How popular isPloughmans in search?
In August 2026, there were an estimated 1.7K branded searches for Ploughmans in New Zealand which is up 54.5% over the last 11 months. Ploughmans holds 13.8% estimated Share of Search among New Zealand bread brands and is ranked 3rd of 5 competitors for search popularity.
Vogel's50.6%
Freya's16.4%
Ploughmans13.8%
Tip Top Bakery10.4%
Molenberg8.7%
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Which bread brands compete with Ploughmans?
Share of Search by month for Vogel's, Freya's, Ploughmans, Tip Top Bakery, Molenberg. The figures are in the table below the chart.
View monthly share of search table
| Month | Vogel's | Freya's | Ploughmans | Tip Top Bakery | Molenberg |
|---|---|---|---|---|---|
| Oct 2025 | 39.6% | 20.4% | 11.9% | 20.1% | 8.1% |
| Nov 2025 | 43.4% | 20.5% | 12.4% | 16.3% | 7.4% |
| Dec 2025 | 36.3% | 27.5% | 14.2% | 14.3% | 7.6% |
| Jan 2026 | 41.2% | 24.6% | 13.4% | 12% | 8.8% |
| Feb 2026 | 43% | 22.6% | 13.8% | 12.5% | 8.1% |
| Mar 2026 | 53.1% | 17.4% | 12.9% | 9.1% | 7.4% |
| Apr 2026 | 40.6% | 22.9% | 16.8% | 10.5% | 9.2% |
| May 2026 | 38.7% | 22% | 16.6% | 11.4% | 11.3% |
| Jun 2026 | 41.8% | 24.7% | 13.9% | 10.7% | 8.9% |
| Jul 2026 | 39.1% | 22.1% | 20.3% | 10.1% | 8.5% |
| Aug 2026 | 50.6% | 16.4% | 13.8% | 10.4% | 8.7% |
| Sep 2026 | — | — | — | — | — |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 50.6% | 6.3K | +85.1% | +11.5 points | |
| 2, held 2nd | 16.4% | 2K | +6.2% | -5.7 points | |
| 3, held 3rd | 13.8% | 1.7K | -2.3% | -6.4 points | |
| 4, held 4th | 10.4% | 1.3K | +47.7% | +0.3 points | |
| 5, held 5th | 8.7% | 1.1K | +47.3% | +0.3 points |
1.
Vogel's50.6%
held 1st · 6.3K estimated branded searches · +85.1% vs prior month · +11.5 points
2.
Freya's16.4%
held 2nd · 2K estimated branded searches · +6.2% vs prior month · -5.7 points
13.8%
held 3rd · 1.7K estimated branded searches · -2.3% vs prior month · -6.4 points
10.4%
held 4th · 1.3K estimated branded searches · +47.7% vs prior month · +0.3 points
8.7%
held 5th · 1.1K estimated branded searches · +47.3% vs prior month · +0.3 points
Compare search popularity between Ploughmans and its closest rivals
How has branded search demand for Ploughmans changed in New Zealand over the last 12 months?
4 findings
- Across the 11 months ending August 2026, estimated monthly branded searches for Ploughmans in New Zealand rose from 1.1K to 1.7K.
- Across the 11 months ending August 2026, Ploughmans’ estimated Share of Search among bread brands in New Zealand increased from 11.9% to 13.8%.
- Across the 11 months ending August 2026, Ploughmans’ estimated Share of Search among bread brands in New Zealand peaked at 20.3% in July 2026 and was lowest at 11.9% in October 2025.
- Across the 11 months ending August 2026, Ploughmans rose from 4th to 3rd among bread brands in New Zealand.
How did search popularity change for New Zealand bread brands in August 2026?
5 changes
In August 2026, Vogel's gained estimated Share of Search among bread brands in New Zealand, from 39.1% to 50.6%.
In August 2026, Ploughmans lost estimated Share of Search among bread brands in New Zealand, from 20.3% to 13.8%.
In August 2026, Freya's lost estimated Share of Search among bread brands in New Zealand, from 22.1% to 16.4%.
Estimated monthly branded searches for Molenberg in New Zealand rose 43.4% over 11 measured months, from 760 to 1.1K in August 2026.
Estimated monthly branded searches for Tip Top Bakery in New Zealand fell 31.6% over 11 measured months, from 1.9K to 1.3K in August 2026.
How is Ploughmans measured?
Brandwave collects information about searches that people make online using Ploughmans’ 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.
5 branded search terms
- ploughmans bread
- ploughmans bread countdown
- ploughmans loaf
- ploughmans rye bread
- ploughmans wholemeal bread
Who owns Ploughmans?
Ploughmans is owned by Goodman Fielder. Brandwave also tracks Molenberg and Tip Top Bakery, owned by the same company, in New Zealand.
Do you work for Ploughmans? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is Ploughmans 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.