Brandwave

How popular isWattie's?

In September 2026, people searched for Wattie's by name about 4,770 times in New Zealand, a 6.5% decrease from the previous year. These searches made up 51% of all New Zealand baby food brand searches, placing Wattie's first out of eight brands. When we asked both ChatGPT and Google AI Overviews about baby food brands, Wattie's appeared in all answers and was the second most recommended of the eight.

Search and AI answers in September 2026

Wattie's is the most searched of 8 competitors and the second most recommended in AI answers.

  1. Wattie'sShare of searches 51%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
  2. FarexShare of searches 14.5%Mentioned in 2 of 4 AI answersPlace in AI recommendations 3rd
  3. Bellamy's OrganicShare of searches 9.7%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  4. Only OrganicShare of searches 9.7%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  5. Little BelliesShare of searches 6.1%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th

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Top baby food brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Wattie's appeared in all four answers. Wattie's 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. Only Organic1st
  2. Wattie's2nd
  3. Farex3rd
  4. Little Bellies4th
  5. Kiddylicious5th
  6. Bellamy's Organic–
  7. Gerber–
  8. Rafferty's Garden–

Mentioned by AI

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

  • Wattie's4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Only Organic4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Farex2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Little Bellies2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Kiddylicious1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Bellamy's Organic0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Gerber0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Rafferty's Garden0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about baby food brands

4 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 baby food brands compete with Wattie's?

Wattie's against baby food brands in New Zealand, by month

Share of searches by month for Wattie's, Farex, Bellamy's Organic, Only Organic, Little Bellies, Gerber, Rafferty's Garden. The figures are in the table below the chart.

View monthly share of searches table
MonthWattie'sFarexBellamy's OrganicOnly OrganicLittle BelliesGerberRafferty's GardenKiddylicious
Oct 202557.9%4.8%20.8%6.6%3%4.8%1.5%0.45%
Nov 202553.1%5.4%23.1%7.3%3.6%5.4%1.4%0.68%
Dec 202545.4%6.4%27.7%7.8%4%6.4%1.6%0.6%
Jan 202652.5%7.8%22.3%6.7%3.3%5.2%1.6%0.65%
Feb 202654.5%8.4%19.1%8.4%3.7%3.7%1.7%0.52%
Mar 202689.2%2%4.7%2%0.71%0.88%0.34%0.14%
Apr 202656%8%19.6%6.2%3.4%4.3%2%0.41%
May 202657.2%11.6%16.4%6.4%3%3.7%1.4%0.35%
Jun 202648.8%14.9%14.7%10%4.6%4.4%2%0.68%
Jul 202652.1%15.1%9.8%10.1%3.8%5.5%3.1%0.68%
Aug 202655%13.7%8.5%10%4.5%4.4%2.7%1.2%
Sep 202651%14.5%9.7%9.7%6.1%5.3%3%0.82%

  1. 1.Wattie's

    51%

    Held 1st. 3.1K estimated branded searches, -22.9% vs prior month. Share -4 points.

  2. 2.Farex

    14.5%

    Held 2nd. 880 estimated branded searches, -12% vs prior month. Share +0.8 points.

  3. 3.Bellamy's Organic

    9.7%

    Moved from 4th to 3rd. 590 estimated branded searches, -4.8% vs prior month. Share +1.2 points.

  4. 4.Only Organic

    9.7%

    Moved from 3rd to 4th. 590 estimated branded searches, -19.2% vs prior month. Share -0.3 points.

  5. 5.Little Bellies

    6.1%

    Held 5th. 370 estimated branded searches, +12.1% vs prior month. Share +1.6 points.

  6. 6.Gerber

    5.3%

    Held 6th. 320 estimated branded searches, 0% vs prior month. Share +0.9 points.

  7. 7.Rafferty's Garden

    3%

    Held 7th. 180 estimated branded searches, -10% vs prior month. Share +0.2 points.

  8. 8.Kiddylicious

    0.82%

    Held 8th. 50 estimated branded searches, -44.4% vs prior month. Share -0.4 points.

Compare popularity between Wattie's and its closest rivals

Every comparison with Wattie's

29 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Wattie's in New Zealand fell from 5.1K to 4.8K.
  • Across the 12 months ending September 2026, Wattie's’ share of searches among baby food brands in New Zealand decreased from 57.9% to 51%.
  • Across the 12 months ending September 2026, Wattie's’ share of searches among baby food brands in New Zealand peaked at 89.2% in March 2026 and was lowest at 45.4% in December 2025.

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

6 changes

  1. In September 2026, Bellamy's Organic overtook Only Organic to rank 3rd among baby food brands in New Zealand, with 9.7% of the searches.

  2. In September 2026, Little Bellies gained share of searches among baby food brands in New Zealand, from 4.5% to 6.1%.

  3. In September 2026, Gerber gained share of searches among baby food brands in New Zealand, from 4.4% to 5.3%.

  4. In September 2026, Farex gained share of searches among baby food brands in New Zealand, from 13.7% to 14.5%.

  5. In September 2026, Wattie's lost share of searches among baby food brands in New Zealand, from 55% to 51%.

  6. Estimated monthly branded searches for Rafferty's Garden in New Zealand rose 80% over 12 measured months, from 100 to 180 in September 2026.

How are Wattie's’ branded searches counted?

21 search terms

Brandwave collects information about searches that people make online using Wattie'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.

  • chilli beans watties
  • tomato sauce watties
  • wattie s
  • wattie's
  • watties
  • watties bbq sauce
  • watties beans
  • watties beetroot
  • watties big eat
  • watties burger sauce
  • watties chilli beans
  • watties ketchup
  • watties mexican beans
  • watties satay sauce
  • watties sauce
  • watties spaghetti
  • watties steak sauce
  • watties tomato
  • watties tomato paste
  • watties tomato puree
  • watties tomato sauce

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How the Brand Demand Index is measured

Where does Wattie's compete?

Wattie's is ranked in five competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Sauce and condiment brands2nd of 926.9%Show ranking
Frozen food brands1st of 729.6%Show ranking
Soup and stock brands1st of 639.2%Show ranking
Pasta sauce brands1st of 750%Show ranking
Baby food brands1st of 851%Shown above
Creator with pink hair and a pink jacket

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