How popular isVegemite in search?
In August 2026, there were an estimated 2.7K branded searches for Vegemite in New Zealand which held steady over the last 11 months. Vegemite holds 8.2% estimated Share of Search among New Zealand spread brands and is ranked 6th of 6 competitors for search popularity.
Nutella21.8%
Pic's20.7%
Fix & Fogg18.6%Marmite16.1%
Ceres Organics14.5%
Vegemite8.2%
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Which spread brands compete with Vegemite?
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
| Month | Nutella | Pic's | Fix & Fogg | Marmite | Ceres Organics | Vegemite |
|---|---|---|---|---|---|---|
| Oct 2025 | 21.2% | 26.3% | 13.4% | 14.5% | 14.8% | 9.9% |
| Nov 2025 | 20.3% | 26.4% | 11.4% | 17.1% | 14.8% | 10% |
| Dec 2025 | 17.8% | 34.1% | 10.3% | 15% | 12.6% | 10.2% |
| Jan 2026 | 16.2% | 37.5% | 9% | 13.5% | 14.2% | 9.6% |
| Feb 2026 | 19.4% | 31.5% | 8.9% | 16.5% | 14% | 9.7% |
| Mar 2026 | 17.7% | 30% | 11% | 15.6% | 15.7% | 10% |
| Apr 2026 | 22.5% | 25% | 10.5% | 14.7% | 17.9% | 9.4% |
| May 2026 | 22.6% | 20.8% | 12.2% | 17% | 17.9% | 9.4% |
| Jun 2026 | 20.8% | 15.6% | 8.9% | 11.6% | 13.7% | 29.4% |
| Jul 2026 | 24.6% | 22.4% | 10.5% | 17% | 16.1% | 9.4% |
| Aug 2026 | 21.8% | 20.7% | 18.6% | 16.1% | 14.5% | 8.2% |
| Sep 2026 | — | — | — | — | — | — |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 21.8% | 7.2K | +0.98% | -2.7 points | |
| 2, held 2nd | 20.7% | 6.8K | +5.1% | -1.7 points | |
| 3, moved from 5th to 3rd | 18.6% | 6.1K | +101.3% | +8.1 pointsmoved from 5th to 3rd | |
| 4, moved from 3rd to 4th | 16.1% | 5.3K | +7.1% | -1 pointsmoved from 3rd to 4th | |
| 5, moved from 4th to 5th | 14.5% | 4.8K | +2.4% | -1.6 pointsmoved from 4th to 5th | |
| 6, held 6th | 8.2% | 2.7K | -0.73% | -1.2 points |
1.
Nutella21.8%
held 1st · 7.2K estimated branded searches · +0.98% vs prior month · -2.7 points
2.
Pic's20.7%
held 2nd · 6.8K estimated branded searches · +5.1% vs prior month · -1.7 points
18.6%
moved from 5th to 3rd · 6.1K estimated branded searches · +101.3% vs prior month · +8.1 points
4.
16.1%
moved from 3rd to 4th · 5.3K estimated branded searches · +7.1% vs prior month · -1 points
14.5%
moved from 4th to 5th · 4.8K estimated branded searches · +2.4% vs prior month · -1.6 points
6.
Vegemite8.2%
held 6th · 2.7K estimated branded searches · -0.73% vs prior month · -1.2 points
Compare search popularity between Vegemite and its closest rivals
How has branded search demand for Vegemite changed in New Zealand over the last 12 months?
3 findings
- Across the 11 months ending August 2026, estimated monthly branded searches for Vegemite in New Zealand held steady, from 2.6K to 2.7K.
- Across the 11 months ending August 2026, Vegemite’s estimated Share of Search among spread brands in New Zealand decreased from 9.9% to 8.2%.
- Across the 11 months ending August 2026, Vegemite’s estimated Share of Search among spread brands in New Zealand peaked at 29.4% in June 2026 and was lowest at 8.2% in August 2026.
How did search popularity change for New Zealand spread brands in August 2026?
6 changes
In August 2026, Fix & Fogg overtook Ceres Organics to rank 3rd among spread brands in New Zealand, at 18.6%.
In August 2026, Nutella lost estimated Share of Search among spread brands in New Zealand, from 24.6% to 21.8%.
In August 2026, Pic's lost estimated Share of Search among spread brands in New Zealand, from 22.4% to 20.7%.
In August 2026, Ceres Organics lost estimated Share of Search among spread brands in New Zealand, from 16.1% to 14.5%.
In August 2026, Vegemite lost estimated Share of Search among spread brands in New Zealand, from 9.4% to 8.2%.
In August 2026, Marmite lost estimated Share of Search among spread brands in New Zealand, from 17% to 16.1%.
How is Vegemite measured?
Brandwave collects information about searches that people make online using Vegemite’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.
8 branded search terms
- aussie vegemite
- vegemite
- vegemite com au
- vegemite near me
- vegemite nz
- vegemite online
- vegemite shapes
- vegemite spread
Do you work for Vegemite? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is Vegemite 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.