--- title: "Spread brands in Australia: Which are searched most?" description: "Compare the Vegemite, peanut butter and jam brands Australians put on toast. Share of Search among Vegemite, Nutella, Bega, Pic's, Mayver's, Kraft and IXL, the spread brands Brandwave compares in Australia, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/au/categories/au-spread-brands" publisher: "Brandwave" --- # Spread brands in Australia: Which are searched most? Compare the Vegemite, peanut butter and jam brands Australians put on toast. Share of Search among Vegemite, Nutella, Bega, Pic's, Mayver's, Kraft and IXL, the spread brands Brandwave compares in Australia, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Competitive set**: Spread brands - **Market**: Australia - **Brands compared**: 7 - **Month measured**: Sep 2026 - **Highest Share of Search**: Vegemite, 45.9% ## Which brand is most popular in search among spread brands in Australia? - 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%. - 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. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Mayver's | 1st | 2 of 3 | 1 of 1 | 3 of 4 | | Bega | 2nd | 2 of 3 | 0 of 1 | 2 of 4 | | Pic's | 3rd | 1 of 3 | 0 of 1 | 1 of 4 | | Vegemite | Not ranked | 1 of 3 | 0 of 1 | 1 of 4 | | Nutella | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Kraft | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | IXL | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | ## Every AI answer about spread brands - Asked ChatGPT "Which peanut butter should I buy in Australia?": 1. Bega, 2. Mayver's, 3. Pic's - Asked ChatGPT "What are the best spreads for toast?": 1. Vegemite - Asked ChatGPT "What's the healthiest peanut butter in Australia?": 1. Mayver's, 2. Bega - Searched Google, AI Overview "peanut butter": 1. Mayver's Not named in any answer: Nutella, Kraft and IXL. Brands are listed in the order each answer named them. The answers were collected in Australia on October 26, 2026. ## Compare search popularity between leading brands - [Vegemite vs Nutella: compare search popularity](/demand/au/compare/nutella-vs-vegemite): 45.9% against 37.5% Share of Search. - [Vegemite vs Bega: compare search popularity](/demand/au/compare/bega-vs-vegemite): 45.9% against 6.1% Share of Search. - [Vegemite vs Pic's: compare search popularity](/demand/au/compare/pics-vs-vegemite): 45.9% against 5% Share of Search. - [Vegemite vs Mayver's: compare search popularity](/demand/au/compare/mayvers-vs-vegemite): 45.9% against 3.3% Share of Search. - [Nutella vs Bega: compare search popularity](/demand/au/compare/bega-vs-nutella): 37.5% against 6.1% Share of Search. - [Nutella vs Pic's: compare search popularity](/demand/au/compare/nutella-vs-pics): 37.5% against 5% Share of Search. - [Nutella vs Mayver's: compare search popularity](/demand/au/compare/mayvers-vs-nutella): 37.5% against 3.3% Share of Search. - [Bega vs Pic's: compare search popularity](/demand/au/compare/bega-vs-pics): 6.1% against 5% Share of Search. - [Bega vs Mayver's: compare search popularity](/demand/au/compare/bega-vs-mayvers): 6.1% against 3.3% Share of Search. - [Pic's vs Mayver's: compare search popularity](/demand/au/compare/mayvers-vs-pics): 5% against 3.3% Share of Search. ## How did search popularity change for Australia spread brands in September 2026? - 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. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Vegemite | 45.9% | 40.5K | -18.2% | Vegemite | | 2 | Nutella | 37.5% | 33.1K | 0.0% | Nutella | | 3 | Bega | 6.1% | 5.4K | -18.2% | Bega | | 4 | Pic's | 5% | 4.4K | 0.0% | Pic's | | 5 | Mayver's | 3.3% | 2.9K | 0.0% | Mayver's | | 6 | Kraft | 1.5% | 1.3K | 0.0% | Kraft | | 7 | IXL | 0.82% | 720 | 0.0% | IXL | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Vegemite | 40.5K | 51.9% | 1 | | Oct 2025 | Nutella | 27.1K | 34.7% | 2 | | Oct 2025 | Bega | 3.6K | 4.6% | 3 | | Oct 2025 | Pic's | 2.9K | 3.7% | 4 | | Oct 2025 | Mayver's | 2.4K | 3.1% | 5 | | Oct 2025 | Kraft | 880 | 1.1% | 6 | | Oct 2025 | IXL | 720 | 0.92% | 7 | | Nov 2025 | Vegemite | 40.5K | 52.1% | 1 | | Nov 2025 | Nutella | 