Brandwave

Spread brands in New Zealand:Which brands are most popular in search?

In August 2026, Nutella was the most searched among spread brands in New Zealand, with an estimated 7.2K branded searches and 21.8% estimated Share of Search within this set.

Share of Search, August 2026
  1. Nutella21.8%
  2. Pic's20.7%
  3. Fix & Fogg18.6%
  4. Marmite16.1%
  5. Ceres Organics14.5%
  6. Vegemite8.2%

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Share of SearchLeaderboard

Compare the Marmite, peanut butter and sweet spread brands New Zealanders put on toast. 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.

Share of Search among spread brands in New Zealand, by month

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
MonthNutellaPic'sFix & FoggMarmiteCeres OrganicsVegemite
Oct 202521.2%26.3%13.4%14.5%14.8%9.9%
Nov 202520.3%26.4%11.4%17.1%14.8%10%
Dec 202517.8%34.1%10.3%15%12.6%10.2%
Jan 202616.2%37.5%9%13.5%14.2%9.6%
Feb 202619.4%31.5%8.9%16.5%14%9.7%
Mar 202617.7%30%11%15.6%15.7%10%
Apr 202622.5%25%10.5%14.7%17.9%9.4%
May 202622.6%20.8%12.2%17%17.9%9.4%
Jun 202620.8%15.6%8.9%11.6%13.7%29.4%
Jul 202624.6%22.4%10.5%17%16.1%9.4%
Aug 202621.8%20.7%18.6%16.1%14.5%8.2%
Sep 2026——————

This month’s ranking, August 2026

  1. 1.Nutella

    21.8%

    held 1st · 7.2K estimated branded searches · +0.98% vs prior month · -2.7 points

  2. 2.Pic's

    20.7%

    held 2nd · 6.8K estimated branded searches · +5.1% vs prior month · -1.7 points

  3. 3.Fix & Fogg

    18.6%

    moved from 5th to 3rd · 6.1K estimated branded searches · +101.3% vs prior month · +8.1 points

  4. 4.Marmite

    16.1%

    moved from 3rd to 4th · 5.3K estimated branded searches · +7.1% vs prior month · -1 points

  5. 5.Ceres Organics

    14.5%

    moved from 4th to 5th · 4.8K estimated branded searches · +2.4% vs prior month · -1.6 points

  6. 6.Vegemite

    8.2%

    held 6th · 2.7K estimated branded searches · -0.73% vs prior month · -1.2 points

Compare search popularity between leading brands

Which brand is most popular in search among spread brands in New Zealand?

In August 2026, Nutella was the most searched among spread brands in New Zealand, with an estimated 7.2K branded searches and 21.8% estimated Share of Search within this set. Pic's is in 2nd place, 1.1 percentage points behind at 20.7% Share of Search.

New Zealand spread brands, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Nutella21.2% → 21.8%24.6%Jul 202616.2%Jan 20262nd → 1st
Pic's26.3% → 20.7%37.5%Jan 202615.6%Jun 20261st → 2nd
Fix & Fogg13.4% → 18.6%18.6%Aug 20268.9%Feb 20265th → 3rd
Marmite14.5% → 16.1%17.1%Nov 202511.6%Jun 20264th
Ceres Organics14.8% → 14.5%17.9%May 202612.6%Dec 20253rd → 5th
Vegemite9.9% → 8.2%29.4%Jun 20268.2%Aug 20266th

Each finding as a sentence

  • Across the 11 months ending August 2026, Nutella’s estimated Share of Search among spread brands in New Zealand increased from 21.2% to 21.8%.
  • Across the 11 months ending August 2026, Pic's’ estimated Share of Search among spread brands in New Zealand decreased from 26.3% to 20.7%.
  • Across the 11 months ending August 2026, Fix & Fogg’s estimated Share of Search among spread brands in New Zealand increased from 13.4% to 18.6%.
  • Across the 11 months ending August 2026, Marmite’s estimated Share of Search among spread brands in New Zealand increased from 14.5% to 16.1%.
  • 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, Nutella’s estimated Share of Search among spread brands in New Zealand peaked at 24.6% in July 2026 and was lowest at 16.2% in January 2026.
  • Across the 11 months ending August 2026, Pic's’ estimated Share of Search among spread brands in New Zealand peaked at 37.5% in January 2026 and was lowest at 15.6% in June 2026.
  • Across the 11 months ending August 2026, Fix & Fogg’s estimated Share of Search among spread brands in New Zealand peaked at 18.6% in August 2026 and was lowest at 8.9% in February 2026.
  • Across the 11 months ending August 2026, Marmite’s estimated Share of Search among spread brands in New Zealand peaked at 17.1% in November 2025 and was lowest at 11.6% in June 2026.
  • Across the 11 months ending August 2026, Ceres Organics’ estimated Share of Search among spread brands in New Zealand peaked at 17.9% in May 2026 and was lowest at 12.6% in December 2025.
  • 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.
  • Across the 11 months ending August 2026, Nutella rose from 2nd to 1st among spread brands in New Zealand.
  • Across the 11 months ending August 2026, Pic's fell from 1st to 2nd among spread brands in New Zealand.
  • Across the 11 months ending August 2026, Fix & Fogg rose from 5th to 3rd among spread brands in New Zealand.
  • Across the 11 months ending August 2026, Ceres Organics fell from 3rd to 5th among spread brands in New Zealand.

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

  1. In August 2026, Fix & Fogg overtook Ceres Organics to rank 3rd among spread brands in New Zealand, at 18.6%.

  2. In August 2026, Nutella lost estimated Share of Search among spread brands in New Zealand, from 24.6% to 21.8%.

  3. In August 2026, Pic's lost estimated Share of Search among spread brands in New Zealand, from 22.4% to 20.7%.

  4. In August 2026, Ceres Organics lost estimated Share of Search among spread brands in New Zealand, from 16.1% to 14.5%.

  5. In August 2026, Vegemite lost estimated Share of Search among spread brands in New Zealand, from 9.4% to 8.2%.

  6. In August 2026, Marmite lost estimated Share of Search among spread brands in New Zealand, from 17% to 16.1%.

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