---
title: "Spreads: Which are searched most?"
description: "Compare the spreads shoppers choose between. Share of Search among Nutella, Vegemite, Lotus, Marmite, Bonne Maman and Peanut Butter & Co, the spreads 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/spreads"
publisher: "Brandwave"
---

# Spreads: Which are searched most?

Compare the spreads shoppers choose between. Share of Search among Nutella, Vegemite, Lotus, Marmite, Bonne Maman and Peanut Butter & Co, the spreads 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**: Spreads
- **Market**: Global
- **Brands compared**: 6
- **Month measured**: Aug 2026
- **Highest Share of Search**: Nutella, 53.6%

## 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 53.6% estimated Share of Search within this set.
- Vegemite is in 2nd place, 37.4 percentage points behind at 16.2% Share of Search.
- Across the 11 months ending August 2026, Nutella’s estimated Share of Search among spreads worldwide decreased from 55.8% to 53.6%.
- Across the 11 months ending August 2026, Vegemite’s estimated Share of Search among spreads worldwide increased from 13.8% to 16.2%.
- Across the 11 months ending August 2026, Lotus’ estimated Share of Search among spreads worldwide decreased from 13.8% to 13.2%.
- Across the 11 months ending August 2026, Bonne Maman’s estimated Share of Search among spreads worldwide increased from 5% to 5.9%.
- Across the 11 months ending August 2026, Nutella’s estimated Share of Search among spreads worldwide peaked at 64.4% in February 2026 and was lowest at 46.4% in June 2026.
- Across the 11 months ending August 2026, Vegemite’s estimated Share of Search among spreads worldwide peaked at 31.3% in June 2026 and was lowest at 12.9% in February 2026.
- Across the 11 months ending August 2026, Lotus’ estimated Share of Search among spreads worldwide peaked at 16.1% in May 2026 and was lowest at 8.6% in February 2026.
- Across the 11 months ending August 2026, Marmite’s estimated Share of Search among spreads worldwide peaked at 15.3% in December 2025 and was lowest at 7.6% in June 2026.
- Across the 11 months ending August 2026, Bonne Maman’s estimated Share of Search among spreads worldwide peaked at 5.9% in August 2026 and was lowest at 2.8% 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 and Peanut Butter & Co held steady: their estimated Share of Search among spreads worldwide each moved less than 0.5 percentage points.

## Compare search popularity between leading brands

- [Nutella vs Vegemite: compare search popularity](/demand/global-en/compare/nutella-vs-vegemite): 53.6% against 16.2% Share of Search.
- [Nutella vs Lotus: compare search popularity](/demand/global-en/compare/lotus-vs-nutella): 53.6% against 13.2% Share of Search.
- [Nutella vs Marmite: compare search popularity](/demand/global-en/compare/marmite-vs-nutella): 53.6% against 10.8% Share of Search.
- [Nutella vs Bonne Maman: compare search popularity](/demand/global-en/compare/bonne-maman-vs-nutella): 53.6% against 5.9% Share of Search.
- [Vegemite vs Lotus: compare search popularity](/demand/global-en/compare/lotus-vs-vegemite): 16.2% against 13.2% Share of Search.
- [Vegemite vs Marmite: compare search popularity](/demand/global-en/compare/marmite-vs-vegemite): 16.2% against 10.8% Share of Search.
- [Vegemite vs Bonne Maman: compare search popularity](/demand/global-en/compare/bonne-maman-vs-vegemite): 16.2% against 5.9% Share of Search.
- [Lotus vs Marmite: compare search popularity](/demand/global-en/compare/lotus-vs-marmite): 13.2% against 10.8% Share of Search.
- [Lotus vs Bonne Maman: compare search popularity](/demand/global-en/compare/bonne-maman-vs-lotus): 13.2% against 5.9% Share of Search.
- [Marmite vs Bonne Maman: compare search popularity](/demand/global-en/compare/bonne-maman-vs-marmite): 10.8% against 5.9% Share of Search.

