Spread brands in Australia:Which are most popular?
In September 2026, Vegemite was the most searched spread brand in Australia, accounting for 45.9% of all searches among the seven brands we track. When we checked with ChatGPT and Google AI Overviews, Mayver's was mentioned most often, in three of the four answers. Mayver's was recommended most often, coming first in one out of two responses that gave a list.
VegemiteShare of searches 45.9%Mentioned in 1 of 4 AI answersPlace in AI recommendations –
NutellaShare of searches 37.5%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
BegaShare of searches 6.1%Mentioned in 2 of 4 AI answersPlace in AI recommendations 2nd
Pic'sShare of searches 5%Mentioned in 1 of 4 AI answersPlace in AI recommendations 3rd- 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 Brandwave's three ChatGPT questions and one Google AI Overview, Mayver's was mentioned most often, in three of the four answers. Mayver's was recommended most often, coming first in one out of two answers that gave a list. Bega was second, and Pic's was third. Nutella, which ranked second in searches, was not mentioned at all.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
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?”
Asked ChatGPT
“What are the best spreads for toast?”
Asked ChatGPT
“What's the healthiest peanut butter in Australia?”
Searched Google, AI Overview
“peanut butter”
Searched Google, AI Overview
“jam”
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 26, 2026.
Which spread brands do people search for most?
This chart shows how often people search Google for each spread brand by name. Each line represents a brand's share of searches for all seven spread brands we track, month by month, from searches in Australia.
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
| Month | Vegemite | Nutella | Bega | Pic's | Mayver's | Kraft | IXL |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 51.9% | 34.7% | 4.6% | 3.7% | 3.1% | 1.1% | 0.92% |
| Nov 2025 | 52.1% | 34.8% | 3.7% | 3.7% | 3.7% | 1.1% | 0.76% |
| Dec 2025 | 52.4% | 35.2% | 3.8% | 3.8% | 2.5% | 1.1% | 1.1% |
| Jan 2026 | 49.4% | 33.1% | 4.3% | 5.4% | 5.4% | 1.3% | 1.1% |
| Feb 2026 | 56% | 30.7% | 4% | 4% | 3.3% | 1% | 1% |
| Mar 2026 | 56.1% | 30.7% | 4.1% | 4.1% | 3.3% | 1% | 0.82% |
| Apr 2026 | 46.5% | 38.1% | 4.1% | 5.1% | 4.1% | 1.2% | 1% |
| May 2026 | 49.9% | 33.4% | 4.4% | 5.4% | 3.6% | 2.3% | 0.89% |
| Jun 2026 | 59.4% | 26.6% | 5.3% | 3.5% | 3.5% | 0.98% | 0.71% |
| Jul 2026 | 49.5% | 33.1% | 6.6% | 5.4% | 3.5% | 1.2% | 0.72% |
| Aug 2026 | 50.2% | 33.6% | 6.7% | 4.5% | 2.9% | 1.3% | 0.73% |
| Sep 2026 | 45.9% | 37.5% | 6.1% | 5% | 3.3% | 1.5% | 0.82% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 45.9% | 40.5K | -18.2% | -4.4 points | |
| 2, held 2nd | 37.5% | 33.1K | 0% | +3.9 points | |
| 3, held 3rd | 6.1% | 5.4K | -18.2% | -0.6 points | |
| 4, held 4th | 5% | 4.4K | 0% | +0.5 points | |
| 5, held 5th | 3.3% | 2.9K | 0% | +0.3 points | |
| 6, held 6th | 1.5% | 1.3K | 0% | +0.2 points | |
| 7, held 7th | 0.82% | 720 | 0% | +0.1 points |
1.
Vegemite45.9%
Held 1st. 40.5K estimated branded searches, -18.2% vs prior month. Share -4.4 points.
2.
Nutella37.5%
Held 2nd. 33.1K estimated branded searches, 0% vs prior month. Share +3.9 points.
3.
Bega6.1%
Held 3rd. 5.4K estimated branded searches, -18.2% vs prior month. Share -0.6 points.
4.
Pic's5%
Held 4th. 4.4K estimated branded searches, 0% vs prior month. Share +0.5 points.
