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 29.6% of all New Zealand frozen food brand searches, placing Wattie's first out of seven brands. When we asked both ChatGPT and Google AI Overviews about frozen food brands, Wattie's appeared in three of the five answers and was the most recommended of the seven.

Search and AI answers in September 2026

Wattie's is the most searched of 7 competitors and the most recommended in AI answers.

  1. Wattie'sShare of searches 29.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  2. TegelShare of searches 27.7%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  3. Talley'sShare of searches 15.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  4. LeaderBrandShare of searches 11.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. McCainShare of searches 9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd

+2 more

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Top frozen food brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Wattie's was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Wattie's is the most recommended of the seven.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Wattie's1st
  2. McCain2nd
  3. Birds Eye3rd
  4. Tegel4th
  5. Talley's5th
  6. LeaderBrand–
  7. Oob Organic–

Mentioned by AI

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

  • McCain4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Wattie's3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tegel2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Talley's1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Birds Eye1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • LeaderBrand0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Oob Organic0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about frozen food brands

5 answers

  • Asked ChatGPT

    “Which frozen food brand should I buy in New Zealand?”

    1. 1Wattie's
    2. 2McCain
    3. 3Tegel

  • Asked ChatGPT

    “What are the best frozen food brands in New Zealand?”

    1. 1McCain
    2. 2Wattie's
    3. 3Birds Eye
    4. 4Talley's
    5. 5Tegel

  • Asked ChatGPT

    “What's the best frozen food brand in New Zealand for easy dinners?”

    1. 1Wattie's
    2. 2McCain

  • Searched Google, AI Overview

    “frozen food nz”

    1. 1McCain

  • Searched Google, AI Overview

    “best frozen meals”

    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 frozen food brands compete with Wattie's?

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

    Share of searches by month for Wattie's, Tegel, Talley's, LeaderBrand, McCain, Birds Eye. The figures are in the table below the chart.

    View monthly share of searches table
    MonthWattie'sTegelTalley'sLeaderBrandMcCainBirds EyeOob Organic
    Oct 202528.6%21.7%27.1%9%7.6%4.3%1.7%
    Nov 202529.1%22.3%17.9%12.9%9%5.9%2.9%
    Dec 202523.4%24.8%19.9%12.4%8.7%4.8%6%
    Jan 202629.6%22%14.8%11.6%9.1%5%7.8%
    Feb 202629.7%22.8%18.3%9.9%9.2%5%5%
    Mar 202667.2%7.4%6.3%3.2%12.6%2%1.3%
    Apr 202635.6%20.6%16.7%8.9%10.4%4.6%3.2%
    May 202634.9%20.5%17.3%9%11.7%4.7%1.8%
    Jun 202628.7%23.8%19.2%9.7%10.3%6.1%2.2%
    Jul 202629.9%23.6%16.1%8.9%12.8%6.5%2.3%
    Aug 202634.5%24.9%14%10.9%9.3%5.7%0.77%
    Sep 202629.6%27.7%15.6%11.5%9%5.6%1.1%

    1. 1.Wattie's

      29.6%

      Held 1st. 3.1K estimated branded searches, -22.9% vs prior month. Share -4.9 points.

    2. 2.Tegel

      27.7%

      Held 2nd. 2.9K estimated branded searches, 0% vs prior month. Share +2.8 points.

    3. 3.Talley's

      15.6%

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

    4. 4.LeaderBrand

      11.5%

      Held 4th. 1.2K estimated branded searches, -5.5% vs prior month. Share +0.6 points.

    5. 5.McCain

      9%

      Held 5th. 940 estimated branded searches, -13.8% vs prior month. Share -0.4 points.

    6. 6.Birds Eye

      5.6%

      Held 6th. 590 estimated branded searches, -10.6% vs prior month. Share 0 points.

    7. 7.Oob Organic

      1.1%

      Held 7th. 120 estimated branded searches, +33.3% 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 frozen food brands in New Zealand increased from 28.6% to 29.6%.
    • Across the 12 months ending September 2026, Wattie's’ share of searches among frozen food brands in New Zealand peaked at 67.2% in March 2026 and was lowest at 23.4% in December 2025.

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

    5 changes

    1. In September 2026, Tegel gained share of searches among frozen food brands in New Zealand, from 24.9% to 27.7%.

    2. In September 2026, Talley's gained share of searches among frozen food brands in New Zealand, from 14% to 15.6%.

    3. In September 2026, LeaderBrand gained share of searches among frozen food brands in New Zealand, from 10.9% to 11.5%.

    4. In September 2026, Wattie's lost share of searches among frozen food brands in New Zealand, from 34.5% to 29.6%.

    5. Estimated monthly branded searches for Oob Organic in New Zealand fell 47.8% over 12 measured months, from 230 to 120 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

    Do you work for Wattie's? To request corrections or removal please contact us via our support page and we will be happy to assist.

    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%Shown above
    Soup and stock brands1st of 639.2%Show ranking
    Pasta sauce brands1st of 750%Show ranking
    Baby food brands1st of 851%Show ranking
    Creator with pink hair and a pink jacket

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