Marmite vs Pic's:Which is more popular?
In September 2026, Pic's had more branded searches than Marmite among spread brands in New Zealand. Pic's had about 5,490 branded searches, while Marmite had 4,130. Pic's made up 21.2% of all spread brand searches we track, and Marmite accounted for 15.9%. When we asked ChatGPT and Google AI Overviews about spread brands, Pic's appeared in all five answers and Marmite in three. Pic's was mentioned before Marmite in every answer.
Who do people search for more?
Pic's, about 33% more searches than Marmite
Who does AI mention more?
Pic's, mentioned in every answer we collected
Who does AI recommend more?
Pic's, named ahead of Marmite in every answer
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Top spread brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Pic's appeared in all five answers. Marmite was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Pic's was listed before Marmite in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Pic's1st
Fix & Fogg2nd
Marmite3rd
Vegemite4th
Forty Thieves5th
Nutella6th
Ceres Organics–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Pic's5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Fix & Fogg5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Marmite3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Vegemite3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Forty Thieves2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Nutella1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Ceres Organics0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about spread brands
5 answers
Asked ChatGPT
“Which spread brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best spread brands in New Zealand?”
Asked ChatGPT
“What's the best spread brand in New Zealand for toast and sandwiches?”
Searched Google, AI Overview
“peanut butter nz”
Searched Google, AI Overview
“spread brands nz”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Marmite or Pic's more popular in search?
This chart shows how often people search Google for Marmite and Pic's by name. Each line represents a brand's share of searches for all seven spread brands we track, month by month, from searches in New Zealand.
Share of searches by month for Pic's, Marmite. The figures are in the table below the chart.
View monthly share of searches table
| Month | Nutella | Pic's | Marmite | Ceres Organics | Vegemite | Fix & Fogg | Forty Thieves |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 24.4% | 17.6% | 14.7% | 13.9% | 12.1% | 12.5% | 4.8% |
| Nov 2025 | 23.9% | 14.4% | 18.5% | 14.2% | 12.3% | 10.3% | 6.4% |
| Dec 2025 | 23.1% | 16.7% | 17.2% | 13.5% | 14% | 9.9% | 5.6% |
| Jan 2026 | 22.1% | 19.3% | 16.2% | 15.3% | 13.8% | 8% | 5.3% |
| Feb 2026 | 25.4% | 15.1% | 19.6% | 14.7% | 13.2% | 7.5% | 4.5% |
| Mar 2026 | 23% | 16.1% | 17.8% | 15.8% | 13.6% | 9.3% | 4.4% |
| Apr 2026 | 28.1% | 14% | 16.1% | 17.1% | 12.2% | 8.3% | 4.2% |
| May 2026 | 26.7% | 13.3% | 18.1% | 16.2% | 11.6% | 9.7% | 4.5% |
| Jun 2026 | 22.6% | 10.2% | 11.1% | 12.3% | 34.5% | 5.9% | 3.4% |
| Jul 2026 | 28.3% | 15.9% | 18.1% | 15.6% | 11.4% | 6.4% | 4.3% |
| Aug 2026 | 25% | 16.9% | 16.4% | 13.6% | 9.8% | 14.6% | 3.8% |
| Sep 2026 | 24.4% | 21.2% | 15.9% | 13.9% | 10.7% | 10.1% | 3.9% |
How has the Marmite and Pic's comparison changed over the last 12 months?
3 findings
- The lead changed hands 4 times in the 12 months ending September 2026: Marmite took it in November 2025, Pic's took it in January 2026, Marmite took it in February 2026, Pic's took it in August 2026.
- Across the 12 months ending September 2026, Marmite’s share of searches among spread brands in New Zealand moved from 14.7% to 15.9%, and its estimated monthly branded searches moved from 3.1K to 4.1K.
- Across the 12 months ending September 2026, Pic's’ share of searches among spread brands in New Zealand moved from 17.6% to 21.2%, and its estimated monthly branded searches moved from 3.7K to 5.5K.
How did search popularity change for New Zealand spread brands in September 2026?
2 changes
In September 2026, Pic's gained share of searches among spread brands in New Zealand, from 16.9% to 21.2%.
Estimated monthly branded searches for Marmite in New Zealand rose 34.5% over 12 measured months, from 3.1K to 4.1K in September 2026.
How are branded searches counted?
9 search terms
Brandwave collects information about searches that people make online using Marmite’s and Pic's’ names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Other head-to-heads among spread brands
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