--- title: "Tararua: search popularity in New Zealand" description: "Tararua makes butter and dairy products. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/nz/brands/tararua" publisher: "Brandwave" --- # Tararua: search popularity in New Zealand Tararua makes butter and dairy products. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Tararua - **Owned by**: Fonterra - **Market**: New Zealand - **Measured month**: Sep 2026 - **Share of Search among butter brands**: 2.2% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Butter brands | 7 | 2.2% | 200 | - [Butter brands](/demand/nz/categories/nz-butter-brands) ## Top butter brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Tararua was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Westgold | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Pams | 2nd | 3 of 3 | 1 of 2 | 4 of 5 | | Mainland | 3rd | 3 of 3 | 2 of 2 | 5 of 5 | | Anchor | 4th | 3 of 3 | 2 of 2 | 5 of 5 | | Lewis Road Creamery | 5th | 1 of 3 | 1 of 2 | 2 of 5 | | Olivani | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Tararua | Not ranked | 0 of 3 | 1 of 2 | 1 of 5 | | Lurpak | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about butter brands - Asked ChatGPT "Which butter brand should I buy in New Zealand?": 1. Westgold, 2. Pams, 3. Mainland, 4. Anchor - Asked ChatGPT "What are the best butter brands in New Zealand?": 1. Westgold, 2. Pams, 3. Mainland, 4. Anchor, 5. Lewis Road Creamery - Asked ChatGPT "What's the best butter brand in New Zealand for everyday baking?": 1. Westgold, 2. Pams, 3. Mainland, 4. Anchor - Searched Google, AI Overview "butter nz": 1. Westgold, 2. Pams, 3. Mainland, 4. Anchor - Searched Google, AI Overview "spreadable butter nz": 1. Mainland, 2. Lewis Road Creamery, 3. Anchor, 4. Tararua, 5. Westgold Not named in any answer: Olivani and Lurpak. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 20, 2026. ## How has branded search demand for Tararua changed in New Zealand over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Tararua in New Zealand fell from 230 to 200. - Across the 12 months ending September 2026, Tararua’s share of searches among butter brands in New Zealand peaked at 3.3% in November 2025 and was lowest at 1.4% in August 2026. ## How did search popularity change for New Zealand butter brands in September 2026? - In September 2026, Olivani overtook Westgold to rank 2nd among butter brands in New Zealand, with 17% of the searches. - In September 2026, Tararua overtook Lurpak to rank 7th among butter brands in New Zealand, with 2.2% of the searches. - In September 2026, Westgold lost share of searches among butter brands in New Zealand, from 14.4% to 12.5%. - In September 2026, Pams lost share of searches among butter brands in New Zealand, from 12.6% to 11.5%. - In September 2026, Lewis Road Creamery lost share of searches among butter brands in New Zealand, from 41.3% to 40.5%. - In September 2026, Anchor lost share of searches among butter brands in New Zealand, from 10.5% to 10%. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Butter brands | 230 | 2.3% | 7 | | Nov 2025 | Butter brands | 260 | 3.3% | 7 | | Dec 2025 | Butter brands | 160 | 1.9% | 8 | | Jan 2026 | Butter brands | 140 | 1.7% | 8 | | Feb 2026 | Butter brands | 200 | 2.6% | 7 | | Mar 2026 | Butter brands | 180 | 1.8% | 7 | | Apr 2026 | Butter brands | 190 | 2.2% | 7 | | May 2026 | Butter brands | 230 | 1.8% | 7 | | Jun 2026 | Butter brands | 220 | 2.4% | 7 | | Jul 2026 | Butter brands | 190 | 2% | 7 | | Aug 2026 | Butter brands | 150 | 1.4% | 8 | | Sep 2026 | Butter brands | 200 | 2.2% | 7 | ## How are Tararua’s branded searches counted? Brandwave collects information about searches that people make online using Tararua’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. - “tararua butter” - “tararua butter countdown” - “tararua dairy” - “tararua dairy products” - “tararua milk” ## Which butter brands compete with Tararua? - [Lewis Road Creamery](/demand/nz/brands/lewis-road-creamery) - [Olivani](/demand/nz/brands/olivani) - [Westgold](/demand/nz/brands/westgold): Head-to-head: /demand/nz/compare/tararua-vs-westgold - [Pams](/demand/nz/brands/pams): Head-to-head: /demand/nz/compare/pams-vs-tararua - [Anchor](/demand/nz/brands/anchor): Head-to-head: /demand/nz/compare/anchor-vs-tararua - [Mainland](/demand/nz/brands/mainland): Head-to-head: /demand/nz/compare/mainland-vs-tararua - [Lurpak](/demand/nz/brands/lurpak): Head-to-head: /demand/nz/compare/lurpak-vs-tararua ## Who owns Tararua? Tararua is owned by Fonterra. Brandwave also tracks Fonterra, owned by the same company, in New Zealand. - [Fonterra](/demand/nz/companies/fonterra): Owns 2 tracked brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Who owns Tararua? Tararua is owned by Fonterra. Brandwave also tracks Fonterra, owned by the same company, in New Zealand. ## Cite this page Brandwave. "Tararua: search popularity in New Zealand". https://gobrandwave.com/demand/nz/brands/tararua This page is also available as HTML at https://gobrandwave.com/demand/nz/brands/tararua. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.