Lender's vs Thomas':Which is more popular by branded search?
In August 2026, Thomas' had more branded searches than Lender's among bagels worldwide. Thomas' was estimated to have 450K branded searches compared to Lender's’ 49.5K, and held a 28.3% Share of Search versus Lender's’ 3.1%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Lender's or Thomas'?
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 Thomas', Lender's. 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 Lender's and Thomas' comparison changed over the last 12 months?
3 findings
- Thomas' was ahead of Lender's in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Lender's’ estimated Share of Search among bagels worldwide moved from 3.3% to 3.1%, and its estimated monthly branded searches held steady at 49.5K.
- Across the 11 months ending August 2026, Thomas'’s estimated Share of Search among bagels worldwide moved from 37.1% to 28.3%, and its estimated monthly branded searches moved from 550K to 450K.
How each brand is measured
Brandwave collects information about searches that people make online using Lender's’ and Thomas'’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.
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