---
title: "Vegemite: search popularity and Share of Search in New Zealand"
description: "Vegemite makes spreads 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/vegemite"
publisher: "Brandwave"
---

# Vegemite: search popularity and Share of Search in New Zealand

Vegemite makes spreads 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**: Vegemite
- **Market**: New Zealand
- **Measured month**: Aug 2026
- **Share of Search among spread brands**: 8.2%

## Where the brand sits

| Competitive set | Rank | Share of Search | Estimated monthly branded searches |
| --- | --- | --- | --- |
| Spread brands | 6 | 8.2% | 2.7K |

- [Spread brands](/demand/nz/categories/nz-spread-brands)

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

- 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?

- 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%.

## Historical estimated branded-search demand

| Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Spread brands | 2.6K | 9.9% | 6 |
| Nov 2025 | Spread brands | 2.6K | 10% | 6 |
| Dec 2025 | Spread brands | 2.6K | 10.2% | 6 |
| Jan 2026 | Spread brands | 2.8K | 9.6% | 5 |
| Feb 2026 | Spread brands | 2.7K | 9.7% | 5 |
| Mar 2026 | Spread brands | 3.2K | 10% | 6 |
| Apr 2026 | Spread brands | 2.7K | 9.4% | 6 |
| May 2026 | Spread brands | 2.7K | 9.4% | 6 |
| Jun 2026 | Spread brands | 10.2K | 29.4% | 1 |
| Jul 2026 | Spread brands | 2.7K | 9.4% | 6 |
| Aug 2026 | Spread brands | 2.7K | 8.2% | 6 |
| Sep 2026 | Spread brands | — | — | — |

## 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.

- “aussie vegemite”
- “vegemite”
- “vegemite com au”
- “vegemite near me”
- “vegemite nz”
- “vegemite online”
- “vegemite shapes”
- “vegemite spread”

## Which spread brands compete with Vegemite?

- [Nutella](/demand/nz/brands/nutella): Head-to-head: /demand/nz/compare/nutella-vs-vegemite
- [Pic's](/demand/nz/brands/pics): Head-to-head: /demand/nz/compare/pics-vs-vegemite
- [Fix & Fogg](/demand/nz/brands/fix-and-fogg): Head-to-head: /demand/nz/compare/fix-and-fogg-vs-vegemite
- [Marmite](/demand/nz/brands/marmite): Head-to-head: /demand/nz/compare/marmite-vs-vegemite
- [Ceres Organics](/demand/nz/brands/ceres-organics): Head-to-head: /demand/nz/compare/ceres-organics-vs-vegemite

## Methodology

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

## Cite this page

Brandwave. "Vegemite: search popularity and Share of Search in New Zealand". https://gobrandwave.com/demand/nz/brands/vegemite

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