Nutella vs Vegemite:Which is more popular by branded search in New Zealand?
In August 2026, Nutella had more branded searches than Vegemite among spread brands in New Zealand. Nutella was estimated to have 7.2K branded searches compared to Vegemite’s 2.7K, and held a 21.8% Share of Search versus Vegemite’s 8.2%.
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Which is more popular in search, Nutella or Vegemite?
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, Vegemite. 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 Nutella and Vegemite comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 11 months ending August 2026: Vegemite took it in June 2026, Nutella took it in July 2026.
- 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.
- Across the 11 months ending August 2026, Vegemite’s estimated Share of Search among spread brands in New Zealand moved from 9.9% to 8.2%, and its estimated monthly branded searches moved from 2.6K to 2.7K.
How did search popularity change for New Zealand spread brands in August 2026?
2 changes
In August 2026, Nutella lost estimated Share of Search among spread brands in New Zealand, from 24.6% to 21.8%.
In August 2026, Vegemite lost estimated Share of Search among spread brands in New Zealand, from 9.4% to 8.2%.
How each brand is measured
Brandwave collects information about searches that people make online using Nutella’s and Vegemite’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.
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
Vegemite
8 branded search terms
- aussie vegemite
- vegemite
- vegemite com au
- vegemite near me
- vegemite nz
- vegemite online
- vegemite shapes
- vegemite spread
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.