--- title: "Kraft vs Nutella: Which is searched more in Australia?" description: "Is Kraft or Nutella more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Spread brands set in Australia. 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/compare/kraft-vs-nutella" publisher: "Brandwave" --- # Kraft vs Nutella: Which is searched more in Australia? Is Kraft or Nutella more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Spread brands set in Australia. 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 - **Compared**: Kraft and Nutella - **Competitive set**: Spread brands - **Market**: Australia - **Month measured**: Sep 2026 - **Kraft Share of Search**: 1.5% - **Nutella Share of Search**: 37.5% ## Is Kraft or Nutella more popular in search? - In September 2026, Nutella had more branded searches than Kraft among spread brands in Australia. Nutella had about 33,100 branded searches, while Kraft had 1,300. Nutella made up 37.5% of all spread brand searches we track, and Kraft accounted for 1.5%. - Nutella was ahead of Kraft in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Kraft’s share of searches among spread brands in Australia moved from 1.1% to 1.5%, and its estimated monthly branded searches moved from 880 to 1.3K. - Across the 12 months ending September 2026, Nutella’s share of searches among spread brands in Australia moved from 34.7% to 37.5%, and its estimated monthly branded searches moved from 27.1K to 33.1K. ## Top spread brands in ChatGPT and Google AI Overviews In three ChatGPT questions and one Google AI Overview, neither Kraft nor Nutella showed up in any of the four answers. 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. ## 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%. - Estimated monthly branded searches for Kraft in Australia rose 47.7% over 12 measured months, from 880 to 1.3K in September 2026. ## Month by month | Month | Kraft estimated searches | Kraft Share of Search | Kraft rank | Nutella estimated searches | Nutella Share of Search | Nutella rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 880 | 1.1% | 6 | 27.1K | 34.7% | 2 | | Nov 2025 | 880 | 1.1% | 6 | 27.1K | 34.8% | 2 | | Dec 2025 | 720 | 1.1% | 7 | 22.2K | 35.2% | 2 | | Jan 2026 | 880 | 1.3% | 6 | 22.2K | 33.1% | 2 | | Feb 2026 | 720 | 1% | 7 | 22.2K | 30.7% | 2 | | Mar 2026 | 880 | 1% | 6 | 27.1K | 30.7% | 2 | | Apr 2026 | 880 | 1.2% | 6 | 27.1K | 38.1% | 2 | | May 2026 | 1.9K | 2.3% | 6 | 27.1K | 33.4% | 2 | | Jun 2026 | 1K | 0.98% | 6 | 27.1K | 26.6% | 2 | | Jul 2026 | 1K | 1.2% | 6 | 27.1K | 33.1% | 2 | | Aug 2026 | 1.3K | 1.3% | 6 | 33.1K | 33.6% | 2 | | Sep 2026 | 1.3K | 1.5% | 6 | 33.1K | 37.5% | 2 | ## How each brand is measured Brandwave collects information about searches that people make online using Kraft’s and Nutella’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. - **Kraft**: Measured on the search term “kraft peanut butter”. - **Nutella**: Measured on the search term “nutella”. - [Kraft profile](/demand/au/brands/kraft) - [Nutella profile](/demand/au/brands/nutella) - [All spread brands in Australia](/demand/au/categories/au-spread-brands): The set both shares are measured inside, 7 brands. ## 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 ### Is Kraft or Nutella more popular in search? In September 2026, Nutella had more branded searches than Kraft among spread brands in Australia. Nutella had about 33,100 branded searches, while Kraft had 1,300. Nutella made up 37.5% of all spread brand searches we track, and Kraft accounted for 1.5%. ## Cite this page Brandwave. "Kraft vs Nutella: Which is searched more in Australia?". https://gobrandwave.com/demand/au/compare/kraft-vs-nutella This page is also available as HTML at https://gobrandwave.com/demand/au/compare/kraft-vs-nutella. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.