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 53.6% estimated Share of Search among spreads worldwide and is ranked 1st of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.
Nutella53.6%
Vegemite16.2%
Lotus13.2%Marmite10.8%
Bonne Maman5.9%
Peanut Butter & Co0.31%
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Which spreads compete with Nutella?
Share of Search by month for Nutella, Vegemite, Lotus, Marmite, Bonne Maman. The figures are in the table below the chart.
View monthly share of search table
| Month | Nutella | Vegemite | Lotus | Marmite | Bonne Maman | Peanut Butter & Co |
|---|---|---|---|---|---|---|
| Oct 2025 | 55.8% | 13.8% | 13.8% | 11.3% | 5% | 0.31% |
| Nov 2025 | 54.2% | 16.3% | 10.9% | 13.4% | 4.9% | 0.3% |
| Dec 2025 | 50.9% | 15.3% | 12.5% | 15.3% | 5.6% | 0.3% |
| Jan 2026 | 51.5% | 19% | 12.7% | 12.7% | 3.8% | 0.36% |
| Feb 2026 | 64.4% | 12.9% | 8.6% | 10.6% | 3.2% | 0.29% |
| Mar 2026 | 56% | 16.9% | 11.3% | 11.3% | 4.2% | 0.31% |
| Apr 2026 | 55% | 16.6% | 13.6% | 11.1% | 3.3% | 0.36% |
| May 2026 | 53.4% | 16.1% | 16.1% | 10.8% | 3.2% | 0.29% |
| Jun 2026 | 46.4% | 31.3% | 11.5% | 7.6% | 2.8% | 0.33% |
| Jul 2026 | 50.1% | 18.4% | 12.3% | 15.1% | 3.7% | 0.35% |
| Aug 2026 | 53.6% | 16.2% | 13.2% | 10.8% | 5.9% | 0.31% |
| Sep 2026 | — | — | — | — | — | — |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 53.6% | 1.2M | +22% | +3.5 points | |
| 2, held 2nd | 16.2% | 368K | 0% | -2.3 points | |
| 3, moved from 4th to 3rd | 13.2% | 301K | +22.4% | +0.9 pointsmoved from 4th to 3rd | |
| 4, moved from 3rd to 4th | 10.8% | 246K | -18.3% | -4.3 pointsmoved from 3rd to 4th | |
| 5, held 5th | 5.9% | 135K | +82.4% | +2.2 points | |
| 6, held 6th | 0.31% | 7K | 0% | 0 points |
1.
Nutella53.6%
Held 1st. 1.2M estimated branded searches, +22% vs prior month. Share +3.5 points.
2.
Vegemite16.2%
Held 2nd. 368K estimated branded searches, 0% vs prior month. Share -2.3 points.
3.
Lotus13.2%
Moved from 4th to 3rd. 301K estimated branded searches, +22.4% vs prior month. Share +0.9 points.
4.
10.8%
Moved from 3rd to 4th. 246K estimated branded searches, -18.3% vs prior month. Share -4.3 points.
5.9%
Held 5th. 135K estimated branded searches, +82.4% vs prior month. Share +2.2 points.
0.31%
Held 6th. 7K estimated branded searches, 0% vs prior month. Share 0 points.
Compare search popularity between Nutella and its closest rivals
How has branded search demand for Nutella changed worldwide over the last 12 months?
3 findings
- 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 spreads worldwide decreased from 55.8% to 53.6%.
- Across the 11 months ending August 2026, Nutella’s estimated Share of Search among spreads worldwide peaked at 64.4% in February 2026 and was lowest at 46.4% in June 2026.
How did search popularity change for spreads worldwide in August 2026?
5 changes
In August 2026, Lotus overtook Marmite to rank 3rd among spreads worldwide, at 13.2%.
In August 2026, Nutella gained estimated Share of Search among spreads worldwide, from 50.1% to 53.6%.
In August 2026, Bonne Maman gained estimated Share of Search among spreads worldwide, from 3.7% to 5.9%.
In August 2026, Marmite lost estimated Share of Search among spreads worldwide, from 15.1% to 10.8%.
In August 2026, Vegemite lost estimated Share of Search among spreads worldwide, from 18.4% to 16.2%.
Where does Nutella compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Chocolate spreads | 1st of 6 | 38.9% | Show ranking |
| Spreads | 1st of 6 | 53.6% | 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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Is Nutella your brand?
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