How popular isForty Thieves?
In September 2026, people searched for Forty Thieves by name about 1,000 times in New Zealand, about the same as the previous year. These searches made up 3.9% of all New Zealand spread brand searches, placing Forty Thieves seventh out of seven brands. When we asked both ChatGPT and Google AI Overviews about spread brands, Forty Thieves appeared in two of the five answers and was the fifth most recommended of the seven.
Forty Thieves is the seventh most searched of 7 competitors and the fifth most recommended in AI answers.
NutellaShare of searches 24.4%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
Pic'sShare of searches 21.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
MarmiteShare of searches 15.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
Ceres OrganicsShare of searches 13.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
Forty ThievesShare of searches 3.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
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Top spread brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Forty Thieves was mentioned in two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. Forty Thieves is the fifth most recommended of the seven.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Pic's1st
Fix & Fogg2nd- Marmite3rd
Vegemite4th- Forty Thieves5th
- Nutella6th
- Ceres Organics–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Pic's5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Fix & Fogg5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Marmite3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Vegemite3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Forty Thieves2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Nutella1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Ceres Organics0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about spread brands
5 answers
Asked ChatGPT
“Which spread brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best spread brands in New Zealand?”
Asked ChatGPT
“What's the best spread brand in New Zealand for toast and sandwiches?”
Searched Google, AI Overview
“peanut butter nz”
Searched Google, AI Overview
“spread brands nz”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Which spread brands compete with Forty Thieves?
Share of searches by month for Nutella, Pic's, Marmite, Ceres Organics, Vegemite, Fix & Fogg, Forty Thieves. The figures are in the table below the chart.
View monthly share of searches table
| Month | Nutella | Pic's | Marmite | Ceres Organics | Vegemite | Fix & Fogg | Forty Thieves |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 24.4% | 17.6% | 14.7% | 13.9% | 12.1% | 12.5% | 4.8% |
| Nov 2025 | 23.9% | 14.4% | 18.5% | 14.2% | 12.3% | 10.3% | 6.4% |
| Dec 2025 | 23.1% | 16.7% | 17.2% | 13.5% | 14% | 9.9% | 5.6% |
| Jan 2026 | 22.1% | 19.3% | 16.2% | 15.3% | 13.8% | 8% | 5.3% |
| Feb 2026 | 25.4% | 15.1% | 19.6% | 14.7% | 13.2% | 7.5% | 4.5% |
| Mar 2026 | 23% | 16.1% | 17.8% | 15.8% | 13.6% | 9.3% | 4.4% |
| Apr 2026 | 28.1% | 14% | 16.1% | 17.1% | 12.2% | 8.3% | 4.2% |
| May 2026 | 26.7% | 13.3% | 18.1% | 16.2% | 11.6% | 9.7% | 4.5% |
| Jun 2026 | 22.6% | 10.2% | 11.1% | 12.3% | 34.5% | 5.9% | 3.4% |
| Jul 2026 | 28.3% | 15.9% | 18.1% | 15.6% | 11.4% | 6.4% | 4.3% |
| Aug 2026 | 25% | 16.9% | 16.4% | 13.6% | 9.8% | 14.6% | 3.8% |
| Sep 2026 | 24.4% | 21.2% | 15.9% | 13.9% | 10.7% | 10.1% | 3.9% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 24.4% | 6.3K | -4.7% | -0.6 points | |
| 2, held 2nd | 21.2% | 5.5K | +22.3% | +4.2 points | |
| 3, held 3rd | 15.9% | 4.1K | -4.8% | -0.4 points | |
| 4, moved from 5th to 4th | 13.9% | 3.6K | 0% | +0.3 pointsmoved from 5th to 4th | |
| 5, moved from 6th to 5th | 10.7% | 2.8K | +6.5% | +0.9 pointsmoved from 6th to 5th | |
| 6, moved from 4th to 6th | 10.1% | 2.6K | -32.4% | -4.5 pointsmoved from 4th to 6th | |
| 7, held 7th | 3.9% | 1K | 0% | +0.1 points |
1.
Nutella24.4%
Held 1st. 6.3K estimated branded searches, -4.7% vs prior month. Share -0.6 points.
2.
Pic's21.2%
Held 2nd. 5.5K estimated branded searches, +22.3% vs prior month. Share +4.2 points.
3.
Marmite15.9%
Held 3rd. 4.1K estimated branded searches, -4.8% vs prior month. Share -0.4 points.
13.9%
Moved from 5th to 4th. 3.6K estimated branded searches, 0% vs prior month. Share +0.3 points.
5.
Vegemite10.7%
Moved from 6th to 5th. 2.8K estimated branded searches, +6.5% vs prior month. Share +0.9 points.
10.1%
Moved from 4th to 6th. 2.6K estimated branded searches, -32.4% vs prior month. Share -4.5 points.
3.9%
Held 7th. 1K estimated branded searches, 0% vs prior month. Share +0.1 points.
Compare popularity between Forty Thieves and its closest rivals
Every comparison with Forty Thieves
6 comparisons
How has branded search demand for Forty Thieves changed in New Zealand over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Forty Thieves in New Zealand held steady at 1K.
- Across the 12 months ending September 2026, Forty Thieves’ share of searches among spread brands in New Zealand decreased from 4.8% to 3.9%.
- Across the 12 months ending September 2026, Forty Thieves’ share of searches among spread brands in New Zealand peaked at 6.4% in November 2025 and was lowest at 3.4% in June 2026.
How did search popularity change for New Zealand spread brands in September 2026?
6 changes
In September 2026, Vegemite overtook Fix & Fogg to rank 5th among spread brands in New Zealand, with 10.7% of the searches.
In September 2026, Pic's gained share of searches among spread brands in New Zealand, from 16.9% to 21.2%.
In September 2026, Fix & Fogg lost share of searches among spread brands in New Zealand, from 14.6% to 10.1%.
In September 2026, Nutella lost share of searches among spread brands in New Zealand, from 25% to 24.4%.
In September 2026, Ceres Organics rose from 5th to 4th among spread brands in New Zealand.
Estimated monthly branded searches for Marmite in New Zealand rose 34.5% over 12 measured months, from 3.1K to 4.1K in September 2026.
How are Forty Thieves’ branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Forty Thieves’ name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
- forty thieves
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Is Forty Thieves your brand?
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