Nutella vs Pic's:Which is searched more?
In September 2026, Nutella had more branded searches than Pic's among spread brands worldwide. Nutella was estimated to have 1.2M branded searches compared to Pic's’ 22K, and held a 66.1% Share of Search versus Pic's’ 1.2%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Nutella or Pic's?
Compare the Marmite, peanut butter and sweet spread brands people put on toast. 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 Nutella, Pic's. The figures are in the table below the chart.
View monthly share of search table
| Month | Nutella | Marmite | Vegemite | Pic's | Fix & Fogg |
|---|---|---|---|---|---|
| Oct 2025 | 68.3% | 13.8% | 16.8% | 1.1% | 0.03% |
| Nov 2025 | 59.3% | 17.8% | 21.8% | 1.1% | 0.03% |
| Dec 2025 | 61.7% | 18.6% | 18.6% | 1.1% | 0.03% |
| Jan 2026 | 61.2% | 15.1% | 22.5% | 1.2% | 0.04% |
| Feb 2026 | 72.6% | 11.9% | 14.6% | 0.87% | 0.02% |
| Mar 2026 | 65.8% | 13.3% | 19.8% | 1.1% | 0.03% |
| Apr 2026 | 65.9% | 13.3% | 19.9% | 0.97% | 0.03% |
| May 2026 | 65.8% | 13.3% | 19.8% | 1.1% | 0.03% |
| Jun 2026 | 53.9% | 8.9% | 36.3% | 0.87% | 0.03% |
| Jul 2026 | 59.2% | 17.8% | 21.8% | 1.2% | 0.03% |
| Aug 2026 | 65.7% | 13.2% | 19.8% | 1.2% | 0.04% |
| Sep 2026 | 66.1% | 16.3% | 16.3% | 1.2% | 0.03% |
How has the Nutella and Pic's comparison changed over the last 12 months?
3 findings
- Nutella was ahead of Pic's in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Nutella’s estimated Share of Search among spread brands worldwide moved from 68.3% to 66.1%, and its estimated monthly branded searches held steady at 1.2M.
- Across the 12 months ending September 2026, Pic's’ estimated Share of Search among spread brands worldwide moved from 1.1% to 1.2%, and its estimated monthly branded searches moved from 19.8K to 22K.
How did search popularity change for spread brands worldwide in September 2026?
2 changes
Nutella’s estimated Share of Search among spread brands worldwide has gained ground for 3 months in a row, from 53.9% to 66.1% in September 2026.
Estimated monthly branded searches for Pic's worldwide rose 11.1% over 12 measured months, from 19.8K to 22K in September 2026.
Other head-to-heads among spread brands
How each brand is measured
Brandwave collects information about searches that people make online using Nutella’s and Pic'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.
Put your own brand in this comparison
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