Brandwave

Bonne Maman vs Nutella:Which is more popular?

In September 2026, Nutella had more branded searches than Bonne Maman among spread brands worldwide. Nutella had about 1.2 million branded searches, while Bonne Maman had 90,500. Nutella made up 72.1% of all spread brand searches we track, and Bonne Maman accounted for 5.4%. When we asked ChatGPT and Google AI Overviews about spread brands, Nutella appeared in three of the five answers and Bonne Maman in one. Nutella was mentioned before Bonne Maman in every answer that named either.

Among spread brands worldwide in September 2026

Who do people search for more?

Nutella, about 13 searches for every 1 for Bonne Maman

Nutella 1.2M searchesBonne Maman 90.5K searches

Who does AI mention more?

Nutella, mentioned in 3 of 5 answers, Bonne Maman in 1

Nutella in 3 of 5Bonne Maman in 1 of 5

Who does AI recommend more?

Nutella, named ahead of Bonne Maman in 2 of 2 answers

Nutella first in 2Bonne Maman never first

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Top spread brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Nutella was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Bonne Maman was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Nutella was listed before Bonne Maman in every answer that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Jif1st
  2. Nutella2nd
  3. Smucker's Natural3rd
  4. Justin’s4th
  5. Bonne Maman5th
  6. Peanut Butter & Co6th
  7. Vegemite–
  8. Pic's–
  9. Fix & Fogg–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Nutella3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Jif3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Smucker's Natural3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Justin’s2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Bonne Maman1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Peanut Butter & Co1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Vegemite0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Pic's0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Fix & Fogg0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about spread brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Is Bonne Maman or Nutella more popular in search?

This chart shows how often people search Google for Bonne Maman and Nutella by name. Each line represents a brand's share of searches for all nine spread brands we track, month by month, from English-language searches worldwide.

Bonne Maman and Nutella among spread brands worldwide, by month

Share of searches by month for Nutella, Bonne Maman. The figures are in the table below the chart.

View monthly share of searches table
MonthNutellaVegemiteBonne MamanJifPic'sPeanut Butter & CoSmucker's NaturalFix & FoggJustin’s
Oct 202571.4%17.6%6.4%2.9%1.2%0.39%0.05%0.03%<0.01%
Nov 202564.4%23.7%7.1%3.2%1.2%0.43%0.06%0.04%<0.01%
Dec 202567.7%20.4%7.4%2.7%1.2%0.4%0.07%0.03%<0.01%
Jan 202665.8%24.2%4.9%3.3%1.3%0.46%0.11%0.04%<0.01%
Feb 202677.2%15.5%3.8%2.1%0.93%0.35%0.05%0.02%<0.01%
Mar 202669.5%21%5.2%2.8%1.1%0.38%0.06%0.03%<0.01%
Apr 202670.5%21.3%4.3%2.3%1%0.46%0.06%0.03%<0.01%
May 202670.5%21.3%4.3%2.3%1.1%0.39%0.05%0.03%<0.01%
Jun 202655.8%37.6%3.4%1.9%0.91%0.4%0.04%0.03%<0.01%
Jul 202666.2%24.4%4.9%2.7%1.3%0.46%0.06%0.04%<0.01%
Aug 202667.7%20.4%7.5%2.7%1.2%0.39%0.05%0.04%<0.01%
Sep 202672.1%17.8%5.4%2.9%1.3%0.42%0.04%0.03%<0.01%

How has the Bonne Maman and Nutella comparison changed over the last 12 months?

3 findings
  • Nutella was ahead of Bonne Maman in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Bonne Maman’s share of searches among spread brands worldwide moved from 6.4% to 5.4%, and its estimated monthly branded searches moved from 110K to 90.5K.
  • Across the 12 months ending September 2026, Nutella’s share of searches among spread brands worldwide moved from 71.4% to 72.1%, and its estimated monthly branded searches held steady at 1.2M.

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

2 changes

  1. In September 2026, Nutella gained share of searches among spread brands worldwide, from 67.7% to 72.1%.

  2. In September 2026, Bonne Maman lost share of searches among spread brands worldwide, from 7.5% to 5.4%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Bonne Maman’s and Nutella’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Bonne Maman

1 branded search term

  • bonne maman

Nutella

1 branded search term

  • nutella

How the Brand Demand Index is measured

Other head-to-heads among spread brands

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