Brandwave

Bagels:Which brands are most popular in search?

In August 2026, Einstein Bros was the most searched among bagels worldwide, with an estimated 1M branded searches and 62.9% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Einstein Bros62.9%
  2. Thomas'28.3%
  3. Bruegger's3.1%
  4. Lender's3.1%
  5. Sara Lee2.5%
  6. New York Bakery0.06%

Follow bagels and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand in this set →

Share of SearchLeaderboard

Compare the bagels shoppers choose between. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

Share of Search among bagels worldwide, by month

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
MonthEinstein BrosThomas'Bruegger'sLender'sSara LeeNew York Bakery
Oct 202555.6%37.1%0.55%3.3%3.3%0.06%
Nov 202555.2%36.9%0.54%3.3%4.1%0.07%
Dec 202556%37.4%0.45%3.4%2.8%0.06%
Jan 202654.4%36.4%0.44%6%2.7%0.07%
Feb 202660%32.8%0.59%3.6%3%0.07%
Mar 202655.2%36.9%2.2%3.3%2.2%0.09%
Apr 202658.6%32%2.9%3.5%2.9%0.07%
May 202659.4%32.7%2.9%2.9%2%0.06%
Jun 202658.9%32.2%2.9%3.5%2.4%0.06%
Jul 202658.8%32.1%3.5%3.5%1.9%0.07%
Aug 202662.9%28.3%3.1%3.1%2.5%0.06%
Sep 2026——————

This month’s ranking, August 2026

  1. 1.Einstein Bros

    62.9%

    Held 1st. 1M estimated branded searches, +21.5% vs prior month. Share +4.1 points.

  2. 2.Thomas'

    28.3%

    Held 2nd. 450K estimated branded searches, 0% vs prior month. Share -3.8 points.

  3. 3.Bruegger's

    3.1%

    Held 3rd. 49.5K estimated branded searches, 0% vs prior month. Share -0.4 points.

  4. 4.Lender's

    3.1%

    Held 4th. 49.5K estimated branded searches, 0% vs prior month. Share -0.4 points.

  5. 5.Sara Lee

    2.5%

    Held 5th. 40.5K estimated branded searches, +49.4% vs prior month. Share +0.6 points.

  6. 6.New York Bakery

    0.06%

    Held 6th. 1K estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between leading brands

Which brand is most popular in search among bagels worldwide?

In August 2026, Einstein Bros was the most searched among bagels worldwide, with an estimated 1M branded searches and 62.9% estimated Share of Search within this set. Thomas' is in 2nd place, 34.6 percentage points behind at 28.3% Share of Search.

Global bagels, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Einstein Bros55.6% → 62.9%62.9%Aug 202654.4%Jan 20261st
Thomas'37.1% → 28.3%37.4%Dec 202528.3%Aug 20262nd
Bruegger's0.55% → 3.1%3.5%Jul 20260.44%Jan 20265th → 3rd
Lender's3.3% → 3.1%6%Jan 20262.9%May 20263rd → 4th
Sara Lee3.3% → 2.5%4.1%Nov 20251.9%Jul 20264th → 5th
New York Bakery0.06%0.09%Mar 20260.06%May 20266th

Each finding as a sentence

  • Across the 11 months ending August 2026, Einstein Bros’ estimated Share of Search among bagels worldwide increased from 55.6% to 62.9%.
  • Across the 11 months ending August 2026, Thomas'’s estimated Share of Search among bagels worldwide decreased from 37.1% to 28.3%.
  • Across the 11 months ending August 2026, Bruegger's’ estimated Share of Search among bagels worldwide increased from 0.55% to 3.1%.
  • Across the 11 months ending August 2026, Sara Lee’s estimated Share of Search among bagels worldwide decreased from 3.3% to 2.5%.
  • Across the 11 months ending August 2026, Einstein Bros’ estimated Share of Search among bagels worldwide peaked at 62.9% in August 2026 and was lowest at 54.4% in January 2026.
  • Across the 11 months ending August 2026, Thomas'’s estimated Share of Search among bagels worldwide peaked at 37.4% in December 2025 and was lowest at 28.3% in August 2026.
  • Across the 11 months ending August 2026, Bruegger's’ estimated Share of Search among bagels worldwide peaked at 3.5% in July 2026 and was lowest at 0.44% in January 2026.
  • Across the 11 months ending August 2026, Lender's’ estimated Share of Search among bagels worldwide peaked at 6% in January 2026 and was lowest at 2.9% in May 2026.
  • Across the 11 months ending August 2026, Sara Lee’s estimated Share of Search among bagels worldwide peaked at 4.1% in November 2025 and was lowest at 1.9% in July 2026.
  • Across the 11 months ending August 2026, Bruegger's rose from 5th to 3rd among bagels worldwide.
  • Across the 11 months ending August 2026, Lender's fell from 3rd to 4th among bagels worldwide.
  • Across the 11 months ending August 2026, Sara Lee fell from 4th to 5th among bagels worldwide.
  • Across the 11 months ending August 2026, New York Bakery held steady: its estimated Share of Search among bagels worldwide moved less than 0.5 percentage points.

How did search popularity change for bagels worldwide in August 2026?

  1. In August 2026, Einstein Bros gained estimated Share of Search among bagels worldwide, from 58.8% to 62.9%.

  2. In August 2026, Sara Lee gained estimated Share of Search among bagels worldwide, from 1.9% to 2.5%.

  3. In August 2026, Thomas' lost estimated Share of Search among bagels worldwide, from 32.1% to 28.3%.

  4. Estimated monthly branded searches for Bruegger's worldwide rose 511.1% over 11 measured months, from 8.1K to 49.5K in August 2026.

  5. Estimated monthly branded searches for New York Bakery worldwide rose 13.6% over 11 measured months, from 880 to 1K in August 2026.

How the Brand Demand Index is measured

Creator with pink hair and a pink jacket

See your own brand in this picture

Brandwave tracks your branded demand next to your campaigns, spend and outcomes, so you can see what moved your numbers, not just that they moved.

Start free