Brandwave

How popular isCulley's?

In September 2026, people searched for Culley's by name about 1,430 times in New Zealand, a 10% increase from the previous year. These searches made up 20.3% of all New Zealand hot sauce brand searches, placing Culley's second out of nine brands. When we asked both ChatGPT and Google AI Overviews about hot sauce brands, Culley's appeared in all answers and was the most recommended of the nine.

Search and AI answers in September 2026

Culley's is the second most searched of 9 competitors and the most recommended in AI answers.

  1. TabascoShare of searches 42.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. Culley'sShare of searches 20.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. Frank's RedHotShare of searches 8.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. SpicyBoysShare of searches 8.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  5. Kaitaia FireShare of searches 7.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd

+4 more

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Top hot sauce brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Culley's appeared in all five answers. Culley's is the most recommended of the nine.

Most recommended by AI

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

  1. Culley's1st
  2. Kaitaia Fire2nd
  3. Apostle Hot Sauce3rd
  4. Taste Lab4th
  5. Uncle Dunkle's5th
  6. SpicyBoys6th
  7. Tabasco–
  8. Frank's RedHot–
  9. Huy Fong–

Mentioned by AI

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

  • Culley's5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Kaitaia Fire4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Apostle Hot Sauce4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Taste Lab4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • SpicyBoys2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Uncle Dunkle's2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Tabasco0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Frank's RedHot0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Huy Fong0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about hot sauce 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 hot sauce brands compete with Culley's?

Culley's against hot sauce brands in New Zealand, by month

Share of searches by month for Tabasco, Culley's, Frank's RedHot, SpicyBoys, Kaitaia Fire, Apostle Hot Sauce, Huy Fong. The figures are in the table below the chart.

View monthly share of searches table
MonthTabascoCulley'sFrank's RedHotSpicyBoysKaitaia FireApostle Hot SauceHuy FongUncle Dunkle'sTaste Lab
Oct 202514.2%31.8%11.5%11.7%12.2%14.4%3.2%0.98%0%
Nov 202512%30.9%9.9%12.2%10.7%20.6%3.1%0.62%0%
Dec 20259.7%21.7%7.4%17.1%8.7%32.5%1.9%0.68%0.34%
Jan 202613.2%32.2%10.3%10.5%13.4%15.8%3.3%0.88%0.44%
Feb 202616%27.3%13.8%9.6%12.8%11.8%7.6%0.74%0.49%
Mar 202614.3%25.4%12.8%10.4%13.7%10.4%12.1%0.43%0.43%
Apr 202613.1%23.5%17.8%10.1%10.4%10.1%14%0.42%0.63%
May 202612.1%21.2%22.7%7%9%8.6%18.2%0.54%0.72%
Jun 202614.7%29.3%11.2%8.7%9.1%8.7%16.8%0.91%0.54%
Jul 202614%26.9%18.6%7.8%9.8%11.8%10.2%0.4%0.6%
Aug 202614.8%29%16.6%9.4%12.3%11.5%5.3%0.58%0.58%
Sep 202642.9%20.3%8.8%8.4%7.4%6.8%5.1%0.28%0.14%

  1. 1.Tabasco

    42.9%

    Moved from 3rd to 1st. 3K estimated branded searches, +298.7% vs prior month. Share +28.1 points.

  2. 2.Culley's

    20.3%

    Moved from 1st to 2nd. 1.4K estimated branded searches, -4% vs prior month. Share -8.8 points.

  3. 3.Frank's RedHot

    8.8%

    Moved from 2nd to 3rd. 620 estimated branded searches, -27.1% vs prior month. Share -7.8 points.

  4. 4.SpicyBoys

    8.4%

    Moved from 6th to 4th. 590 estimated branded searches, +22.9% vs prior month. Share -1 points.

  5. 5.Kaitaia Fire

    7.4%

    Moved from 4th to 5th. 520 estimated branded searches, -17.5% vs prior month. Share -4.9 points.

  6. 6.Apostle Hot Sauce

    6.8%

    Moved from 5th to 6th. 480 estimated branded searches, -18.6% vs prior month. Share -4.7 points.

  7. 7.Huy Fong

    5.1%

    Held 7th. 360 estimated branded searches, +33.3% vs prior month. Share -0.2 points.

  8. 8.Uncle Dunkle's

    0.28%

    Moved from 9th to 8th. 20 estimated branded searches, -33.3% vs prior month. Share -0.3 points.

  9. 9.Taste Lab

    0.14%

    Moved from 8th to 9th. 10 estimated branded searches, -66.7% vs prior month. Share -0.4 points.

Compare popularity between Culley's and its closest rivals

Every comparison with Culley's

6 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Culley's in New Zealand rose from 1.3K to 1.4K.
  • Across the 12 months ending September 2026, Culley's’ share of searches among hot sauce brands in New Zealand decreased from 31.8% to 20.3%.
  • Across the 12 months ending September 2026, Culley's’ share of searches among hot sauce brands in New Zealand peaked at 32.2% in January 2026 and was lowest at 20.3% in September 2026.
  • Across the 12 months ending September 2026, Culley's fell from 1st to 2nd among hot sauce brands in New Zealand.

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

6 changes

  1. In September 2026, Tabasco overtook Culley's and Frank's RedHot to become the leader among hot sauce brands in New Zealand, with 42.9% of the searches.

  2. In September 2026, Culley's lost share of searches among hot sauce brands in New Zealand, from 29% to 20.3%.

  3. In September 2026, Frank's RedHot lost share of searches among hot sauce brands in New Zealand, from 16.6% to 8.8%.

  4. In September 2026, Kaitaia Fire lost share of searches among hot sauce brands in New Zealand, from 12.3% to 7.4%.

  5. In September 2026, Apostle Hot Sauce lost share of searches among hot sauce brands in New Zealand, from 11.5% to 6.8%.

  6. In September 2026, SpicyBoys lost share of searches among hot sauce brands in New Zealand, from 9.4% to 8.4%.

How are Culley's’ branded searches counted?

11 search terms

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

  • culleys
  • culleys buffalo sauce
  • culleys burger sauce
  • culleys butter chicken
  • culleys chilli sauce
  • culleys chipotle sauce
  • culleys hot sauce
  • culleys kitchen
  • culleys onion dip
  • culleys picklenaise
  • culleys sauce

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How the Brand Demand Index is measured

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