Brandwave

How popular isBirds Eye?

In September 2026, people searched for Birds Eye by name about 590 times in New Zealand, about the same as the previous year. These searches made up 5.6% of all New Zealand frozen food brand searches, placing Birds Eye sixth out of seven brands. When we asked both ChatGPT and Google AI Overviews about frozen food brands, Birds Eye appeared in one of the five answers and was the third most recommended of the seven.

Search and AI answers in September 2026

Birds Eye is the sixth most searched of 7 competitors and the third most recommended in AI answers.

  1. Wattie'sShare of searches 29.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  2. TegelShare of searches 27.7%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  3. Talley'sShare of searches 15.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  4. LeaderBrandShare of searches 11.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. Birds EyeShare of searches 5.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations 3rd

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Top frozen food brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Birds Eye was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Birds Eye is the third most recommended of the seven.

Most recommended by AI

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

  1. Wattie's1st
  2. McCain2nd
  3. Birds Eye3rd
  4. Tegel4th
  5. Talley's5th
  6. LeaderBrand–
  7. Oob Organic–

Mentioned by AI

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

  • McCain4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Wattie's3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tegel2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Talley's1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Birds Eye1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • LeaderBrand0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Oob Organic0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about frozen food brands

5 answers

  • Asked ChatGPT

    “Which frozen food brand should I buy in New Zealand?”

    1. 1Wattie's
    2. 2McCain
    3. 3Tegel

  • Asked ChatGPT

    “What are the best frozen food brands in New Zealand?”

    1. 1McCain
    2. 2Wattie's
    3. 3Birds Eye
    4. 4Talley's
    5. 5Tegel

  • Asked ChatGPT

    “What's the best frozen food brand in New Zealand for easy dinners?”

    1. 1Wattie's
    2. 2McCain

  • Searched Google, AI Overview

    “frozen food nz”

    1. 1McCain

  • Searched Google, AI Overview

    “best frozen meals”

    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 frozen food brands compete with Birds Eye?

    Birds Eye against frozen food brands in New Zealand, by month

    Share of searches by month for Wattie's, Tegel, Talley's, LeaderBrand, McCain, Birds Eye. The figures are in the table below the chart.

    View monthly share of searches table
    MonthWattie'sTegelTalley'sLeaderBrandMcCainBirds EyeOob Organic
    Oct 202528.6%21.7%27.1%9%7.6%4.3%1.7%
    Nov 202529.1%22.3%17.9%12.9%9%5.9%2.9%
    Dec 202523.4%24.8%19.9%12.4%8.7%4.8%6%
    Jan 202629.6%22%14.8%11.6%9.1%5%7.8%
    Feb 202629.7%22.8%18.3%9.9%9.2%5%5%
    Mar 202667.2%7.4%6.3%3.2%12.6%2%1.3%
    Apr 202635.6%20.6%16.7%8.9%10.4%4.6%3.2%
    May 202634.9%20.5%17.3%9%11.7%4.7%1.8%
    Jun 202628.7%23.8%19.2%9.7%10.3%6.1%2.2%
    Jul 202629.9%23.6%16.1%8.9%12.8%6.5%2.3%
    Aug 202634.5%24.9%14%10.9%9.3%5.7%0.77%
    Sep 202629.6%27.7%15.6%11.5%9%5.6%1.1%

    1. 1.Wattie's

      29.6%

      Held 1st. 3.1K estimated branded searches, -22.9% vs prior month. Share -4.9 points.

    2. 2.Tegel

      27.7%

      Held 2nd. 2.9K estimated branded searches, 0% vs prior month. Share +2.8 points.

    3. 3.Talley's

      15.6%

      Held 3rd. 1.6K estimated branded searches, 0% vs prior month. Share +1.6 points.

    4. 4.LeaderBrand

      11.5%

      Held 4th. 1.2K estimated branded searches, -5.5% vs prior month. Share +0.6 points.

    5. 5.McCain

      9%

      Held 5th. 940 estimated branded searches, -13.8% vs prior month. Share -0.4 points.

    6. 6.Birds Eye

      5.6%

      Held 6th. 590 estimated branded searches, -10.6% vs prior month. Share 0 points.

    7. 7.Oob Organic

      1.1%

      Held 7th. 120 estimated branded searches, +33.3% vs prior month. Share +0.4 points.

    Compare popularity between Birds Eye and its closest rivals

    Every comparison with Birds Eye

    6 comparisons

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

    3 findings
    • Across the 12 months ending September 2026, estimated monthly branded searches for Birds Eye in New Zealand held steady, from 570 to 590.
    • Across the 12 months ending September 2026, Birds Eye’s share of searches among frozen food brands in New Zealand increased from 4.3% to 5.6%.
    • Across the 12 months ending September 2026, Birds Eye’s share of searches among frozen food brands in New Zealand peaked at 6.5% in July 2026 and was lowest at 2% in March 2026.

    How did search popularity change for New Zealand frozen food brands in September 2026?

    5 changes

    1. In September 2026, Tegel gained share of searches among frozen food brands in New Zealand, from 24.9% to 27.7%.

    2. In September 2026, Talley's gained share of searches among frozen food brands in New Zealand, from 14% to 15.6%.

    3. In September 2026, LeaderBrand gained share of searches among frozen food brands in New Zealand, from 10.9% to 11.5%.

    4. In September 2026, Wattie's lost share of searches among frozen food brands in New Zealand, from 34.5% to 29.6%.

    5. Estimated monthly branded searches for Oob Organic in New Zealand fell 47.8% over 12 measured months, from 230 to 120 in September 2026.

    How are Birds Eye’s branded searches counted?

    6 search terms

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

    • birds eye
    • birds eye chips
    • birds eye fish
    • birds eye fries
    • birds eye frozen
    • birds eye vegetables

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    How the Brand Demand Index is measured

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