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

- In August 2026, Lotus overtook Marmite to rank 3rd among spreads worldwide, at 13.2%.
- In August 2026, Nutella gained estimated Share of Search among spreads worldwide, from 50.1% to 53.6%.
- In August 2026, Bonne Maman gained estimated Share of Search among spreads worldwide, from 3.7% to 5.9%.
- In August 2026, Marmite lost estimated Share of Search among spreads worldwide, from 15.1% to 10.8%.
- In August 2026, Vegemite lost estimated Share of Search among spreads worldwide, from 18.4% to 16.2%.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Nutella | 53.6% | 1.2M | +22.0% | Nutella |
| 2 | Vegemite | 16.2% | 368K | 0.0% | Vegemite |
| 3 | Lotus | 13.2% | 301K | +22.4% | Lotus |
| 4 | Marmite | 10.8% | 246K | -18.3% | Sanitarium |
| 5 | Bonne Maman | 5.9% | 135K | +82.4% | Bonne Maman |
| 6 | Peanut Butter & Co | 0.31% | 7K | 0.0% | Peanut Butter & Co |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Nutella | 1.2M | 55.8% | 1 |
| Oct 2025 | Lotus | 301K | 13.8% | 2 |
| Oct 2025 | Vegemite | 301K | 13.8% | 3 |
| Oct 2025 | Marmite | 246K | 11.3% | 4 |
| Oct 2025 | Bonne Maman | 110K | 5% | 5 |
| Oct 2025 | Peanut Butter & Co | 6.7K | 0.31% | 6 |
| Nov 2025 | Nutella | 1.2M | 54.2% | 1 |
| Nov 2025 | Vegemite | 368K | 16.3% | 2 |
| Nov 2025 | Marmite | 301K | 13.4% | 3 |
| Nov 2025 | Lotus | 246K | 10.9% | 4 |
| Nov 2025 | Bonne Maman | 110K | 4.9% | 5 |
| Nov 2025 | Peanut Butter & Co | 6.7K | 0.3% | 6 |
| Dec 2025 | Nutella | 1M | 50.9% | 1 |
| Dec 2025 | Marmite | 301K | 15.3% | 2 |
| Dec 2025 | Vegemite | 301K | 15.3% | 3 |
| Dec 2025 | Lotus | 246K | 12.5% | 4 |
| Dec 2025 | Bonne Maman | 110K | 5.6% | 5 |
| Dec 2025 | Peanut Butter & Co | 5.9K | 0.3% | 6 |
| Jan 2026 | Nutella | 1M | 51.5% | 1 |
| Jan 2026 | Vegemite | 368K | 19% | 2 |
| Jan 2026 | Lotus | 246K | 12.7% | 3 |
| Jan 2026 | Marmite | 246K | 12.7% | 4 |
| Jan 2026 | Bonne Maman | 74K | 3.8% | 5 |
| Jan 2026 | Peanut Butter & Co | 7K | 0.36% | 6 |
| Feb 2026 | Nutella | 1.5M | 64.4% | 1 |
| Feb 2026 | Vegemite | 301K | 12.9% | 2 |
| Feb 2026 | Marmite | 246K | 10.6% | 3 |
| Feb 2026 | Lotus | 201K | 8.6% | 4 |
| Feb 2026 | Bonne Maman | 74K | 3.2% | 5 |
| Feb 2026 | Peanut Butter & Co | 6.7K | 0.29% | 6 |
| Mar 2026 | Nutella | 1.2M | 56% | 1 |
| Mar 2026 | Vegemite | 368K | 16.9% | 2 |
| Mar 2026 | Lotus | 246K | 11.3% | 3 |
| Mar 2026 | Marmite | 246K | 11.3% | 4 |
| Mar 2026 | Bonne Maman | 90.5K | 4.2% | 5 |
| Mar 2026 | Peanut Butter & Co | 6.7K | 0.31% | 6 |
| Apr 2026 | Nutella | 1.2M | 55% | 1 |
| Apr 2026 | Vegemite | 368K | 16.6% | 2 |
