Brandwave

How popular isNutella in search?

In August 2026, there were an estimated 1.2M branded searches for Nutella worldwide which held steady over the last 11 months. Nutella holds 39% estimated Share of Search among chocolate spreads worldwide and is ranked 1st of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Nutella39%
  2. Lindt17.6%
  3. Cadbury14.4%
  4. Hershey's14.4%
  5. Jimmy's14.4%
  6. Rigoni di Asiago0.32%
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Where does Nutella compete?

Nutella is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Chocolate spreads1st of 639%Shown below
Spreads1st of 657%Show ranking

Which chocolate spreads compete with Nutella?

Nutella against chocolate spreads worldwide, by month

Share of Search by month for Nutella, Lindt, Cadbury, Hershey's, Jimmy's. The figures are in the table below the chart.

View monthly share of search table
MonthNutellaLindtCadburyHershey'sJimmy'sRigoni di Asiago
Oct 202535.6%24%10.7%16.1%13.1%0.43%
Nov 202527.4%27.4%22.5%10.1%12.4%0.27%
Dec 202525.8%38.7%9.5%11.6%14.2%0.31%
Jan 202631.9%26.2%9.6%14.3%17.5%0.39%
Feb 202643.4%19.5%10.7%13%13%0.35%
Mar 202632.1%32.1%11.8%11.8%11.8%0.39%
Apr 202634.9%28.6%10.5%12.9%12.9%0.28%
May 202640.9%18.4%10.1%15.1%15.1%0.41%
Jun 202640%18%12.1%14.8%14.8%0.32%
Jul 202637.3%20.5%11.2%13.7%16.8%0.37%
Aug 202639%17.6%14.4%14.4%14.4%0.32%
Sep 2026——————

  1. 1.Nutella

    39%

    Held 1st. 1.2M estimated branded searches, +22% vs prior month. Share +1.7 points.

  2. 2.Lindt

    17.6%

    Held 2nd. 550K estimated branded searches, 0% vs prior month. Share -3 points.

  3. 3.Cadbury

    14.4%

    Moved from 5th to 3rd. 450K estimated branded searches, +49.5% vs prior month. Share +3.1 points.

  4. 4.Hershey's

    14.4%

    Held 4th. 450K estimated branded searches, +22.3% vs prior month. Share +0.6 points.

  5. 5.Jimmy's

    14.4%

    Moved from 3rd to 5th. 450K estimated branded searches, 0% vs prior month. Share -2.4 points.

  6. 6.Rigoni di Asiago

    0.32%

    Held 6th. 9.9K estimated branded searches, 0% vs prior month. Share -0.1 points.

Compare search popularity between Nutella and its closest rivals

How has branded search demand for Nutella changed worldwide over the last 12 months?

  • Across the 11 months ending August 2026, estimated monthly branded searches for Nutella worldwide held steady at 1.2M.
  • Across the 11 months ending August 2026, Nutella’s estimated Share of Search among chocolate spreads worldwide increased from 35.6% to 39%.
  • Across the 11 months ending August 2026, Nutella’s estimated Share of Search among chocolate spreads worldwide peaked at 43.4% in February 2026 and was lowest at 25.8% in December 2025.

How did search popularity change for chocolate spreads worldwide in August 2026?

  1. In August 2026, Cadbury overtook Hershey's to rank 3rd among chocolate spreads worldwide, at 14.4%.

  2. In August 2026, Nutella gained estimated Share of Search among chocolate spreads worldwide, from 37.3% to 39%.

  3. In August 2026, Hershey's gained estimated Share of Search among chocolate spreads worldwide, from 13.7% to 14.4%.

  4. In August 2026, Lindt lost estimated Share of Search among chocolate spreads worldwide, from 20.5% to 17.6%.

  5. In August 2026, Jimmy's lost estimated Share of Search among chocolate spreads worldwide, from 16.8% to 14.4%.

  6. Estimated monthly branded searches for Rigoni di Asiago worldwide fell 33.1% over 11 measured months, from 14.8K to 9.9K in August 2026.

How is Nutella measured?

Brandwave collects information about searches that people make online using Nutella’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

1 branded search term

  • nutella

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How the Brand Demand Index is measured

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