Brandwave

Matador vs Traeger:Which is more popular?

In September 2026, Traeger had more branded searches than Matador among BBQ brands in New Zealand. Traeger had about 1,600 branded searches, while Matador had 970. Traeger made up 10.4% of all BBQ brand searches we track, and Matador accounted for 6.3%. When we asked ChatGPT and Google AI Overviews about BBQ brands, Matador and Traeger each appeared in one of the five answers. Matador and Traeger were each mentioned first in one of the two answers that named either.

Among BBQ brands in New Zealand in September 2026

Who do people search for more?

Traeger, about 65% more searches than Matador

Traeger 1.6K searchesMatador 970 searches

Who does AI mention more?

Both were mentioned in 1 of 5 answers.

Matador in 1 of 5Traeger in 1 of 5

Who does AI recommend more?

Each is named first in 1 of 2 answers.

Matador first in 1Traeger first in 1

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Top BBQ brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Matador was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Traeger was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Matador and Traeger were each listed first in one of the two answers that named either.

Most recommended by AI

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

  1. Weber1st
  2. Ziegler & Brown2nd
  3. Masport3rd
  4. Gasmate4th
  5. Traeger5th
  6. Everdure6th
  7. Matador7th
  8. Beefeater–

Mentioned by AI

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

  • Weber4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Masport3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ziegler & Brown3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Gasmate2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Traeger1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Matador1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Everdure1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Beefeater0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about BBQ brands

5 answers

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 Matador or Traeger more popular in search?

This chart shows how often people search Google for Matador and Traeger by name. Each line represents a brand's share of searches for all eight BBQ brands we track, month by month, from searches in New Zealand.

Matador and Traeger among BBQ brands in New Zealand, by month

Share of searches by month for Traeger, Matador. The figures are in the table below the chart.

View monthly share of searches table
MonthWeberTraegerGasmateMasportMatadorEverdureBeefeaterZiegler & Brown
Oct 202557.9%9.9%10.3%8.8%5.1%5.5%1.2%1.3%
Nov 202566.8%7.3%7.2%6%4.7%5.6%1.1%1.1%
Dec 202564.8%10.4%8.5%3.8%5.6%4.8%1.1%0.99%
Jan 202657.8%10.2%11.5%7.3%5%6%1.1%1%
Feb 202652.8%10.7%11.5%11.8%4.7%6.4%1.3%0.79%
Mar 202648.8%10.5%11.8%17.4%4.2%5.6%0.95%0.86%
Apr 202646.2%12.4%13.1%18.3%3.8%4.9%0.92%0.46%
May 202643.9%14.6%9.6%18.5%4.5%6.9%1.2%0.72%
Jun 202644%13.9%9.4%20.3%5.1%5.9%1.1%0.33%
Jul 202647.2%14.9%9.1%17.5%4.5%5.3%0.92%0.51%
Aug 202651.7%12.8%8.6%13.9%5.5%6%1%0.58%
Sep 202658.5%10.4%9.4%8.5%6.3%5.1%1.4%0.45%

How has the Matador and Traeger comparison changed over the last 12 months?

3 findings
  • Traeger was ahead of Matador in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Matador’s share of searches among BBQ brands in New Zealand moved from 5.1% to 6.3%, and its estimated monthly branded searches moved from 950 to 970.
  • Across the 12 months ending September 2026, Traeger’s share of searches among BBQ brands in New Zealand moved from 9.9% to 10.4%, and its estimated monthly branded searches moved from 1.8K to 1.6K.

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

2 changes

  1. In September 2026, Matador overtook Everdure to rank 5th among BBQ brands in New Zealand, with 6.3% of the searches.

  2. In September 2026, Traeger lost share of searches among BBQ brands in New Zealand, from 12.8% to 10.4%.

How are branded searches counted?

16 search terms

Brandwave collects information about searches that people make online using Matador’s and Traeger’s 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.

Matador

3 branded search terms

  • matador bbq
  • matador charcoal bbq
  • matador grill

Traeger

13 branded search terms

  • grill traeger
  • ironwood traeger
  • traeger
  • traeger 575
  • traeger barbecue
  • traeger bbq
  • traeger ironwood 650
  • traeger ironwood 885
  • traeger pellet grill
  • traeger pellets
  • traeger ranger
  • traeger timberline
  • traeger wood pellets

How the Brand Demand Index is measured

Other head-to-heads among BBQ brands

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