Brandwave

How popular isMrs Higgins?

In September 2026, people searched for Mrs Higgins by name about 2,410 times in New Zealand, a 17.2% decrease from 11 months earlier. These searches made up 6.4% of all New Zealand biscuit brand searches, placing Mrs Higgins fifth out of eight brands. When we asked both ChatGPT and Google AI Overviews about biscuit brands, Mrs Higgins appeared in three of the five answers and was the fourth most recommended of the eight.

Search and AI answers in September 2026

Mrs Higgins is the fifth most searched of 8 competitors and the fourth most recommended in the AI answers we collected.

  1. Cookie TimeShare of searches 38.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  2. Arnott'sShare of searches 18%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  3. Griffin'sShare of searches 16.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  4. OreoShare of searches 15.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. Mrs HigginsShare of searches 6.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th

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Top biscuit brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Mrs Higgins was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Mrs Higgins is the fourth most recommended of the eight.

Most recommended by AI

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

  1. Griffin's1st
  2. Arnott's2nd
  3. Cookie Time3rd
  4. Mrs Higgins4th
  5. Molly Woppy5th
  6. Kea Cookies6th
  7. Oreo–
  8. Huntley & Palmers–

Mentioned by AI

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

  • Griffin's5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Arnott's4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Cookie Time3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Mrs Higgins3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Molly Woppy2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Kea Cookies2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Oreo0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Huntley & Palmers0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about biscuit 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.

How often do people search for Mrs Higgins compared with other New Zealand biscuit brands?

Mrs Higgins against biscuit brands in New Zealand, by month

Share of searches by month for Cookie Time, Arnott's, Griffin's, Oreo, Mrs Higgins, Molly Woppy. The figures are in the table below the chart.

View monthly share of searches table
MonthCookie TimeArnott'sGriffin'sOreoMrs HigginsMolly WoppyKea CookiesHuntley & Palmers
Nov 202558.5%10.6%11.4%8.9%6.1%3.4%0.82%0.36%
Dec 202552.9%13.4%12.9%8.3%6.8%4.4%0.91%0.33%
Jan 202638.6%18.3%16.4%12.6%9.5%2.9%1.3%0.56%
Feb 202636.5%21%15.3%14.3%7.8%3.2%1.3%0.55%
Mar 202632.6%19.3%17.5%18%8.1%2.8%1.1%0.72%
Apr 202635.5%18.2%19.9%14.6%7.6%2.3%1.2%0.67%
May 202631.7%17.7%17.4%21.8%6.6%2.4%1.6%0.72%
Jun 202631.3%21.3%16.8%21.3%5.1%2.4%1.3%0.56%
Jul 202639.8%17.5%15.6%15.9%6.8%2.5%1.3%0.59%
Aug 202634.2%21%16.5%17.5%7%2.1%1.2%0.62%
Sep 202638.4%18%16.8%15.9%6.4%2.3%1.3%0.85%
Oct 2026————————

  1. 1.Cookie Time

    38.4%

    Held 1st. 14.4K estimated branded searches, +0.91% vs prior month. Share +4.2 points.

  2. 2.Arnott's

    18%

    Held 2nd. 6.7K estimated branded searches, -22.9% vs prior month. Share -3 points.

  3. 3.Griffin's

    16.8%

    Moved from 4th to 3rd. 6.3K estimated branded searches, -8.2% vs prior month. Share +0.4 points.

  4. 4.Oreo

    15.9%

    Moved from 3rd to 4th. 6K estimated branded searches, -18.4% vs prior month. Share -1.6 points.

  5. 5.Mrs Higgins

    6.4%

    Held 5th. 2.4K estimated branded searches, -16.9% vs prior month. Share -0.5 points.

  6. 6.Molly Woppy

    2.3%

    Held 6th. 880 estimated branded searches, 0% vs prior month. Share +0.2 points.

  7. 7.Kea Cookies

    1.3%

    Held 7th. 480 estimated branded searches, 0% vs prior month. Share +0.1 points.

  8. 8.Huntley & Palmers

    0.85%

    Held 8th. 320 estimated branded searches, +23.1% vs prior month. Share +0.2 points.

Compare popularity between Mrs Higgins and its closest rivals

Every comparison with Mrs Higgins

7 comparisons

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

2 findings
  • Across the 11 months ending September 2026, estimated monthly branded searches for Mrs Higgins in New Zealand fell from 2.9K to 2.4K.
  • Across the 11 months ending September 2026, Mrs Higgins’ share of searches among biscuit brands in New Zealand peaked at 9.5% in January 2026 and was lowest at 5.1% in June 2026.

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

6 changes

  1. In September 2026, Cookie Time gained share of searches among biscuit brands in New Zealand, from 34.2% to 38.4%.

  2. In September 2026, Arnott's lost share of searches among biscuit brands in New Zealand, from 21% to 18%.

  3. In September 2026, Oreo lost share of searches among biscuit brands in New Zealand, from 17.5% to 15.9%.

  4. In September 2026, Mrs Higgins lost share of searches among biscuit brands in New Zealand, from 7% to 6.4%.

  5. In September 2026, Griffin's rose from 4th to 3rd among biscuit brands in New Zealand.

  6. Estimated monthly branded searches for Huntley & Palmers in New Zealand rose 88.2% over 11 measured months, from 170 to 320 in September 2026.

How are Mrs Higgins’ branded searches counted?

3 search terms

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

  • mrs higgins
  • mrs higgins christmas
  • mrs higgins countdown

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How the Brand Demand Index is measured

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