---
title: "Nutella vs Vegemite: Which is more popular by branded search?"
description: "Which is more popular in search, Nutella or Vegemite? Compare estimated monthly branded-search demand and Share of Search inside the Spreads set worldwide. 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/compare/nutella-vs-vegemite"
publisher: "Brandwave"
---

# Nutella vs Vegemite: Which is more popular by branded search?

Which is more popular in search, Nutella or Vegemite? Compare estimated monthly branded-search demand and Share of Search inside the Spreads set worldwide. 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

- **Compared**: Nutella and Vegemite
- **Competitive set**: Spreads
- **Market**: Global
- **Month measured**: Aug 2026
- **Nutella Share of Search**: 57%
- **Vegemite Share of Search**: 17.2%

## Which is more popular in search, Nutella or Vegemite?

- 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%.
- 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 did search popularity change for spreads worldwide in August 2026?

- In August 2026, Nutella gained estimated Share of Search among spreads worldwide, from 52.1% to 57%.
- In August 2026, Vegemite lost estimated Share of Search among spreads worldwide, from 19.2% to 17.2%.

## Month by month

| Month | Nutella estimated searches | Nutella Share of Search | Nutella rank | Vegemite estimated searches | Vegemite Share of Search | Vegemite rank |
| --- | --- | --- | --- | --- | --- | --- |
| Oct 2025 | 1.2M | 58.9% | 1 | 301K | 14.5% | 3 |
| Nov 2025 | 1.2M | 57% | 1 | 368K | 17.2% | 2 |
| Dec 2025 | 1M | 54% | 1 | 301K | 16.3% | 3 |
| Jan 2026 | 1M | 53.6% | 1 | 368K | 19.7% | 2 |
| Feb 2026 | 1.5M | 66.6% | 1 | 301K | 13.4% | 2 |
| Mar 2026 | 1.2M | 58.5% | 1 | 368K | 17.7% | 2 |
| Apr 2026 | 1.2M | 57% | 1 | 368K | 17.2% | 2 |
| May 2026 | 1.2M | 55.3% | 1 | 368K | 16.7% | 3 |
| Jun 2026 | 1.2M | 47.8% | 1 | 823K | 32.3% | 2 |
| Jul 2026 | 1M | 52.1% | 1 | 368K | 19.2% | 2 |
| Aug 2026 | 1.2M | 57% | 1 | 368K | 17.2% | 2 |
| Sep 2026 | — | — | — | — | — | — |

## 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.

- **Nutella**: Measured on the search term “nutella”.
- **Vegemite**: Measured on the search term “vegemite”.

- [Nutella profile](/demand/global-en/brands/nutella)
- [Vegemite profile](/demand/global-en/brands/vegemite)
- [All spreads worldwide](/demand/global-en/categories/spreads): The set both shares are measured inside, 6 brands.

## 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 is more popular in search, Nutella or Vegemite?

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%.

## Cite this page

Brandwave. "Nutella vs Vegemite: Which is more popular by branded search?". https://gobrandwave.com/demand/global-en/compare/nutella-vs-vegemite

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