Nutella vs Vegemite:Which is more popular by branded search?
In August 2026, Nutella had more branded searches than Vegemite among spreads worldwide. Nutella was estimated to have 1.2M branded searches compared to Vegemite’s 368K, and held a 57% Share of Search versus Vegemite’s 17.2%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Nutella or Vegemite?
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 by month for Nutella, Vegemite. The figures are in the table below the chart.
View monthly share of search table
| Month | Nutella | Vegemite | Lotus | Marmite | Peanut Butter & Co | Bonne Maman |
|---|---|---|---|---|---|---|
| Oct 2025 | 58.9% | 14.5% | 14.5% | 11.9% | 0.21% | <0.01% |
| Nov 2025 | 57% | 17.2% | 11.5% | 14.1% | 0.21% | <0.01% |
| Dec 2025 | 54% | 16.3% | 13.3% | 16.3% | 0.19% | <0.01% |
| Jan 2026 | 53.6% | 19.7% | 13.2% | 13.2% | 0.24% | <0.01% |
| Feb 2026 | 66.6% | 13.4% | 8.9% | 10.9% | 0.2% | <0.01% |
| Mar 2026 | 58.5% | 17.7% | 11.8% | 11.8% | 0.21% | <0.01% |
| Apr 2026 | 57% | 17.2% | 14.1% | 11.5% | 0.25% | <0.01% |
| May 2026 | 55.3% | 16.7% | 16.7% | 11.1% | 0.2% | <0.01% |
| Jun 2026 | 47.8% | 32.3% | 11.8% | 7.9% | 0.26% | <0.01% |
| Jul 2026 | 52.1% | 19.2% | 12.8% | 15.7% | 0.23% | <0.01% |
| Aug 2026 | 57% | 17.2% | 14.1% | 11.5% | 0.21% | <0.01% |
| Sep 2026 | — | — | — | — | — | — |
How has the Nutella and Vegemite comparison changed over the last 12 months?
3 findings
- Nutella was ahead of Vegemite in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Nutella’s estimated Share of Search among spreads worldwide moved from 58.9% to 57%, and its estimated monthly branded searches held steady at 1.2M.
- Across the 11 months ending August 2026, Vegemite’s estimated Share of Search among spreads worldwide moved from 14.5% to 17.2%, and its estimated monthly branded searches moved from 301K to 368K.
How each brand is measured
Brandwave collects information about searches that people make online using Nutella’s and Vegemite’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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