How popular isLurpak?
In September 2026, people searched for Lurpak by name about 180 times in New Zealand, an 18.2% decrease from the previous year. These searches made up 1.9% of all New Zealand butter brand searches, placing Lurpak eighth out of eight brands. When we asked both ChatGPT and Google AI Overviews about butter brands, Lurpak did not appear in any of the answers.
Lurpak is the eighth most searched of 8 competitors and not listed in any AI answer.
Lewis Road CreameryShare of searches 40.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th- OlivaniShare of searches 17%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
WestgoldShare of searches 12.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
PamsShare of searches 11.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
LurpakShare of searches 1.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top butter brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Lurpak 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.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Westgold5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Anchor5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Mainland5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Pams4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Lewis Road Creamery2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Tararua1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Olivani0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Lurpak0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about butter brands
5 answers
Asked ChatGPT
“Which butter brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best butter brands in New Zealand?”
Asked ChatGPT
“What's the best butter brand in New Zealand for everyday baking?”
Searched Google, AI Overview
“butter nz”
Searched Google, AI Overview
“spreadable butter nz”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.
Which butter brands compete with Lurpak?
Share of searches by month for Lewis Road Creamery, Olivani, Westgold, Pams, Anchor, Mainland, Tararua, Lurpak. The figures are in the table below the chart.
View monthly share of searches table
| Month | Lewis Road Creamery | Olivani | Westgold | Pams | Anchor | Mainland | Tararua | Lurpak |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 43.1% | 15.8% | 9.8% | 14.3% | 9.1% | 3.4% | 2.3% | 2.2% |
| Nov 2025 | 43.9% | 16.2% | 9.1% | 13.4% | 8.9% | 3.4% | 3.3% | 1.9% |
| Dec 2025 | 43.4% | 14.2% | 11.4% | 12.5% | 10.8% | 3.9% | 1.9% | 1.9% |
| Jan 2026 | 43.5% | 15.8% | 10.6% | 13.3% | 10% | 3.3% | 1.7% | 1.8% |
| Feb 2026 | 46.8% | 15% | 9.9% | 13.4% | 8.1% | 2.8% | 2.6% | 1.3% |
| Mar 2026 | 42% | 16.8% | 11.3% | 13.8% | 8.7% | 4% | 1.8% | 1.6% |
| Apr 2026 | 40.8% | 19.1% | 10.1% | 12% | 10.2% | 3.9% | 2.2% | 1.7% |
| May 2026 | 37.8% | 12.7% | 25.9% | 8% | 8.7% | 3.7% | 1.8% | 1.4% |
| Jun 2026 | 39.8% | 16.6% | 10.3% | 11.1% | 13.7% | 4.4% | 2.4% | 1.6% |
| Jul 2026 | 37.8% | 16% | 15.9% | 9.4% | 12.1% | 5.2% | 2% | 1.6% |
| Aug 2026 | 41.3% | 14% | 14.4% | 12.6% | 10.5% | 4.4% | 1.4% | 1.5% |
| Sep 2026 | 40.5% | 17% | 12.5% | 11.5% | 10% | 4.4% | 2.2% | 1.9% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 40.5% | 3.8K | -17.4% | -0.8 points | |
| 2, moved from 3rd to 2nd | 17% | 1.6K | +2.6% | +3 pointsmoved from 3rd to 2nd | |
| 3, moved from 2nd to 3rd | 12.5% | 1.2K | -27% | -1.9 pointsmoved from 2nd to 3rd | |
| 4, held 4th | 11.5% | 1.1K | -23% | -1.1 points | |
| 5, held 5th | 10% | 930 | -19.8% | -0.5 points | |
| 6, held 6th | 4.4% | 410 | -16.3% | 0 points | |
| 7, moved from 8th to 7th | 2.2% | 200 | +33.3% | +0.8 pointsmoved from 8th to 7th | |
| 8, moved from 7th to 8th | 1.9% | 180 | +12.5% | +0.5 pointsmoved from 7th to 8th |
40.5%
Held 1st. 3.8K estimated branded searches, -17.4% vs prior month. Share -0.8 points.
2.Olivani
17%
Moved from 3rd to 2nd. 1.6K estimated branded searches, +2.6% vs prior month. Share +3 points.
3.
Westgold12.5%
Moved from 2nd to 3rd. 1.2K estimated branded searches, -27% vs prior month. Share -1.9 points.
4.
Pams11.5%
Held 4th. 1.1K estimated branded searches, -23% vs prior month. Share -1.1 points.
5.
Anchor10%
Held 5th. 930 estimated branded searches, -19.8% vs prior month. Share -0.5 points.
6.
Mainland4.4%
Held 6th. 410 estimated branded searches, -16.3% vs prior month. Share 0 points.
7.
Tararua2.2%
Moved from 8th to 7th. 200 estimated branded searches, +33.3% vs prior month. Share +0.8 points.
8.
Lurpak1.9%
Moved from 7th to 8th. 180 estimated branded searches, +12.5% vs prior month. Share +0.5 points.
Compare popularity between Lurpak and its closest rivals
Every comparison with Lurpak
7 comparisons
How has branded search demand for Lurpak changed in New Zealand over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Lurpak in New Zealand fell from 220 to 180.
- Across the 12 months ending September 2026, Lurpak’s share of searches among butter brands in New Zealand held steady, from 2.2% to 1.9%.
How did search popularity change for New Zealand butter brands in September 2026?
6 changes
In September 2026, Olivani overtook Westgold to rank 2nd among butter brands in New Zealand, with 17% of the searches.
In September 2026, Tararua overtook Lurpak to rank 7th among butter brands in New Zealand, with 2.2% of the searches.
In September 2026, Westgold lost share of searches among butter brands in New Zealand, from 14.4% to 12.5%.
In September 2026, Pams lost share of searches among butter brands in New Zealand, from 12.6% to 11.5%.
In September 2026, Lewis Road Creamery lost share of searches among butter brands in New Zealand, from 41.3% to 40.5%.
In September 2026, Anchor lost share of searches among butter brands in New Zealand, from 10.5% to 10%.
How are Lurpak’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Lurpak’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.
- lurpak butter nz
- lurpak nz
Who owns Lurpak?
Lurpak is owned by Arla Foods. Brandwave does not track any other brands owned by Arla Foods.
Do you work for Lurpak? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is Lurpak 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.