Brandwave

How popular isNutella in search?

In September 2026, there were an estimated 1.2M branded searches for Nutella worldwide which held steady over the last 12 months. Nutella holds 40.9% 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, September 2026
  1. Nutella40.9%
  2. Lindt18.4%
  3. Jimmy's15.1%
  4. Hershey's15.1%
  5. Cadbury10.1%
  6. Rigoni di Asiago0.41%
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Where does Nutella compete?

Nutella is ranked in three 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 640.9%Shown below
Spreads1st of 656.3%Show ranking
Spread brands1st of 566.1%Show ranking

Which chocolate spreads compete with Nutella?

Nutella against chocolate spreads worldwide, by month

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

View monthly share of search table
MonthNutellaLindtJimmy'sHershey'sCadburyRigoni di Asiago
Oct 202535.6%24%13.2%16.1%10.7%0.43%
Nov 202523.6%28.8%13%10.6%23.6%0.29%
Dec 202525.8%38.6%14.2%11.6%9.5%0.31%
Jan 202631.9%26.2%17.6%14.4%9.6%0.39%
Feb 202643.4%19.5%13.1%13%10.6%0.35%
Mar 202632%32%11.9%11.8%11.8%0.39%
Apr 202634.8%28.6%12.9%12.9%10.5%0.28%
May 202640.8%18.4%15.3%15.1%10.1%0.4%
Jun 202640%18%14.9%14.8%12.1%0.32%
Jul 202637.3%20.5%16.9%13.7%11.2%0.37%
Aug 202638.9%17.6%14.4%14.4%14.4%0.32%
Sep 202640.9%18.4%15.1%15.1%10.1%0.41%

  1. 1.Nutella

    40.9%

    Held 1st. 1.2M estimated branded searches, 0% vs prior month. Share +1.9 points.

  2. 2.Lindt

    18.4%

    Held 2nd. 550K estimated branded searches, 0% vs prior month. Share +0.9 points.

  3. 3.Jimmy's

    15.1%

    Held 3rd. 452K estimated branded searches, 0% vs prior month. Share +0.7 points.

  4. 4.Hershey's

    15.1%

    Held 4th. 451K estimated branded searches, +0.04% vs prior month. Share +0.7 points.

  5. 5.Cadbury

    10.1%

    Held 5th. 301K estimated branded searches, -33.1% vs prior month. Share -4.3 points.

  6. 6.Rigoni di Asiago

    0.41%

    Held 6th. 12.1K estimated branded searches, +22.2% vs prior month. Share +0.1 points.

Compare search popularity between Nutella and its closest rivals

Every comparison with Nutella

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

  • Across the 12 months ending September 2026, estimated monthly branded searches for Nutella worldwide held steady at 1.2M.
  • Across the 12 months ending September 2026, Nutella’s estimated Share of Search among chocolate spreads worldwide increased from 35.6% to 40.9%.
  • Across the 12 months ending September 2026, Nutella’s estimated Share of Search among chocolate spreads worldwide peaked at 43.4% in February 2026 and was lowest at 23.6% in November 2025.

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

  1. In September 2026, Nutella gained estimated Share of Search among chocolate spreads worldwide, from 38.9% to 40.9%.

  2. In September 2026, Lindt gained estimated Share of Search among chocolate spreads worldwide, from 17.6% to 18.4%.

  3. In September 2026, Hershey's gained estimated Share of Search among chocolate spreads worldwide, from 14.4% to 15.1%.

  4. In September 2026, Jimmy's gained estimated Share of Search among chocolate spreads worldwide, from 14.4% to 15.1%.

  5. In September 2026, Cadbury lost estimated Share of Search among chocolate spreads worldwide, from 14.4% to 10.1%.

  6. Estimated monthly branded searches for Rigoni di Asiago worldwide fell 18.2% over 12 measured months, from 14.8K to 12.1K in September 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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