Brandwave

How popular isUncle Tobys in search?

In August 2026, there were an estimated 2.7K branded searches for Uncle Tobys in New Zealand which is up 68.6% over the last 11 months. Uncle Tobys holds 12.9% estimated Share of Search among New Zealand breakfast cereal brands and is ranked 3rd of 5 competitors for search popularity.

Share of Search, August 2026
  1. Weet-Bix50.7%
  2. Kellogg's15%
  3. Uncle Tobys12.9%
  4. Hubbard's12.5%
  5. Harraways8.9%
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Which breakfast cereal brands compete with Uncle Tobys?

Uncle Tobys against breakfast cereal brands in New Zealand, by month

Share of Search by month for Weet-Bix, Kellogg's, Uncle Tobys, Hubbard's, Harraways. The figures are in the table below the chart.

View monthly share of search table
MonthWeet-BixKellogg'sUncle TobysHubbard'sHarraways
Oct 202551.8%19.4%9.9%11.1%7.9%
Nov 202555%17.2%8.5%12.1%7.1%
Dec 202549.4%19.7%8.5%13.1%9.3%
Jan 202651.9%18%8.8%12%9.3%
Feb 202653.2%18.4%8.9%11.4%8.1%
Mar 202653.4%16.8%9.3%11.4%9.2%
Apr 202651.4%15.5%9.9%12.6%10.7%
May 202649.8%18.3%11.5%10.1%10.4%
Jun 202648.9%15.3%13.4%12%10.4%
Jul 202646.7%16.1%14.2%13.4%9.5%
Aug 202650.7%15%12.9%12.5%8.9%
Sep 2026—————

  1. 1.Weet-Bix

    50.7%

    held 1st · 10.6K estimated branded searches · +18.8% vs prior month · +4 points

  2. 2.Kellogg's

    15%

    held 2nd · 3.1K estimated branded searches · +2% vs prior month · -1.1 points

  3. 3.Uncle Tobys

    12.9%

    held 3rd · 2.7K estimated branded searches · -1.1% vs prior month · -1.4 points

  4. 4.Hubbard's

    12.5%

    held 4th · 2.6K estimated branded searches · +2% vs prior month · -0.9 points

  5. 5.Harraways

    8.9%

    held 5th · 1.9K estimated branded searches · +2.8% vs prior month · -0.6 points

Compare search popularity between Uncle Tobys and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Uncle Tobys in New Zealand rose from 1.6K to 2.7K.
  • Across the 11 months ending August 2026, Uncle Tobys’ estimated Share of Search among breakfast cereal brands in New Zealand increased from 9.9% to 12.9%.
  • Across the 11 months ending August 2026, Uncle Tobys’ estimated Share of Search among breakfast cereal brands in New Zealand peaked at 14.2% in July 2026 and was lowest at 8.5% in December 2025.
  • Across the 11 months ending August 2026, Uncle Tobys rose from 4th to 3rd among breakfast cereal brands in New Zealand.

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

  1. In August 2026, Weet-Bix gained estimated Share of Search among breakfast cereal brands in New Zealand, from 46.7% to 50.7%.

  2. In August 2026, Uncle Tobys lost estimated Share of Search among breakfast cereal brands in New Zealand, from 14.2% to 12.9%.

  3. In August 2026, Kellogg's lost estimated Share of Search among breakfast cereal brands in New Zealand, from 16.1% to 15%.

  4. In August 2026, Hubbard's lost estimated Share of Search among breakfast cereal brands in New Zealand, from 13.4% to 12.5%.

  5. In August 2026, Harraways lost estimated Share of Search among breakfast cereal brands in New Zealand, from 9.5% to 8.9%.

How is Uncle Tobys measured?

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

17 branded search terms

  • cheerios uncle tobys
  • le snak uncle tobys
  • nestle co nz
  • quick oats uncle tobys
  • rolled oats uncle tobys
  • uncle tobys
  • uncle tobys cereal
  • uncle tobys muesli
  • uncle tobys nz
  • uncle tobys oats
  • uncle tobys oats sachets
  • uncle tobys porridge
  • uncle tobys porridge sachets
  • uncle tobys roll ups
  • uncle tobys shredded wheat
  • uncletobys
  • uncletobys oats

How the Brand Demand Index is measured

Who owns Uncle Tobys?

Uncle Tobys is owned by Nestlé. Brandwave also tracks Purina, Dolce Gusto, Maggi, Milo, NAN, Nescafé, Nesquik and Optifast, owned by the same company, in New Zealand.

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

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