---
title: "Spread brands: Which are searched most?"
description: "Compare the Marmite, peanut butter and sweet spread brands people put on toast. Share of Search among Nutella, Marmite, Vegemite, Pic's and Fix & Fogg, the spread brands Brandwave compares worldwide, using the same methodology, market, and reporting period. 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."
canonical: "https://gobrandwave.com/demand/global-en/categories/spread-brands"
publisher: "Brandwave"
---

# Spread brands: Which are searched most?

Compare the Marmite, peanut butter and sweet spread brands people put on toast. Share of Search among Nutella, Marmite, Vegemite, Pic's and Fix & Fogg, the spread brands Brandwave compares worldwide, using the same methodology, market, and reporting period. 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.

## Key facts

- **Competitive set**: Spread brands
- **Market**: Global
- **Brands compared**: 5
- **Month measured**: Sep 2026
- **Highest Share of Search**: Nutella, 66.1%

## 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.
- 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.

## Compare search popularity between leading brands

- [Nutella vs Marmite: compare search popularity](/demand/global-en/compare/marmite-vs-nutella): 66.1% against 16.3% Share of Search.
- [Nutella vs Vegemite: compare search popularity](/demand/global-en/compare/nutella-vs-vegemite): 66.1% against 16.3% Share of Search.
- [Marmite vs Vegemite: compare search popularity](/demand/global-en/compare/marmite-vs-vegemite): 16.3% Share of Search each.

