--- title: "Forty Thieves: search popularity in New Zealand" description: "Forty Thieves is a spread brand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/nz/brands/forty-thieves" publisher: "Brandwave" --- # Forty Thieves: search popularity in New Zealand Forty Thieves is a spread brand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Forty Thieves - **Market**: New Zealand - **Measured month**: Sep 2026 - **Share of Search among spread brands**: 3.9% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Spread brands | 7 | 3.9% | 1K | - [Spread brands](/demand/nz/categories/nz-spread-brands) ## Top spread brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Forty Thieves was mentioned in two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. Forty Thieves is the fifth most recommended of the seven. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Pic's | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Fix & Fogg | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | Marmite | 3rd | 3 of 3 | 0 of 2 | 3 of 5 | | Vegemite | 4th | 3 of 3 | 0 of 2 | 3 of 5 | | Forty Thieves | 5th | 0 of 3 | 2 of 2 | 2 of 5 | | Nutella | 6th | 1 of 3 | 0 of 2 | 1 of 5 | | Ceres Organics | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about spread brands - Asked ChatGPT "Which spread brand should I buy in New Zealand?": 1. Pic's, 2. Marmite, 3. Fix & Fogg, 4. Vegemite - Asked ChatGPT "What are the best spread brands in New Zealand?": 1. Fix & Fogg, 2. Pic's, 3. Marmite, 4. Vegemite - Asked ChatGPT "What's the best spread brand in New Zealand for toast and sandwiches?": 1. Pic's, 2. Fix & Fogg, 3. Marmite, 4. Vegemite, 5. Nutella - Searched Google, AI Overview "peanut butter nz": 1. Fix & Fogg, 2. Pic's, 3. Forty Thieves - Searched Google, AI Overview "spread brands nz": 1. Pic's, 2. Fix & Fogg, 3. Forty Thieves Not named in any answer: Ceres Organics. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## How has branded search demand for Forty Thieves changed in New Zealand over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Forty Thieves in New Zealand held steady at 1K. - Across the 12 months ending September 2026, Forty Thieves’ share of searches among spread brands in New Zealand decreased from 4.8% to 3.9%. - Across the 12 months ending September 2026, Forty Thieves’ share of searches among spread brands in New Zealand peaked at 6.4% in November 2025 and was lowest at 3.4% in June 2026. ## How did search popularity change for New Zealand spread brands in September 2026? - In September 2026, Vegemite overtook Fix & Fogg to rank 5th among spread brands in New Zealand, with 10.7% of the searches. - In September 2026, Pic's gained share of searches among spread brands in New Zealand, from 16.9% to 21.2%. - In September 2026, Fix & Fogg lost share of searches among spread brands in New Zealand, from 14.6% to 10.1%. - In September 2026, Nutella lost share of searches among spread brands in New Zealand, from 25% to 24.4%. - In September 2026, Ceres Organics rose from 5th to 4th among spread brands in New Zealand. - Estimated monthly branded searches for Marmite in New Zealand rose 34.5% over 12 measured months, from 3.1K to 4.1K in September 2026. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Spread brands | 1K | 4.8% | 7 | | Nov 2025 | Spread brands | 1.3K | 6.4% | 7 | | Dec 2025 | Spread brands | 1K | 5.6% | 7 | | Jan 2026 | Spread brands | 1K | 5.3% | 7 | | Feb 2026 | Spread brands | 880 | 4.5% | 7 | | Mar 2026 | Spread brands | 1K | 4.4% | 7 | | Apr 2026 | Spread brands | 880 | 4.2% | 7 | | May 2026 | Spread brands | 1K | 4.5% | 7 | | Jun 2026 | Spread brands | 1K | 3.4% | 7 | | Jul 2026 | Spread brands | 1K | 4.3% | 7 | | Aug 2026 | Spread brands | 1K | 3.8% | 7 | | Sep 2026 | Spread brands | 1K | 3.9% | 7 | ## How are Forty Thieves’ branded searches counted? Brandwave collects information about searches that people make online using Forty Thieves’ name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading. - “forty thieves” ## Which spread brands compete with Forty Thieves? - [Nutella](/demand/nz/brands/nutella) - [Pic's](/demand/nz/brands/pics): Head-to-head: /demand/nz/compare/forty-thieves-vs-pics - [Marmite](/demand/nz/brands/marmite): Head-to-head: /demand/nz/compare/forty-thieves-vs-marmite - [Ceres Organics](/demand/nz/brands/ceres-organics): Head-to-head: /demand/nz/compare/ceres-organics-vs-forty-thieves - [Vegemite](/demand/nz/brands/vegemite): Head-to-head: /demand/nz/compare/forty-thieves-vs-vegemite - [Fix & Fogg](/demand/nz/brands/fix-and-fogg): Head-to-head: /demand/nz/compare/fix-and-fogg-vs-forty-thieves ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "Forty Thieves: search popularity in New Zealand". https://gobrandwave.com/demand/nz/brands/forty-thieves This page is also available as HTML at https://gobrandwave.com/demand/nz/brands/forty-thieves. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.