Brandwave

How popular isCampbell's?

In September 2026, people searched for Campbell's by name about 1,240 times in New Zealand, about the same as the previous year. These searches made up 15.7% of all New Zealand soup and stock brand searches, placing Campbell's third out of six brands. When we asked both ChatGPT and Google AI Overviews about soup and stock brands, Campbell's appeared in four of the five answers and was the most recommended of the six.

Search and AI answers in September 2026

Campbell's is the third most searched of 6 competitors and the most recommended in AI answers.

  1. Wattie'sShare of searches 39.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  2. MaggiShare of searches 36.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
  3. Campbell'sShare of searches 15.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  4. OXO StockShare of searches 4.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. ContinentalShare of searches 2.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th

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Top soup and stock brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Campbell's was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Campbell's is the most recommended of the six.

Most recommended by AI

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

  1. Campbell's1st
  2. Maggi2nd
  3. Wattie's3rd
  4. Continental4th
  5. The Little Bone Broth Company5th
  6. OXO Stock–

Mentioned by AI

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

  • Campbell's4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Wattie's3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Continental3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Maggi2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • The Little Bone Broth Company2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • OXO Stock0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about soup and stock brands

5 answers

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 soup and stock brands compete with Campbell's?

Campbell's against soup and stock brands in New Zealand, by month

Share of searches by month for Wattie's, Maggi, Campbell's, OXO Stock, Continental. The figures are in the table below the chart.

View monthly share of searches table
MonthWattie'sMaggiCampbell'sOXO StockContinentalThe Little Bone Broth Company
Oct 202545%34.4%14.6%3.9%1.1%1.1%
Nov 202532%24.8%39.1%2.9%0.72%0.51%
Dec 202535.2%34.4%22.9%3.9%1.4%2.2%
Jan 202640.9%34.2%16.1%4.7%0.89%3.3%
Feb 202642.6%31.9%18.1%4.2%1.2%1.9%
Mar 202684.8%8.5%4.7%1.3%0.36%0.45%
Apr 202646.3%31.1%14.5%4.6%1.6%1.9%
May 202647.4%31%13.3%4.6%1.6%2%
Jun 202634.1%39.4%17%5%2.5%2%
Jul 202636.3%38.1%16.5%4.9%2.5%1.7%
Aug 202642.4%33.8%14.5%5.1%2.7%1.5%
Sep 202639.2%36.4%15.7%4.7%2.7%1.4%

  1. 1.Wattie's

    39.2%

    Held 1st. 3.1K estimated branded searches, -22.9% vs prior month. Share -3.2 points.

  2. 2.Maggi

    36.4%

    Held 2nd. 2.9K estimated branded searches, -10.3% vs prior month. Share +2.6 points.

  3. 3.Campbell's

    15.7%

    Held 3rd. 1.2K estimated branded searches, -10.1% vs prior month. Share +1.1 points.

  4. 4.OXO Stock

    4.7%

    Held 4th. 370 estimated branded searches, -22.9% vs prior month. Share -0.4 points.

  5. 5.Continental

    2.7%

    Held 5th. 210 estimated branded searches, -19.2% vs prior month. Share -0.1 points.

  6. 6.The Little Bone Broth Company

    1.4%

    Held 6th. 110 estimated branded searches, -21.4% vs prior month. Share -0.1 points.

Compare popularity between Campbell's and its closest rivals

Every comparison with Campbell's

5 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Campbell's in New Zealand held steady at 1.2K.
  • Across the 12 months ending September 2026, Campbell's’ share of searches among soup and stock brands in New Zealand increased from 14.6% to 15.7%.
  • Across the 12 months ending September 2026, Campbell's’ share of searches among soup and stock brands in New Zealand peaked at 39.1% in November 2025 and was lowest at 4.7% in March 2026.

How did search popularity change for New Zealand soup and stock brands in September 2026?

6 changes

  1. In September 2026, Maggi gained share of searches among soup and stock brands in New Zealand, from 33.8% to 36.4%.

  2. In September 2026, Campbell's gained share of searches among soup and stock brands in New Zealand, from 14.5% to 15.7%.

  3. In September 2026, Wattie's lost share of searches among soup and stock brands in New Zealand, from 42.4% to 39.2%.

  4. The Little Bone Broth Company’s share of searches among soup and stock brands in New Zealand has lost ground for 3 months in a row, from 2% to 1.4% in September 2026.

  5. Estimated monthly branded searches for Continental in New Zealand rose 133.3% over 12 measured months, from 90 to 210 in September 2026.

  6. Estimated monthly branded searches for OXO Stock in New Zealand rose 12.1% over 12 measured months, from 330 to 370 in September 2026.

How are Campbell's’ branded searches counted?

6 search terms

Brandwave collects information about searches that people make online using Campbell'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.

  • campbell s
  • campbells
  • campbells condensed soup
  • campbells mushroom soup
  • campbells soup
  • campbells tomato soup

Do you work for Campbell's? 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

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