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 11.5% of all New Zealand butter brand searches, placing Pams fourth out of eight brands. When we asked both ChatGPT and Google AI Overviews about butter brands, Pams appeared in four of the five answers and was the second most recommended of the eight.

Search and AI answers in September 2026

Pams is the fourth most searched of 8 competitors and the second most recommended in AI answers.

  1. Lewis Road CreameryShare of searches 40.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  2. OlivaniShare of searches 17%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. WestgoldShare of searches 12.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  4. PamsShare of searches 11.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  5. AnchorShare of searches 10%Mentioned in 5 of 5 AI answersPlace in AI recommendations 4th

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Top butter brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Pams was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Pams is the second most recommended of the eight.

Most recommended by AI

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

  1. Westgold1st
  2. Pams2nd
  3. Mainland3rd
  4. Anchor4th
  5. Lewis Road Creamery5th
  6. Olivani–
  7. Tararua–
  8. Lurpak–

Mentioned by AI

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

  • Westgold5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Anchor5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Mainland5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Pams4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Lewis Road Creamery2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Tararua1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Olivani0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Lurpak0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about butter 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.

Which butter brands compete with Pams?

Pams against butter brands in New Zealand, by month

Share of searches by month for Lewis Road Creamery, Olivani, Westgold, Pams, Anchor, Mainland, Tararua. The figures are in the table below the chart.

View monthly share of searches table
MonthLewis Road CreameryOlivaniWestgoldPamsAnchorMainlandTararuaLurpak
Oct 202543.1%15.8%9.8%14.3%9.1%3.4%2.3%2.2%
Nov 202543.9%16.2%9.1%13.4%8.9%3.4%3.3%1.9%
Dec 202543.4%14.2%11.4%12.5%10.8%3.9%1.9%1.9%
Jan 202643.5%15.8%10.6%13.3%10%3.3%1.7%1.8%
Feb 202646.8%15%9.9%13.4%8.1%2.8%2.6%1.3%
Mar 202642%16.8%11.3%13.8%8.7%4%1.8%1.6%
Apr 202640.8%19.1%10.1%12%10.2%3.9%2.2%1.7%
May 202637.8%12.7%25.9%8%8.7%3.7%1.8%1.4%
Jun 202639.8%16.6%10.3%11.1%13.7%4.4%2.4%1.6%
Jul 202637.8%16%15.9%9.4%12.1%5.2%2%1.6%
Aug 202641.3%14%14.4%12.6%10.5%4.4%1.4%1.5%
Sep 202640.5%17%12.5%11.5%10%4.4%2.2%1.9%

  1. 1.Lewis Road Creamery

    40.5%

    Held 1st. 3.8K estimated branded searches, -17.4% vs prior month. Share -0.8 points.

  2. 2.Olivani

    17%

    Moved from 3rd to 2nd. 1.6K estimated branded searches, +2.6% vs prior month. Share +3 points.

  3. 3.Westgold

    12.5%

    Moved from 2nd to 3rd. 1.2K estimated branded searches, -27% vs prior month. Share -1.9 points.

  4. 4.Pams

    11.5%

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

  5. 5.Anchor

    10%

    Held 5th. 930 estimated branded searches, -19.8% vs prior month. Share -0.5 points.

  6. 6.Mainland

    4.4%

    Held 6th. 410 estimated branded searches, -16.3% vs prior month. Share 0 points.

  7. 7.Tararua

    2.2%

    Moved from 8th to 7th. 200 estimated branded searches, +33.3% vs prior month. Share +0.8 points.

  8. 8.Lurpak

    1.9%

    Moved from 7th to 8th. 180 estimated branded searches, +12.5% vs prior month. Share +0.5 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 butter brands in New Zealand decreased from 14.3% to 11.5%.
  • Across the 12 months ending September 2026, Pams’ share of searches among butter brands in New Zealand peaked at 14.3% in October 2025 and was lowest at 8% in May 2026.
  • Across the 12 months ending September 2026, Pams fell from 3rd to 4th among butter brands in New Zealand.

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

6 changes

  1. In September 2026, Olivani overtook Westgold to rank 2nd among butter brands in New Zealand, with 17% of the searches.

  2. In September 2026, Tararua overtook Lurpak to rank 7th among butter brands in New Zealand, with 2.2% of the searches.

  3. In September 2026, Westgold lost share of searches among butter brands in New Zealand, from 14.4% to 12.5%.

  4. In September 2026, Pams lost share of searches among butter brands in New Zealand, from 12.6% to 11.5%.

  5. In September 2026, Lewis Road Creamery lost share of searches among butter brands in New Zealand, from 41.3% to 40.5%.

  6. In September 2026, Anchor lost share of searches among butter brands in New Zealand, from 10.5% to 10%.

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%Show ranking
Butter brands4th of 811.5%Shown above
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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