How popular isOld El Paso?
In September 2026, people searched for Old El Paso by name about 670 times in New Zealand, a 19.6% increase from the previous year. These searches made up 9.7% of all New Zealand herb and spice brand searches, placing Old El Paso fourth out of eight brands. When we asked both ChatGPT and Google AI Overviews about herb and spice brands, Old El Paso did not appear in any of the answers.
Old El Paso is the fourth most searched of 8 competitors and not listed in any AI answer.
Ceres OrganicsShare of searches 52.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
Gregg'sShare of searches 11.3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
Fresh AsShare of searches 10.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
Old El PasoShare of searches 9.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
Mrs RogersShare of searches 6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
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Top herb and spice brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Old El Paso 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.
- Mrs Rogers4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Ceres Organics2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Gregg's2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Fresh As2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Masterfoods2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Old El Paso0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Hansells0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
McCormick0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about herb and spice brands
5 answers
Asked ChatGPT
“Which herb and spice brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best herb and spice brands in New Zealand?”
Asked ChatGPT
“What's the best herb and spice brand in New Zealand for everyday cooking?”
Searched Google, AI Overview
“herb and spice brands”
Searched Google, AI Overview
“spice brands nz”
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 herb and spice brands compete with Old El Paso?
Share of searches by month for Ceres Organics, Gregg's, Fresh As, Old El Paso, Mrs Rogers, Hansells, Masterfoods. The figures are in the table below the chart.
View monthly share of searches table
| Month | Ceres Organics | Gregg's | Fresh As | Old El Paso | Mrs Rogers | Hansells | Masterfoods | McCormick |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 47.4% | 12.3% | 14.5% | 9.2% | 4.4% | 6.5% | 4.7% | 0.98% |
| Nov 2025 | 48.9% | 8.8% | 15% | 9.3% | 5.9% | 6.7% | 3.9% | 1.5% |
| Dec 2025 | 43.7% | 14% | 13.3% | 8.2% | 6% | 7.8% | 5.3% | 1.6% |
| Jan 2026 | 42.1% | 15.2% | 12.9% | 8.7% | 7% | 7.7% | 4.8% | 1.6% |
| Feb 2026 | 47.4% | 13.1% | 9.8% | 7.7% | 5.1% | 6.2% | 4.4% | 6.4% |
| Mar 2026 | 47.8% | 18.9% | 8% | 7.4% | 5.2% | 6.5% | 3.9% | 2.4% |
| Apr 2026 | 52.6% | 13.7% | 7.2% | 8% | 5.8% | 6.3% | 4.5% | 1.9% |
| May 2026 | 51.6% | 11.2% | 8.6% | 9.5% | 6% | 5% | 4.2% | 4% |
| Jun 2026 | 49.7% | 9% | 8.3% | 9% | 8.4% | 8.1% | 3.9% | 3.7% |
| Jul 2026 | 45.6% | 12.4% | 9.2% | 8.6% | 8% | 5.4% | 4.3% | 6.5% |
| Aug 2026 | 48.5% | 12.9% | 8.1% | 8.7% | 6.7% | 5.8% | 4.3% | 5% |
| Sep 2026 | 52.2% | 11.3% | 10.6% | 9.7% | 6% | 5.1% | 4.1% | 1% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 52.2% | 3.6K | 0% | +3.8 points | |
| 2, held 2nd | 11.3% | 780 | -18.8% | -1.6 points | |
| 3, moved from 4th to 3rd | 10.6% | 730 | +21.7% | +2.5 pointsmoved from 4th to 3rd | |
| 4, moved from 3rd to 4th | 9.7% | 670 | +3.1% | +1 pointsmoved from 3rd to 4th | |
| 5, held 5th | 6% | 410 | -18% | -0.8 points | |
| 6, held 6th | 5.1% | 350 | -18.6% | -0.7 points | |
| 7, moved from 8th to 7th | 4.1% | 280 | -12.5% | -0.2 pointsmoved from 8th to 7th | |
| 8, moved from 7th to 8th | 1% | 70 | -81.1% | -4 pointsmoved from 7th to 8th |
52.2%
Held 1st. 3.6K estimated branded searches, 0% vs prior month. Share +3.8 points.
2.
Gregg's11.3%
Held 2nd. 780 estimated branded searches, -18.8% vs prior month. Share -1.6 points.
3.
Fresh As10.6%
Moved from 4th to 3rd. 730 estimated branded searches, +21.7% vs prior month. Share +2.5 points.
9.7%
Moved from 3rd to 4th. 670 estimated branded searches, +3.1% vs prior month. Share +1 points.
6%
Held 5th. 410 estimated branded searches, -18% vs prior month. Share -0.8 points.
6.
Hansells5.1%
Held 6th. 350 estimated branded searches, -18.6% vs prior month. Share -0.7 points.
4.1%
Moved from 8th to 7th. 280 estimated branded searches, -12.5% vs prior month. Share -0.2 points.
1%
Moved from 7th to 8th. 70 estimated branded searches, -81.1% vs prior month. Share -4 points.
Compare popularity between Old El Paso and its closest rivals
Every comparison with Old El Paso
7 comparisons
How has branded search demand for Old El Paso changed in New Zealand over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Old El Paso in New Zealand rose from 560 to 670.
- Across the 12 months ending September 2026, Old El Paso’s share of searches among herb and spice brands in New Zealand increased from 9.2% to 9.7%.
- Across the 12 months ending September 2026, Old El Paso’s share of searches among herb and spice brands in New Zealand peaked at 9.7% in September 2026 and was lowest at 7.4% in March 2026.
How did search popularity change for New Zealand herb and spice brands in September 2026?
6 changes
In September 2026, Fresh As overtook Old El Paso to rank 3rd among herb and spice brands in New Zealand, with 10.6% of the searches.
In September 2026, Ceres Organics gained share of searches among herb and spice brands in New Zealand, from 48.5% to 52.2%.
In September 2026, Old El Paso gained share of searches among herb and spice brands in New Zealand, from 8.7% to 9.7%.
In September 2026, McCormick lost share of searches among herb and spice brands in New Zealand, from 5% to 1%.
In September 2026, Gregg's lost share of searches among herb and spice brands in New Zealand, from 12.9% to 11.3%.
In September 2026, Mrs Rogers lost share of searches among herb and spice brands in New Zealand, from 6.7% to 6%.
How are Old El Paso’s branded searches counted?
7 search terms
Brandwave collects information about searches that people make online using Old El Paso’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.
- old el paso refried
- old el paso salsa
- old el paso seasoning
- old el paso spice
- old el paso taco
- old el paso tortilla
- oldelpaso
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Is Old El Paso your brand?
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