Brandwave

How popular isMcGregor's?

In October 2026, people searched for McGregor's by name about 790 times in New Zealand, about the same as the previous year. These searches made up 5.2% of all New Zealand seed brand searches, placing McGregor's fourth out of seven brands. When we asked both ChatGPT and Google AI Overviews about seed brands, McGregor's appeared in one of the five answers and was the seventh most recommended of the seven.

Search and AI answers in October 2026

McGregor's is the fourth most searched of 7 competitors and the seventh most recommended in the AI answers we collected.

  1. Kings SeedsShare of searches 65.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. Egmont SeedsShare of searches 19.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  3. KoangaShare of searches 5.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  4. McGregor'sShare of searches 5.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
  5. Mr Fothergill'sShare of searches 2.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th

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Top seed brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, McGregor's was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. McGregor's is the seventh most recommended of the seven.

Most recommended by AI

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

  1. Kings Seeds1st
  2. Egmont Seeds2nd
  3. Koanga3rd
  4. Mr Fothergill's4th
  5. Setha’s Seeds5th
  6. Yates Seeds6th
  7. McGregor's7th

Mentioned by AI

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

  • Kings Seeds5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Egmont Seeds5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Koanga4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Mr Fothergill's2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Yates Seeds2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Setha’s Seeds2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • McGregor's1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about seed brands

5 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

How often do people search for McGregor's compared with other New Zealand seed brands?

McGregor's against seed brands in New Zealand, by month

Share of searches by month for Kings Seeds, Egmont Seeds, Koanga, McGregor's, Mr Fothergill's. The figures are in the table below the chart.

View monthly share of searches table
MonthKings SeedsEgmont SeedsKoangaMcGregor'sMr Fothergill'sYates SeedsSetha’s Seeds
Nov 202560.1%21.9%5.9%7.6%2.5%1.3%0.82%
Dec 202561.1%18.1%6.6%8.9%3.5%1%0.79%
Jan 202660.9%22.1%6%7.3%2.2%0.83%0.65%
Feb 202659.6%21%6.6%8.5%2.3%1.2%0.77%
Mar 202663.7%18.9%6.3%7.3%1.6%1.1%1.1%
Apr 202659.1%21.5%7.2%7.3%2.1%0.98%1.9%
May 202644.6%24.3%8.6%17.1%3.2%0.91%1.1%
Jun 202650.7%22.5%6.5%15.4%3%0.85%1%
Jul 202639.7%21.6%3.5%32.6%1.5%0.54%0.54%
Aug 202665.9%24%3.5%3.6%1.6%0.76%0.62%
Sep 202666.9%19.9%4.3%4.6%2.4%1.2%0.77%
Oct 202665.5%19.2%5.8%5.2%2.4%1.1%0.73%

  1. 1.Kings Seeds

    65.5%

    Held 1st. 9.9K estimated branded searches, -18.2% vs prior month. Share -1.4 points.

  2. 2.Egmont Seeds

    19.2%

    Held 2nd. 2.9K estimated branded searches, -19.4% vs prior month. Share -0.7 points.

  3. 3.Koanga

    5.8%

    Moved from 4th to 3rd. 870 estimated branded searches, +11.5% vs prior month. Share +1.4 points.

  4. 4.McGregor's

    5.2%

    Moved from 3rd to 4th. 790 estimated branded searches, -4.8% vs prior month. Share +0.6 points.

  5. 5.Mr Fothergill's

    2.4%

    Held 5th. 370 estimated branded searches, -14% vs prior month. Share +0.1 points.

  6. 6.Yates Seeds

    1.1%

    Held 6th. 170 estimated branded searches, -19% vs prior month. Share 0 points.

  7. 7.Setha’s Seeds

    0.73%

    Held 7th. 110 estimated branded searches, -21.4% vs prior month. Share 0 points.

Compare popularity between McGregor's and its closest rivals

Every comparison with McGregor's

6 comparisons

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

4 findings
  • Across the 12 months ending October 2026, estimated monthly branded searches for McGregor's in New Zealand held steady, from 830 to 790.
  • Across the 12 months ending October 2026, McGregor's’ share of searches among seed brands in New Zealand decreased from 7.6% to 5.2%.
  • Across the 12 months ending October 2026, McGregor's’ share of searches among seed brands in New Zealand peaked at 32.6% in July 2026 and was lowest at 3.6% in August 2026.
  • Across the 12 months ending October 2026, McGregor's fell from 3rd to 4th among seed brands in New Zealand.

How did search popularity change for New Zealand seed brands in October 2026?

6 changes

  1. In October 2026, Koanga overtook McGregor's to rank 3rd among seed brands in New Zealand, with 5.8% of the searches.

  2. In October 2026, McGregor's gained share of searches among seed brands in New Zealand, from 4.6% to 5.2%.

  3. In October 2026, Kings Seeds lost share of searches among seed brands in New Zealand, from 66.9% to 65.5%.

  4. In October 2026, Egmont Seeds lost share of searches among seed brands in New Zealand, from 19.9% to 19.2%.

  5. Mr Fothergill's’ share of searches among seed brands in New Zealand has gained ground for 3 months in a row, from 1.5% to 2.4% in October 2026.

  6. Estimated monthly branded searches for Setha’s Seeds in New Zealand rose 22.2% over 12 measured months, from 90 to 110 in October 2026.

How are McGregor's’ branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using McGregor'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.

  • mcgregors
  • mcgregors seeds

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How the Brand Demand Index is measured

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