Brandwave

How popular isPams?

In September 2026, people searched for Pams by name about 1,070 times in New Zealand, a 24.1% decrease from the previous year. These searches made up 11.3% of all New Zealand baking brand searches, placing Pams fourth out of six brands. When we asked both ChatGPT and Google AI Overviews about baking brands, Pams appeared in three of the five answers and was the third most recommended of the six.

Search and AI answers in September 2026

Pams is the fourth most searched of 6 competitors and the third most recommended in AI answers.

  1. ChelseaShare of searches 50.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  2. EdmondsShare of searches 16.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  3. Betty CrockerShare of searches 12.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  4. PamsShare of searches 11.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  5. Champion FlourShare of searches 8.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top baking brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Pams was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Pams is the third most recommended of the six.

Most recommended by AI

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

  1. Edmonds1st
  2. Chelsea2nd
  3. Pams3rd
  4. Betty Crocker4th
  5. Champion Flour–
  6. Pettinice–

Mentioned by AI

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

  • Edmonds4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Chelsea3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Pams3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Betty Crocker1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Champion Flour0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Pettinice0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about baking brands

5 answers

  • Asked ChatGPT

    “Which baking brand should I buy in New Zealand?”

    1. 1Edmonds
    2. 2Pams

  • Asked ChatGPT

    “What are the best baking brands in New Zealand?”

    1. 1Edmonds
    2. 2Chelsea
    3. 3Pams

  • Asked ChatGPT

    “What's the best baking brand in New Zealand for everyday baking?”

    1. 1Edmonds
    2. 2Chelsea
    3. 3Pams

  • Searched Google, AI Overview

    “cake mix nz”

    1. 1Edmonds
    2. 2Betty Crocker

  • Searched Google, AI Overview

    “icing sugar nz”

    1. 1Chelsea

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.

Which baking brands compete with Pams?

Pams against baking brands in New Zealand, by month

Share of searches by month for Chelsea, Edmonds, Betty Crocker, Pams, Champion Flour. The figures are in the table below the chart.

View monthly share of searches table
MonthChelseaEdmondsBetty CrockerPamsChampion FlourPettinice
Oct 202554.4%14.8%8.4%14.2%7.4%0.71%
Nov 202552.7%16.8%7.9%12.7%9.1%0.83%
Dec 202556.5%13.8%9.6%11.1%8.3%0.74%
Jan 202656.7%14.4%7.9%11.6%8.9%0.43%
Feb 202652.8%16%8.3%12.5%9.9%0.6%
Mar 202652.7%15.8%7.4%13.5%9.8%0.68%
Apr 202652.4%18.6%8.5%10.1%9.9%0.39%
May 202651%18.1%12.3%9.6%8.3%0.64%
Jun 202653.7%15%11.9%10.3%8.4%0.7%
Jul 202655.8%14.5%12.4%9.3%7.4%0.51%
Aug 202649.5%15.1%12.9%12.6%9.2%0.63%
Sep 202650.2%16.1%12.6%11.3%8.9%0.95%

  1. 1.Chelsea

    50.2%

    Held 1st. 4.7K estimated branded searches, -13.5% vs prior month. Share +0.6 points.

  2. 2.Edmonds

    16.1%

    Held 2nd. 1.5K estimated branded searches, -9% vs prior month. Share +1 points.

  3. 3.Betty Crocker

    12.6%

    Held 3rd. 1.2K estimated branded searches, -16.8% vs prior month. Share -0.3 points.

  4. 4.Pams

    11.3%

    Held 4th. 1.1K estimated branded searches, -23% vs prior month. Share -1.2 points.

  5. 5.Champion Flour

    8.9%

    Held 5th. 840 estimated branded searches, -17.6% vs prior month. Share -0.3 points.

  6. 6.Pettinice

    0.95%

    Held 6th. 90 estimated branded searches, +28.6% vs prior month. Share +0.3 points.

Compare popularity between Pams and its closest rivals

Every comparison with Pams

29 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Pams in New Zealand fell from 1.4K to 1.1K.
  • Across the 12 months ending September 2026, Pams’ share of searches among baking brands in New Zealand decreased from 14.2% to 11.3%.
  • Across the 12 months ending September 2026, Pams’ share of searches among baking brands in New Zealand peaked at 14.2% in October 2025 and was lowest at 9.3% in July 2026.
  • Across the 12 months ending September 2026, Pams fell from 3rd to 4th among baking brands in New Zealand.

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

6 changes

  1. In September 2026, Edmonds gained share of searches among baking brands in New Zealand, from 15.1% to 16.1%.

  2. In September 2026, Chelsea gained share of searches among baking brands in New Zealand, from 49.5% to 50.2%.

  3. In September 2026, Pams lost share of searches among baking brands in New Zealand, from 12.6% to 11.3%.

  4. Estimated monthly branded searches for Betty Crocker in New Zealand rose 43.4% over 12 measured months, from 830 to 1.2K in September 2026.

  5. Estimated monthly branded searches for Pettinice in New Zealand rose 28.6% over 12 measured months, from 70 to 90 in September 2026.

  6. Estimated monthly branded searches for Champion Flour in New Zealand rose 15.1% over 12 measured months, from 730 to 840 in September 2026.

How are Pams’ branded searches counted?

2 search terms

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

  • pams
  • pams products

How the Brand Demand Index is measured

Who owns Pams?

Pams is owned by Foodstuffs. Brandwave also tracks New World, Four Square, New World Clubcard and PAK’nSAVE, owned by the same company, in New Zealand.

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

Where does Pams compete?

Pams is ranked in six competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Pasta and rice brands4th of 1010.1%Show ranking
Baking brands4th of 611.3%Shown above
Butter brands4th of 811.5%Show ranking
Canned fish brands3rd of 715.5%Show ranking
Chicken breast brands3rd of 516.6%Show ranking
Canned tuna brands3rd of 726.3%Show ranking
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Is Pams 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.

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