Bruegger's vs Thomas':Which is searched more in United States?
In September 2026, Thomas' had more branded searches than Bruegger's among bagels in United States. Thomas' was estimated to have 110K branded searches compared to Bruegger's’ 73.6K, and held an 8.4% Share of Search versus Bruegger's’ 5.6%.
Follow Bruegger's vs Thomas' and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Which is more popular in search, Bruegger's or Thomas'?
Compare the bagels shoppers choose between. 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 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% |
How has the Bruegger's and Thomas' comparison changed over the last 12 months?
3 findings
- Thomas' was ahead of Bruegger's in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Bruegger's’ estimated Share of Search among bagels in United States moved from 4.4% to 5.6%, and its estimated monthly branded searches moved from 48.6K to 73.6K.
- Across the 12 months ending September 2026, Thomas'’s estimated Share of Search among bagels in United States moved from 10% to 8.4%, and its estimated monthly branded searches held steady at 110K.
How did search popularity change for United States bagels in September 2026?
1 change
In September 2026, Bruegger's lost estimated Share of Search among bagels in United States, from 6.2% to 5.6%.
Other head-to-heads among bagels
How each brand is measured
Brandwave collects information about searches that people make online using Bruegger's’ and Thomas'’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.
Bruegger's
2 branded search terms
- bruegger s
- brueggers
Thomas'
1 branded search term
- thomas'
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.