Brandwave

How popular isBarilla?

In September 2026, people searched for Barilla by name about 1,560 times in New Zealand, a 48.6% increase from the previous year. These searches made up 12.7% of all New Zealand pasta sauce brand searches, placing Barilla fourth out of seven brands. When we asked both ChatGPT and Google AI Overviews about pasta sauce brands, Barilla appeared in one of the four answers and was the fifth most recommended of the seven.

Search and AI answers in September 2026

Barilla is the fourth most searched of 7 competitors and the fifth most recommended in AI answers.

  1. Wattie'sShare of searches 50%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th
  2. Leggo'sShare of searches 20.3%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
  3. DolmioShare of searches 14.5%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  4. BarillaShare of searches 12.7%Mentioned in 1 of 4 AI answersPlace in AI recommendations 5th
  5. MuttiShare of searches 1.8%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd

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Top pasta sauce brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Barilla was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Barilla is the fifth most recommended of the seven.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Dolmio1st
  2. Leggo's2nd
  3. Mutti3rd
  4. Wattie's4th
  5. Barilla5th
  6. Raguletto–
  7. Sacla–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Leggo's4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Dolmio4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Mutti3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Wattie's2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Barilla1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Raguletto0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Sacla0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about pasta sauce brands

4 answers

  • Asked ChatGPT

    “Which pasta sauce brand should I buy in New Zealand?”

    1. 1Leggo's
    2. 2Mutti
    3. 3Dolmio

  • Asked ChatGPT

    “What are the best pasta sauce brands in New Zealand?”

    1. 1Mutti
    2. 2Barilla
    3. 3Leggo's
    4. 4Dolmio
    5. 5Wattie's

  • Asked ChatGPT

    “What's the best pasta sauce brand in New Zealand for weeknight dinner?”

    1. 1Dolmio
    2. 2Leggo's
    3. 3Mutti

  • Searched Google, AI Overview

    “pasta sauce nz”

    1. 1Dolmio
    2. 2Wattie's
    3. 3Leggo's

  • Searched Google, AI Overview

    “tomato pasta sauce”

    Google showed no AI Overview for this search.

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which pasta sauce brands compete with Barilla?

Barilla against pasta sauce brands in New Zealand, by month

Share of searches by month for Wattie's, Leggo's, Dolmio, Barilla. The figures are in the table below the chart.

View monthly share of searches table
MonthWattie'sLeggo'sDolmioBarillaMuttiRagulettoSacla
Oct 202563.8%11.8%11.8%9.5%2.3%0.33%0.33%
Nov 202559.6%16.4%9.7%10.7%2.7%0.38%0.57%
Dec 202550.1%19.5%12.4%14.9%2.4%0.44%0.22%
Jan 202654.6%14.5%13%15.4%1.9%0.34%0.34%
Feb 202659.5%14.7%11.6%11.6%1.7%0.38%0.38%
Mar 202691.5%3.3%2.6%2.1%0.31%0.07%0.07%
Apr 202662.8%14%10.3%10.6%1.7%0.3%0.3%
May 202660.9%13%9.8%14.6%1.4%0.25%0.12%
Jun 202649%17.5%13.9%16.6%2.4%0.34%0.34%
Jul 202647.2%23%12.1%14.4%2.6%0.47%0.16%
Aug 202654.7%17.3%13.5%12.1%1.9%0.27%0.27%
Sep 202650%20.3%14.5%12.7%1.8%0.32%0.32%

  1. 1.Wattie's

    50%

    Held 1st. 3.1K estimated branded searches, -22.9% vs prior month. Share -4.7 points.

  2. 2.Leggo's

    20.3%

    Held 2nd. 1.3K estimated branded searches, -0.79% vs prior month. Share +3 points.

  3. 3.Dolmio

    14.5%

    Held 3rd. 900 estimated branded searches, -9.1% vs prior month. Share +1 points.

  4. 4.Barilla

    12.7%

    Held 4th. 790 estimated branded searches, -11.2% vs prior month. Share +0.6 points.

  5. 5.Mutti

    1.8%

    Held 5th. 110 estimated branded searches, -21.4% vs prior month. Share -0.1 points.

  6. 6.Raguletto

    0.32%

    Held 6th. 20 estimated branded searches, 0% vs prior month. Share +0.1 points.

  7. 7.Sacla

    0.32%

    Held 7th. 20 estimated branded searches, 0% vs prior month. Share +0.1 points.

Compare popularity between Barilla and its closest rivals

Every comparison with Barilla

13 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Barilla in New Zealand rose from 1.1K to 1.6K.
  • Across the 12 months ending September 2026, Barilla’s share of searches among pasta sauce brands in New Zealand increased from 9.5% to 12.7%.
  • Across the 12 months ending September 2026, Barilla’s share of searches among pasta sauce brands in New Zealand peaked at 16.6% in June 2026 and was lowest at 2.1% in March 2026.

How did search popularity change for New Zealand pasta sauce brands in September 2026?

5 changes

  1. In September 2026, Leggo's gained share of searches among pasta sauce brands in New Zealand, from 17.3% to 20.3%.

  2. In September 2026, Dolmio gained share of searches among pasta sauce brands in New Zealand, from 13.5% to 14.5%.

  3. In September 2026, Barilla gained share of searches among pasta sauce brands in New Zealand, from 12.1% to 12.7%.

  4. In September 2026, Wattie's lost share of searches among pasta sauce brands in New Zealand, from 54.7% to 50%.

  5. Estimated monthly branded searches for Mutti in New Zealand fell 21.4% over 12 measured months, from 140 to 110 in September 2026.

How are Barilla’s branded searches counted?

17 search terms

Brandwave collects information about searches that people make online using Barilla’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.

  • barilla
  • barilla bolognese
  • barilla farfalle pasta
  • barilla fusilli
  • barilla gf pasta
  • barilla pasta
  • barilla pasta sauce
  • barilla penne
  • barilla penne pasta
  • barilla pesto
  • barilla protein pasta
  • barilla rice
  • barilla rigatoni
  • barilla rotini
  • barilla spaghetti
  • barilla tomato sauce
  • barilla wheat pasta

Do you work for Barilla? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Barilla compete?

Barilla is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Pasta and rice brands2nd of 1014.5%Show ranking
Pasta sauce brands4th of 712.7%Shown above
Bolognese sauce brands1st of 346.1%Show ranking
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