--- title: "Nutella: search popularity and Share of Search worldwide" description: "Nutella makes spreads sold in New Zealand. 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/global-en/brands/nutella" publisher: "Brandwave" --- # Nutella: search popularity and Share of Search worldwide Nutella makes spreads sold in New Zealand. 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 - **Brand**: Nutella - **Market**: Global - **Measured month**: Aug 2026 - **Share of Search among chocolate spreads**: 39% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Chocolate spreads | 1 | 39% | 1.2M | | Spreads | 1 | 57% | 1.2M | - [Chocolate spreads](/demand/global-en/categories/chocolate-spreads) - [Spreads](/demand/global-en/categories/spreads) ## 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. - Across the 11 months ending August 2026, Nutella’s estimated Share of Search among spreads worldwide decreased from 58.9% to 57%. - Across the 11 months ending August 2026, Nutella’s estimated Share of Search among spreads worldwide peaked at 66.6% in February 2026 and was lowest at 47.8% in June 2026. ## How did search popularity change for chocolate spreads worldwide in August 2026? - In August 2026, Cadbury overtook Hershey's to rank 3rd among chocolate spreads worldwide, at 14.4%. - In August 2026, Nutella gained estimated Share of Search among chocolate spreads worldwide, from 37.3% to 39%. - In August 2026, Hershey's gained estimated Share of Search among chocolate spreads worldwide, from 13.7% to 14.4%. - In August 2026, Lindt lost estimated Share of Search among chocolate spreads worldwide, from 20.5% to 17.6%. - In August 2026, Jimmy's lost estimated Share of Search among chocolate spreads worldwide, from 16.8% to 14.4%. - 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 did search popularity change for spreads worldwide in August 2026? - In August 2026, Lotus overtook Marmite to rank 3rd among spreads worldwide, at 14.1%. - In August 2026, Nutella gained estimated Share of Search among spreads worldwide, from 52.1% to 57%. - In August 2026, Marmite lost estimated Share of Search among spreads worldwide, from 15.7% to 11.5%. - In August 2026, Vegemite lost estimated Share of Search among spreads worldwide, from 19.2% to 17.2%. - Estimated monthly branded searches for Bonne Maman worldwide fell 44.4% over 11 measured months, from 90 to 50 in August 2026. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Chocolate spreads | 1.2M | 35.6% | 1 | | Nov 2025 | Chocolate spreads | 1.2M | 27.4% | 2 | | Dec 2025 | Chocolate spreads | 1M | 25.8% | 2 | | Jan 2026 | Chocolate spreads | 1M | 31.9% | 1 | | Feb 2026 | Chocolate spreads | 1.5M | 43.4% | 1 | | Mar 2026 | Chocolate spreads | 1.2M | 32.1% | 2 | | Apr 2026 | Chocolate spreads | 1.2M | 34.9% | 1 | | May 2026 | Chocolate spreads | 1.2M | 40.9% | 1 | | Jun 2026 | Chocolate spreads | 1.2M | 40% | 1 | | Jul 2026 | Chocolate spreads | 1M | 37.3% | 1 | | Aug 2026 | Chocolate spreads | 1.2M | 39% | 1 | | Sep 2026 | Chocolate spreads | — | — | — | | Oct 2025 | Spreads | 1.2M | 58.9% | 1 | | Nov 2025 | Spreads | 1.2M | 57% | 1 | | Dec 2025 | Spreads | 1M | 54% | 1 | | Jan 2026 | Spreads | 1M | 53.6% | 1 | | Feb 2026 | Spreads | 1.5M | 66.6% | 1 | | Mar 2026 | Spreads | 1.2M | 58.5% | 1 | | Apr 2026 | Spreads | 1.2M | 57% | 1 | | May 2026 | Spreads | 1.2M | 55.3% | 1 | | Jun 2026 | Spreads | 1.2M | 47.8% | 1 | | Jul 2026 | Spreads | 1M | 52.1% | 1 | | Aug 2026 | Spreads | 1.2M | 57% | 1 | | Sep 2026 | Spreads | — | — | — | ## 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. - “nutella” ## Which chocolate spreads compete with Nutella? - [Lindt](/demand/global-en/brands/lindt): Head-to-head: /demand/global-en/compare/lindt-vs-nutella - [Cadbury](/demand/global-en/brands/cadbury): Head-to-head: /demand/global-en/compare/cadbury-vs-nutella - [Hershey's](/demand/global-en/brands/hersheys): Head-to-head: /demand/global-en/compare/hersheys-vs-nutella - [Jimmy's](/demand/global-en/brands/jimmys): Head-to-head: /demand/global-en/compare/jimmys-vs-nutella - [Rigoni di Asiago](/demand/global-en/brands/rigoni-di-asiago): Head-to-head: /demand/global-en/compare/nutella-vs-rigoni-di-asiago ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "Nutella: search popularity and Share of Search worldwide". https://gobrandwave.com/demand/global-en/brands/nutella This page is also available as HTML at https://gobrandwave.com/demand/global-en/brands/nutella. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.