5.Mayver's
3.3%
Held 5th. 2.9K estimated branded searches, 0% vs prior month. Share +0.3 points.
6.
Kraft1.5%
Held 6th. 1.3K estimated branded searches, 0% vs prior month. Share +0.2 points.
7.
IXL0.82%
Held 7th. 720 estimated branded searches, 0% vs prior month. Share +0.1 points.
Which brand is most popular in search among spread brands in Australia?
7 brands
In September 2026, Vegemite was the most searched among spread brands in Australia, with an estimated 40.5K branded searches, 45.9% of all searches for the seven we track. Nutella is in 2nd place, 8.4 percentage points behind at 37.5%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Vegemite | 51.9% → 45.9% | 59.4%Jun 2026 | 45.9%Sep 2026 | 1st |
| Nutella | 34.7% → 37.5% | 38.1%Apr 2026 | 26.6%Jun 2026 | 2nd |
| Bega | 4.6% → 6.1% | 6.7%Aug 2026 | 3.7%Nov 2025 | 3rd |
| Pic's | 3.7% → 5% | 5.4%May 2026 | 3.5%Jun 2026 | 4th |
| Mayver's | 3.1% → 3.3% | 5.4%Jan 2026 | 2.5%Dec 2025 | 5th |
| Kraft | 1.1% → 1.5% | 2.3%May 2026 | 0.98%Jun 2026 | 6th |
| IXL | 0.92% → 0.82% | 1.1%Dec 2025 | 0.71%Jun 2026 | 7th |
Each finding as a sentence
- 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, Nutella’s share of searches among spread brands in Australia increased from 34.7% to 37.5%.
- Across the 12 months ending September 2026, Bega’s share of searches among spread brands in Australia increased from 4.6% to 6.1%.
- Across the 12 months ending September 2026, Pic's’ share of searches among spread brands in Australia increased from 3.7% to 5%.
- 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.
- Across the 12 months ending September 2026, Nutella’s share of searches among spread brands in Australia peaked at 38.1% in April 2026 and was lowest at 26.6% in June 2026.
- Across the 12 months ending September 2026, Bega’s share of searches among spread brands in Australia peaked at 6.7% in August 2026 and was lowest at 3.7% in November 2025.
- Across the 12 months ending September 2026, Pic's’ share of searches among spread brands in Australia peaked at 5.4% in May 2026 and was lowest at 3.5% in June 2026.
- Across the 12 months ending September 2026, Mayver's’ share of searches among spread brands in Australia peaked at 5.4% in January 2026 and was lowest at 2.5% in December 2025.
- Across the 12 months ending September 2026, Kraft’s share of searches among spread brands in Australia peaked at 2.3% in May 2026 and was lowest at 0.98% in June 2026.
- Across the 12 months ending September 2026, Mayver's, Kraft and IXL held steady: their share of searches among spread brands in Australia each moved less than 0.5 percentage points.
How did search popularity change for Australia spread brands in September 2026?
6 changes
In September 2026, Nutella gained share of searches among spread brands in Australia, from 33.6% to 37.5%.
In September 2026, Pic's gained share of searches among spread brands in Australia, from 4.5% to 5%.
In September 2026, Vegemite lost share of searches among spread brands in Australia, from 50.2% to 45.9%.
In September 2026, Bega lost share of searches among spread brands in Australia, from 6.7% to 6.1%.
Estimated monthly branded searches for Kraft in Australia rose 47.7% over 12 measured months, from 880 to 1.3K in September 2026.
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 branded searches counted for spread brands?
7 search terms
Each brand's share of searches among spread brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.
Compare popularity between leading brands
- Vegemite vs Nutella: compare popularity
- Vegemite vs Bega: compare popularity
- Vegemite vs Pic's: compare popularity
- Vegemite vs Mayver's: compare popularity
- Nutella vs Bega: compare popularity
- Nutella vs Pic's: compare popularity
- Nutella vs Mayver's: compare popularity
- Bega vs Pic's: compare popularity
- Bega vs Mayver's: compare popularity
- Pic's vs Mayver's: compare popularity
- Compare any of these brands
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