How popular isThomas' in search?
In August 2026, there were an estimated 450K branded searches for Thomas' worldwide which is down 18.2% over the last 11 months. Thomas' holds 25.3% estimated Share of Search among bagels worldwide and is ranked 2nd of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.
Einstein Bros61.2%- Thomas'25.3%
Bruegger's7.4%Lender's2.8%
- Sara Lee2.3%
- New York Bakery1.1%
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Which bagels compete with Thomas'?
Share of Search by month for Einstein Bros, Thomas', Bruegger's, Lender's, Sara Lee. The figures are in the table below the chart.
View monthly share of search table
| Month | Einstein Bros | Thomas' | Bruegger's | Lender's | Sara Lee | New York Bakery |
|---|---|---|---|---|---|---|
| Oct 2025 | 55.2% | 33.8% | 3.5% | 3% | 3% | 1.4% |
| Nov 2025 | 54.8% | 33.6% | 3.5% | 3% | 3.7% | 1.4% |
| Dec 2025 | 55.8% | 34.2% | 2.9% | 3.1% | 2.5% | 1.4% |
| Jan 2026 | 54.6% | 33.5% | 2.8% | 5.5% | 2.5% | 1.2% |
| Feb 2026 | 59.8% | 30% | 2.9% | 3.3% | 2.7% | 1.3% |
| Mar 2026 | 54.9% | 33% | 6% | 3% | 2% | 1.2% |
| Apr 2026 | 57.1% | 28.7% | 7.3% | 3.2% | 2.6% | 1.2% |
| May 2026 | 58% | 29.2% | 7.4% | 2.6% | 1.8% | 1% |
| Jun 2026 | 57.4% | 28.8% | 7.3% | 3.2% | 2.1% | 1.2% |
| Jul 2026 | 57% | 28.6% | 8.4% | 3.1% | 1.7% | 1.2% |
| Aug 2026 | 61.2% | 25.3% | 7.4% | 2.8% | 2.3% | 1.1% |
| Sep 2026 | — | — | — | — | — | — |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 61.2% | 1.1M | +21.6% | +4.2 points | |
| 2, held 2nd | 25.3% | 450K | 0% | -3.3 points | |
| 3, held 3rd | 7.4% | 132K | 0% | -1 points | |
| 4, held 4th | 2.8% | 49.5K | 0% | -0.4 points | |
| 5, held 5th | 2.3% | 40.5K | +49.4% | +0.6 points | |
| 6, held 6th | 1.1% | 19.1K | 0% | -0.1 points |
61.2%
Held 1st. 1.1M estimated branded searches, +21.6% vs prior month. Share +4.2 points.
2.Thomas'
25.3%
Held 2nd. 450K estimated branded searches, 0% vs prior month. Share -3.3 points.
7.4%
Held 3rd. 132K estimated branded searches, 0% vs prior month. Share -1 points.
4.
2.8%
Held 4th. 49.5K estimated branded searches, 0% vs prior month. Share -0.4 points.
5.Sara Lee
2.3%
Held 5th. 40.5K estimated branded searches, +49.4% vs prior month. Share +0.6 points.
1.1%
Held 6th. 19.1K estimated branded searches, 0% vs prior month. Share -0.1 points.
Compare search popularity between Thomas' and its closest rivals
Every comparison with Thomas'
5 comparisons
How has branded search demand for Thomas' changed worldwide over the last 12 months?
3 findings
- Across the 11 months ending August 2026, estimated monthly branded searches for Thomas' worldwide fell from 550K to 450K.
- Across the 11 months ending August 2026, Thomas'’s estimated Share of Search among bagels worldwide decreased from 33.8% to 25.3%.
- Across the 11 months ending August 2026, Thomas'’s estimated Share of Search among bagels worldwide peaked at 34.2% in December 2025 and was lowest at 25.3% in August 2026.
How did search popularity change for bagels worldwide in August 2026?
5 changes
In August 2026, Einstein Bros gained estimated Share of Search among bagels worldwide, from 57% to 61.2%.
In August 2026, Sara Lee gained estimated Share of Search among bagels worldwide, from 1.7% to 2.3%.
In August 2026, Thomas' lost estimated Share of Search among bagels worldwide, from 28.6% to 25.3%.
In August 2026, Bruegger's lost estimated Share of Search among bagels worldwide, from 8.4% to 7.4%.
Estimated monthly branded searches for New York Bakery worldwide fell 17.2% over 11 measured months, from 23.1K to 19.1K in August 2026.
How is Thomas' measured?
Brandwave collects information about searches that people make online using Thomas'’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
- thomas'
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