| Apr 2026 | Lotus | 301K | 13.6% | 3 |
| Apr 2026 | Marmite | 246K | 11.1% | 4 |
| Apr 2026 | Bonne Maman | 74K | 3.3% | 5 |
| Apr 2026 | Peanut Butter & Co | 7.9K | 0.36% | 6 |
| May 2026 | Nutella | 1.2M | 53.4% | 1 |
| May 2026 | Lotus | 368K | 16.1% | 2 |
| May 2026 | Vegemite | 368K | 16.1% | 3 |
| May 2026 | Marmite | 246K | 10.8% | 4 |
| May 2026 | Bonne Maman | 74K | 3.2% | 5 |
| May 2026 | Peanut Butter & Co | 6.7K | 0.29% | 6 |
| Jun 2026 | Nutella | 1.2M | 46.4% | 1 |
| Jun 2026 | Vegemite | 823K | 31.3% | 2 |
| Jun 2026 | Lotus | 301K | 11.5% | 3 |
| Jun 2026 | Marmite | 201K | 7.6% | 4 |
| Jun 2026 | Bonne Maman | 74K | 2.8% | 5 |
| Jun 2026 | Peanut Butter & Co | 8.8K | 0.33% | 6 |
| Jul 2026 | Nutella | 1M | 50.1% | 1 |
| Jul 2026 | Vegemite | 368K | 18.4% | 2 |
| Jul 2026 | Marmite | 301K | 15.1% | 3 |
| Jul 2026 | Lotus | 246K | 12.3% | 4 |
| Jul 2026 | Bonne Maman | 74K | 3.7% | 5 |
| Jul 2026 | Peanut Butter & Co | 7K | 0.35% | 6 |
| Aug 2026 | Nutella | 1.2M | 53.6% | 1 |
| Aug 2026 | Vegemite | 368K | 16.2% | 2 |
| Aug 2026 | Lotus | 301K | 13.2% | 3 |
| Aug 2026 | Marmite | 246K | 10.8% | 4 |
| Aug 2026 | Bonne Maman | 135K | 5.9% | 5 |
| Aug 2026 | Peanut Butter & Co | 7K | 0.31% | 6 |
| Sep 2026 | Bonne Maman | — | — | — |
| Sep 2026 | Lotus | — | — | — |
| Sep 2026 | Marmite | — | — | — |
| Sep 2026 | Nutella | — | — | — |
| Sep 2026 | Peanut Butter & Co | — | — | — |
| Sep 2026 | Vegemite | — | — | — |

## What is being compared

- **Bonne Maman**: Measured on the search terms “bonne maman” and “bonne maman nz”, summed into one figure.
- **Lotus**: Measured on the search term “lotus cars”.
- **Marmite**: Measured on the search term “marmite”.
- **Nutella**: Measured on the search term “nutella”.
- **Peanut Butter & Co**: Measured on the search terms “peanut butter and co”, “peanut butter co” and “peanutbutterco”, summed into one figure.
- **Vegemite**: Measured on the search term “vegemite”.

- [Bonne Maman](/demand/global-en/brands/bonne-maman)
- [Lotus](/demand/global-en/brands/lotus)
- [Marmite](/demand/global-en/brands/marmite)
- [Nutella](/demand/global-en/brands/nutella)
- [Peanut Butter & Co](/demand/global-en/brands/peanut-butter-and-co)
- [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 spreads worldwide?

In August 2026, Nutella was the most searched among spreads worldwide, with an estimated 1.2M branded searches and 53.6% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Spreads: Which are searched most?". https://gobrandwave.com/demand/global-en/categories/spreads

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