How popular isThomas' in search?
In September 2026, there were an estimated 110K branded searches for Thomas' in United States which held steady over the last 12 months. Thomas' holds 8.4% estimated Share of Search among United States bagels and is ranked 2nd of 6 competitors for search popularity.
Einstein Bros82.9%
Thomas'8.4%
Bruegger's5.6%
Lender's1.4%- Sara Lee1.1%
- New York Bakery0.62%
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Which bagels compete with Thomas'?
Share of Search by month for Einstein Bros, Thomas', Bruegger's. The figures are in the table below the chart.
View monthly share of search table
| Month | Einstein Bros | Thomas' | Bruegger's | Lender's | Sara Lee | New York Bakery |
|---|---|---|---|---|---|---|
| Oct 2025 | 81.9% | 10% | 4.4% | 1.1% | 1.7% | 0.91% |
| Nov 2025 | 81.6% | 10% | 4.4% | 1.1% | 2% | 0.9% |
| Dec 2025 | 80.7% | 12.3% | 3.6% | 1.1% | 1.4% | 0.91% |
| Jan 2026 | 81.1% | 12.2% | 3% | 1.1% | 1.6% | 0.9% |
| Feb 2026 | 83% | 10.2% | 3.3% | 1.1% | 1.7% | 0.75% |
| Mar 2026 | 81% | 9.8% | 5.9% | 1.3% | 1.3% | 0.72% |
| Apr 2026 | 79.8% | 9.8% | 6.6% | 1.3% | 1.6% | 0.88% |
| May 2026 | 82.6% | 8.3% | 6.3% | 0.92% | 1.1% | 0.75% |
| Jun 2026 | 82.3% | 8.3% | 6.2% | 1.1% | 1.4% | 0.75% |
| Jul 2026 | 79.5% | 9.8% | 7.3% | 1.6% | 1.1% | 0.72% |
| Aug 2026 | 82.1% | 8.3% | 6.2% | 1.4% | 1.4% | 0.61% |
| Sep 2026 | 82.9% | 8.4% | 5.6% | 1.4% | 1.1% | 0.62% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 82.9% | 1.1M | 0% | +0.8 points | |
| 2, held 2nd | 8.4% | 110K | 0% | +0.1 points | |
| 3, held 3rd | 5.6% | 73.6K | -10.9% | -0.6 points | |
| 4, held 4th | 1.4% | 18.1K | 0% | 0 points | |
| 5, held 5th | 1.1% | 14.8K | -18.2% | -0.2 points | |
| 6, held 6th | 0.62% | 8.2K | 0% | 0 points |
82.9%
Held 1st. 1.1M estimated branded searches, 0% vs prior month. Share +0.8 points.
2.
Thomas'8.4%
Held 2nd. 110K estimated branded searches, 0% vs prior month. Share +0.1 points.
5.6%
Held 3rd. 73.6K estimated branded searches, -10.9% vs prior month. Share -0.6 points.
4.
Lender's1.4%
Held 4th. 18.1K estimated branded searches, 0% vs prior month. Share 0 points.
5.Sara Lee
1.1%
Held 5th. 14.8K estimated branded searches, -18.2% vs prior month. Share -0.2 points.
0.62%
Held 6th. 8.2K estimated branded searches, 0% vs prior month. Share 0 points.
Compare search popularity between Thomas' and its closest rivals
Every comparison with Thomas'
5 comparisons
How has branded search demand for Thomas' changed in United States over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Thomas' in United States held steady at 110K.
- Across the 12 months ending September 2026, Thomas'’s estimated Share of Search among bagels in United States decreased from 10% to 8.4%.
- Across the 12 months ending September 2026, Thomas'’s estimated Share of Search among bagels in United States peaked at 12.3% in December 2025 and was lowest at 8.3% in August 2026.
How did search popularity change for United States bagels in September 2026?
5 changes
In September 2026, Einstein Bros gained estimated Share of Search among bagels in United States, from 82.1% to 82.9%.
In September 2026, Bruegger's lost estimated Share of Search among bagels in United States, from 6.2% to 5.6%.
Estimated monthly branded searches for Lender's in United States rose 49.6% over 12 measured months, from 12.1K to 18.1K in September 2026.
Estimated monthly branded searches for Sara Lee in United States fell 18.2% over 12 measured months, from 18.1K to 14.8K in September 2026.
Estimated monthly branded searches for New York Bakery in United States fell 17.9% over 12 measured months, from 9.9K to 8.2K in September 2026.
How is Thomas' measured?
Brandwave collects information about searches that people make online using Thomas'’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
1 branded search term
- thomas'
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