Brandwave

Merlo Coffee vs Toby's Estate:Which is more popular?

In September 2026, Toby's Estate had more branded searches than Merlo Coffee among coffee brands in Australia. Toby's Estate had about 12,100 branded searches, while Merlo Coffee had 6,600. Toby's Estate made up 13.4% of all coffee brand searches we track, and Merlo Coffee accounted for 7.3%. When we asked ChatGPT and Google AI Overviews about coffee brands, Toby's Estate appeared in one of the four answers and Merlo Coffee in none.

Among coffee brands in Australia in September 2026

Who do people search for more?

Toby's Estate, about 83% more searches than Merlo Coffee

Toby's Estate 12.1K searchesMerlo Coffee 6.6K searches

Who does AI mention more?

Toby's Estate, mentioned in 1 of 4 answers, Merlo Coffee in 0

Toby's Estate in 1 of 4Merlo Coffee in 0 of 4

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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. Merlo Coffee did not appear in any of the four answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Lavazza1st
  2. Nescafé2nd
  3. Moccona3rd
  4. Vittoria Coffee4th
  5. Toby's Estate5th
  6. Grinders5th
  7. Campos Coffee7th
  8. International Roast8th
  9. Robert Timms9th
  10. +1 more
  11. Merlo Coffee–
  12. +1 more

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
  • Nescafé1 of 4Named in 1 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
  • International Roast1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Robert Timms1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Merlo Coffee0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

+2 more

See every answer about coffee brands

4 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 23, 2026.

Is Merlo Coffee or Toby's Estate more popular in search?

This chart shows how often people search Google for Merlo Coffee and Toby's Estate by name. Each line represents a brand's share of searches for all 12 coffee brands we track, month by month, from searches in Australia.

Merlo Coffee and Toby's Estate among coffee brands in Australia, by month

Share of searches by month for Toby's Estate, Merlo Coffee. The figures are in the table below the chart.

View monthly share of searches table
MonthNescaféCampos CoffeeVittoria CoffeeToby's EstateMocconaDi MattinaMerlo CoffeeLavazzaGrindersInternational RoastRobert TimmsRepublica
Oct 202514.6%24%13.1%16%5.8%7.1%7.1%4.8%3.9%1.1%1.7%0.78%
Nov 202513.4%23.8%13%15.9%5.8%7.1%8.7%5.8%3.9%1.1%0.77%0.77%
Dec 202514.4%20.8%13.9%17%5.1%7.6%9.3%5.1%4.1%1.2%0.83%0.68%
Jan 202614.1%20.5%13.7%16.7%5%9.2%9.2%5%4.1%1%0.81%0.81%
Feb 202614.6%22.5%12.3%18.4%5.5%6.7%8.2%4.5%4.5%1.2%0.9%0.73%
Mar 202614.4%20.8%13.9%17%5.1%7.6%9.3%5.1%4.1%1%1%0.68%
Apr 202615.9%17.4%14.2%17.4%6.4%7.8%9.5%4.2%4.2%1.2%0.85%0.85%
May 202618.4%19.1%12.7%15.6%5.7%8.5%8.5%4.6%3.8%1.1%0.93%1.1%
Jun 202616.8%19.9%13.3%13.3%5.9%8.9%8.9%5.9%4%1.1%0.97%0.97%
Jul 202618.2%16.3%16.3%13.3%6%8.9%8.9%4.9%4%1.1%0.97%1.1%
Aug 202617.2%18.9%15.4%12.6%6.9%8.4%8.4%4.6%4.6%1%0.92%0.92%
Sep 202618.3%16.4%16.4%13.4%9%7.3%7.3%4.9%4%1.1%0.98%0.66%

How has the Merlo Coffee and Toby's Estate comparison changed over the last 12 months?

3 findings
  • Toby's Estate was ahead of Merlo Coffee in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Merlo Coffee’s share of searches among coffee brands in Australia moved from 7.1% to 7.3%, and its estimated monthly branded searches held steady at 6.6K.
  • Across the 12 months ending September 2026, Toby's Estate’s share of searches among coffee brands in Australia moved from 16% to 13.4%, and its estimated monthly branded searches moved from 14.8K to 12.1K.

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

3 changes

  1. In September 2026, Moccona overtook Di Mattina and Merlo Coffee to rank 5th among coffee brands in Australia, with 9% of the searches.

  2. In September 2026, Toby's Estate gained share of searches among coffee brands in Australia, from 12.6% to 13.4%.

  3. In September 2026, Merlo Coffee lost share of searches among coffee brands in Australia, from 8.4% to 7.3%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Merlo Coffee’s and Toby's Estate’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.

Merlo Coffee

1 branded search term

  • merlo coffee

Toby's Estate

1 branded search term

  • tobys estate

How the Brand Demand Index is measured

Other head-to-heads among coffee brands

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