Toby's Estate vs Vittoria Coffee:Which is more popular?
In September 2026, Vittoria Coffee had more branded searches than Toby's Estate among coffee brands in Australia. Vittoria Coffee had about 14,800 branded searches, while Toby's Estate had 12,100. Vittoria Coffee made up 25.6% of all coffee brand searches we track, and Toby's Estate accounted for 20.9%. When we asked ChatGPT and Google AI Overviews about coffee brands, Toby's Estate and Vittoria Coffee each appeared in one of the four answers. Toby's Estate and Vittoria Coffee were each mentioned first in one of the two answers.
Who do people search for more?
Vittoria Coffee, about 22% more searches than Toby's Estate
Who does AI mention more?
Both were mentioned in 1 of 4 answers.
Who does AI recommend more?
Each is named first in 1 of 2 answers.
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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. Vittoria Coffee was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Toby's Estate and Vittoria Coffee were each listed first in one of the two answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Lavazza1st
Moccona2nd- Vittoria Coffee3rd
Toby's Estate4th
Grinders5th
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
Asked ChatGPT
“What's the best coffee brand in Australia?”
Asked ChatGPT
“Which coffee beans in Australian supermarkets are best?”
Asked ChatGPT
“What are the most popular coffee brands in Australia?”
Searched Google, AI Overview
“coffee beans”
Searched Google, AI Overview
“instant coffee”
Google showed no AI Overview for this search.
Brands are shown in the order each answer named them. The survey took place in Australia on October 23, 2026.
Is Toby's Estate or Vittoria Coffee more popular in search?
This chart shows how often people search Google for Toby's Estate and Vittoria Coffee by name. Each line represents a brand's share of searches for all six coffee brands we track, month by month, from searches in Australia.
Share of searches by month for Vittoria Coffee, Toby's Estate. The figures are in the table below the chart.
View monthly share of searches table
| Month | Campos Coffee | Vittoria Coffee | Toby's Estate | Moccona | Lavazza | Grinders |
|---|---|---|---|---|---|---|
| Oct 2025 | 35.5% | 19.4% | 23.7% | 8.6% | 7% | 5.8% |
| Nov 2025 | 35% | 19.1% | 23.3% | 8.5% | 8.5% | 5.7% |
| Dec 2025 | 31.5% | 21.1% | 25.8% | 7.7% | 7.7% | 6.3% |
| Jan 2026 | 31.5% | 21.1% | 25.8% | 7.7% | 7.7% | 6.3% |
| Feb 2026 | 33.3% | 18.2% | 27.2% | 8.1% | 6.6% | 6.6% |
| Mar 2026 | 31.5% | 21.1% | 25.8% | 7.7% | 7.7% | 6.3% |
| Apr 2026 | 27.3% | 22.3% | 27.3% | 9.9% | 6.6% | 6.6% |
| May 2026 | 31% | 20.7% | 25.3% | 9.2% | 7.5% | 6.2% |
| Jun 2026 | 31.9% | 21.3% | 21.3% | 9.5% | 9.5% | 6.3% |
| Jul 2026 | 26.9% | 26.9% | 22% | 9.8% | 8% | 6.5% |
| Aug 2026 | 30% | 24.5% | 20% | 10.9% | 7.3% | 7.3% |
| Sep 2026 | 25.6% | 25.6% | 20.9% | 14% | 7.6% | 6.2% |
How has the Toby's Estate and Vittoria Coffee comparison changed over the last 12 months?
3 findings
- The lead changed hands once in the 12 months ending September 2026: Vittoria Coffee took it in July 2026.
- Across the 12 months ending September 2026, Toby's Estate’s share of searches among coffee brands in Australia moved from 23.7% to 20.9%, and its estimated monthly branded searches moved from 14.8K to 12.1K.
- Across the 12 months ending September 2026, Vittoria Coffee’s share of searches among coffee brands in Australia moved from 19.4% to 25.6%, and its estimated monthly branded searches moved from 12.1K to 14.8K.
How did search popularity change for Australia coffee brands in September 2026?
2 changes
In September 2026, Vittoria Coffee gained share of searches among coffee brands in Australia, from 24.5% to 25.6%.
In September 2026, Toby's Estate gained share of searches among coffee brands in Australia, from 20% to 20.9%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Toby's Estate’s and Vittoria Coffee’s 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.
Toby's Estate
1 branded search term
- tobys estate
Vittoria Coffee
1 branded search term
- vittoria coffee
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