Brandwave

Forty Thieves vs Marmite:Which is more popular?

In September 2026, Marmite had more branded searches than Forty Thieves among spread brands in New Zealand. Marmite had about 4,130 branded searches, while Forty Thieves had 1,000. Marmite made up 15.9% of all spread brand searches we track, and Forty Thieves accounted for 3.9%. When we asked ChatGPT and Google AI Overviews about spread brands, Marmite appeared in three of the five answers and Forty Thieves in two. Marmite was mentioned before Forty Thieves in three out of five answers.

Among spread brands in New Zealand in September 2026

Who do people search for more?

Marmite, about 4 searches for every 1 for Forty Thieves

Marmite 4.1K searchesForty Thieves 1K searches

Who does AI mention more?

Marmite, mentioned in 3 of 5 answers, Forty Thieves in 2

Marmite in 3 of 5Forty Thieves in 2 of 5

Who does AI recommend more?

Marmite, named ahead of Forty Thieves in 3 of 5 answers

Marmite first in 3Forty Thieves first in 2

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Top spread brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Marmite was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Forty Thieves was mentioned in two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. Marmite was listed before Forty Thieves in three out of five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Pic's1st
  2. Fix & Fogg2nd
  3. Marmite3rd
  4. Vegemite4th
  5. Forty Thieves5th
  6. Nutella6th
  7. 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

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 Forty Thieves or Marmite more popular in search?

This chart shows how often people search Google for Forty Thieves and Marmite 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.

Forty Thieves and Marmite among spread brands in New Zealand, by month

Share of searches by month for Marmite, Forty Thieves. The figures are in the table below the chart.

View monthly share of searches table
MonthNutellaPic'sMarmiteCeres OrganicsVegemiteFix & FoggForty Thieves
Oct 202524.4%17.6%14.7%13.9%12.1%12.5%4.8%
Nov 202523.9%14.4%18.5%14.2%12.3%10.3%6.4%
Dec 202523.1%16.7%17.2%13.5%14%9.9%5.6%
Jan 202622.1%19.3%16.2%15.3%13.8%8%5.3%
Feb 202625.4%15.1%19.6%14.7%13.2%7.5%4.5%
Mar 202623%16.1%17.8%15.8%13.6%9.3%4.4%
Apr 202628.1%14%16.1%17.1%12.2%8.3%4.2%
May 202626.7%13.3%18.1%16.2%11.6%9.7%4.5%
Jun 202622.6%10.2%11.1%12.3%34.5%5.9%3.4%
Jul 202628.3%15.9%18.1%15.6%11.4%6.4%4.3%
Aug 202625%16.9%16.4%13.6%9.8%14.6%3.8%
Sep 202624.4%21.2%15.9%13.9%10.7%10.1%3.9%

How has the Forty Thieves and Marmite comparison changed over the last 12 months?

3 findings
  • Marmite was ahead of Forty Thieves in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Forty Thieves’ share of searches among spread brands in New Zealand moved from 4.8% to 3.9%, and its estimated monthly branded searches held steady at 1K.
  • 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.

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

1 change

  1. 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?

7 search terms

Brandwave collects information about searches that people make online using Forty Thieves’ and Marmite’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.

Forty Thieves

1 branded search term

  • forty thieves

Marmite

6 branded search terms

  • marmite
  • marmite 500g
  • marmite peanut butter
  • marmite sanitarium
  • marmite spread
  • our mate marmite

How the Brand Demand Index is measured

Other head-to-heads among spread brands

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