--- title: "Nutella vs Vegemite: Which is more popular by branded search in New Zealand?" description: "Which is more popular in search, Nutella or Vegemite? Compare estimated monthly branded-search demand and Share of Search inside the Spread brands set in New Zealand. 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/compare/nutella-vs-vegemite" publisher: "Brandwave" --- # Nutella vs Vegemite: Which is more popular by branded search in New Zealand? Which is more popular in search, Nutella or Vegemite? Compare estimated monthly branded-search demand and Share of Search inside the Spread brands set in New Zealand. 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 - **Compared**: Nutella and Vegemite - **Competitive set**: Spread brands - **Market**: New Zealand - **Month measured**: Aug 2026 - **Nutella Share of Search**: 21.8% - **Vegemite Share of Search**: 8.2% ## Which is more popular in search, Nutella or Vegemite? - 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%. - 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? - 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%. ## Month by month | Month | Nutella estimated searches | Nutella Share of Search | Nutella rank | Vegemite estimated searches | Vegemite Share of Search | Vegemite rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 5.6K | 21.2% | 2 | 2.6K | 9.9% | 6 | | Nov 2025 | 5.4K | 20.3% | 2 | 2.6K | 10% | 6 | | Dec 2025 | 4.6K | 17.8% | 2 | 2.6K | 10.2% | 6 | | Jan 2026 | 4.6K | 16.2% | 2 | 2.8K | 9.6% | 5 | | Feb 2026 | 5.4K | 19.4% | 2 | 2.7K | 9.7% | 5 | | Mar 2026 | 5.7K | 17.7% | 2 | 3.2K | 10% | 6 | | Apr 2026 | 6.3K | 22.5% | 2 | 2.7K | 9.4% | 6 | | May 2026 | 6.4K | 22.6% | 1 | 2.7K | 9.4% | 6 | | Jun 2026 | 7.3K | 20.8% | 2 | 10.2K | 29.4% | 1 | | Jul 2026 | 7.1K | 24.6% | 1 | 2.7K | 9.4% | 6 | | Aug 2026 | 7.2K | 21.8% | 1 | 2.7K | 8.2% | 6 | | Sep 2026 | — | — | — | — | — | — | ## 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**: 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. - **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. - [Nutella profile](/demand/nz/brands/nutella) - [Vegemite profile](/demand/nz/brands/vegemite) - [All spread brands in New Zealand](/demand/nz/categories/nz-spread-brands): The set both shares are measured inside, 6 brands. ## 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 is more popular in search, Nutella or Vegemite? 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%. ## Cite this page Brandwave. "Nutella vs Vegemite: Which is more popular by branded search in New Zealand?". https://gobrandwave.com/demand/nz/compare/nutella-vs-vegemite This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/nutella-vs-vegemite. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.