Brandwave

How popular isWoolworths?

In September 2026, people searched for Woolworths by name about 653,000 times in New Zealand, a 6.7% decrease from 11 months earlier. These searches made up 40.1% of all New Zealand supermarket searches, placing Woolworths first out of eight supermarkets. When we asked both ChatGPT and Google AI Overviews about supermarkets, Woolworths appeared in all answers and was the second most recommended of the eight.

Search and AI answers in September 2026

Woolworths is the most searched of 8 competitors and the second most recommended in the AI answers we collected.

  1. WoolworthsShare of searches 40.1%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  2. PAK’nSAVEShare of searches 30.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. New WorldShare of searches 18.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  4. CostcoShare of searches 4.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. FreshChoiceShare of searches 3.7%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th

+3 more

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Top supermarkets in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Woolworths appeared in all five answers. Woolworths 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. PAK’nSAVE1st
  2. Woolworths2nd
  3. New World3rd
  4. Four Square4th
  5. FreshChoice5th
  6. Costco–
  7. Night 'n Day–
  8. SuperValue–

Mentioned by AI

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

  • Woolworths5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • PAK’nSAVE5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • New World5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Four Square5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • FreshChoice2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Costco0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Night 'n Day0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • SuperValue0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about supermarkets

5 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 19, 2026.

How often do people search for Woolworths compared with other New Zealand supermarkets?

Woolworths against supermarkets in New Zealand, by month

Share of searches by month for Woolworths, PAK’nSAVE, New World, Costco, FreshChoice. The figures are in the table below the chart.

View monthly share of searches table
MonthWoolworthsPAK’nSAVENew WorldCostcoFreshChoiceFour SquareNight 'n DaySuperValue
Nov 202536.1%34%19.1%4.3%3.1%2.4%0.89%0.09%
Dec 202534.8%32.8%22.5%3.6%3%2.3%0.87%0.1%
Jan 202635.9%33.9%19.1%3.6%3.8%2.4%1.1%0.1%
Feb 202637.4%30.9%21.2%3.3%3.5%2.6%1.1%0.08%
Mar 202634.9%33%22.7%3.4%3%2%0.89%0.08%
Apr 202635.7%33.7%19%4.3%3.8%2.5%0.95%0.1%
May 202635.8%32.5%21.5%4%3.5%1.6%0.93%0.1%
Jun 202635.8%35.1%19%3.6%3.8%1.7%0.9%0.09%
Jul 202634.1%33.5%22.2%4.1%3.6%1.6%0.78%0.06%
Aug 202636.8%33%20.9%3.8%3.4%1.3%0.71%0.08%
Sep 202640.1%30.9%18.6%4.2%3.7%1.6%0.77%0.08%
Oct 2026————————

  1. 1.Woolworths

    40.1%

    Held 1st. 653K estimated branded searches, -<0.01% vs prior month. Share +3.3 points.

  2. 2.PAK’nSAVE

    30.9%

    Held 2nd. 503K estimated branded searches, -14% vs prior month. Share -2.1 points.

  3. 3.New World

    18.6%

    Held 3rd. 303K estimated branded searches, -18.1% vs prior month. Share -2.3 points.

  4. 4.Costco

    4.2%

    Held 4th. 68.6K estimated branded searches, +1.4% vs prior month. Share +0.4 points.

  5. 5.FreshChoice

    3.7%

    Held 5th. 60.8K estimated branded searches, -0.11% vs prior month. Share +0.3 points.

  6. 6.Four Square

    1.6%

    Held 6th. 26.8K estimated branded searches, +16% vs prior month. Share +0.3 points.

  7. 7.Night 'n Day

    0.77%

    Held 7th. 12.6K estimated branded searches, +0.4% vs prior month. Share +0.1 points.

  8. 8.SuperValue

    0.08%

    Held 8th. 1.4K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Woolworths and its closest rivals

Every comparison with Woolworths

7 comparisons

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

3 findings
  • Across the 11 months ending September 2026, estimated monthly branded searches for Woolworths in New Zealand fell from 700K to 653K.
  • Across the 11 months ending September 2026, Woolworths’ share of searches among supermarkets in New Zealand increased from 36.1% to 40.1%.
  • Across the 11 months ending September 2026, Woolworths’ share of searches among supermarkets in New Zealand peaked at 40.1% in September 2026 and was lowest at 34.1% in July 2026.

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

6 changes

  1. In September 2026, Woolworths gained share of searches among supermarkets in New Zealand, from 36.8% to 40.1%.

  2. In September 2026, New World lost share of searches among supermarkets in New Zealand, from 20.9% to 18.6%.

  3. In September 2026, PAK’nSAVE lost share of searches among supermarkets in New Zealand, from 33% to 30.9%.

  4. Estimated monthly branded searches for Four Square in New Zealand fell 41.4% over 11 measured months, from 45.8K to 26.8K in September 2026.

  5. Estimated monthly branded searches for Night 'n Day in New Zealand fell 27.1% over 11 measured months, from 17.2K to 12.6K in September 2026.

  6. Estimated monthly branded searches for SuperValue in New Zealand fell 19.5% over 11 measured months, from 1.7K to 1.4K in September 2026.

How are Woolworths’ branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Woolworths’ 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.

  • countdown
  • woolworths
  • woolworths groceries
  • woolworths supermarket

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How the Brand Demand Index is measured

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