Brandwave

How popular isYates?

In September 2026, people searched for Yates by name about 660 times in New Zealand, a 27.5% decrease from the previous year. These searches made up 80% of all New Zealand rodent bait brand searches, placing Yates first out of three brands. When we asked both ChatGPT and Google AI Overviews about rodent bait brands, Yates appeared in two of the five answers.

Search and AI answers in September 2026

Yates is the most searched of 3 competitors.

  1. YatesShare of searches 80%Mentioned in 2 of 5 AI answers
  2. KiwicareShare of searches 11.7%Mentioned in 4 of 5 AI answers
  3. TalonShare of searches 8.3%Mentioned in 1 of 5 AI answers
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Top rodent bait brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Yates was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews.

Mentioned by AI

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

  • Kiwicare4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Yates2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Talon1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about rodent bait brands

5 answers

  • Asked ChatGPT

    “Which rodent bait brand should I buy in New Zealand?”

    1. 1Kiwicare

  • Asked ChatGPT

    “What are the best rodent bait brands in New Zealand?”

    1. 1Kiwicare
    2. 2Yates

  • Asked ChatGPT

    “What's the best rodent bait brand in New Zealand for a rodent problem?”

    1. 1Talon
    2. 2Kiwicare

  • Searched Google, AI Overview

    “best rat bait”

    1. 1Yates

  • Searched Google, AI Overview

    “mouse bait nz”

    1. 1Kiwicare

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which rodent bait brands compete with Yates?

Yates against rodent bait brands in New Zealand, by month

Share of searches by month for Yates, Kiwicare, Talon. The figures are in the table below the chart.

View monthly share of searches table
MonthYatesKiwicareTalon
Oct 202590%5%5%
Nov 202590%5%5%
Dec 202581.4%11.9%6.8%
Jan 202680%11.7%8.3%
Feb 202676.5%13.7%9.8%
Mar 202670.6%16.2%13.2%
Apr 202658.2%20.9%20.9%
May 202658.2%20.9%20.9%
Jun 202666.1%18.6%15.3%
Jul 202666.7%18.8%14.6%
Aug 202682.8%12.1%5.2%
Sep 202680%11.7%8.3%

  1. 1.Yates

    80%

    Held 1st. 480 estimated branded searches, 0% vs prior month. Share -2.8 points.

  2. 2.Kiwicare

    11.7%

    Held 2nd. 70 estimated branded searches, 0% vs prior month. Share -0.4 points.

  3. 3.Talon

    8.3%

    Held 3rd. 50 estimated branded searches, +66.7% vs prior month. Share +3.2 points.

Compare popularity between Yates and its closest rivals

Every comparison with Yates

7 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Yates in New Zealand fell from 910 to 660.
  • Across the 12 months ending September 2026, Yates’ share of searches among rodent bait brands in New Zealand decreased from 90% to 80%.
  • Across the 12 months ending September 2026, Yates’ share of searches among rodent bait brands in New Zealand peaked at 90% in October 2025 and was lowest at 58.2% in April 2026.

How did search popularity change for New Zealand rodent bait brands in September 2026?

3 changes

  1. In September 2026, Talon gained share of searches among rodent bait brands in New Zealand, from 5.2% to 8.3%.

  2. In September 2026, Yates lost share of searches among rodent bait brands in New Zealand, from 82.8% to 80%.

  3. Estimated monthly branded searches for Kiwicare in New Zealand rose 75% over 12 measured months, from 40 to 70 in September 2026.

How are Yates’ branded searches counted?

5 search terms

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

  • yates
  • yates compost
  • yates fertiliser
  • yates garden
  • yates potting mix

Do you work for Yates? 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 Yates compete?

Yates is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Garden product brands4th of 79.1%Show ranking
Rodent bait brands1st of 380%Shown above
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Is Yates your brand?

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