---
title: "Baking brands in New Zealand: Which brands are most popular in search?"
description: "Compare the baking ingredient brands New Zealanders bake with. Share of Search among Chelsea, Betty Crocker, Champion and Edmonds, the baking brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. 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."
canonical: "https://gobrandwave.com/demand/nz/categories/nz-baking-brands"
publisher: "Brandwave"
---

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

Compare the baking ingredient brands New Zealanders bake with. Share of Search among Chelsea, Betty Crocker, Champion and Edmonds, the baking brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. 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.

## Key facts

- **Competitive set**: Baking brands
- **Market**: New Zealand
- **Brands compared**: 4
- **Month measured**: Aug 2026
- **Highest Share of Search**: Chelsea, 38.9%

## 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.
- 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.

## Compare search popularity between leading brands

- [Chelsea vs Betty Crocker: compare search popularity](/demand/nz/compare/betty-crocker-vs-chelsea): 38.9% against 31.3% Share of Search.
- [Chelsea vs Champion: compare search popularity](/demand/nz/compare/champion-vs-chelsea): 38.9% against 16.8% Share of Search.
- [Chelsea vs Edmonds: compare search popularity](/demand/nz/compare/chelsea-vs-edmonds): 38.9% against 13% Share of Search.
- [Betty Crocker vs Champion: compare search popularity](/demand/nz/compare/betty-crocker-vs-champion): 31.3% against 16.8% Share of Search.
- [Betty Crocker vs Edmonds: compare search popularity](/demand/nz/compare/betty-crocker-vs-edmonds): 31.3% against 13% Share of Search.
- [Champion vs Edmonds: compare search popularity](/demand/nz/compare/champion-vs-edmonds): 16.8% against 13% Share of Search.

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

- In August 2026, Betty Crocker gained estimated Share of Search among baking brands in New Zealand, from 28.4% to 31.3%.
- In August 2026, Champion gained estimated Share of Search among baking brands in New Zealand, from 15.9% to 16.8%.
- In August 2026, Chelsea lost estimated Share of Search among baking brands in New Zealand, from 43.2% to 38.9%.
- Estimated monthly branded searches for Edmonds in New Zealand rose 18% over 11 measured months, from 1.6K to 1.9K in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Chelsea | 38.9% | 5.7K | -0.5% | Chelsea |
| 2 | Betty Crocker | 31.3% | 4.6K | +21.4% | Betty Crocker |
| 3 | Champion | 16.8% | 2.5K | +16.0% | Champion |
| 4 | Edmonds | 13% | 1.9K | +14.5% | Edmonds |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Chelsea | 5.5K | 50.3% | 1 |
| Oct 2025 | Betty Crocker | 1.9K | 17.8% | 2 |
| Oct 2025 | Champion | 1.9K | 17.2% | 3 |
| Oct 2025 | Edmonds | 1.6K | 14.7% | 4 |
| Nov 2025 | Chelsea | 4.6K | 47.8% | 1 |
| Nov 2025 | Champion | 1.7K | 17.9% | 2 |
| Nov 2025 | Edmonds | 1.7K | 17.3% | 3 |
| Nov 2025 | Betty Crocker | 1.6K | 17.1% | 4 |
| Dec 2025 | Chelsea | 5.5K | 52.2% | 1 |
| Dec 2025 | Champion | 1.8K | 16.8% | 2 |
| Dec 2025 | Betty Crocker | 1.7K | 16.1% | 3 |
| Dec 2025 | Edmonds | 1.6K | 15% | 4 |
| Jan 2026 | Chelsea | 5.6K | 53.7% | 1 |
| Jan 2026 | Champion | 1.7K | 16.3% | 2 |
| Jan 2026 | Betty Crocker | 1.6K | 15.1% | 3 |
| Jan 2026 | Edmonds | 1.6K | 15% | 4 |
| Feb 2026 | Chelsea | 4.6K | 48.8% | 1 |
| Feb 2026 | Betty Crocker | 1.8K | 19.4% | 2 |
| Feb 2026 | Edmonds | 1.5K | 16.1% | 3 |
| Feb 2026 | Champion | 1.5K | 15.8% | 4 |
| Mar 2026 | Chelsea | 5.7K | 49.1% | 1 |
| Mar 2026 | Champion | 2K | 17.5% | 2 |
| Mar 2026 | Betty Crocker | 2K | 17.4% | 3 |
| Mar 2026 | Edmonds | 1.9K | 16% | 4 |
| Apr 2026 | Chelsea | 5.8K | 46.3% | 1 |
| Apr 2026 | Betty Crocker | 2.3K | 18.5% | 2 |
| Apr 2026 | Champion | 2.3K | 18.1% | 3 |
| Apr 2026 | Edmonds | 2.1K | 17.1% | 4 |
| May 2026 | Chelsea | 5.8K | 42.2% | 1 |
| May 2026 | Betty Crocker | 3.5K | 25.9% | 2 |
| May 2026 | Champion | 2.2K | 16% | 3 |
| May 2026 | Edmonds | 2.2K | 15.9% | 4 |
| Jun 2026 | Chelsea | 5.6K | 43.5% | 1 |
| Jun 2026 | Betty Crocker | 3.3K | 26% | 2 |
| Jun 2026 | Champion | 2.2K | 17.4% | 3 |
| Jun 2026 | Edmonds | 1.7K | 13% | 4 |
| Jul 2026 | Chelsea | 5.7K | 43.2% | 1 |
| Jul 2026 | Betty Crocker | 3.8K | 28.4% | 2 |
| Jul 2026 | Champion | 2.1K | 15.9% | 3 |
| Jul 2026 | Edmonds | 1.7K | 12.5% | 4 |
| Aug 2026 | Chelsea | 5.7K | 38.9% | 1 |
| Aug 2026 | Betty Crocker | 4.6K | 31.3% | 2 |
| Aug 2026 | Champion | 2.5K | 16.8% | 3 |
| Aug 2026 | Edmonds | 1.9K | 13% | 4 |
| Sep 2026 | Betty Crocker | — | — | — |
| Sep 2026 | Champion | — | — | — |
| Sep 2026 | Chelsea | — | — | — |
| Sep 2026 | Edmonds | — | — | — |

