How popular isTararua?
In September 2026, people searched for Tararua by name about 200 times in New Zealand, a 13% decrease from the previous year. These searches made up 2.2% of all New Zealand butter brand searches, placing Tararua seventh out of eight brands. When we asked both ChatGPT and Google AI Overviews about butter brands, Tararua appeared in one of the five answers.
Tararua is the seventh most searched of 8 competitors and not listed in any AI answer.
Lewis Road CreameryShare of searches 40.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th- OlivaniShare of searches 17%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
WestgoldShare of searches 12.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
PamsShare of searches 11.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
TararuaShare of searches 2.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations –
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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.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
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
Asked ChatGPT
“Which butter brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best butter brands in New Zealand?”
Asked ChatGPT
“What's the best butter brand in New Zealand for everyday baking?”
Searched Google, AI Overview
“butter nz”
Searched Google, AI Overview
“spreadable butter nz”
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 Tararua?
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
| Month | Lewis Road Creamery | Olivani | Westgold | Pams | Anchor | Mainland | Tararua | Lurpak |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 43.1% | 15.8% | 9.8% | 14.3% | 9.1% | 3.4% | 2.3% | 2.2% |
| Nov 2025 | 43.9% | 16.2% | 9.1% | 13.4% | 8.9% | 3.4% | 3.3% | 1.9% |
| Dec 2025 | 43.4% | 14.2% | 11.4% | 12.5% | 10.8% | 3.9% | 1.9% | 1.9% |
| Jan 2026 | 43.5% | 15.8% | 10.6% | 13.3% | 10% | 3.3% | 1.7% | 1.8% |
| Feb 2026 | 46.8% | 15% | 9.9% | 13.4% | 8.1% | 2.8% | 2.6% | 1.3% |
| Mar 2026 | 42% | 16.8% | 11.3% | 13.8% | 8.7% | 4% | 1.8% | 1.6% |
| Apr 2026 | 40.8% | 19.1% | 10.1% | 12% | 10.2% | 3.9% | 2.2% | 1.7% |
| May 2026 | 37.8% | 12.7% | 25.9% | 8% | 8.7% | 3.7% | 1.8% | 1.4% |
| Jun 2026 | 39.8% | 16.6% | 10.3% | 11.1% | 13.7% | 4.4% | 2.4% | 1.6% |
| Jul 2026 | 37.8% | 16% | 15.9% | 9.4% | 12.1% | 5.2% | 2% | 1.6% |
| Aug 2026 | 41.3% | 14% | 14.4% | 12.6% | 10.5% | 4.4% | 1.4% | 1.5% |
| Sep 2026 | 40.5% | 17% | 12.5% | 11.5% | 10% | 4.4% | 2.2% | 1.9% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 40.5% | 3.8K | -17.4% | -0.8 points | |
| 2, moved from 3rd to 2nd | 17% | 1.6K | +2.6% | +3 pointsmoved from 3rd to 2nd | |
| 3, moved from 2nd to 3rd | 12.5% | 1.2K | -27% | -1.9 pointsmoved from 2nd to 3rd | |
| 4, held 4th | 11.5% | 1.1K | -23% | -1.1 points | |
| 5, held 5th | 10% | 930 | -19.8% | -0.5 points | |
| 6, held 6th | 4.4% | 410 | -16.3% | 0 points | |
| 7, moved from 8th to 7th | 2.2% | 200 | +33.3% | +0.8 pointsmoved from 8th to 7th | |
| 8, moved from 7th to 8th | 1.9% | 180 | +12.5% | +0.5 pointsmoved from 7th to 8th |
40.5%
Held 1st. 3.8K estimated branded searches, -17.4% vs prior month. Share -0.8 points.
2.Olivani
17%
Moved from 3rd to 2nd. 1.6K estimated branded searches, +2.6% vs prior month. Share +3 points.
3.
Westgold12.5%
Moved from 2nd to 3rd. 1.2K estimated branded searches, -27% vs prior month. Share -1.9 points.
4.
Pams11.5%
Held 4th. 1.1K estimated branded searches, -23% vs prior month. Share -1.1 points.
5.
Anchor10%
Held 5th. 930 estimated branded searches, -19.8% vs prior month. Share -0.5 points.
6.
Mainland4.4%
Held 6th. 410 estimated branded searches, -16.3% vs prior month. Share 0 points.
7.
Tararua2.2%
Moved from 8th to 7th. 200 estimated branded searches, +33.3% vs prior month. Share +0.8 points.
8.
Lurpak1.9%
Moved from 7th to 8th. 180 estimated branded searches, +12.5% vs prior month. Share +0.5 points.
Compare popularity between Tararua and its closest rivals
Every comparison with Tararua
7 comparisons
How has branded search demand for Tararua changed in New Zealand over the last 12 months?
2 findings
- 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?
6 changes
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%.
How are Tararua’s branded searches counted?
5 search terms
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
Who owns Tararua?
Tararua is owned by Fonterra. Brandwave also tracks Fonterra, owned by the same company, in New Zealand.
Do you work for Tararua? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is Tararua 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.