---
title: "Uncle Tobys: search popularity and Share of Search in New Zealand"
description: "Uncle Tobys makes breakfast cereal sold in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/nz/brands/uncle-tobys"
publisher: "Brandwave"
---

# Uncle Tobys: search popularity and Share of Search in New Zealand

Uncle Tobys makes breakfast cereal sold in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Brand**: Uncle Tobys
- **Owned by**: Nestlé
- **Market**: New Zealand
- **Measured month**: Aug 2026
- **Share of Search among breakfast cereal brands**: 12.9%

## Where the brand sits

| Competitive set | Rank | Share of Search | Estimated monthly branded searches |
| --- | --- | --- | --- |
| Breakfast cereal brands | 3 | 12.9% | 2.7K |

- [Breakfast cereal brands](/demand/nz/categories/nz-cereal-brands)

## 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?

- In August 2026, Weet-Bix gained estimated Share of Search among breakfast cereal brands in New Zealand, from 46.7% to 50.7%.
- In August 2026, Uncle Tobys lost estimated Share of Search among breakfast cereal brands in New Zealand, from 14.2% to 12.9%.
- In August 2026, Kellogg's lost estimated Share of Search among breakfast cereal brands in New Zealand, from 16.1% to 15%.
- In August 2026, Hubbard's lost estimated Share of Search among breakfast cereal brands in New Zealand, from 13.4% to 12.5%.
- In August 2026, Harraways lost estimated Share of Search among breakfast cereal brands in New Zealand, from 9.5% to 8.9%.

## Historical estimated branded-search demand

| Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Breakfast cereal brands | 1.6K | 9.9% | 4 |
| Nov 2025 | Breakfast cereal brands | 1.3K | 8.5% | 4 |
| Dec 2025 | Breakfast cereal brands | 1K | 8.5% | 5 |
| Jan 2026 | Breakfast cereal brands | 1.4K | 8.8% | 5 |
| Feb 2026 | Breakfast cereal brands | 1.4K | 8.9% | 4 |
| Mar 2026 | Breakfast cereal brands | 1.8K | 9.3% | 4 |
| Apr 2026 | Breakfast cereal brands | 1.6K | 9.9% | 5 |
| May 2026 | Breakfast cereal brands | 2K | 11.5% | 3 |
| Jun 2026 | Breakfast cereal brands | 2.4K | 13.4% | 3 |
| Jul 2026 | Breakfast cereal brands | 2.7K | 14.2% | 3 |
| Aug 2026 | Breakfast cereal brands | 2.7K | 12.9% | 3 |
| Sep 2026 | Breakfast cereal brands | — | — | — |

## 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.

- “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”

## Which breakfast cereal brands compete with Uncle Tobys?

- [Weet-Bix](/demand/nz/brands/weet-bix): Head-to-head: /demand/nz/compare/uncle-tobys-vs-weet-bix
- [Kellogg's](/demand/nz/brands/kelloggs): Head-to-head: /demand/nz/compare/kelloggs-vs-uncle-tobys
- [Hubbard's](/demand/nz/brands/hubbards): Head-to-head: /demand/nz/compare/hubbards-vs-uncle-tobys
- [Harraways](/demand/nz/brands/harraways): Head-to-head: /demand/nz/compare/harraways-vs-uncle-tobys

## 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.

- [Nestlé](/demand/nz/companies/nestle): Owns 9 tracked brands.

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### 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.

## Cite this page

Brandwave. "Uncle Tobys: search popularity and Share of Search in New Zealand". https://gobrandwave.com/demand/nz/brands/uncle-tobys

This page is also available as HTML at https://gobrandwave.com/demand/nz/brands/uncle-tobys. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.