---
title: "Spread brands in New Zealand: Which brands are most popular in search?"
description: "Compare the Marmite, peanut butter and sweet spread brands New Zealanders put on toast. Share of Search among Nutella, Pic's, Fix & Fogg, Marmite, Ceres Organics and Vegemite, the spread brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. 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/categories/nz-spread-brands"
publisher: "Brandwave"
---

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

Compare the Marmite, peanut butter and sweet spread brands New Zealanders put on toast. Share of Search among Nutella, Pic's, Fix & Fogg, Marmite, Ceres Organics and Vegemite, the spread brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. 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

- **Competitive set**: Spread brands
- **Market**: New Zealand
- **Brands compared**: 6
- **Month measured**: Aug 2026
- **Highest Share of Search**: Nutella, 21.8%

## 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.
- 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.

## Compare search popularity between leading brands

- [Nutella vs Pic's: compare search popularity](/demand/nz/compare/nutella-vs-pics): 21.8% against 20.7% Share of Search.
- [Nutella vs Fix & Fogg: compare search popularity](/demand/nz/compare/fix-and-fogg-vs-nutella): 21.8% against 18.6% Share of Search.
- [Nutella vs Marmite: compare search popularity](/demand/nz/compare/marmite-vs-nutella): 21.8% against 16.1% Share of Search.
- [Nutella vs Ceres Organics: compare search popularity](/demand/nz/compare/ceres-organics-vs-nutella): 21.8% against 14.5% Share of Search.
- [Pic's vs Fix & Fogg: compare search popularity](/demand/nz/compare/fix-and-fogg-vs-pics): 20.7% against 18.6% Share of Search.
- [Pic's vs Marmite: compare search popularity](/demand/nz/compare/marmite-vs-pics): 20.7% against 16.1% Share of Search.
- [Pic's vs Ceres Organics: compare search popularity](/demand/nz/compare/ceres-organics-vs-pics): 20.7% against 14.5% Share of Search.
- [Fix & Fogg vs Marmite: compare search popularity](/demand/nz/compare/fix-and-fogg-vs-marmite): 18.6% against 16.1% Share of Search.
- [Fix & Fogg vs Ceres Organics: compare search popularity](/demand/nz/compare/ceres-organics-vs-fix-and-fogg): 18.6% against 14.5% Share of Search.
- [Marmite vs Ceres Organics: compare search popularity](/demand/nz/compare/ceres-organics-vs-marmite): 16.1% against 14.5% Share of Search.

## 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%.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Nutella | 21.8% | 7.2K | +1.0% | Nutella |
| 2 | Pic's | 20.7% | 6.8K | +5.1% | Pic's |
| 3 | Fix & Fogg | 18.6% | 6.1K | +101.3% | Fix & Fogg |
| 4 | Marmite | 16.1% | 5.3K | +7.1% | Sanitarium |
| 5 | Ceres Organics | 14.5% | 4.8K | +2.4% | Ceres Organics |
| 6 | Vegemite | 8.2% | 2.7K | -0.7% | Vegemite |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Pic's | 7K | 26.3% | 1 |
| Oct 2025 | Nutella | 5.6K | 21.2% | 2 |
| Oct 2025 | Ceres Organics | 3.9K | 14.8% | 3 |
| Oct 2025 | Marmite | 3.9K | 14.5% | 4 |
| Oct 2025 | Fix & Fogg | 3.6K | 13.4% | 5 |
| Oct 2025 | Vegemite | 2.6K | 9.9% | 6 |
| Nov 2025 | Pic's | 7K | 26.4% | 1 |
| Nov 2025 | Nutella | 5.4K | 20.3% | 2 |
| Nov 2025 | Marmite | 4.5K | 17.1% | 3 |
| Nov 2025 | Ceres Organics | 3.9K | 14.8% | 4 |
| Nov 2025 | Fix & Fogg | 3K | 11.4% | 5 |
| Nov 2025 | Vegemite | 2.6K | 10% | 6 |
| Dec 2025 | Pic's | 8.8K | 34.1% | 1 |
| Dec 2025 | Nutella | 4.6K | 17.8% | 2 |
| Dec 2025 | Marmite | 3.9K | 15% | 3 |
| Dec 2025 | Ceres Organics | 3.2K | 12.6% | 4 |
| Dec 2025 | Fix & Fogg | 2.6K | 10.3% | 5 |
| Dec 2025 | Vegemite | 2.6K | 10.2% | 6 |
| Jan 2026 | Pic's | 10.8K | 37.5% | 1 |
| Jan 2026 | Nutella | 4.6K | 16.2% | 2 |
| Jan 2026 | Ceres Organics | 4.1K | 14.2% | 3 |
| Jan 2026 | Marmite | 3.9K | 13.5% | 4 |
| Jan 2026 | Vegemite | 2.8K | 9.6% | 5 |
| Jan 2026 | Fix & Fogg | 2.6K | 9% | 6 |
| Feb 2026 | Pic's | 8.9K | 31.5% | 1 |
| Feb 2026 | Nutella | 5.4K | 19.4% | 2 |
| Feb 2026 | Marmite | 4.6K | 16.5% | 3 |
| Feb 2026 | Ceres Organics | 3.9K | 14% | 4 |
| Feb 2026 | Vegemite | 2.7K | 9.7% | 5 |
| Feb 2026 | Fix & Fogg | 2.5K | 8.9% | 6 |
| Mar 2026 | Pic's | 9.7K | 30% | 1 |
| Mar 2026 | Nutella | 5.7K | 17.7% | 2 |
| Mar 2026 | Ceres Organics | 5.1K | 15.7% | 3 |
| Mar 2026 | Marmite | 5K | 15.6% | 4 |
| Mar 2026 | Fix & Fogg | 3.5K | 11% | 5 |
| Mar 2026 | Vegemite | 3.2K | 10% | 6 |
| Apr 2026 | Pic's | 7.1K | 25% | 1 |
| Apr 2026 | Nutella | 6.3K | 22.5% | 2 |
| Apr 2026 | Ceres Organics | 5K | 17.9% | 3 |
| Apr 2026 | Marmite | 4.2K | 14.7% | 4 |
| Apr 2026 | Fix & Fogg | 3K | 10.5% | 5 |
| Apr 2026 | Vegemite | 2.7K | 9.4% | 6 |
| May 2026 | Nutella | 6.4K | 22.6% | 1 |
| May 2026 | Pic's | 5.9K | 20.8% | 2 |
| May 2026 | Ceres Organics | 5.1K | 17.9% | 3 |
| May 2026 | Marmite | 4.8K | 17% | 4 |
| May 2026 | Fix & Fogg | 3.5K | 12.2% | 5 |
| May 2026 | Vegemite | 2.7K | 9.4% | 6 |
| Jun 2026 | Vegemite | 10.2K | 29.4% | 1 |
| Jun 2026 | Nutella | 7.3K | 20.8% | 2 |
| Jun 2026 | Pic's | 5.4K | 15.6% | 3 |
| Jun 2026 | Ceres Organics | 4.8K | 13.7% | 4 |
| Jun 2026 | Marmite | 4.1K | 11.6% | 5 |
| Jun 2026 | Fix & Fogg | 3.1K | 8.9% | 6 |
| Jul 2026 | Nutella | 7.1K | 24.6% | 1 |
| Jul 2026 | Pic's | 6.5K | 22.4% | 2 |
| Jul 2026 | Marmite | 4.9K | 17% | 3 |
| Jul 2026 | Ceres Organics | 4.7K | 16.1% | 4 |
| Jul 2026 | Fix & Fogg | 3K | 10.5% | 5 |
| Jul 2026 | Vegemite | 2.7K | 9.4% | 6 |
| Aug 2026 | Nutella | 7.2K | 21.8% | 1 |
| Aug 2026 | Pic's | 6.8K | 20.7% | 2 |
| Aug 2026 | Fix & Fogg | 6.1K | 18.6% | 3 |
| Aug 2026 | Marmite | 5.3K | 16.1% | 4 |
| Aug 2026 | Ceres Organics | 4.8K | 14.5% | 5 |
| Aug 2026 | Vegemite | 2.7K | 8.2% | 6 |
| Sep 2026 | Ceres Organics | — | — | — |
| Sep 2026 | Fix & Fogg | — | — | — |
| Sep 2026 | Marmite | — | — | — |
| Sep 2026 | Nutella | — | — | — |
| Sep 2026 | Pic's | — | — | — |
| Sep 2026 | Vegemite | — | — | — |

