Brandwave

How popular isVegemite?

In September 2026, people searched for Vegemite by name about 40,500 times in Australia, about the same as the previous year. These searches made up 45.9% of all Australia spread brand searches, placing Vegemite first out of seven brands. When we asked both ChatGPT and Google AI Overviews about spread brands, Vegemite appeared in one of the four answers.

Search and AI answers in September 2026

Vegemite is the most searched of 7 competitors and not listed in any AI answer.

  1. VegemiteShare of searches 45.9%Mentioned in 1 of 4 AI answersPlace in AI recommendations –
  2. NutellaShare of searches 37.5%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  3. BegaShare of searches 6.1%Mentioned in 2 of 4 AI answersPlace in AI recommendations 2nd
  4. Pic'sShare of searches 5%Mentioned in 1 of 4 AI answersPlace in AI recommendations 3rd
  5. Mayver'sShare of searches 3.3%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st

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Top spread brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Vegemite was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview.

Most recommended by AI

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

  1. Mayver's1st
  2. Bega2nd
  3. Pic's3rd
  4. Vegemite–
  5. Nutella–
  6. Kraft–
  7. IXL–

Mentioned by AI

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

  • Mayver's3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Bega2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Vegemite1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Pic's1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Nutella0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Kraft0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • IXL0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about spread brands

4 answers

  • Asked ChatGPT

    “Which peanut butter should I buy in Australia?”

    1. 1Bega
    2. 2Mayver's
    3. 3Pic's

  • Asked ChatGPT

    “What are the best spreads for toast?”

    1. 1Vegemite

  • Asked ChatGPT

    “What's the healthiest peanut butter in Australia?”

    1. 1Mayver's
    2. 2Bega

  • Searched Google, AI Overview

    “peanut butter”

    1. 1Mayver's

  • Searched Google, AI Overview

    “jam”

    Google showed no AI Overview for this search.

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.

Which spread brands compete with Vegemite?

Vegemite against spread brands in Australia, by month

Share of searches by month for Vegemite, Nutella, Bega, Pic's, Mayver's. The figures are in the table below the chart.

View monthly share of searches table
MonthVegemiteNutellaBegaPic'sMayver'sKraftIXL
Oct 202551.9%34.7%4.6%3.7%3.1%1.1%0.92%
Nov 202552.1%34.8%3.7%3.7%3.7%1.1%0.76%
Dec 202552.4%35.2%3.8%3.8%2.5%1.1%1.1%
Jan 202649.4%33.1%4.3%5.4%5.4%1.3%1.1%
Feb 202656%30.7%4%4%3.3%1%1%
Mar 202656.1%30.7%4.1%4.1%3.3%1%0.82%
Apr 202646.5%38.1%4.1%5.1%4.1%1.2%1%
May 202649.9%33.4%4.4%5.4%3.6%2.3%0.89%
Jun 202659.4%26.6%5.3%3.5%3.5%0.98%0.71%
Jul 202649.5%33.1%6.6%5.4%3.5%1.2%0.72%
Aug 202650.2%33.6%6.7%4.5%2.9%1.3%0.73%
Sep 202645.9%37.5%6.1%5%3.3%1.5%0.82%

  1. 1.Vegemite

    45.9%

    Held 1st. 40.5K estimated branded searches, -18.2% vs prior month. Share -4.4 points.

  2. 2.Nutella

    37.5%

    Held 2nd. 33.1K estimated branded searches, 0% vs prior month. Share +3.9 points.

  3. 3.Bega

    6.1%

    Held 3rd. 5.4K estimated branded searches, -18.2% vs prior month. Share -0.6 points.

  4. 4.Pic's

    5%

    Held 4th. 4.4K estimated branded searches, 0% vs prior month. Share +0.5 points.

  5. 5.Mayver's

    3.3%

    Held 5th. 2.9K estimated branded searches, 0% vs prior month. Share +0.3 points.

  6. 6.Kraft

    1.5%

    Held 6th. 1.3K estimated branded searches, 0% vs prior month. Share +0.2 points.

  7. 7.IXL

    0.82%

    Held 7th. 720 estimated branded searches, 0% vs prior month. Share +0.1 points.

Compare popularity between Vegemite and its closest rivals

Every comparison with Vegemite

6 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Vegemite in Australia held steady at 40.5K.
  • Across the 12 months ending September 2026, Vegemite’s share of searches among spread brands in Australia decreased from 51.9% to 45.9%.
  • Across the 12 months ending September 2026, Vegemite’s share of searches among spread brands in Australia peaked at 59.4% in June 2026 and was lowest at 45.9% in September 2026.

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

6 changes

  1. In September 2026, Nutella gained share of searches among spread brands in Australia, from 33.6% to 37.5%.

  2. In September 2026, Pic's gained share of searches among spread brands in Australia, from 4.5% to 5%.

  3. In September 2026, Vegemite lost share of searches among spread brands in Australia, from 50.2% to 45.9%.

  4. In September 2026, Bega lost share of searches among spread brands in Australia, from 6.7% to 6.1%.

  5. Estimated monthly branded searches for Kraft in Australia rose 47.7% over 12 measured months, from 880 to 1.3K in September 2026.

  6. Estimated monthly branded searches for Mayver's in Australia rose 20.8% over 12 measured months, from 2.4K to 2.9K in September 2026.

How are Vegemite’s branded searches counted?

1 search term

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

  • vegemite

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How the Brand Demand Index is measured

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