How popular isVegemite in search?
In August 2026, there were an estimated 368K branded searches for Vegemite worldwide which is up 22.3% over the last 11 months. Vegemite holds 17.2% estimated Share of Search among spreads worldwide and is ranked 2nd of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.
Nutella57%
Vegemite17.2%
Lotus14.1%Marmite11.5%
- Peanut Butter & Co0.21%
- Bonne Maman<0.01%
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Which spreads compete with Vegemite?
Share of Search by month for Nutella, Vegemite, Lotus, Marmite. The figures are in the table below the chart.
View monthly share of search table
| Month | Nutella | Vegemite | Lotus | Marmite | Peanut Butter & Co | Bonne Maman |
|---|---|---|---|---|---|---|
| Oct 2025 | 58.9% | 14.5% | 14.5% | 11.9% | 0.21% | <0.01% |
| Nov 2025 | 57% | 17.2% | 11.5% | 14.1% | 0.21% | <0.01% |
| Dec 2025 | 54% | 16.3% | 13.3% | 16.3% | 0.19% | <0.01% |
| Jan 2026 | 53.6% | 19.7% | 13.2% | 13.2% | 0.24% | <0.01% |
| Feb 2026 | 66.6% | 13.4% | 8.9% | 10.9% | 0.2% | <0.01% |
| Mar 2026 | 58.5% | 17.7% | 11.8% | 11.8% | 0.21% | <0.01% |
| Apr 2026 | 57% | 17.2% | 14.1% | 11.5% | 0.25% | <0.01% |
| May 2026 | 55.3% | 16.7% | 16.7% | 11.1% | 0.2% | <0.01% |
| Jun 2026 | 47.8% | 32.3% | 11.8% | 7.9% | 0.26% | <0.01% |
| Jul 2026 | 52.1% | 19.2% | 12.8% | 15.7% | 0.23% | <0.01% |
| Aug 2026 | 57% | 17.2% | 14.1% | 11.5% | 0.21% | <0.01% |
| Sep 2026 | — | — | — | — | — | — |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 57% | 1.2M | +22% | +4.9 points | |
| 2, held 2nd | 17.2% | 368K | 0% | -2 points | |
| 3, moved from 4th to 3rd | 14.1% | 301K | +22.4% | +1.3 pointsmoved from 4th to 3rd | |
| 4, moved from 3rd to 4th | 11.5% | 246K | -18.3% | -4.2 pointsmoved from 3rd to 4th | |
| 5, held 5th | 0.21% | 4.4K | 0% | 0 points | |
| 6, held 6th | <0.01% | 50 | +25% | 0 points |
1.
Nutella57%
Held 1st. 1.2M estimated branded searches, +22% vs prior month. Share +4.9 points.
2.
Vegemite17.2%
Held 2nd. 368K estimated branded searches, 0% vs prior month. Share -2 points.
3.
Lotus14.1%
Moved from 4th to 3rd. 301K estimated branded searches, +22.4% vs prior month. Share +1.3 points.
4.
11.5%
Moved from 3rd to 4th. 246K estimated branded searches, -18.3% vs prior month. Share -4.2 points.
0.21%
Held 5th. 4.4K estimated branded searches, 0% vs prior month. Share 0 points.
<0.01%
Held 6th. 50 estimated branded searches, +25% vs prior month. Share 0 points.
Compare search popularity between Vegemite and its closest rivals
How has branded search demand for Vegemite changed worldwide over the last 12 months?
4 findings
- Across the 11 months ending August 2026, estimated monthly branded searches for Vegemite worldwide rose from 301K to 368K.
- Across the 11 months ending August 2026, Vegemite’s estimated Share of Search among spreads worldwide increased from 14.5% to 17.2%.
- Across the 11 months ending August 2026, Vegemite’s estimated Share of Search among spreads worldwide peaked at 32.3% in June 2026 and was lowest at 13.4% in February 2026.
- Across the 11 months ending August 2026, Vegemite rose from 3rd to 2nd among spreads worldwide.
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 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.
How is Vegemite measured?
Brandwave collects information about searches that people make online using Vegemite’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
- vegemite
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Is Vegemite your brand?
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