Brandwave

How popular isChallenge in search?

In August 2026, there were an estimated 900 branded searches for Challenge in New Zealand which is up 5.9% over the last 11 months. Challenge holds 0.31% estimated Share of Search among New Zealand fuel retailers and is ranked 9th of 9 competitors for search popularity.

Share of Search, August 2026
  1. Mobil25.8%
  2. bp22.9%
  3. Z19.9%
  4. Caltex9.2%
  5. Gull7.2%
  6. Allied Petroleum5.7%
  7. NPD5%
  8. Waitomo4.1%
  9. Challenge0.31%
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Which fuel retailers compete with Challenge?

Challenge against fuel retailers in New Zealand, by month

Share of Search by month for Mobil, bp, Z, Caltex, Gull, Allied Petroleum, NPD, Waitomo, Challenge. The figures are in the table below the chart.

View monthly share of search table
MonthMobilbpZCaltexGullAllied PetroleumNPDWaitomoChallenge
Oct 202522.9%21.7%23%9.9%6.8%6.1%4.1%5.2%0.28%
Nov 202524.9%19.5%21.1%11.5%7.1%7.6%3.5%4.4%0.31%
Dec 202522.1%21%19.1%12.9%7.6%8.2%3.9%4.9%0.26%
Jan 202622.2%21.2%18.9%12.8%7.6%8.1%3.8%5.1%0.25%
Feb 202625.1%19.7%17.8%12.5%6.9%8.8%4.3%4.7%0.2%
Mar 202626.2%15.7%17.7%12.2%8.7%8.1%5.3%5.9%0.32%
Apr 202622.1%19.9%20.4%11.8%5.6%8%6.7%5.3%0.26%
May 202624.5%22.2%21.6%9.7%4.9%6.3%5.9%4.6%0.29%
Jun 202626.2%23.4%19.4%8.3%6.5%4.7%6.4%4.8%0.24%
Jul 202625.1%22.5%19.6%9.1%7.3%5.2%6.2%4.6%0.32%
Aug 202625.8%22.9%19.9%9.2%7.2%5.7%5%4.1%0.31%
Sep 2026—————————

  1. 1.Mobil

    25.8%

    held 1st · 73.8K estimated branded searches · -0.18% vs prior month · +0.7 points

  2. 2.bp

    22.9%

    held 2nd · 65.8K estimated branded searches · -1% vs prior month · +0.4 points

  3. 3.Z

    19.9%

    held 3rd · 57.1K estimated branded searches · -1.1% vs prior month · +0.3 points

  4. 4.Caltex

    9.2%

    held 4th · 26.3K estimated branded searches · -2.2% vs prior month · 0 points

  5. 5.Gull

    7.2%

    held 5th · 20.7K estimated branded searches · -3.7% vs prior month · -0.1 points

  6. 6.Allied Petroleum

    5.7%

    moved from 7th to 6th · 16.2K estimated branded searches · +5.2% vs prior month · +0.4 points

  7. 7.NPD

    5%

    moved from 6th to 7th · 14.3K estimated branded searches · -21.7% vs prior month · -1.2 points

  8. 8.Waitomo

    4.1%

    held 8th · 11.6K estimated branded searches · -14.9% vs prior month · -0.6 points

  9. 9.Challenge

    0.31%

    held 9th · 900 estimated branded searches · -3.2% vs prior month · 0 points

Compare search popularity between Challenge and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Challenge in New Zealand rose from 850 to 900.
  • Across the 11 months ending August 2026, Challenge’s estimated Share of Search among fuel retailers in New Zealand held steady, from 0.28% to 0.31%.

How did search popularity change for New Zealand fuel retailers in August 2026?

  1. In August 2026, Mobil gained estimated Share of Search among fuel retailers in New Zealand, from 25.1% to 25.8%.

  2. In August 2026, NPD lost estimated Share of Search among fuel retailers in New Zealand, from 6.2% to 5%.

  3. In August 2026, Waitomo lost estimated Share of Search among fuel retailers in New Zealand, from 4.6% to 4.1%.

  4. In August 2026, Allied Petroleum rose from 7th to 6th among fuel retailers in New Zealand.

  5. Estimated monthly branded searches for Z in New Zealand fell 19.7% over 11 measured months, from 71.1K to 57.1K in August 2026.

  6. Estimated monthly branded searches for Caltex in New Zealand fell 14.2% over 11 measured months, from 30.6K to 26.3K in August 2026.

How is Challenge measured?

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

6 branded search terms

  • Challenge fuel
  • Challenge fuel near me
  • Challenge petrol
  • Challenge petrol near me
  • Challenge petrol station
  • Challenge petrol stations

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How the Brand Demand Index is measured

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