27.1K | 34.8% | 2 | | Nov 2025 | Bega | 2.9K | 3.7% | 3 | | Nov 2025 | Mayver's | 2.9K | 3.7% | 4 | | Nov 2025 | Pic's | 2.9K | 3.7% | 5 | | Nov 2025 | Kraft | 880 | 1.1% | 6 | | Nov 2025 | IXL | 590 | 0.76% | 7 | | Dec 2025 | Vegemite | 33.1K | 52.4% | 1 | | Dec 2025 | Nutella | 22.2K | 35.2% | 2 | | Dec 2025 | Bega | 2.4K | 3.8% | 3 | | Dec 2025 | Pic's | 2.4K | 3.8% | 4 | | Dec 2025 | Mayver's | 1.6K | 2.5% | 5 | | Dec 2025 | IXL | 720 | 1.1% | 6 | | Dec 2025 | Kraft | 720 | 1.1% | 7 | | Jan 2026 | Vegemite | 33.1K | 49.4% | 1 | | Jan 2026 | Nutella | 22.2K | 33.1% | 2 | | Jan 2026 | Mayver's | 3.6K | 5.4% | 3 | | Jan 2026 | Pic's | 3.6K | 5.4% | 4 | | Jan 2026 | Bega | 2.9K | 4.3% | 5 | | Jan 2026 | Kraft | 880 | 1.3% | 6 | | Jan 2026 | IXL | 720 | 1.1% | 7 | | Feb 2026 | Vegemite | 40.5K | 56% | 1 | | Feb 2026 | Nutella | 22.2K | 30.7% | 2 | | Feb 2026 | Bega | 2.9K | 4% | 3 | | Feb 2026 | Pic's | 2.9K | 4% | 4 | | Feb 2026 | Mayver's | 2.4K | 3.3% | 5 | | Feb 2026 | IXL | 720 | 1% | 6 | | Feb 2026 | Kraft | 720 | 1% | 7 | | Mar 2026 | Vegemite | 49.5K | 56.1% | 1 | | Mar 2026 | Nutella | 27.1K | 30.7% | 2 | | Mar 2026 | Bega | 3.6K | 4.1% | 3 | | Mar 2026 | Pic's | 3.6K | 4.1% | 4 | | Mar 2026 | Mayver's | 2.9K | 3.3% | 5 | | Mar 2026 | Kraft | 880 | 1% | 6 | | Mar 2026 | IXL | 720 | 0.82% | 7 | | Apr 2026 | Vegemite | 33.1K | 46.5% | 1 | | Apr 2026 | Nutella | 27.1K | 38.1% | 2 | | Apr 2026 | Pic's | 3.6K | 5.1% | 3 | | Apr 2026 | Bega | 2.9K | 4.1% | 4 | | Apr 2026 | Mayver's | 2.9K | 4.1% | 5 | | Apr 2026 | Kraft | 880 | 1.2% | 6 | | Apr 2026 | IXL | 720 | 1% | 7 | | May 2026 | Vegemite | 40.5K | 49.9% | 1 | | May 2026 | Nutella | 27.1K | 33.4% | 2 | | May 2026 | Pic's | 4.4K | 5.4% | 3 | | May 2026 | Bega | 3.6K | 4.4% | 4 | | May 2026 | Mayver's | 2.9K | 3.6% | 5 | | May 2026 | Kraft | 1.9K | 2.3% | 6 | | May 2026 | IXL | 720 | 0.89% | 7 | | Jun 2026 | Vegemite | 60.5K | 59.4% | 1 | | Jun 2026 | Nutella | 27.1K | 26.6% | 2 | | Jun 2026 | Bega | 5.4K | 5.3% | 3 | | Jun 2026 | Mayver's | 3.6K | 3.5% | 4 | | Jun 2026 | Pic's | 3.6K | 3.5% | 5 | | Jun 2026 | Kraft | 1K | 0.98% | 6 | | Jun 2026 | IXL | 720 | 0.71% | 7 | | Jul 2026 | Vegemite | 40.5K | 49.5% | 1 | | Jul 2026 | Nutella | 27.1K | 33.1% | 2 | | Jul 2026 | Bega | 5.4K | 6.6% | 3 | | Jul 2026 | Pic's | 4.4K | 5.4% | 4 | | Jul 2026 | Mayver's | 2.9K | 3.5% | 5 | | Jul 2026 | Kraft | 1K | 1.2% | 6 | | Jul 2026 | IXL | 590 | 0.72% | 7 | | Aug 2026 | Vegemite | 49.5K | 50.2% | 1 | | Aug 2026 | Nutella | 33.1K | 33.6% | 2 | | Aug 2026 | Bega | 6.6K | 6.7% | 3 | | Aug 2026 | Pic's | 4.4K | 4.5% | 4 | | Aug 2026 | Mayver's | 2.9K | 2.9% | 5 | | Aug 2026 | Kraft | 1.3K | 1.3% | 6 | | Aug 2026 | IXL | 720 | 0.73% | 7 | | Sep 2026 | Vegemite | 40.5K | 45.9% | 1 | | Sep 2026 | Nutella | 33.1K | 37.5% | 2 | | Sep 2026 | Bega | 5.4K | 6.1% | 3 | | Sep 2026 | Pic's | 4.4K | 5% | 4 | | Sep 2026 | Mayver's | 2.9K | 3.3% | 5 | | Sep 2026 | Kraft | 1.3K | 1.5% | 6 | | Sep 2026 | IXL | 720 | 0.82% | 7 | ## What is being compared - **Bega**: Measured on the search term “bega peanut butter”. - **IXL**: Measured on the search term “ixl jam”. - **Kraft**: Measured on the search term “kraft peanut butter”. - **Mayver's**: Measured on the search term “mayvers”. - **Nutella**: Measured on the search term “nutella”. - **Pic's**: Measured on the search term “pics peanut butter”. - **Vegemite**: Measured on the search term “vegemite”. - [Bega](/demand/au/brands/bega) - [IXL](/demand/au/brands/ixl) - [Kraft](/demand/au/brands/kraft) - [Mayver's](/demand/au/brands/mayvers) - [Nutella](/demand/au/brands/nutella) - [Pic's](/demand/au/brands/pics) - [Vegemite](/demand/au/brands/vegemite) ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Which brand is most popular in search among spread brands in Australia? 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. ## Cite this page Brandwave. "Spread brands in Australia: Which are searched most?". https://gobrandwave.com/demand/au/categories/au-spread-brands This page is also available as HTML at https://gobrandwave.com/demand/au/categories/au-spread-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.