Brandwave

Spread brands:Which are searched most?

In September 2026, Nutella was the most searched among spread brands worldwide, with an estimated 1.2M branded searches and 66.1% estimated Share of Search within this set. 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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Share of SearchLeaderboard

Compare the Marmite, peanut butter and sweet spread brands people put on toast. 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 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%

This month’s ranking, September 2026

  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 leading brands

Which brand is most popular in search among spread brands worldwide?

In September 2026, Nutella was the most searched among spread brands worldwide, with an estimated 1.2M branded searches and 66.1% estimated Share of Search within this set. Marmite is in 2nd place, 49.8 percentage points behind at 16.3% Share of Search.

Global spread brands, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Nutella68.3% → 66.1%72.6%Feb 202653.9%Jun 20261st
Marmite13.8% → 16.3%18.6%Dec 20258.9%Jun 20263rd → 2nd
Vegemite16.8% → 16.3%36.3%Jun 202614.6%Feb 20262nd → 3rd
Pic's1.1% → 1.2%1.2%Jan 20260.87%Feb 20264th
Fix & Fogg0.03%0.04%Aug 20260.02%Feb 20265th

Each finding as a sentence

  • Across the 12 months ending September 2026, Nutella’s estimated Share of Search among spread brands worldwide decreased from 68.3% to 66.1%.
  • Across the 12 months ending September 2026, Marmite’s estimated Share of Search among spread brands worldwide increased from 13.8% to 16.3%.
  • 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, Nutella’s estimated Share of Search among spread brands worldwide peaked at 72.6% in February 2026 and was lowest at 53.9% in June 2026.
  • Across the 12 months ending September 2026, Marmite’s estimated Share of Search among spread brands worldwide peaked at 18.6% in December 2025 and was lowest at 8.9% in June 2026.
  • 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, Marmite rose from 3rd to 2nd among spread brands worldwide.
  • Across the 12 months ending September 2026, Vegemite fell from 2nd to 3rd among spread brands worldwide.
  • Across the 12 months ending September 2026, Pic's and Fix & Fogg held steady: their estimated Share of Search among spread brands worldwide each moved less than 0.5 percentage points.

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.

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