%8%6.5%
Aug 202630%24.5%20%10.9%7.3%7.3%
Sep 202625.6%25.6%20.9%14%7.6%6.2%

  1. 1.Campos Coffee

    25.6%

    Held 1st. 14.8K estimated branded searches, -18.2% vs prior month. Share -4.4 points.

  2. 2.Vittoria Coffee

    25.6%

    Held 2nd. 14.8K estimated branded searches, 0% vs prior month. Share +1.1 points.

  3. 3.Toby's Estate

    20.9%

    Held 3rd. 12.1K estimated branded searches, 0% vs prior month. Share +0.9 points.

  4. 4.Moccona

    14%

    Held 4th. 8.1K estimated branded searches, +22.7% vs prior month. Share +3.1 points.

  5. 5.Lavazza

    7.6%

    Moved from 6th to 5th. 4.4K estimated branded searches, 0% vs prior month. Share +0.3 points.

  6. 6.Grinders

    6.2%

    Moved from 5th to 6th. 3.6K estimated branded searches, -18.2% vs prior month. Share -1.1 points.

Compare popularity between Toby's Estate and its closest rivals

Every comparison with Toby's Estate

5 comparisons

How has branded search demand for Toby's Estate changed in Australia over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Toby's Estate in Australia fell from 14.8K to 12.1K.
  • Across the 12 months ending September 2026, Toby's Estate’s share of searches among coffee brands in Australia decreased from 23.7% to 20.9%.
  • Across the 12 months ending September 2026, Toby's Estate’s share of searches among coffee brands in Australia peaked at 27.3% in April 2026 and was lowest at 20% in August 2026.
  • Across the 12 months ending September 2026, Toby's Estate fell from 2nd to 3rd among coffee brands in Australia.

How did search popularity change for Australia coffee brands in September 2026?

6 changes

  1. In September 2026, Moccona gained share of searches among coffee brands in Australia, from 10.9% to 14%.

  2. In September 2026, Vittoria Coffee gained share of searches among coffee brands in Australia, from 24.5% to 25.6%.

  3. In September 2026, Toby's Estate gained share of searches among coffee brands in Australia, from 20% to 20.9%.

  4. In September 2026, Campos Coffee lost share of searches among coffee brands in Australia, from 30% to 25.6%.

  5. In September 2026, Grinders lost share of searches among coffee brands in Australia, from 7.3% to 6.2%.

  6. In September 2026, Lavazza rose from 6th to 5th among coffee brands in Australia.

How are Toby's Estate’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Toby's Estate’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.

  • tobys estate

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How the Brand Demand Index is measured

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