How popular isNutella?
In September 2026, people searched for Nutella by name about 6,320 times in New Zealand, a 24.2% increase from the previous year. These searches made up 24.4% of all New Zealand spread brand searches, placing Nutella first out of seven brands. When we asked both ChatGPT and Google AI Overviews about spread brands, Nutella appeared in one of the five answers and was the sixth most recommended of the seven.
Nutella is the most searched of 7 competitors and the sixth 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 –
VegemiteShare of searches 10.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
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Top spread brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Nutella was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Nutella is the sixth 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 Nutella?
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 Nutella and its closest rivals
Every comparison with Nutella
6 comparisons
How has branded search demand for Nutella changed in New Zealand over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Nutella in New Zealand rose from 5.1K to 6.3K.
- Across the 12 months ending September 2026, Nutella’s share of searches among spread brands in New Zealand peaked at 28.3% in July 2026 and was lowest at 22.1% in January 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 Nutella’s branded searches counted?
14 search terms
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.
- b ready nutella
- homemade nutella
- nutella
- nutella 750g
- nutella and go
- nutella biscuits
- nutella bucket
- nutella cocoa
- nutella countdown
- nutella hazelnut spread
- nutella peanut
- nutella peanut butter
- nutella spread
- vegan nutella
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Is Nutella your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.