Brandwave

Baking brands in New Zealand:Which brands are most popular in search?

In August 2026, Chelsea was the most searched among baking brands in New Zealand, with an estimated 5.7K branded searches and 38.9% estimated Share of Search within this set.

Share of Search, August 2026
  1. Chelsea38.9%
  2. Betty Crocker31.3%
  3. Champion16.8%
  4. Edmonds13%

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Share of SearchLeaderboard

Compare the baking ingredient brands New Zealanders bake with. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

Share of Search among baking brands in New Zealand, by month

Share of Search by month for Chelsea, Betty Crocker, Champion, Edmonds. The figures are in the table below the chart.

View monthly share of search table
MonthChelseaBetty CrockerChampionEdmonds
Oct 202550.3%17.8%17.2%14.7%
Nov 202547.8%17.1%17.9%17.3%
Dec 202552.2%16.1%16.8%15%
Jan 202653.7%15.1%16.3%15%
Feb 202648.8%19.4%15.8%16.1%
Mar 202649.1%17.4%17.5%16%
Apr 202646.3%18.5%18.1%17.1%
May 202642.2%25.9%16%15.9%
Jun 202643.5%26%17.4%13%
Jul 202643.2%28.4%15.9%12.5%
Aug 202638.9%31.3%16.8%13%
Sep 2026————

This month’s ranking, August 2026

  1. 1.Chelsea

    38.9%

    held 1st · 5.7K estimated branded searches · -0.52% vs prior month · -4.2 points

  2. 2.Betty Crocker

    31.3%

    held 2nd · 4.6K estimated branded searches · +21.4% vs prior month · +2.9 points

  3. 3.Champion

    16.8%

    held 3rd · 2.5K estimated branded searches · +16% vs prior month · +0.8 points

  4. 4.Edmonds

    13%

    held 4th · 1.9K estimated branded searches · +14.5% vs prior month · +0.5 points

Compare search popularity between leading brands

Which brand is most popular in search among baking brands in New Zealand?

In August 2026, Chelsea was the most searched among baking brands in New Zealand, with an estimated 5.7K branded searches and 38.9% estimated Share of Search within this set. Betty Crocker is in 2nd place, 7.6 percentage points behind at 31.3% Share of Search.

New Zealand baking brands, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Chelsea50.3% → 38.9%53.7%Jan 202638.9%Aug 20261st
Betty Crocker17.8% → 31.3%31.3%Aug 202615.1%Jan 20262nd
Champion17.2% → 16.8%18.1%Apr 202615.8%Feb 20263rd
Edmonds14.7% → 13%17.3%Nov 202512.5%Jul 20264th

Each finding as a sentence

  • Across the 11 months ending August 2026, Chelsea’s estimated Share of Search among baking brands in New Zealand decreased from 50.3% to 38.9%.
  • Across the 11 months ending August 2026, Betty Crocker’s estimated Share of Search among baking brands in New Zealand increased from 17.8% to 31.3%.
  • Across the 11 months ending August 2026, Edmonds’ estimated Share of Search among baking brands in New Zealand decreased from 14.7% to 13%.
  • Across the 11 months ending August 2026, Chelsea’s estimated Share of Search among baking brands in New Zealand peaked at 53.7% in January 2026 and was lowest at 38.9% in August 2026.
  • Across the 11 months ending August 2026, Betty Crocker’s estimated Share of Search among baking brands in New Zealand peaked at 31.3% in August 2026 and was lowest at 15.1% in January 2026.
  • Across the 11 months ending August 2026, Champion’s estimated Share of Search among baking brands in New Zealand peaked at 18.1% in April 2026 and was lowest at 15.8% in February 2026.
  • Across the 11 months ending August 2026, Edmonds’ estimated Share of Search among baking brands in New Zealand peaked at 17.3% in November 2025 and was lowest at 12.5% in July 2026.
  • Across the 11 months ending August 2026, Champion held steady: its estimated Share of Search among baking brands in New Zealand moved less than 0.5 percentage points.

How did search popularity change for New Zealand baking brands in August 2026?

  1. In August 2026, Betty Crocker gained estimated Share of Search among baking brands in New Zealand, from 28.4% to 31.3%.

  2. In August 2026, Champion gained estimated Share of Search among baking brands in New Zealand, from 15.9% to 16.8%.

  3. In August 2026, Chelsea lost estimated Share of Search among baking brands in New Zealand, from 43.2% to 38.9%.

  4. Estimated monthly branded searches for Edmonds in New Zealand rose 18% over 11 measured months, from 1.6K to 1.9K in August 2026.

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