Brandwave

How popular isMarmite in search?

In August 2026, there were an estimated 5.3K branded searches for Marmite in New Zealand which is up 37% over the last 11 months. Marmite holds 16.1% estimated Share of Search among New Zealand spread brands and is ranked 4th of 6 competitors for search popularity.

Share of Search, August 2026
  1. Nutella21.8%
  2. Pic's20.7%
  3. Fix & Fogg18.6%
  4. Marmite16.1%
  5. Ceres Organics14.5%
  6. Vegemite8.2%
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Which spread brands compete with Marmite?

Marmite against spread brands in New Zealand, by month

Share of Search by month for Nutella, Pic's, Fix & Fogg, Marmite, Ceres Organics, Vegemite. The figures are in the table below the chart.

View monthly share of search table
MonthNutellaPic'sFix & FoggMarmiteCeres OrganicsVegemite
Oct 202521.2%26.3%13.4%14.5%14.8%9.9%
Nov 202520.3%26.4%11.4%17.1%14.8%10%
Dec 202517.8%34.1%10.3%15%12.6%10.2%
Jan 202616.2%37.5%9%13.5%14.2%9.6%
Feb 202619.4%31.5%8.9%16.5%14%9.7%
Mar 202617.7%30%11%15.6%15.7%10%
Apr 202622.5%25%10.5%14.7%17.9%9.4%
May 202622.6%20.8%12.2%17%17.9%9.4%
Jun 202620.8%15.6%8.9%11.6%13.7%29.4%
Jul 202624.6%22.4%10.5%17%16.1%9.4%
Aug 202621.8%20.7%18.6%16.1%14.5%8.2%
Sep 2026——————

  1. 1.Nutella

    21.8%

    held 1st · 7.2K estimated branded searches · +0.98% vs prior month · -2.7 points

  2. 2.Pic's

    20.7%

    held 2nd · 6.8K estimated branded searches · +5.1% vs prior month · -1.7 points

  3. 3.Fix & Fogg

    18.6%

    moved from 5th to 3rd · 6.1K estimated branded searches · +101.3% vs prior month · +8.1 points

  4. 4.Marmite

    16.1%

    moved from 3rd to 4th · 5.3K estimated branded searches · +7.1% vs prior month · -1 points

  5. 5.Ceres Organics

    14.5%

    moved from 4th to 5th · 4.8K estimated branded searches · +2.4% vs prior month · -1.6 points

  6. 6.Vegemite

    8.2%

    held 6th · 2.7K estimated branded searches · -0.73% vs prior month · -1.2 points

Compare search popularity between Marmite and its closest rivals

How has branded search demand for Marmite changed in New Zealand over the last 12 months?

  • Across the 11 months ending August 2026, estimated monthly branded searches for Marmite in New Zealand rose from 3.9K to 5.3K.
  • Across the 11 months ending August 2026, Marmite’s estimated Share of Search among spread brands in New Zealand increased from 14.5% to 16.1%.
  • Across the 11 months ending August 2026, Marmite’s estimated Share of Search among spread brands in New Zealand peaked at 17.1% in November 2025 and was lowest at 11.6% in June 2026.

How did search popularity change for New Zealand spread brands in August 2026?

  1. In August 2026, Fix & Fogg overtook Ceres Organics to rank 3rd among spread brands in New Zealand, at 18.6%.

  2. In August 2026, Nutella lost estimated Share of Search among spread brands in New Zealand, from 24.6% to 21.8%.

  3. In August 2026, Pic's lost estimated Share of Search among spread brands in New Zealand, from 22.4% to 20.7%.

  4. In August 2026, Ceres Organics lost estimated Share of Search among spread brands in New Zealand, from 16.1% to 14.5%.

  5. In August 2026, Vegemite lost estimated Share of Search among spread brands in New Zealand, from 9.4% to 8.2%.

  6. In August 2026, Marmite lost estimated Share of Search among spread brands in New Zealand, from 17% to 16.1%.

How is Marmite measured?

Brandwave collects information about searches that people make online using Marmite’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

12 branded search terms

  • b12 in marmite
  • marmite
  • marmite 500g
  • marmite au
  • marmite co nz
  • marmite near me
  • marmite nz
  • marmite online
  • marmite peanut butter
  • marmite sanitarium
  • marmite spread
  • our mate marmite

How the Brand Demand Index is measured

Who owns Marmite?

Marmite is owned by Sanitarium. Brandwave also tracks Weet-Bix and So Good, owned by the same company, in New Zealand.

Do you work for Marmite? To request corrections or removal please contact us via our support page and we will be happy to assist.

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