## What is being compared

- **Betty Crocker**: Measured on the search terms “betty crocker”, “betty crocker baking”, “betty crocker brownie mix”, “betty crocker brownies”, “betty crocker butter cream”, “betty crocker cake mix”, “betty crocker chocolate cookie mix”, “betty crocker chocolate cookies”, “betty crocker chocolate frosting”, “betty crocker cookie mix”, “betty crocker cookies”, “betty crocker cupcake mix”, “betty crocker icing”, “betty crocker near me”, “betty crocker nz”, “betty crocker online”, “betty crocker recipe”, “betty crocker sugar”, “betty crocker super moist cake mix”, “bettycrocker”, “bettycrocker baking”, “bettycrocker com” and “bettycrocker recipe”, summed into one figure.
- **Champion**: Measured on the search terms “black champion hoodie”, “champion beta flour”, “champion cap”, “champion clothing”, “champion flour”, “champion flour mill”, “champion hoodie”, “champion hoodie mens”, “champion hoodie women”, “champion jumper”, “champion recipe”, “champion reverse weave hoodie”, “champion tee”, “grey champion hoodie” and “hoodie champion red”, summed into one figure.
- **Chelsea**: Measured on the search terms “chelsea baking”, “chelsea caster sugar”, “chelsea dark cane sugar”, “chelsea flour”, “chelsea golden syrup”, “chelsea icing sugar”, “chelsea jam setting sugar”, “chelsea raw sugar”, “chelsea recipe”, “chelsea sugar”, “chelsea white sugar” and “sugar chelsea”, summed into one figure.
- **Edmonds**: Measured on the search terms “edmonds”, “edmonds baking”, “edmonds flour”, “edmonds near me”, “edmonds nz”, “edmonds online”, “edmonds recipe” and “edmondscooking co nz”, summed into one figure.

- [Betty Crocker](/demand/nz/brands/betty-crocker)
- [Champion](/demand/nz/brands/champion)
- [Chelsea](/demand/nz/brands/chelsea)
- [Edmonds](/demand/nz/brands/edmonds)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### 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.

## Cite this page

Brandwave. "Baking brands in New Zealand: Which brands are most popular in search?". https://gobrandwave.com/demand/nz/categories/nz-baking-brands

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-baking-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.