---
title: "23andMe: search popularity and Share of Search in New Zealand"
description: "23andMe is a genealogy or DNA service used 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/brands/23andme"
publisher: "Brandwave"
---

# 23andMe: search popularity and Share of Search in New Zealand

23andMe is a genealogy or DNA service used 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

- **Brand**: 23andMe
- **Market**: New Zealand
- **Measured month**: Aug 2026
- **Share of Search among genealogy and DNA services**: 2.4%

## Where the brand sits

| Competitive set | Rank | Share of Search | Estimated monthly branded searches |
| --- | --- | --- | --- |
| Genealogy and DNA services | 5 | 2.4% | 830 |

- [Genealogy and DNA services](/demand/nz/categories/nz-genealogy-and-dna-services)

## How has branded search demand for 23andMe changed in New Zealand over the last 12 months?

- Across the 11 months ending August 2026, estimated monthly branded searches for 23andMe in New Zealand fell from 1.2K to 830.
- Across the 11 months ending August 2026, 23andMe’s estimated Share of Search among genealogy and DNA services in New Zealand decreased from 3.9% to 2.4%.
- Across the 11 months ending August 2026, 23andMe’s estimated Share of Search among genealogy and DNA services in New Zealand peaked at 4% in November 2025 and was lowest at 2.4% in August 2026.
- Across the 11 months ending August 2026, 23andMe fell from 4th to 5th among genealogy and DNA services in New Zealand.

## How did search popularity change for New Zealand genealogy and DNA services in August 2026?

- In August 2026, MyHeritage overtook Ancestry to take the highest estimated Share of Search among genealogy and DNA services in New Zealand, at 33.5%.
- In August 2026, FamilySearch gained estimated Share of Search among genealogy and DNA services in New Zealand, from 31.1% to 31.6%.
- In August 2026, Ancestry lost estimated Share of Search among genealogy and DNA services in New Zealand, from 35.2% to 29.8%.
- Estimated monthly branded searches for Findmypast in New Zealand rose 14.5% over 11 measured months, from 830 to 950 in August 2026.
- Estimated monthly branded searches for 23andMe in New Zealand fell 30.3% over 11 measured months, from 1.2K to 830 in August 2026.

## Historical estimated branded-search demand

| Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Genealogy and DNA services | 1.2K | 3.9% | 4 |
| Nov 2025 | Genealogy and DNA services | 1.2K | 4% | 4 |
| Dec 2025 | Genealogy and DNA services | 1.2K | 4% | 4 |
| Jan 2026 | Genealogy and DNA services | 1.1K | 3.2% | 4 |
| Feb 2026 | Genealogy and DNA services | 1.2K | 3.6% | 4 |
| Mar 2026 | Genealogy and DNA services | 1.2K | 3% | 4 |
| Apr 2026 | Genealogy and DNA services | 960 | 2.6% | 4 |
| May 2026 | Genealogy and DNA services | 1.3K | 3.3% | 4 |
| Jun 2026 | Genealogy and DNA services | 960 | 2.6% | 4 |
| Jul 2026 | Genealogy and DNA services | 990 | 2.8% | 5 |
| Aug 2026 | Genealogy and DNA services | 830 | 2.4% | 5 |
| Sep 2026 | Genealogy and DNA services | — | — | — |

## How is 23andMe measured?

Brandwave collects information about searches that people make online using 23andMe’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

- “23andme”
- “23andme com”
- “23andme dna test”
- “23andme family tree”
- “23andme genealogy”
- “23andme nz”

## Which genealogy and DNA services compete with 23andMe?

- [MyHeritage](/demand/nz/brands/myheritage): Head-to-head: /demand/nz/compare/23andme-vs-myheritage
- [FamilySearch](/demand/nz/brands/familysearch): Head-to-head: /demand/nz/compare/23andme-vs-familysearch
- [Ancestry](/demand/nz/brands/ancestry): Head-to-head: /demand/nz/compare/23andme-vs-ancestry
- [Findmypast](/demand/nz/brands/findmypast): Head-to-head: /demand/nz/compare/23andme-vs-findmypast

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Cite this page

Brandwave. "23andMe: search popularity and Share of Search in New Zealand". https://gobrandwave.com/demand/nz/brands/23andme

This page is also available as HTML at https://gobrandwave.com/demand/nz/brands/23andme. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.