Brandwave

How popular isUncle Tobys?

In September 2026, people searched for Uncle Tobys by name about 15,300 times in Australia, a 39.1% increase from the previous year. These searches made up 29% of all Australia cereal brand searches, placing Uncle Tobys second out of four brands. When we asked both ChatGPT and Google AI Overviews about cereal brands, Uncle Tobys appeared in two of the five answers and was the third most recommended of the four.

Search and AI answers in September 2026

Uncle Tobys is the second most searched of 4 competitors and the third most recommended in AI answers.

  1. Weet-BixShare of searches 62.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  2. Uncle TobysShare of searches 29%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  3. Carman'sShare of searches 4.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  4. Kellogg'sShare of searches 3.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
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Top cereal brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Uncle Tobys was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Uncle Tobys is the third most recommended of the four.

Most recommended by AI

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

  1. Weet-Bix1st
  2. Kellogg's2nd
  3. Uncle Tobys3rd
  4. Carman's4th

Mentioned by AI

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

  • Weet-Bix4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Kellogg's4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Uncle Tobys2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Carman's1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about cereal brands

5 answers

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

Which cereal brands compete with Uncle Tobys?

Uncle Tobys against cereal brands in Australia, by month

Share of searches by month for Weet-Bix, Uncle Tobys, Carman's, Kellogg's. The figures are in the table below the chart.

View monthly share of searches table
MonthWeet-BixUncle TobysCarman'sKellogg's
Oct 202569.5%23.1%4%3.4%
Nov 202571.2%21.9%3.4%3.4%
Dec 202570.8%21.7%4.2%3.4%
Jan 202673.6%18.5%4.4%3.5%
Feb 202672.6%19.7%4.2%3.5%
Mar 202667.7%24.5%3.9%3.9%
Apr 202670%21.6%5.1%3.4%
May 202666.3%25.1%4.8%3.8%
Jun 202667.4%25.5%3.9%3.3%
Jul 202663.2%29.2%4.6%3.1%
Aug 202660.6%32.9%3.6%2.8%
Sep 202662.8%29%4.6%3.6%

  1. 1.Weet-Bix

    62.8%

    Held 1st. 33.1K estimated branded searches, -18.3% vs prior month. Share +2.2 points.

  2. 2.Uncle Tobys

    29%

    Held 2nd. 15.3K estimated branded searches, -30.5% vs prior month. Share -3.9 points.

  3. 3.Carman's

    4.6%

    Held 3rd. 2.4K estimated branded searches, 0% vs prior month. Share +1 points.

  4. 4.Kellogg's

    3.6%

    Held 4th. 1.9K estimated branded searches, 0% vs prior month. Share +0.8 points.

Compare popularity between Uncle Tobys and its closest rivals

Every comparison with Uncle Tobys

3 comparisons

How has branded search demand for Uncle Tobys changed in Australia over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Uncle Tobys in Australia rose from 11K to 15.3K.
  • Across the 12 months ending September 2026, Uncle Tobys’ share of searches among cereal brands in Australia increased from 23.1% to 29%.
  • Across the 12 months ending September 2026, Uncle Tobys’ share of searches among cereal brands in Australia peaked at 32.9% in August 2026 and was lowest at 18.5% in January 2026.

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

4 changes

  1. In September 2026, Weet-Bix gained share of searches among cereal brands in Australia, from 60.6% to 62.8%.

  2. In September 2026, Carman's gained share of searches among cereal brands in Australia, from 3.6% to 4.6%.

  3. In September 2026, Kellogg's gained share of searches among cereal brands in Australia, from 2.8% to 3.6%.

  4. In September 2026, Uncle Tobys lost share of searches among cereal brands in Australia, from 32.9% to 29%.

How are Uncle Tobys’ branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Uncle Tobys’ 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.

  • uncle tobys
  • uncle tobys oats

How the Brand Demand Index is measured

Who owns Uncle Tobys?

Uncle Tobys is owned by Nestlé. Brandwave also tracks Maggi, NAN, Optifast and Supercoat, owned by the same company, in Australia.

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

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