## What is being compared

- **Ceres Organics**: Measured on the search terms “ceres co nz”, “ceres organics”, “ceres organics matcha powder”, “ceres organics near me”, “ceres organics nz”, “ceres organics online”, “ceres organics peanut butter” and “ceresorganics”, summed into one figure.
- **Fix & Fogg**: Measured on the search terms “everything butter fix and fogg”, “fix & fogg”, “fix & fogg everything butter”, “fix & fogg near me”, “fix & fogg nz”, “fix & fogg peanut butter”, “fix and fogg”, “fix and fogg everything butter”, “fix and fogg peanut butter”, “fix and fogg protein peanut butter”, “fix fogg”, “fix fogg peanut butter”, “fixandfogg co nz” and “peanut butter fix and fogg”, summed into one figure.
- **Marmite**: Measured on the search terms “b12 in marmite”, “marmite”, “marmite 500g”, “marmite au”, “marmite co nz”, “marmite near me”, “marmite nz”, “marmite online”, “marmite peanut butter”, “marmite sanitarium”, “marmite spread” and “our mate marmite”, summed into one figure.
- **Nutella**: Measured on the search terms “b ready nutella”, “homemade nutella”, “nutella”, “nutella 1kg”, “nutella 750g”, “nutella and go”, “nutella biscuits”, “nutella bucket”, “nutella cocoa”, “nutella com”, “nutella countdown”, “nutella hazelnut spread”, “nutella near me”, “nutella new zealand”, “nutella nz”, “nutella online”, “nutella peanut”, “nutella peanut butter”, “nutella price”, “nutella spread”, “sugarfree nutella” and “vegan nutella”, summed into one figure.
- **Pic's**: Measured on the search terms “pic's peanut butter”, “pics chocolate peanut butter”, “pics crunchy peanut butter”, “pics peanut butter”, “pics peanut butter 1kg”, “pics peanut butter countdown”, “pics peanut butter crunchy”, “pics peanut butter pak n save”, “pics peanut butter slug”, “pics peanut butter smooth”, “pics peanut butter world” and “pics smooth peanut butter”, summed into one figure.
- **Vegemite**: Measured on the search terms “aussie vegemite”, “vegemite”, “vegemite com au”, “vegemite near me”, “vegemite nz”, “vegemite online”, “vegemite shapes” and “vegemite spread”, summed into one figure.

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

## 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

### 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.

## Cite this page

Brandwave. "Spread brands in New Zealand: Which brands are most popular in search?". https://gobrandwave.com/demand/nz/categories/nz-spread-brands

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