Brandwave

How popular isNutella in search?

In August 2026, there were an estimated 7.2K branded searches for Nutella in New Zealand which is up 27.5% over the last 11 months. Nutella holds 21.8% estimated Share of Search among New Zealand spread brands and is ranked 1st 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 Nutella?

Nutella 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 Nutella and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Nutella in New Zealand rose from 5.6K to 7.2K.
  • Across the 11 months ending August 2026, Nutella’s estimated Share of Search among spread brands in New Zealand increased from 21.2% to 21.8%.
  • Across the 11 months ending August 2026, Nutella’s estimated Share of Search among spread brands in New Zealand peaked at 24.6% in July 2026 and was lowest at 16.2% in January 2026.
  • Across the 11 months ending August 2026, Nutella rose from 2nd to 1st among spread brands in New Zealand.

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 Nutella measured?

Brandwave collects information about searches that people make online using Nutella’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.

22 branded search terms

  • b ready nutella
  • homemade nutella
  • nutella
  • nutella 1kg
  • nutella 750g
  • nutella and go
  • nutella biscuits
  • nutella bucket
  • nutella cocoa
  • nutella com
  • nutella countdown
  • nutella hazelnut spread
  • nutella near me
  • nutella new zealand
  • nutella nz
  • nutella online
  • nutella peanut
  • nutella peanut butter
  • nutella price
  • nutella spread
  • sugarfree nutella
  • vegan nutella

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

How the Brand Demand Index is measured

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