Chelsea vs Pams:Which is more popular?
In September 2026, Chelsea had more branded searches than Pams among baking brands in New Zealand. Chelsea had about 4,740 branded searches, while Pams had 1,070. Chelsea made up 50.2% of all baking brand searches we track, and Pams accounted for 11.3%. When we asked ChatGPT and Google AI Overviews about baking brands, Chelsea and Pams each appeared in three of the five answers. Chelsea was mentioned before Pams in two out of three answers that named either.
Who do people search for more?
Chelsea, about 4 searches for every 1 for Pams
Who does AI mention more?
Both were mentioned in 3 of 5 answers.
Who does AI recommend more?
Chelsea, named ahead of Pams in 2 of 3 answers
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Top baking brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Chelsea was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Pams was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Chelsea was listed before Pams in two out of three answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Edmonds1st- Chelsea2nd
Pams3rd
Betty Crocker4th
Champion Flour–
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?”
Asked ChatGPT
“What are the best baking brands in New Zealand?”
Asked ChatGPT
“What's the best baking brand in New Zealand for everyday baking?”
Searched Google, AI Overview
“cake mix nz”
Searched Google, AI Overview
“icing sugar nz”
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 Chelsea or Pams more popular in search?
This chart shows how often people search Google for Chelsea and Pams 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.
Share of searches by month for Chelsea, Pams. The figures are in the table below the chart.
View monthly share of searches table
| Month | Chelsea | Edmonds | Betty Crocker | Pams | Champion Flour | Pettinice |
|---|---|---|---|---|---|---|
| Oct 2025 | 54.4% | 14.8% | 8.4% | 14.2% | 7.4% | 0.71% |
| Nov 2025 | 52.7% | 16.8% | 7.9% | 12.7% | 9.1% | 0.83% |
| Dec 2025 | 56.5% | 13.8% | 9.6% | 11.1% | 8.3% | 0.74% |
| Jan 2026 | 56.7% | 14.4% | 7.9% | 11.6% | 8.9% | 0.43% |
| Feb 2026 | 52.8% | 16% | 8.3% | 12.5% | 9.9% | 0.6% |
| Mar 2026 | 52.7% | 15.8% | 7.4% | 13.5% | 9.8% | 0.68% |
| Apr 2026 | 52.4% | 18.6% | 8.5% | 10.1% | 9.9% | 0.39% |
| May 2026 | 51% | 18.1% | 12.3% | 9.6% | 8.3% | 0.64% |
| Jun 2026 | 53.7% | 15% | 11.9% | 10.3% | 8.4% | 0.7% |
| Jul 2026 | 55.8% | 14.5% | 12.4% | 9.3% | 7.4% | 0.51% |
| Aug 2026 | 49.5% | 15.1% | 12.9% | 12.6% | 9.2% | 0.63% |
| Sep 2026 | 50.2% | 16.1% | 12.6% | 11.3% | 8.9% | 0.95% |
How has the Chelsea and Pams comparison changed over the last 12 months?
3 findings
- Chelsea was ahead of Pams in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Chelsea’s share of searches among baking brands in New Zealand moved from 54.4% to 50.2%, and its estimated monthly branded searches moved from 5.4K to 4.7K.
- Across the 12 months ending September 2026, Pams’ share of searches among baking brands in New Zealand moved from 14.2% to 11.3%, and its estimated monthly branded searches moved from 1.4K to 1.1K.
How did search popularity change for New Zealand baking brands in September 2026?
2 changes
In September 2026, Chelsea gained share of searches among baking brands in New Zealand, from 49.5% to 50.2%.
In September 2026, Pams lost share of searches among baking brands in New Zealand, from 12.6% to 11.3%.
How are branded searches counted?
11 search terms
Brandwave collects information about searches that people make online using Chelsea’s and Pams’ 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.
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