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

- In September 2026, Marmite overtook Vegemite to rank 2nd among spread brands worldwide, with 16.3% estimated Share of Search.
- In September 2026, Vegemite lost estimated Share of Search among spread brands worldwide, from 19.8% to 16.3%.
- 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.
- Estimated monthly branded searches for Fix & Fogg worldwide rose 22.9% over 12 measured months, from 480 to 590 in September 2026.
- Estimated monthly branded searches for Pic's worldwide rose 11.1% over 12 measured months, from 19.8K to 22K in September 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Nutella | 66.1% | 1.2M | 0.0% | Nutella |
| 2 | Marmite | 16.3% | 301K | +22.4% | Sanitarium |
| 3 | Vegemite | 16.3% | 301K | -18.2% | Vegemite |
| 4 | Pic's | 1.2% | 22K | 0.0% | Pic's |
| 5 | Fix & Fogg | 0.03% | 590 | -18.1% | Fix & Fogg |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Nutella | 1.2M | 68.3% | 1 |
| Oct 2025 | Vegemite | 301K | 16.8% | 2 |
| Oct 2025 | Marmite | 246K | 13.8% | 3 |
| Oct 2025 | Pic's | 19.8K | 1.1% | 4 |
| Oct 2025 | Fix & Fogg | 480 | 0.03% | 5 |
| Nov 2025 | Nutella | 1M | 59.3% | 1 |
| Nov 2025 | Vegemite | 368K | 21.8% | 2 |
| Nov 2025 | Marmite | 301K | 17.8% | 3 |
| Nov 2025 | Pic's | 18K | 1.1% | 4 |
| Nov 2025 | Fix & Fogg | 590 | 0.03% | 5 |
| Dec 2025 | Nutella | 1M | 61.7% | 1 |
| Dec 2025 | Marmite | 301K | 18.6% | 2 |
| Dec 2025 | Vegemite | 301K | 18.6% | 3 |
| Dec 2025 | Pic's | 18K | 1.1% | 4 |
| Dec 2025 | Fix & Fogg | 480 | 0.03% | 5 |
| Jan 2026 | Nutella | 1M | 61.2% | 1 |
| Jan 2026 | Vegemite | 368K | 22.5% | 2 |
| Jan 2026 | Marmite | 246K | 15.1% | 3 |
| Jan 2026 | Pic's | 19.8K | 1.2% | 4 |
| Jan 2026 | Fix & Fogg | 590 | 0.04% | 5 |
| Feb 2026 | Nutella | 1.5M | 72.6% | 1 |
| Feb 2026 | Vegemite | 301K | 14.6% | 2 |
| Feb 2026 | Marmite | 246K | 11.9% | 3 |
| Feb 2026 | Pic's | 18K | 0.87% | 4 |
| Feb 2026 | Fix & Fogg | 480 | 0.02% | 5 |
| Mar 2026 | Nutella | 1.2M | 65.8% | 1 |
| Mar 2026 | Vegemite | 368K | 19.8% | 2 |
| Mar 2026 | Marmite | 246K | 13.3% | 3 |
| Mar 2026 | Pic's | 19.8K | 1.1% | 4 |
| Mar 2026 | Fix & Fogg | 480 | 0.03% | 5 |
| Apr 2026 | Nutella | 1.2M | 65.9% | 1 |
| Apr 2026 | Vegemite | 368K | 19.9% | 2 |
| Apr 2026 | Marmite | 246K | 13.3% | 3 |
| Apr 2026 | Pic's | 18K | 0.97% | 4 |
| Apr 2026 | Fix & Fogg | 480 | 0.03% | 5 |
| May 2026 | Nutella | 1.2M | 65.8% | 1 |
| May 2026 | Vegemite | 368K | 19.8% | 2 |
| May 2026 | Marmite | 246K | 13.3% | 3 |
| May 2026 | Pic's | 19.8K | 1.1% | 4 |
| May 2026 | Fix & Fogg | 590 | 0.03% | 5 |
| Jun 2026 | Nutella | 1.2M | 53.9% | 1 |
| Jun 2026 | Vegemite | 823K | 36.3% | 2 |
| Jun 2026 | Marmite | 201K | 8.9% | 3 |
| Jun 2026 | Pic's | 19.8K | 0.87% | 4 |
| Jun 2026 | Fix & Fogg | 590 | 0.03% | 5 |
| Jul 2026 | Nutella | 1M | 59.2% | 1 |
| Jul 2026 | Vegemite | 368K | 21.8% | 2 |
| Jul 2026 | Marmite | 301K | 17.8% | 3 |
| Jul 2026 | Pic's | 19.8K | 1.2% | 4 |
| Jul 2026 | Fix & Fogg | 590 | 0.03% | 5 |
| Aug 2026 | Nutella | 1.2M | 65.7% | 1 |
| Aug 2026 | Vegemite | 368K | 19.8% | 2 |
| Aug 2026 | Marmite | 246K | 13.2% | 3 |
| Aug 2026 | Pic's | 22K | 1.2% | 4 |
| Aug 2026 | Fix & Fogg | 720 | 0.04% | 5 |
| Sep 2026 | Nutella | 1.2M | 66.1% | 1 |
| Sep 2026 | Marmite | 301K | 16.3% | 2 |
| Sep 2026 | Vegemite | 301K | 16.3% | 3 |
| Sep 2026 | Pic's | 22K | 1.2% | 4 |
| Sep 2026 | Fix & Fogg | 590 | 0.03% | 5 |

## What is being compared

- **Fix & Fogg**: Measured on the search term “fix & fogg”.
- **Marmite**: Measured on the search term “marmite”.
- **Nutella**: Measured on the search term “nutella”.
- **Pic's**: Measured on the search terms “pic s” and “pic's peanut butter”, summed into one figure.
- **Vegemite**: Measured on the search term “vegemite”.

- [Fix & Fogg](/demand/global-en/brands/fix-and-fogg)
- [Marmite](/demand/global-en/brands/marmite)
- [Nutella](/demand/global-en/brands/nutella)
- [Pic's](/demand/global-en/brands/pics)
- [Vegemite](/demand/global-en/brands/vegemite)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### 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. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Spread brands: Which are searched most?". https://gobrandwave.com/demand/global-en/categories/spread-brands

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/spread-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.