Brandwave

How popular isUncle Tobys?

In September 2026, people searched for Uncle Tobys by name about 1,590 times in New Zealand, a 78.7% increase from the previous year. These searches made up 8.5% of all New Zealand breakfast cereal brand searches, placing Uncle Tobys fourth out of six brands. When we asked both ChatGPT and Google AI Overviews about breakfast cereal brands, Uncle Tobys did not appear in any of the answers.

Search and AI answers in September 2026

Uncle Tobys is the fourth most searched of 6 competitors and not listed in any AI answer.

  1. Weet-BixShare of searches 47.1%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. Ceres OrganicsShare of searches 19.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  3. Kellogg'sShare of searches 10.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  4. Uncle TobysShare of searches 8.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. HarrawaysShare of searches 8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd

+1 more

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Top breakfast cereal brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Uncle Tobys did not appear in any of the five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Weet-Bix1st
  2. Kellogg's2nd
  3. Harraways3rd
  4. Hubbard's4th
  5. Ceres Organics5th
  6. Uncle Tobys–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Weet-Bix5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Kellogg's3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Ceres Organics2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Harraways2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hubbard's2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Uncle Tobys0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about breakfast cereal brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Which breakfast cereal brands compete with Uncle Tobys?

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

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

View monthly share of searches table
MonthWeet-BixCeres OrganicsKellogg'sUncle TobysHarrawaysHubbard's
Oct 202547.3%19.1%12.6%5.9%7.7%7.4%
Nov 202549%19.6%11.2%5.1%7%8.1%
Dec 202542.5%21.2%13%5.6%8.8%8.9%
Jan 202646.1%18.5%12.4%5.8%8.9%8.5%
Feb 202647.5%19%12.5%5.8%7.6%7.6%
Mar 202647%19.4%11.8%5.8%8.7%7.4%
Apr 202643.9%22%10.4%6.3%9.7%7.6%
May 202643%21%12.3%7.4%9.7%6.5%
Jun 202642.6%21.1%10.7%8.3%9.7%7.6%
Jul 202640.7%20.1%11.6%9.2%9.4%8.9%
Aug 202645.2%18.2%10.8%8.7%8.6%8.4%
Sep 202647.1%19.2%10.5%8.5%8%6.7%

  1. 1.Weet-Bix

    47.1%

    Held 1st. 8.8K estimated branded searches, -0.78% vs prior month. Share +1.9 points.

  2. 2.Ceres Organics

    19.2%

    Held 2nd. 3.6K estimated branded searches, 0% vs prior month. Share +0.9 points.

  3. 3.Kellogg's

    10.5%

    Held 3rd. 2K estimated branded searches, -7.5% vs prior month. Share -0.3 points.

  4. 4.Uncle Tobys

    8.5%

    Held 4th. 1.6K estimated branded searches, -7.6% vs prior month. Share -0.3 points.

  5. 5.Harraways

    8%

    Held 5th. 1.5K estimated branded searches, -11.8% vs prior month. Share -0.6 points.

  6. 6.Hubbard's

    6.7%

    Held 6th. 1.3K estimated branded searches, -23.6% vs prior month. Share -1.7 points.

Compare popularity between Uncle Tobys and its closest rivals

Every comparison with Uncle Tobys

5 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Uncle Tobys in New Zealand rose from 890 to 1.6K.
  • Across the 12 months ending September 2026, Uncle Tobys’ share of searches among breakfast cereal brands in New Zealand increased from 5.9% to 8.5%.
  • Across the 12 months ending September 2026, Uncle Tobys’ share of searches among breakfast cereal brands in New Zealand peaked at 9.2% in July 2026 and was lowest at 5.1% in November 2025.
  • Across the 12 months ending September 2026, Uncle Tobys rose from 6th to 4th among breakfast cereal brands in New Zealand.

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

5 changes

  1. In September 2026, Weet-Bix gained share of searches among breakfast cereal brands in New Zealand, from 45.2% to 47.1%.

  2. In September 2026, Ceres Organics gained share of searches among breakfast cereal brands in New Zealand, from 18.2% to 19.2%.

  3. In September 2026, Hubbard's lost share of searches among breakfast cereal brands in New Zealand, from 8.4% to 6.7%.

  4. In September 2026, Harraways lost share of searches among breakfast cereal brands in New Zealand, from 8.6% to 8%.

  5. Estimated monthly branded searches for Uncle Tobys in New Zealand rose 78.7% over 12 measured months, from 890 to 1.6K in September 2026.

How are Uncle Tobys’ branded searches counted?

8 search terms

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
  • uncle tobys
  • uncle tobys cereal
  • uncle tobys muesli
  • uncle tobys oats
  • uncle tobys porridge
  • 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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