Brandwave

How popular isChelsea?

In September 2026, people searched for Chelsea by name about 4,740 times in New Zealand, a 12.1% decrease from the previous year. These searches made up 50.2% of all New Zealand baking brand searches, placing Chelsea first out of six brands. When we asked both ChatGPT and Google AI Overviews about baking brands, Chelsea appeared in three of the five answers and was the second most recommended of the six.

Search and AI answers in September 2026

Chelsea is the most searched of 6 competitors and the second most recommended in AI answers.

  1. ChelseaShare of searches 50.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  2. EdmondsShare of searches 16.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  3. Betty CrockerShare of searches 12.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  4. PamsShare of searches 11.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  5. Champion FlourShare of searches 8.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+1 more

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Top baking brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Chelsea was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Chelsea is the second most recommended of the six.

Most recommended by AI

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

  1. Edmonds1st
  2. Chelsea2nd
  3. Pams3rd
  4. Betty Crocker4th
  5. Champion Flour–
  6. Pettinice–

Mentioned by AI

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

  • Edmonds4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Chelsea3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Pams3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Betty Crocker1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Champion Flour0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Pettinice0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about baking brands

5 answers

  • Asked ChatGPT

    “Which baking brand should I buy in New Zealand?”

    1. 1Edmonds
    2. 2Pams

  • Asked ChatGPT

    “What are the best baking brands in New Zealand?”

    1. 1Edmonds
    2. 2Chelsea
    3. 3Pams

  • Asked ChatGPT

    “What's the best baking brand in New Zealand for everyday baking?”

    1. 1Edmonds
    2. 2Chelsea
    3. 3Pams

  • Searched Google, AI Overview

    “cake mix nz”

    1. 1Edmonds
    2. 2Betty Crocker

  • Searched Google, AI Overview

    “icing sugar nz”

    1. 1Chelsea

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Which baking brands compete with Chelsea?

Chelsea against baking brands in New Zealand, by month

Share of searches by month for Chelsea, Edmonds, Betty Crocker, Pams, Champion Flour. The figures are in the table below the chart.

View monthly share of searches table
MonthChelseaEdmondsBetty CrockerPamsChampion FlourPettinice
Oct 202554.4%14.8%8.4%14.2%7.4%0.71%
Nov 202552.7%16.8%7.9%12.7%9.1%0.83%
Dec 202556.5%13.8%9.6%11.1%8.3%0.74%
Jan 202656.7%14.4%7.9%11.6%8.9%0.43%
Feb 202652.8%16%8.3%12.5%9.9%0.6%
Mar 202652.7%15.8%7.4%13.5%9.8%0.68%
Apr 202652.4%18.6%8.5%10.1%9.9%0.39%
May 202651%18.1%12.3%9.6%8.3%0.64%
Jun 202653.7%15%11.9%10.3%8.4%0.7%
Jul 202655.8%14.5%12.4%9.3%7.4%0.51%
Aug 202649.5%15.1%12.9%12.6%9.2%0.63%
Sep 202650.2%16.1%12.6%11.3%8.9%0.95%

  1. 1.Chelsea

    50.2%

    Held 1st. 4.7K estimated branded searches, -13.5% vs prior month. Share +0.6 points.

  2. 2.Edmonds

    16.1%

    Held 2nd. 1.5K estimated branded searches, -9% vs prior month. Share +1 points.

  3. 3.Betty Crocker

    12.6%

    Held 3rd. 1.2K estimated branded searches, -16.8% vs prior month. Share -0.3 points.

  4. 4.Pams

    11.3%

    Held 4th. 1.1K estimated branded searches, -23% vs prior month. Share -1.2 points.

  5. 5.Champion Flour

    8.9%

    Held 5th. 840 estimated branded searches, -17.6% vs prior month. Share -0.3 points.

  6. 6.Pettinice

    0.95%

    Held 6th. 90 estimated branded searches, +28.6% vs prior month. Share +0.3 points.

Compare popularity between Chelsea and its closest rivals

Every comparison with Chelsea

5 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Chelsea in New Zealand fell from 5.4K to 4.7K.
  • Across the 12 months ending September 2026, Chelsea’s share of searches among baking brands in New Zealand decreased from 54.4% to 50.2%.
  • Across the 12 months ending September 2026, Chelsea’s share of searches among baking brands in New Zealand peaked at 56.7% in January 2026 and was lowest at 49.5% in August 2026.

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

6 changes

  1. In September 2026, Edmonds gained share of searches among baking brands in New Zealand, from 15.1% to 16.1%.

  2. In September 2026, Chelsea gained share of searches among baking brands in New Zealand, from 49.5% to 50.2%.

  3. In September 2026, Pams lost share of searches among baking brands in New Zealand, from 12.6% to 11.3%.

  4. Estimated monthly branded searches for Betty Crocker in New Zealand rose 43.4% over 12 measured months, from 830 to 1.2K in September 2026.

  5. Estimated monthly branded searches for Pettinice in New Zealand rose 28.6% over 12 measured months, from 70 to 90 in September 2026.

  6. Estimated monthly branded searches for Champion Flour in New Zealand rose 15.1% over 12 measured months, from 730 to 840 in September 2026.

How are Chelsea’s branded searches counted?

9 search terms

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

  • chelsea baking
  • chelsea caster sugar
  • chelsea flour
  • chelsea golden syrup
  • chelsea icing sugar
  • chelsea raw sugar
  • chelsea recipe
  • chelsea sugar
  • sugar chelsea

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How the Brand Demand Index is measured

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