Marmite vs Nutella:Which is more popular by branded search in New Zealand?
In August 2026, Nutella had more branded searches than Marmite among spread brands in New Zealand. Nutella was estimated to have 7.2K branded searches compared to Marmite’s 5.3K, and held a 21.8% Share of Search versus Marmite’s 16.1%.
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Which is more popular in search, Marmite or Nutella?
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 by month for Nutella, Marmite. The figures are in the table below the chart.
View monthly share of search table
| Month | Nutella | Pic's | Fix & Fogg | Marmite | Ceres Organics | Vegemite |
|---|---|---|---|---|---|---|
| Oct 2025 | 21.2% | 26.3% | 13.4% | 14.5% | 14.8% | 9.9% |
| Nov 2025 | 20.3% | 26.4% | 11.4% | 17.1% | 14.8% | 10% |
| Dec 2025 | 17.8% | 34.1% | 10.3% | 15% | 12.6% | 10.2% |
| Jan 2026 | 16.2% | 37.5% | 9% | 13.5% | 14.2% | 9.6% |
| Feb 2026 | 19.4% | 31.5% | 8.9% | 16.5% | 14% | 9.7% |
| Mar 2026 | 17.7% | 30% | 11% | 15.6% | 15.7% | 10% |
| Apr 2026 | 22.5% | 25% | 10.5% | 14.7% | 17.9% | 9.4% |
| May 2026 | 22.6% | 20.8% | 12.2% | 17% | 17.9% | 9.4% |
| Jun 2026 | 20.8% | 15.6% | 8.9% | 11.6% | 13.7% | 29.4% |
| Jul 2026 | 24.6% | 22.4% | 10.5% | 17% | 16.1% | 9.4% |
| Aug 2026 | 21.8% | 20.7% | 18.6% | 16.1% | 14.5% | 8.2% |
| Sep 2026 | — | — | — | — | — | — |
How has the Marmite and Nutella comparison changed over the last 12 months?
3 findings
- Nutella was ahead of Marmite in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Marmite’s estimated Share of Search among spread brands in New Zealand moved from 14.5% to 16.1%, and its estimated monthly branded searches moved from 3.9K to 5.3K.
- Across the 11 months ending August 2026, Nutella’s estimated Share of Search among spread brands in New Zealand moved from 21.2% to 21.8%, and its estimated monthly branded searches moved from 5.6K to 7.2K.
How did search popularity change for New Zealand spread brands in August 2026?
3 changes
In August 2026, Fix & Fogg overtook Marmite 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, Marmite lost estimated Share of Search among spread brands in New Zealand, from 17% to 16.1%.
How each brand is measured
Brandwave collects information about searches that people make online using Marmite’s and Nutella’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.
Marmite
12 branded 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
- our mate marmite
Nutella
22 branded 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
- vegan nutella
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.