Brandwave

How popular isSanford?

In September 2026, people searched for Sanford by name about 1,300 times in New Zealand, a 30% increase from the previous year. These searches made up 17.8% of all New Zealand seafood brand searches, placing Sanford fourth out of six brands. When we asked both ChatGPT and Google AI Overviews about seafood brands, Sanford appeared in two of the five answers and was the third most recommended of the six.

Search and AI answers in September 2026

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

  1. Moana New ZealandShare of searches 21.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. SealordShare of searches 21.9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  3. Talley'sShare of searches 21.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
  4. SanfordShare of searches 17.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  5. New Zealand King SalmonShare of searches 13.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top seafood brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Sanford was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Sanford 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. Sealord1st
  2. Talley's2nd
  3. Sanford3rd
  4. John West4th
  5. Moana New Zealand–
  6. New Zealand King Salmon–

Mentioned by AI

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

  • Sealord4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Talley's2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Sanford2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • John West2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Moana New Zealand0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • New Zealand King Salmon0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about seafood brands

5 answers

  • Asked ChatGPT

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

    1. 1Sealord
    2. 2Talley's
    3. 3Sanford
    4. 4John West

  • Asked ChatGPT

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

    1. 1Sealord
    2. 2Sanford
    3. 3John West

  • Asked ChatGPT

    “What's the best seafood brand in New Zealand for easy family meals?”

    1. 1Sealord
    2. 2Talley's

  • Searched Google, AI Overview

    “frozen seafood nz”

    1. 1Sealord

  • Searched Google, AI Overview

    “seafood for dinner”

    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 seafood brands compete with Sanford?

    Sanford against seafood brands in New Zealand, by month

    Share of searches by month for Moana New Zealand, Sealord, Talley's, Sanford, New Zealand King Salmon, John West. The figures are in the table below the chart.

    View monthly share of searches table
    MonthMoana New ZealandSealordTalley'sSanfordNew Zealand King SalmonJohn West
    Oct 202520.1%17%38.3%10.6%10.6%3.4%
    Nov 202521.2%17.2%25.3%17.2%17.2%1.9%
    Dec 202524.5%15.3%29.2%13.5%15.3%2.1%
    Jan 202625.1%20.4%25.2%13.8%13.8%1.7%
    Feb 202626.1%17.9%26.2%13.7%13.7%2.3%
    Mar 202631.8%17.5%26.4%11%11%2.3%
    Apr 202621.2%25.2%25.3%11.7%13.2%3.4%
    May 202616.9%30.6%25.4%13.7%10.6%2.7%
    Jun 202618.8%28.1%22.4%15.2%11.7%3.8%
    Jul 202623.1%29.2%19.6%10.7%15.8%1.7%
    Aug 202621.1%25.1%21.1%13.2%17.2%2.2%
    Sep 202621.9%21.9%21.9%17.8%13.7%2.9%

    1. 1.Moana New Zealand

      21.9%

      Moved from 2nd to 1st. 1.6K estimated branded searches, 0% vs prior month. Share +0.8 points.

    2. 2.Sealord

      21.9%

      Moved from 1st to 2nd. 1.6K estimated branded searches, -15.8% vs prior month. Share -3.2 points.

    3. 3.Talley's

      21.9%

      Held 3rd. 1.6K estimated branded searches, 0% vs prior month. Share +0.8 points.

    4. 4.Sanford

      17.8%

      Moved from 5th to 4th. 1.3K estimated branded searches, +30% vs prior month. Share +4.6 points.

    5. 5.New Zealand King Salmon

      13.7%

      Moved from 4th to 5th. 1K estimated branded searches, -23.1% vs prior month. Share -3.5 points.

    6. 6.John West

      2.9%

      Held 6th. 210 estimated branded searches, +23.5% vs prior month. Share +0.6 points.

    Compare popularity between Sanford and its closest rivals

    Every comparison with Sanford

    5 comparisons

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

    3 findings
    • Across the 12 months ending September 2026, estimated monthly branded searches for Sanford in New Zealand rose from 1K to 1.3K.
    • Across the 12 months ending September 2026, Sanford’s share of searches among seafood brands in New Zealand increased from 10.6% to 17.8%.
    • Across the 12 months ending September 2026, Sanford rose from 5th to 4th among seafood brands in New Zealand.

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

    6 changes

    1. In September 2026, Moana New Zealand overtook Sealord to become the leader among seafood brands in New Zealand, with 21.9% of the searches.

    2. In September 2026, Sanford overtook New Zealand King Salmon to rank 4th among seafood brands in New Zealand, with 17.8% of the searches.

    3. In September 2026, Talley's gained share of searches among seafood brands in New Zealand, from 21.1% to 21.9%.

    4. In September 2026, John West gained share of searches among seafood brands in New Zealand, from 2.2% to 2.9%.

    5. In September 2026, New Zealand King Salmon lost share of searches among seafood brands in New Zealand, from 17.2% to 13.7%.

    6. In September 2026, Sealord lost share of searches among seafood brands in New Zealand, from 25.1% to 21.9%.

    How are Sanford’s branded searches counted?

    1 search term

    Brandwave collects information about searches that people make online using Sanford’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

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