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 66.1% estimated Share of Search among spread brands worldwide and is ranked 1st of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.
Nutella66.1%Marmite16.3%
Vegemite16.3%
Pic's1.2%
Fix & Fogg0.03%
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Which spread brands compete with Nutella?
Share of Search by month for Nutella, Marmite, Vegemite. The figures are in the table below the chart.
View monthly share of search table
| Month | Nutella | Marmite | Vegemite | Pic's | Fix & Fogg |
|---|---|---|---|---|---|
| Oct 2025 | 68.3% | 13.8% | 16.8% | 1.1% | 0.03% |
| Nov 2025 | 59.3% | 17.8% | 21.8% | 1.1% | 0.03% |
| Dec 2025 | 61.7% | 18.6% | 18.6% | 1.1% | 0.03% |
| Jan 2026 | 61.2% | 15.1% | 22.5% | 1.2% | 0.04% |
| Feb 2026 | 72.6% | 11.9% | 14.6% | 0.87% | 0.02% |
| Mar 2026 | 65.8% | 13.3% | 19.8% | 1.1% | 0.03% |
| Apr 2026 | 65.9% | 13.3% | 19.9% | 0.97% | 0.03% |
| May 2026 | 65.8% | 13.3% | 19.8% | 1.1% | 0.03% |
| Jun 2026 | 53.9% | 8.9% | 36.3% | 0.87% | 0.03% |
| Jul 2026 | 59.2% | 17.8% | 21.8% | 1.2% | 0.03% |
| Aug 2026 | 65.7% | 13.2% | 19.8% | 1.2% | 0.04% |
| Sep 2026 | 66.1% | 16.3% | 16.3% | 1.2% | 0.03% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 66.1% | 1.2M | 0% | +0.4 points | |
| 2, moved from 3rd to 2nd | 16.3% | 301K | +22.4% | +3.1 pointsmoved from 3rd to 2nd | |
| 3, moved from 2nd to 3rd | 16.3% | 301K | -18.2% | -3.5 pointsmoved from 2nd to 3rd | |
| 4, held 4th | 1.2% | 22K | 0% | 0 points | |
| 5, held 5th | 0.03% | 590 | -18.1% | 0 points |
1.
Nutella66.1%
Held 1st. 1.2M estimated branded searches, 0% vs prior month. Share +0.4 points.
2.
16.3%
Moved from 3rd to 2nd. 301K estimated branded searches, +22.4% vs prior month. Share +3.1 points.
3.
Vegemite16.3%
Moved from 2nd to 3rd. 301K estimated branded searches, -18.2% vs prior month. Share -3.5 points.
4.
Pic's1.2%
Held 4th. 22K estimated branded searches, 0% vs prior month. Share 0 points.
0.03%
Held 5th. 590 estimated branded searches, -18.1% vs prior month. Share 0 points.
Compare search popularity between Nutella and its closest rivals
Every comparison with Nutella
19 comparisons
- Fox's vs Nutella
- Nutella vs Oreo
- Lindt vs Nutella
- Jimmy's vs Nutella
- Hershey's vs Nutella
- Marmite vs Nutella
- Nutella vs Vegemite
- Cadbury vs Nutella
- Lotus vs Nutella
- Arnott's vs Nutella
- Bonne Maman vs Nutella
- Nairn's vs Nutella
- Nutella vs Pic's
- Cookie Time vs Nutella
- Nutella vs Ryvita
- Nutella vs Rigoni di Asiago
- Nutella vs Peanut Butter & Co
- Huntley & Palmers vs Nutella
- Fix & Fogg vs Nutella
How has branded search demand for Nutella changed worldwide over the last 12 months?
3 findings
- 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 spread brands worldwide decreased from 68.3% to 66.1%.
- Across the 12 months ending September 2026, Nutella’s estimated Share of Search among spread brands worldwide peaked at 72.6% in February 2026 and was lowest at 53.9% in June 2026.
How did search popularity change for spread brands worldwide in September 2026?
5 changes
In September 2026, Marmite overtook Vegemite to rank 2nd among spread brands worldwide, with 16.3% estimated Share of Search.
In September 2026, Vegemite lost estimated Share of Search among spread brands worldwide, from 19.8% to 16.3%.
Nutella’s estimated Share of Search among spread brands worldwide has gained ground for 3 months in a row, from 53.9% to 66.1% in September 2026.
Estimated monthly branded searches for Fix & Fogg worldwide rose 22.9% over 12 measured months, from 480 to 590 in September 2026.
Estimated monthly branded searches for Pic's worldwide rose 11.1% over 12 measured months, from 19.8K to 22K in September 2026.
Where does Nutella compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Chocolate spreads | 1st of 6 | 40.9% | Show ranking |
| Spreads | 1st of 6 | 56.3% | Show ranking |
| Spread brands | 1st of 5 | 66.1% | Shown above |
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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