Brandwave

How popular isChallenge?

In September 2026, people searched for Challenge by name about 800 times in New Zealand, a 9.6% increase from the previous year. These searches made up 0.8% of all New Zealand fuel retailer searches, placing Challenge ninth out of nine retailers. When we asked both ChatGPT and Google AI Overviews about fuel retailers, Challenge did not appear in any of the answers.

Search and AI answers in September 2026

Challenge is the ninth most searched of 9 competitors and not listed in any AI answer.

  1. MobilShare of searches 41.9%Mentioned in 3 of 4 AI answersPlace in AI recommendations 5th
  2. CaltexShare of searches 15.7%Mentioned in 2 of 4 AI answersPlace in AI recommendations 7th
  3. ZShare of searches 15.2%Mentioned in 4 of 4 AI answersPlace in AI recommendations 4th
  4. WaitomoShare of searches 9.2%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  5. ChallengeShare of searches 0.8%Mentioned in 0 of 4 AI answersPlace in AI recommendations –

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Top fuel retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Challenge did not appear in any of the four answers.

Most recommended by AI

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

  1. Waitomo1st
  2. Gull2nd
  3. NPD3rd
  4. Z4th
  5. Mobil5th
  6. bp5th
  7. Caltex7th
  8. Allied Petroleum–
  9. Challenge–

Mentioned by AI

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

  • Z4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Waitomo4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Gull4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • NPD4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Mobil3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • bp3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Caltex2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Allied Petroleum0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Challenge0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about fuel retailers

4 answers

  • Asked ChatGPT

    “Which fuel retailer should I switch to in New Zealand?”

    1. 1Waitomo
    2. 2NPD
    3. 3Gull
    4. 4Z
    5. 5Mobil

  • Asked ChatGPT

    “What are the best fuel retailers in New Zealand?”

    1. 1Waitomo
    2. 2Gull
    3. 3NPD
    4. 4Z
    5. 5Mobil
    6. 6bp
    7. 7Caltex

  • Asked ChatGPT

    “What's the best fuel retailer in New Zealand for cheaper petrol?”

    1. 1Gull
    2. 2Waitomo
    3. 3NPD
    4. 4Z
    5. 5bp

  • Searched Google, AI Overview

    “cheap petrol nz”

    1. 1NPD
    2. 2Gull
    3. 3Waitomo
    4. 4bp
    5. 5Mobil
    6. 6Z
    7. 7Caltex

  • Searched Google, AI Overview

    “petrol stations nz”

    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 19, 2026.

Which fuel retailers compete with Challenge?

Challenge against fuel retailers in New Zealand, by month

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

View monthly share of searches table
MonthMobilCaltexZWaitomoGullAllied PetroleumNPDbpChallenge
Oct 202539.4%17.2%15.8%10.7%8.5%4.6%1.8%1.6%0.56%
Nov 202540.7%19.3%14.5%8.4%9.1%4.8%1.2%1.5%0.57%
Dec 202536.4%22%13.2%9.5%9.8%5.2%1.5%1.8%0.49%
Jan 202636.9%21.9%13.1%10%9.9%4.9%1.4%1.4%0.5%
Feb 202641.5%21.7%12%8.9%7.7%4.5%1.4%1.9%0.4%
Mar 202643%18%11.3%9.6%8.4%5.5%2.3%1.3%0.56%
Apr 202638.5%20.7%14%10.7%5.9%5.5%2.6%1.6%0.56%
May 202644.2%16.7%14.4%9.8%5.6%4.8%2.1%1.7%0.66%
Jun 202647.9%14.4%12.4%9.6%7.5%4%2.2%1.5%0.57%
Jul 202645.6%15.1%12.7%9.4%8.4%4%2.5%1.5%0.73%
Aug 202646.4%14.9%13.7%8.1%8.2%4.8%1.7%1.4%0.73%
Sep 202641.9%15.7%15.2%9.2%7.6%5.8%2.2%1.6%0.8%

  1. 1.Mobil

    41.9%

    Held 1st. 41.9K estimated branded searches, -17.7% vs prior month. Share -4.5 points.

  2. 2.Caltex

    15.7%

    Held 2nd. 15.7K estimated branded searches, -3.5% vs prior month. Share +0.9 points.

  3. 3.Z

    15.2%

    Held 3rd. 15.2K estimated branded searches, +1.1% vs prior month. Share +1.5 points.

  4. 4.Waitomo

    9.2%

    Moved from 5th to 4th. 9.2K estimated branded searches, +3.1% vs prior month. Share +1.1 points.

  5. 5.Gull

    7.6%

    Moved from 4th to 5th. 7.6K estimated branded searches, -15.9% vs prior month. Share -0.6 points.

  6. 6.Allied Petroleum

    5.8%

    Held 6th. 5.8K estimated branded searches, +9.4% vs prior month. Share +1 points.

  7. 7.NPD

    2.2%

    Held 7th. 2.2K estimated branded searches, +18.3% vs prior month. Share +0.5 points.

  8. 8.bp

    1.6%

    Held 8th. 1.6K estimated branded searches, +3.3% vs prior month. Share +0.2 points.

  9. 9.Challenge

    0.8%

    Held 9th. 800 estimated branded searches, 0% vs prior month. Share +0.1 points.

Compare popularity between Challenge and its closest rivals

Every comparison with Challenge

8 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Challenge in New Zealand rose from 730 to 800.
  • Across the 12 months ending September 2026, Challenge’s share of searches among fuel retailers in New Zealand held steady, from 0.56% to 0.8%.

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

6 changes

  1. In September 2026, Waitomo overtook Gull to rank 4th among fuel retailers in New Zealand, with 9.2% of the searches.

  2. In September 2026, Z gained share of searches among fuel retailers in New Zealand, from 13.7% to 15.2%.

  3. In September 2026, Allied Petroleum gained share of searches among fuel retailers in New Zealand, from 4.8% to 5.8%.

  4. In September 2026, Caltex gained share of searches among fuel retailers in New Zealand, from 14.9% to 15.7%.

  5. In September 2026, NPD gained share of searches among fuel retailers in New Zealand, from 1.7% to 2.2%.

  6. In September 2026, Mobil lost share of searches among fuel retailers in New Zealand, from 46.4% to 41.9%.

How are Challenge’s branded searches counted?

4 search terms

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.

  • Challenge fuel
  • Challenge petrol
  • Challenge petrol station
  • Challenge petrol stations

Do you work for Challenge? 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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