Brandwave

How popular isHarmless Food Co?

In September 2026, people searched for Harmless Food Co by name about 260 times in New Zealand, a 136.4% increase from the previous year. These searches made up 13.8% of all New Zealand plant-based meat brand searches, placing Harmless Food Co third out of ten brands. When we asked both ChatGPT and Google AI Overviews about plant-based meat brands, Harmless Food Co appeared in three of the five answers and was the second most recommended of the ten.

Search and AI answers in September 2026

Harmless Food Co is the third most searched of 10 competitors and the second most recommended in AI answers.

  1. Impossible FoodsShare of searches 36.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 8th
  2. QuornShare of searches 14.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 7th
  3. Harmless Food CoShare of searches 13.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  4. TonzuShare of searches 13.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  5. Beyond MeatShare of searches 10.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 9th

+5 more

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Top plant-based meat brands in ChatGPT and Google AI Overviews

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

Most recommended by AI

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

  1. Plan*t1st
  2. Harmless Food Co2nd
  3. Vegie Delights3rd
  4. Sunfed4th
  5. Tonzu5th
  6. Bean Supreme6th
  7. Quorn7th
  8. Impossible Foods8th
  9. Beyond Meat9th
  10. v2food–

Mentioned by AI

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

  • Sunfed5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Bean Supreme4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Plan*t4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Harmless Food Co3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Vegie Delights3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Impossible Foods2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Quorn2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Tonzu2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Beyond Meat2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • v2food0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about plant-based meat 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 plant-based meat brands compete with Harmless Food Co?

Harmless Food Co against plant-based meat brands in New Zealand, by month

Share of searches by month for Impossible Foods, Quorn, Harmless Food Co, Tonzu, Beyond Meat, Sunfed, Bean Supreme, Vegie Delights. The figures are in the table below the chart.

View monthly share of searches table
MonthImpossible FoodsQuornHarmless Food CoTonzuBeyond MeatSunfedBean SupremeVegie DelightsPlan*tv2food
Oct 202514.9%3.5%2%5.8%65.6%2.9%3.8%0.91%0.36%0.18%
Nov 202524.8%7.2%5%14.4%33.3%6.3%6.3%1.8%0.45%0.45%
Dec 202531%8.6%3.7%13.9%21.9%7%11.2%1.6%0.53%0.53%
Jan 202628.8%10.4%11.7%14.4%18.5%5.4%7.7%2.3%0.45%0.45%
Feb 202626.2%8.6%11.2%13.9%21.9%7%7.5%2.7%0.53%0.53%
Mar 202632.6%10.6%7.8%14.7%18.8%7.8%5%1.8%0.46%0.46%
Apr 202632.3%12.6%8.6%16.2%17.2%6.1%4.5%1.5%0.51%0.51%
May 202633.3%13.6%7.1%16.2%17.7%5.6%3.5%2%0.51%0.51%
Jun 202636.2%11.7%10.7%13.3%15.3%5.6%3.6%2.6%0.51%0.51%
Jul 202630.9%12.9%18%14.6%10.7%5.6%3.9%2.2%0.56%0.56%
Aug 202635.2%10%13.9%13.9%16.1%5.2%2.2%2.2%0.87%0.43%
Sep 202636.5%14.8%13.8%13.8%10.1%4.8%2.6%2.6%0.53%0.53%

  1. 1.Impossible Foods

    36.5%

    Held 1st. 690 estimated branded searches, -14.8% vs prior month. Share +1.3 points.

  2. 2.Quorn

    14.8%

    Moved from 5th to 2nd. 280 estimated branded searches, +21.7% vs prior month. Share +4.8 points.

  3. 3.Harmless Food Co

    13.8%

    Held 3rd. 260 estimated branded searches, -18.8% vs prior month. Share -0.2 points.

  4. 4.Tonzu

    13.8%

    Held 4th. 260 estimated branded searches, -18.8% vs prior month. Share -0.2 points.

  5. 5.Beyond Meat

    10.1%

    Moved from 2nd to 5th. 190 estimated branded searches, -48.6% vs prior month. Share -6 points.

  6. 6.Sunfed

    4.8%

    Held 6th. 90 estimated branded searches, -25% vs prior month. Share -0.5 points.

  7. 7.Bean Supreme

    2.6%

    Held 7th. 50 estimated branded searches, 0% vs prior month. Share +0.5 points.

  8. 8.Vegie Delights

    2.6%

    Held 8th. 50 estimated branded searches, 0% vs prior month. Share +0.5 points.

  9. 9.Plan*t

    0.53%

    Held 9th. 10 estimated branded searches, -50% vs prior month. Share -0.3 points.

  10. 10.v2food

    0.53%

    Held 10th. 10 estimated branded searches, 0% vs prior month. Share +0.1 points.

Compare popularity between Harmless Food Co and its closest rivals

Every comparison with Harmless Food Co

6 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Harmless Food Co in New Zealand rose from 110 to 260.
  • Across the 12 months ending September 2026, Harmless Food Co’s share of searches among plant-based meat brands in New Zealand increased from 2% to 13.8%.
  • Across the 12 months ending September 2026, Harmless Food Co’s share of searches among plant-based meat brands in New Zealand peaked at 18% in July 2026 and was lowest at 2% in October 2025.
  • Across the 12 months ending September 2026, Harmless Food Co rose from 7th to 3rd among plant-based meat brands in New Zealand.

How did search popularity change for New Zealand plant-based meat brands in September 2026?

6 changes

  1. In September 2026, Quorn overtook Beyond Meat and 2 others to rank 2nd among plant-based meat brands in New Zealand, with 14.8% of the searches.

  2. In September 2026, Impossible Foods gained share of searches among plant-based meat brands in New Zealand, from 35.2% to 36.5%.

  3. In September 2026, Beyond Meat lost share of searches among plant-based meat brands in New Zealand, from 16.1% to 10.1%.

  4. Estimated monthly branded searches for Harmless Food Co in New Zealand rose 136.4% over 12 measured months, from 110 to 260 in September 2026.

  5. Estimated monthly branded searches for Bean Supreme in New Zealand fell 76.2% over 12 measured months, from 210 to 50 in September 2026.

  6. Estimated monthly branded searches for Plan*t in New Zealand fell 50% over 12 measured months, from 20 to 10 in September 2026.

How are Harmless Food Co’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Harmless Food Co’s 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.

  • harmless food co

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