Brandwave

How popular isMaggi?

In September 2026, people searched for Maggi by name about 4,170 times in New Zealand, about the same as the previous year. These searches made up 36.4% of all New Zealand soup and stock brand searches, placing Maggi second out of six brands. When we asked both ChatGPT and Google AI Overviews about soup and stock brands, Maggi appeared in two of the five answers and was the second most recommended of the six.

Search and AI answers in September 2026

Maggi is the second most searched of 6 competitors and the second most recommended in AI answers.

  1. Wattie'sShare of searches 39.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  2. MaggiShare of searches 36.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
  3. Campbell'sShare of searches 15.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  4. OXO StockShare of searches 4.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. ContinentalShare of searches 2.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th

+1 more

Maggi website (opens in a new tab)

Follow Maggi and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top soup and stock brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Maggi was mentioned in two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. Maggi is the second most recommended of the six.

Most recommended by AI

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

  1. Campbell's1st
  2. Maggi2nd
  3. Wattie's3rd
  4. Continental4th
  5. The Little Bone Broth Company5th
  6. OXO Stock–

Mentioned by AI

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

  • Campbell's4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Wattie's3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Continental3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Maggi2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • The Little Bone Broth Company2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • OXO Stock0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about soup and stock 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 soup and stock brands compete with Maggi?

Maggi against soup and stock brands in New Zealand, by month

Share of searches by month for Wattie's, Maggi, Campbell's, OXO Stock, Continental. The figures are in the table below the chart.

View monthly share of searches table
MonthWattie'sMaggiCampbell'sOXO StockContinentalThe Little Bone Broth Company
Oct 202545%34.4%14.6%3.9%1.1%1.1%
Nov 202532%24.8%39.1%2.9%0.72%0.51%
Dec 202535.2%34.4%22.9%3.9%1.4%2.2%
Jan 202640.9%34.2%16.1%4.7%0.89%3.3%
Feb 202642.6%31.9%18.1%4.2%1.2%1.9%
Mar 202684.8%8.5%4.7%1.3%0.36%0.45%
Apr 202646.3%31.1%14.5%4.6%1.6%1.9%
May 202647.4%31%13.3%4.6%1.6%2%
Jun 202634.1%39.4%17%5%2.5%2%
Jul 202636.3%38.1%16.5%4.9%2.5%1.7%
Aug 202642.4%33.8%14.5%5.1%2.7%1.5%
Sep 202639.2%36.4%15.7%4.7%2.7%1.4%

  1. 1.Wattie's

    39.2%

    Held 1st. 3.1K estimated branded searches, -22.9% vs prior month. Share -3.2 points.

  2. 2.Maggi

    36.4%

    Held 2nd. 2.9K estimated branded searches, -10.3% vs prior month. Share +2.6 points.

  3. 3.Campbell's

    15.7%

    Held 3rd. 1.2K estimated branded searches, -10.1% vs prior month. Share +1.1 points.

  4. 4.OXO Stock

    4.7%

    Held 4th. 370 estimated branded searches, -22.9% vs prior month. Share -0.4 points.

  5. 5.Continental

    2.7%

    Held 5th. 210 estimated branded searches, -19.2% vs prior month. Share -0.1 points.

  6. 6.The Little Bone Broth Company

    1.4%

    Held 6th. 110 estimated branded searches, -21.4% vs prior month. Share -0.1 points.

Compare popularity between Maggi and its closest rivals

Every comparison with Maggi

12 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Maggi in New Zealand held steady at 4.2K.
  • Across the 12 months ending September 2026, Maggi’s share of searches among soup and stock brands in New Zealand increased from 34.4% to 36.4%.
  • Across the 12 months ending September 2026, Maggi’s share of searches among soup and stock brands in New Zealand peaked at 39.4% in June 2026 and was lowest at 8.5% in March 2026.

How did search popularity change for New Zealand soup and stock brands in September 2026?

6 changes

  1. In September 2026, Maggi gained share of searches among soup and stock brands in New Zealand, from 33.8% to 36.4%.

  2. In September 2026, Campbell's gained share of searches among soup and stock brands in New Zealand, from 14.5% to 15.7%.

  3. In September 2026, Wattie's lost share of searches among soup and stock brands in New Zealand, from 42.4% to 39.2%.

  4. The Little Bone Broth Company’s share of searches among soup and stock brands in New Zealand has lost ground for 3 months in a row, from 2% to 1.4% in September 2026.

  5. Estimated monthly branded searches for Continental in New Zealand rose 133.3% over 12 measured months, from 90 to 210 in September 2026.

  6. Estimated monthly branded searches for OXO Stock in New Zealand rose 12.1% over 12 measured months, from 330 to 370 in September 2026.

How are Maggi’s branded searches counted?

23 search terms

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

  • chicken maggi soup
  • curry noodles maggi
  • maggi
  • maggi beef noodles
  • maggi carbonara
  • maggi cubes
  • maggi cuppa noodles
  • maggi curried sausages
  • maggi curry
  • maggi devilled sausages
  • maggi indian noodles
  • maggi masala
  • maggi mushroom soup
  • maggi noodles
  • maggi onion soup
  • maggi ramen
  • maggi sauces
  • maggi season
  • maggi soup
  • maggi soup mix
  • maggi soup packets
  • maggi soup tomato
  • maggi stroganoff

How the Brand Demand Index is measured

Who owns Maggi?

Maggi is owned by Nestlé. Brandwave also tracks Purina, Dolce Gusto, Milo, NAN, Nescafé, Nesquik, Optifast and Uncle Tobys, owned by the same company, in New Zealand.

Do you work for Maggi? To request corrections or removal please contact us via our support page and we will be happy to assist.

Where does Maggi compete?

Maggi is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Instant noodle brands4th of 715.7%Show ranking
Cup noodles brands4th of 616.3%Show ranking
Soup and stock brands2nd of 636.4%Shown above
Creator with pink hair and a pink jacket

Is Maggi 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.

Start free