Brandwave

Betty Crocker vs Edmonds:Which is more popular?

In September 2026, Edmonds had more branded searches than Betty Crocker among baking brands in New Zealand. Edmonds had about 1,520 branded searches, while Betty Crocker had 1,190. Edmonds made up 16.1% of all baking brand searches we track, and Betty Crocker accounted for 12.6%. When we asked ChatGPT and Google AI Overviews about baking brands, Edmonds appeared in four of the five answers and Betty Crocker in one. Edmonds was mentioned before Betty Crocker in every answer.

Among baking brands in New Zealand in September 2026

Who do people search for more?

Edmonds, about 28% more searches than Betty Crocker

Edmonds 1.5K searchesBetty Crocker 1.2K searches

Who does AI mention more?

Edmonds, mentioned in 4 of 5 answers, Betty Crocker in 1

Edmonds in 4 of 5Betty Crocker in 1 of 5

Who does AI recommend more?

Edmonds, named ahead of Betty Crocker in every answer

Edmonds first in 4Betty Crocker never first

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Top baking brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Edmonds was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Betty Crocker was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Edmonds was listed before Betty Crocker in every answer.

Most recommended by AI

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

  1. Edmonds1st
  2. Chelsea2nd
  3. Pams3rd
  4. Betty Crocker4th
  5. Champion Flour–
  6. Pettinice–

Mentioned by AI

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

  • Edmonds4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Chelsea3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Pams3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Betty Crocker1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Champion Flour0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Pettinice0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about baking brands

5 answers

  • Asked ChatGPT

    “Which baking brand should I buy in New Zealand?”

    1. 1Edmonds
    2. 2Pams

  • Asked ChatGPT

    “What are the best baking brands in New Zealand?”

    1. 1Edmonds
    2. 2Chelsea
    3. 3Pams

  • Asked ChatGPT

    “What's the best baking brand in New Zealand for everyday baking?”

    1. 1Edmonds
    2. 2Chelsea
    3. 3Pams

  • Searched Google, AI Overview

    “cake mix nz”

    1. 1Edmonds
    2. 2Betty Crocker

  • Searched Google, AI Overview

    “icing sugar nz”

    1. 1Chelsea

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Is Betty Crocker or Edmonds more popular in search?

This chart shows how often people search Google for Betty Crocker and Edmonds by name. Each line represents a brand's share of searches for all six baking brands we track, month by month, from searches in New Zealand.

Betty Crocker and Edmonds among baking brands in New Zealand, by month

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

View monthly share of searches table
MonthChelseaEdmondsBetty CrockerPamsChampion FlourPettinice
Oct 202554.4%14.8%8.4%14.2%7.4%0.71%
Nov 202552.7%16.8%7.9%12.7%9.1%0.83%
Dec 202556.5%13.8%9.6%11.1%8.3%0.74%
Jan 202656.7%14.4%7.9%11.6%8.9%0.43%
Feb 202652.8%16%8.3%12.5%9.9%0.6%
Mar 202652.7%15.8%7.4%13.5%9.8%0.68%
Apr 202652.4%18.6%8.5%10.1%9.9%0.39%
May 202651%18.1%12.3%9.6%8.3%0.64%
Jun 202653.7%15%11.9%10.3%8.4%0.7%
Jul 202655.8%14.5%12.4%9.3%7.4%0.51%
Aug 202649.5%15.1%12.9%12.6%9.2%0.63%
Sep 202650.2%16.1%12.6%11.3%8.9%0.95%

How has the Betty Crocker and Edmonds comparison changed over the last 12 months?

3 findings
  • Edmonds was ahead of Betty Crocker in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Betty Crocker’s share of searches among baking brands in New Zealand moved from 8.4% to 12.6%, and its estimated monthly branded searches moved from 830 to 1.2K.
  • Across the 12 months ending September 2026, Edmonds’ share of searches among baking brands in New Zealand moved from 14.8% to 16.1%, and its estimated monthly branded searches held steady at 1.5K.

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

2 changes

  1. In September 2026, Edmonds gained share of searches among baking brands in New Zealand, from 15.1% to 16.1%.

  2. Estimated monthly branded searches for Betty Crocker in New Zealand rose 43.4% over 12 measured months, from 830 to 1.2K in September 2026.

How are branded searches counted?

14 search terms

Brandwave collects information about searches that people make online using Betty Crocker’s and Edmonds’ names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Betty Crocker

10 branded search terms

  • betty crocker
  • betty crocker baking
  • betty crocker brownies
  • betty crocker cookies
  • betty crocker icing
  • betty crocker recipe
  • betty crocker sugar
  • bettycrocker
  • bettycrocker baking
  • bettycrocker recipe

Edmonds

4 branded search terms

  • edmonds
  • edmonds baking
  • edmonds flour
  • edmonds recipe

How the Brand Demand Index is measured

Other head-to-heads among baking brands

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