Brandwave

Spreads:Which brands are most popular in search?

In August 2026, Nutella was the most searched among spreads worldwide, with an estimated 1.2M branded searches and 57% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Nutella57%
  2. Vegemite17.2%
  3. Lotus14.1%
  4. Marmite11.5%
  5. Peanut Butter & Co0.21%
  6. Bonne Maman<0.01%

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Share of SearchLeaderboard

Compare the spreads 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 spreads worldwide, by month

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

View monthly share of search table
MonthNutellaVegemiteLotusMarmitePeanut Butter & CoBonne Maman
Oct 202558.9%14.5%14.5%11.9%0.21%<0.01%
Nov 202557%17.2%11.5%14.1%0.21%<0.01%
Dec 202554%16.3%13.3%16.3%0.19%<0.01%
Jan 202653.6%19.7%13.2%13.2%0.24%<0.01%
Feb 202666.6%13.4%8.9%10.9%0.2%<0.01%
Mar 202658.5%17.7%11.8%11.8%0.21%<0.01%
Apr 202657%17.2%14.1%11.5%0.25%<0.01%
May 202655.3%16.7%16.7%11.1%0.2%<0.01%
Jun 202647.8%32.3%11.8%7.9%0.26%<0.01%
Jul 202652.1%19.2%12.8%15.7%0.23%<0.01%
Aug 202657%17.2%14.1%11.5%0.21%<0.01%
Sep 2026——————

This month’s ranking, August 2026

  1. 1.Nutella

    57%

    Held 1st. 1.2M estimated branded searches, +22% vs prior month. Share +4.9 points.

  2. 2.Vegemite

    17.2%

    Held 2nd. 368K estimated branded searches, 0% vs prior month. Share -2 points.

  3. 3.Lotus

    14.1%

    Moved from 4th to 3rd. 301K estimated branded searches, +22.4% vs prior month. Share +1.3 points.

  4. 4.Marmite

    11.5%

    Moved from 3rd to 4th. 246K estimated branded searches, -18.3% vs prior month. Share -4.2 points.

  5. 5.Peanut Butter & Co

    0.21%

    Held 5th. 4.4K estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.Bonne Maman

    <0.01%

    Held 6th. 50 estimated branded searches, +25% vs prior month. Share 0 points.

Compare search popularity between leading brands

Which brand is most popular in search among spreads worldwide?

In August 2026, Nutella was the most searched among spreads worldwide, with an estimated 1.2M branded searches and 57% estimated Share of Search within this set. Vegemite is in 2nd place, 39.8 percentage points behind at 17.2% Share of Search.

Global spreads, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Nutella58.9% → 57%66.6%Feb 202647.8%Jun 20261st
Vegemite14.5% → 17.2%32.3%Jun 202613.4%Feb 20263rd → 2nd
Lotus14.5% → 14.1%16.7%May 20268.9%Feb 20262nd → 3rd
Marmite11.9% → 11.5%16.3%Dec 20257.9%Jun 20264th
Peanut Butter & Co0.21%0.26%Jun 20260.19%Dec 20255th
Bonne Maman<0.01%<0.01%Dec 2025<0.01%Jun 20266th

Each finding as a sentence

  • Across the 11 months ending August 2026, Nutella’s estimated Share of Search among spreads worldwide decreased from 58.9% to 57%.
  • Across the 11 months ending August 2026, Vegemite’s estimated Share of Search among spreads worldwide increased from 14.5% to 17.2%.
  • Across the 11 months ending August 2026, Nutella’s estimated Share of Search among spreads worldwide peaked at 66.6% in February 2026 and was lowest at 47.8% in June 2026.
  • Across the 11 months ending August 2026, Vegemite’s estimated Share of Search among spreads worldwide peaked at 32.3% in June 2026 and was lowest at 13.4% in February 2026.
  • Across the 11 months ending August 2026, Lotus’ estimated Share of Search among spreads worldwide peaked at 16.7% in May 2026 and was lowest at 8.9% in February 2026.
  • Across the 11 months ending August 2026, Marmite’s estimated Share of Search among spreads worldwide peaked at 16.3% in December 2025 and was lowest at 7.9% in June 2026.
  • Across the 11 months ending August 2026, Vegemite rose from 3rd to 2nd among spreads worldwide.
  • Across the 11 months ending August 2026, Lotus fell from 2nd to 3rd among spreads worldwide.
  • Across the 11 months ending August 2026, Marmite, Peanut Butter & Co and Bonne Maman held steady: their estimated Share of Search among spreads worldwide each moved less than 0.5 percentage points.

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

  1. In August 2026, Lotus overtook Marmite to rank 3rd among spreads worldwide, at 14.1%.

  2. In August 2026, Nutella gained estimated Share of Search among spreads worldwide, from 52.1% to 57%.

  3. In August 2026, Marmite lost estimated Share of Search among spreads worldwide, from 15.7% to 11.5%.

  4. In August 2026, Vegemite lost estimated Share of Search among spreads worldwide, from 19.2% to 17.2%.

  5. Estimated monthly branded searches for Bonne Maman worldwide fell 44.4% over 11 measured months, from 90 to 50 in August 2026.

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