Brandwave

How popular isHarraways?

In September 2026, people searched for Harraways by name about 1,500 times in New Zealand, a 28.2% increase from the previous year. These searches made up 8% of all New Zealand breakfast cereal brand searches, placing Harraways fifth out of six brands. When we asked both ChatGPT and Google AI Overviews about breakfast cereal brands, Harraways appeared in two of the five answers and was the third most recommended of the six.

Search and AI answers in September 2026

Harraways is the fifth most searched of 6 competitors and the third most recommended in AI answers.

  1. Weet-BixShare of searches 47.1%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. Ceres OrganicsShare of searches 19.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  3. Kellogg'sShare of searches 10.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  4. Uncle TobysShare of searches 8.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. HarrawaysShare of searches 8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd

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Top breakfast cereal brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Harraways was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Harraways is the third most recommended of the six.

Most recommended by AI

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

  1. Weet-Bix1st
  2. Kellogg's2nd
  3. Harraways3rd
  4. Hubbard's4th
  5. Ceres Organics5th
  6. Uncle Tobys–

Mentioned by AI

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

  • Weet-Bix5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Kellogg's3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Ceres Organics2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Harraways2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hubbard's2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Uncle Tobys0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about breakfast cereal 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 20, 2026.

Which breakfast cereal brands compete with Harraways?

Harraways against breakfast cereal brands in New Zealand, by month

Share of searches by month for Weet-Bix, Ceres Organics, Kellogg's, Uncle Tobys, Harraways, Hubbard's. The figures are in the table below the chart.

View monthly share of searches table
MonthWeet-BixCeres OrganicsKellogg'sUncle TobysHarrawaysHubbard's
Oct 202547.3%19.1%12.6%5.9%7.7%7.4%
Nov 202549%19.6%11.2%5.1%7%8.1%
Dec 202542.5%21.2%13%5.6%8.8%8.9%
Jan 202646.1%18.5%12.4%5.8%8.9%8.5%
Feb 202647.5%19%12.5%5.8%7.6%7.6%
Mar 202647%19.4%11.8%5.8%8.7%7.4%
Apr 202643.9%22%10.4%6.3%9.7%7.6%
May 202643%21%12.3%7.4%9.7%6.5%
Jun 202642.6%21.1%10.7%8.3%9.7%7.6%
Jul 202640.7%20.1%11.6%9.2%9.4%8.9%
Aug 202645.2%18.2%10.8%8.7%8.6%8.4%
Sep 202647.1%19.2%10.5%8.5%8%6.7%

  1. 1.Weet-Bix

    47.1%

    Held 1st. 8.8K estimated branded searches, -0.78% vs prior month. Share +1.9 points.

  2. 2.Ceres Organics

    19.2%

    Held 2nd. 3.6K estimated branded searches, 0% vs prior month. Share +0.9 points.

  3. 3.Kellogg's

    10.5%

    Held 3rd. 2K estimated branded searches, -7.5% vs prior month. Share -0.3 points.

  4. 4.Uncle Tobys

    8.5%

    Held 4th. 1.6K estimated branded searches, -7.6% vs prior month. Share -0.3 points.

  5. 5.Harraways

    8%

    Held 5th. 1.5K estimated branded searches, -11.8% vs prior month. Share -0.6 points.

  6. 6.Hubbard's

    6.7%

    Held 6th. 1.3K estimated branded searches, -23.6% vs prior month. Share -1.7 points.

Compare popularity between Harraways and its closest rivals

Every comparison with Harraways

5 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Harraways in New Zealand rose from 1.2K to 1.5K.
  • Across the 12 months ending September 2026, Harraways’ share of searches among breakfast cereal brands in New Zealand peaked at 9.7% in June 2026 and was lowest at 7% in November 2025.
  • Across the 12 months ending September 2026, Harraways fell from 4th to 5th among breakfast cereal brands in New Zealand.

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

5 changes

  1. In September 2026, Weet-Bix gained share of searches among breakfast cereal brands in New Zealand, from 45.2% to 47.1%.

  2. In September 2026, Ceres Organics gained share of searches among breakfast cereal brands in New Zealand, from 18.2% to 19.2%.

  3. In September 2026, Hubbard's lost share of searches among breakfast cereal brands in New Zealand, from 8.4% to 6.7%.

  4. In September 2026, Harraways lost share of searches among breakfast cereal brands in New Zealand, from 8.6% to 8%.

  5. Estimated monthly branded searches for Uncle Tobys in New Zealand rose 78.7% over 12 measured months, from 890 to 1.6K in September 2026.

How are Harraways’ branded searches counted?

7 search terms

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

  • harraways
  • harraways oats
  • harraways organic oats
  • harraways porridge
  • harraways rolled oats
  • harraways scotch oats
  • harraways wholegrain oats

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How the Brand Demand Index is measured

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