Brandwave

How popular isFarmers?

In September 2026, people searched for Farmers by name about 503,000 times in New Zealand, a 10.8% decrease from the previous year. These searches made up 0.51% of all New Zealand bath, body and cosmetics store searches, placing Farmers seventh out of seven stores. When we asked both ChatGPT and Google AI Overviews about bath, body and cosmetics stores, Farmers appeared in two of the four answers and was the joint third most recommended of the seven.

Search and AI answers in September 2026

Farmers is the seventh most searched of 7 competitors and the joint third most recommended in AI answers.

  1. MECCAShare of searches 71.2%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
  2. LushShare of searches 10%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st
  3. AesopShare of searches 7.1%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  4. EcoyaShare of searches 5.8%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  5. FarmersShare of searches 0.51%Mentioned in 2 of 4 AI answersPlace in AI recommendations 3rd

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Top bath, body and cosmetics stores in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Farmers was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Farmers is the joint third most recommended of the seven.

Most recommended by AI

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

  1. Lush1st
  2. MECCA2nd
  3. The Body Shop3rd
  4. Farmers3rd
  5. L'Occitane5th
  6. Aesop–
  7. Ecoya–

Mentioned by AI

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

  • MECCA4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Lush3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • The Body Shop3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Farmers2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • L'Occitane1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Aesop0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Ecoya0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about bath, body and cosmetics stores

4 answers

  • Asked ChatGPT

    “Which bath body and cosmetics store should I shop at in New Zealand?”

    1. 1Lush
    2. 2MECCA
    3. 3Farmers
    4. 4The Body Shop

  • Asked ChatGPT

    “What are the best bath body and cosmetics stores in New Zealand?”

    1. 1MECCA
    2. 2Lush
    3. 3Farmers
    4. 4The Body Shop

  • Asked ChatGPT

    “What's the best bath body and cosmetics store in New Zealand for gifts and treats?”

    1. 1Lush
    2. 2MECCA
    3. 3The Body Shop
    4. 4L'Occitane

  • Searched Google, AI Overview

    “best cosmetics stores”

    1. 1MECCA

  • Searched Google, AI Overview

    “gift body care”

    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 20, 2026.

Which bath, body and cosmetics stores compete with Farmers?

Farmers against bath, body and cosmetics stores in New Zealand, by month

Share of searches by month for MECCA, Lush, Aesop, Ecoya, L'Occitane, The Body Shop, Farmers. The figures are in the table below the chart.

View monthly share of searches table
MonthMECCALushAesopEcoyaL'OccitaneThe Body ShopFarmers
Oct 202568%13.8%6.6%5.3%3.7%2.2%0.48%
Nov 202560.8%12.5%10.4%9.4%4.2%2.4%0.36%
Dec 202565.4%16.2%5.5%6.1%4.5%2.1%0.26%
Jan 202670.8%11.9%5.8%4.8%3.8%2.6%0.33%
Feb 202677.7%9%5.3%3.4%2.3%2%0.31%
Mar 202668.8%11.6%8%5.4%3.7%2%0.48%
Apr 202673.1%10.4%5.8%4.8%3.3%2.2%0.42%
May 202666.7%11.7%7.9%6.3%4.4%2.4%0.47%
Jun 202665.3%14%7.9%6%4.3%1.9%0.46%
Jul 202665.2%11.3%6.4%11.8%2.9%1.9%0.56%
Aug 202669.5%12%7%5.9%3.1%2.1%0.4%
Sep 202671.2%10%7.1%5.8%3.2%2.2%0.51%

  1. 1.MECCA

    71.2%

    Held 1st. 82.3K estimated branded searches, -0.41% vs prior month. Share +1.7 points.

  2. 2.Lush

    10%

    Held 2nd. 11.5K estimated branded searches, -19.2% vs prior month. Share -2 points.

  3. 3.Aesop

    7.1%

    Held 3rd. 8.2K estimated branded searches, -1.4% vs prior month. Share +0.1 points.

  4. 4.Ecoya

    5.8%

    Held 4th. 6.8K estimated branded searches, -3% vs prior month. Share 0 points.

  5. 5.L'Occitane

    3.2%

    Held 5th. 3.7K estimated branded searches, -0.8% vs prior month. Share +0.1 points.

  6. 6.The Body Shop

    2.2%

    Held 6th. 2.5K estimated branded searches, +1.6% vs prior month. Share +0.1 points.

  7. 7.Farmers

    0.51%

    Held 7th. 590 estimated branded searches, +22.9% vs prior month. Share +0.1 points.

Compare popularity between Farmers and its closest rivals

Every comparison with Farmers

22 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Farmers in New Zealand fell from 563K to 503K.
  • Across the 12 months ending September 2026, Farmers’ share of searches among bath, body and cosmetics stores in New Zealand held steady, from 0.48% to 0.51%.

How did search popularity change for New Zealand bath, body and cosmetics stores in September 2026?

3 changes

  1. In September 2026, MECCA gained share of searches among bath, body and cosmetics stores in New Zealand, from 69.5% to 71.2%.

  2. In September 2026, Lush lost share of searches among bath, body and cosmetics stores in New Zealand, from 12% to 10%.

  3. Estimated monthly branded searches for L'Occitane in New Zealand fell 17.9% over 12 measured months, from 4.5K to 3.7K in September 2026.

How are Farmers’ branded searches counted?

18 search terms

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

  • calvin klein underwear farmers
  • Farmers
  • farmers beauty
  • farmers bedding
  • farmers bonds underwear
  • farmers calvin klein
  • farmers calvin klein underwear
  • farmers clothing
  • farmers co nz
  • farmers fayreform bras
  • farmers finance
  • farmers home decor
  • farmers homeware
  • farmers near me
  • farmers nz
  • farmers toy store
  • farmers toys
  • fayreform bras farmers

How the Brand Demand Index is measured

Who owns Farmers?

Farmers is owned by The Farmers' Trading Company Limited. Brandwave does not track any other brands owned by The Farmers' Trading Company Limited.

Do you work for Farmers? To request corrections or removal please contact us via our support page and we will be happy to assist.

Where does Farmers compete?

Farmers is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
homeware retailers10th of 100.06%Show ranking
Department stores2nd of 525.6%Show ranking
Toy retailers7th of 80.1%Show ranking
Bath, body and cosmetics stores7th of 70.51%Shown above
Creator with pink hair and a pink jacket

Is Farmers your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

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