Brandwave

How popular isVegemite in search?

In September 2026, there were an estimated 301K branded searches for Vegemite worldwide which held steady over the last 12 months. Vegemite holds 16.3% estimated Share of Search among spread brands worldwide and is ranked 3rd of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Nutella66.1%
  2. Marmite16.3%
  3. Vegemite16.3%
  4. Pic's1.2%
  5. Fix & Fogg0.03%
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Which spread brands compete with Vegemite?

Vegemite against spread brands worldwide, by month

Share of Search by month for Nutella, Marmite, Vegemite. The figures are in the table below the chart.

View monthly share of search table
MonthNutellaMarmiteVegemitePic'sFix & Fogg
Oct 202568.3%13.8%16.8%1.1%0.03%
Nov 202559.3%17.8%21.8%1.1%0.03%
Dec 202561.7%18.6%18.6%1.1%0.03%
Jan 202661.2%15.1%22.5%1.2%0.04%
Feb 202672.6%11.9%14.6%0.87%0.02%
Mar 202665.8%13.3%19.8%1.1%0.03%
Apr 202665.9%13.3%19.9%0.97%0.03%
May 202665.8%13.3%19.8%1.1%0.03%
Jun 202653.9%8.9%36.3%0.87%0.03%
Jul 202659.2%17.8%21.8%1.2%0.03%
Aug 202665.7%13.2%19.8%1.2%0.04%
Sep 202666.1%16.3%16.3%1.2%0.03%

  1. 1.Nutella

    66.1%

    Held 1st. 1.2M estimated branded searches, 0% vs prior month. Share +0.4 points.

  2. 2.Marmite

    16.3%

    Moved from 3rd to 2nd. 301K estimated branded searches, +22.4% vs prior month. Share +3.1 points.

  3. 3.Vegemite

    16.3%

    Moved from 2nd to 3rd. 301K estimated branded searches, -18.2% vs prior month. Share -3.5 points.

  4. 4.Pic's

    1.2%

    Held 4th. 22K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Fix & Fogg

    0.03%

    Held 5th. 590 estimated branded searches, -18.1% vs prior month. Share 0 points.

Compare search popularity between Vegemite and its closest rivals

Every comparison with Vegemite

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

  • Across the 12 months ending September 2026, estimated monthly branded searches for Vegemite worldwide held steady at 301K.
  • Across the 12 months ending September 2026, Vegemite’s estimated Share of Search among spread brands worldwide decreased from 16.8% to 16.3%.
  • Across the 12 months ending September 2026, Vegemite’s estimated Share of Search among spread brands worldwide peaked at 36.3% in June 2026 and was lowest at 14.6% in February 2026.
  • Across the 12 months ending September 2026, Vegemite fell from 2nd to 3rd among spread brands worldwide.

How did search popularity change for spread brands worldwide in September 2026?

  1. In September 2026, Marmite overtook Vegemite to rank 2nd among spread brands worldwide, with 16.3% estimated Share of Search.

  2. In September 2026, Vegemite lost estimated Share of Search among spread brands worldwide, from 19.8% to 16.3%.

  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.

  4. Estimated monthly branded searches for Fix & Fogg worldwide rose 22.9% over 12 measured months, from 480 to 590 in September 2026.

  5. 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 Vegemite compete?

Vegemite is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Spreads3rd of 613.9%Show ranking
Spread brands3rd of 516.3%Shown above

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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How the Brand Demand Index is measured

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