Brandwave

Kellogg's vs Uncle Tobys:Which is more popular?

In September 2026, Uncle Tobys had more branded searches than Kellogg's among cereal brands in Australia. Uncle Tobys had about 15,300 branded searches, while Kellogg's had 1,900. Uncle Tobys made up 29% of all cereal brand searches we track, and Kellogg's accounted for 3.6%. When we asked ChatGPT and Google AI Overviews about cereal brands, Kellogg's appeared in four of the five answers and Uncle Tobys in two. Kellogg's was mentioned before Uncle Tobys in three out of four answers.

Among cereal brands in Australia in September 2026

Who do people search for more?

Uncle Tobys, about 8 searches for every 1 for Kellogg's

Uncle Tobys 15.3K searchesKellogg's 1.9K searches

Who does AI mention more?

Kellogg's, mentioned in 4 of 5 answers, Uncle Tobys in 2

Kellogg's in 4 of 5Uncle Tobys in 2 of 5

Who does AI recommend more?

Kellogg's, named ahead of Uncle Tobys in 3 of 4 answers

Kellogg's first in 3Uncle Tobys first in 1

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Top cereal brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Kellogg's was mentioned in four out of five: in two of the three ChatGPT answers and in both 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. Kellogg's was listed before Uncle Tobys in three out of four answers.

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.

Is Kellogg's or Uncle Tobys more popular in search?

This chart shows how often people search Google for Kellogg's and Uncle Tobys by name. Each line represents a brand's share of searches for all four cereal brands we track, month by month, from searches in Australia.

Kellogg's and Uncle Tobys among cereal brands in Australia, by month

Share of searches by month for Uncle Tobys, 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%

How has the Kellogg's and Uncle Tobys comparison changed over the last 12 months?

3 findings
  • Uncle Tobys was ahead of Kellogg's in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Kellogg's’ share of searches among cereal brands in Australia moved from 3.4% to 3.6%, and its estimated monthly branded searches moved from 1.6K to 1.9K.
  • Across the 12 months ending September 2026, Uncle Tobys’ share of searches among cereal brands in Australia moved from 23.1% to 29%, and its estimated monthly branded searches moved from 11K to 15.3K.

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

2 changes

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

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

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Kellogg's’ and Uncle Tobys’ names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Kellogg's

1 branded search term

  • kelloggs cereal

Uncle Tobys

2 branded search terms

  • uncle tobys
  • uncle tobys oats

How the Brand Demand Index is measured

Other head-to-heads among cereal brands

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