Bruegger's vs Sara Lee:Which is more popular by branded search?
In August 2026, Bruegger's had more branded searches than Sara Lee among bagels worldwide. Bruegger's was estimated to have 49.5K branded searches compared to Sara Lee’s 40.5K, and held a 3.1% Share of Search versus Sara Lee’s 2.5%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Bruegger's or Sara Lee?
Compare the bagels 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 by month for Bruegger's, Sara Lee. The figures are in the table below the chart.
View monthly share of search table
| Month | Einstein Bros | Thomas' | Bruegger's | Lender's | Sara Lee | New York Bakery |
|---|---|---|---|---|---|---|
| Oct 2025 | 55.6% | 37.1% | 0.55% | 3.3% | 3.3% | 0.06% |
| Nov 2025 | 55.2% | 36.9% | 0.54% | 3.3% | 4.1% | 0.07% |
| Dec 2025 | 56% | 37.4% | 0.45% | 3.4% | 2.8% | 0.06% |
| Jan 2026 | 54.4% | 36.4% | 0.44% | 6% | 2.7% | 0.07% |
| Feb 2026 | 60% | 32.8% | 0.59% | 3.6% | 3% | 0.07% |
| Mar 2026 | 55.2% | 36.9% | 2.2% | 3.3% | 2.2% | 0.09% |
| Apr 2026 | 58.6% | 32% | 2.9% | 3.5% | 2.9% | 0.07% |
| May 2026 | 59.4% | 32.7% | 2.9% | 2.9% | 2% | 0.06% |
| Jun 2026 | 58.9% | 32.2% | 2.9% | 3.5% | 2.4% | 0.06% |
| Jul 2026 | 58.8% | 32.1% | 3.5% | 3.5% | 1.9% | 0.07% |
| Aug 2026 | 62.9% | 28.3% | 3.1% | 3.1% | 2.5% | 0.06% |
| Sep 2026 | — | — | — | — | — | — |
How has the Bruegger's and Sara Lee comparison changed over the last 12 months?
3 findings
- The lead changed hands once in the 11 months ending August 2026: Bruegger's took it in May 2026.
- Across the 11 months ending August 2026, Bruegger's’ estimated Share of Search among bagels worldwide moved from 0.55% to 3.1%, and its estimated monthly branded searches moved from 8.1K to 49.5K.
- Across the 11 months ending August 2026, Sara Lee’s estimated Share of Search among bagels worldwide moved from 3.3% to 2.5%, and its estimated monthly branded searches moved from 49.5K to 40.5K.
How did search popularity change for bagels worldwide in August 2026?
2 changes
In August 2026, Sara Lee gained estimated Share of Search among bagels worldwide, from 1.9% to 2.5%.
Estimated monthly branded searches for Bruegger's worldwide rose 511.1% over 11 measured months, from 8.1K to 49.5K in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Bruegger's’ and Sara Lee’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.
Bruegger's
1 branded search term
- brueggers bagels
Sara Lee
1 branded search term
- sara lee
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.