Brandwave

How popular isKewpie?

In September 2026, people searched for Kewpie by name about 5,450 times in New Zealand, a 49.3% increase from the previous year. These searches made up 30.7% of all New Zealand sauce and condiment brand searches, placing Kewpie first out of nine brands. When we asked both ChatGPT and Google AI Overviews about sauce and condiment brands, Kewpie did not appear in any of the answers.

Search and AI answers in September 2026

Kewpie is the most searched of 9 competitors and not listed in any AI answer.

  1. KewpieShare of searches 30.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. Wattie'sShare of searches 26.9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  3. Barker's of GeraldineShare of searches 18.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  4. HeinzShare of searches 11.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. KikkomanShare of searches 6.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th

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Top sauce and condiment brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Kewpie did not appear in any of the five answers.

Most recommended by AI

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

  1. Wattie's1st
  2. Kaitaia Fire2nd
  3. Barker's of Geraldine3rd
  4. Tuimato4th
  5. Anathoth Farm5th
  6. Kikkoman6th
  7. Kewpie–
  8. Heinz–
  9. Masterfoods–

Mentioned by AI

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

  • Wattie's4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Barker's of Geraldine2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Kikkoman2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kaitaia Fire2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Anathoth Farm2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tuimato2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kewpie0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Heinz0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Masterfoods0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about sauce and condiment 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 sauce and condiment brands compete with Kewpie?

Kewpie against sauce and condiment brands in New Zealand, by month

Share of searches by month for Kewpie, Wattie's, Barker's of Geraldine, Heinz, Kikkoman, Kaitaia Fire, Masterfoods. The figures are in the table below the chart.

View monthly share of searches table
MonthKewpieWattie'sBarker's of GeraldineHeinzKikkomanKaitaia FireMasterfoodsAnathoth FarmTuimato
Oct 202521.9%30.6%23.9%12.3%5.2%3%2%0.54%0.54%
Nov 202522.2%26.7%28.9%11.1%4.6%3.2%2%0.86%0.55%
Dec 202518.6%21.7%36.8%11.5%4.3%3.2%2.4%1.1%0.44%
Jan 202622.2%27.5%23.9%12.8%6.2%3.7%2.4%0.67%0.55%
Feb 202623.8%28.1%20.6%13.6%7%3.4%2.3%0.72%0.46%
Mar 20268.9%68.4%7.7%9.2%2.9%1.5%0.93%0.34%0.12%
Apr 202625.1%30.3%17.9%11.4%9.1%2.8%2.4%0.51%0.4%
May 202622.6%31.2%16.3%10.9%13.6%2.5%2%0.46%0.35%
Jun 202625.1%23.2%15%13.5%17.4%2.8%2.3%0.51%0.28%
Jul 202626.6%26.7%16.3%13.2%10.5%2.9%2.8%0.54%0.42%
Aug 202623.7%30.5%17.2%12.6%9.1%3.4%2.5%0.59%0.37%
Sep 202630.7%26.9%18.1%11.4%6.9%2.9%2.3%0.51%0.28%

  1. 1.Kewpie

    30.7%

    Moved from 2nd to 1st. 5.5K estimated branded searches, +22.7% vs prior month. Share +7 points.

  2. 2.Wattie's

    26.9%

    Moved from 1st to 2nd. 4.8K estimated branded searches, -16.5% vs prior month. Share -3.6 points.

  3. 3.Barker's of Geraldine

    18.1%

    Held 3rd. 3.2K estimated branded searches, 0% vs prior month. Share +0.9 points.

  4. 4.Heinz

    11.4%

    Held 4th. 2K estimated branded searches, -14% vs prior month. Share -1.2 points.

  5. 5.Kikkoman

    6.9%

    Held 5th. 1.2K estimated branded searches, -28.7% vs prior month. Share -2.3 points.

  6. 6.Kaitaia Fire

    2.9%

    Held 6th. 520 estimated branded searches, -17.5% vs prior month. Share -0.4 points.

  7. 7.Masterfoods

    2.3%

    Held 7th. 400 estimated branded searches, -14.9% vs prior month. Share -0.3 points.

  8. 8.Anathoth Farm

    0.51%

    Held 8th. 90 estimated branded searches, -18.2% vs prior month. Share -0.1 points.

  9. 9.Tuimato

    0.28%

    Held 9th. 50 estimated branded searches, -28.6% vs prior month. Share -0.1 points.

Compare popularity between Kewpie and its closest rivals

Every comparison with Kewpie

8 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Kewpie in New Zealand rose from 3.6K to 5.5K.
  • Across the 12 months ending September 2026, Kewpie’s share of searches among sauce and condiment brands in New Zealand increased from 21.9% to 30.7%.
  • Across the 12 months ending September 2026, Kewpie’s share of searches among sauce and condiment brands in New Zealand peaked at 30.7% in September 2026 and was lowest at 8.9% in March 2026.
  • Across the 12 months ending September 2026, Kewpie rose from 3rd to 1st among sauce and condiment brands in New Zealand.

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

6 changes

  1. In September 2026, Kewpie overtook Wattie's to become the leader among sauce and condiment brands in New Zealand, with 30.7% of the searches.

  2. In September 2026, Barker's of Geraldine gained share of searches among sauce and condiment brands in New Zealand, from 17.2% to 18.1%.

  3. In September 2026, Wattie's lost share of searches among sauce and condiment brands in New Zealand, from 30.5% to 26.9%.

  4. In September 2026, Kikkoman lost share of searches among sauce and condiment brands in New Zealand, from 9.1% to 6.9%.

  5. In September 2026, Heinz lost share of searches among sauce and condiment brands in New Zealand, from 12.6% to 11.4%.

  6. Estimated monthly branded searches for Masterfoods in New Zealand rose 17.6% over 12 measured months, from 340 to 400 in September 2026.

How are Kewpie’s branded searches counted?

2 search terms

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

  • kewpie mayo
  • kewpie sauce

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How the Brand Demand Index is measured

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