Brandwave

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

In August 2026, Vogel's was the most searched among bread brands in New Zealand, with an estimated 6.3K branded searches and 50.6% estimated Share of Search within this set.

Share of Search, August 2026
  1. Vogel's50.6%
  2. Freya's16.4%
  3. Ploughmans13.8%
  4. Tip Top Bakery10.4%
  5. Molenberg8.7%

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Share of SearchLeaderboard

Compare the supermarket bread brands New Zealanders buy. 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 bread brands in New Zealand, by month

Share of Search by month for Vogel's, Freya's, Ploughmans, Tip Top Bakery, Molenberg. The figures are in the table below the chart.

View monthly share of search table
MonthVogel'sFreya'sPloughmansTip Top BakeryMolenberg
Oct 202539.6%20.4%11.9%20.1%8.1%
Nov 202543.4%20.5%12.4%16.3%7.4%
Dec 202536.3%27.5%14.2%14.3%7.6%
Jan 202641.2%24.6%13.4%12%8.8%
Feb 202643%22.6%13.8%12.5%8.1%
Mar 202653.1%17.4%12.9%9.1%7.4%
Apr 202640.6%22.9%16.8%10.5%9.2%
May 202638.7%22%16.6%11.4%11.3%
Jun 202641.8%24.7%13.9%10.7%8.9%
Jul 202639.1%22.1%20.3%10.1%8.5%
Aug 202650.6%16.4%13.8%10.4%8.7%
Sep 2026—————

This month’s ranking, August 2026

  1. 1.Vogel's

    50.6%

    held 1st · 6.3K estimated branded searches · +85.1% vs prior month · +11.5 points

  2. 2.Freya's

    16.4%

    held 2nd · 2K estimated branded searches · +6.2% vs prior month · -5.7 points

  3. 3.Ploughmans

    13.8%

    held 3rd · 1.7K estimated branded searches · -2.3% vs prior month · -6.4 points

  4. 4.Tip Top Bakery

    10.4%

    held 4th · 1.3K estimated branded searches · +47.7% vs prior month · +0.3 points

  5. 5.Molenberg

    8.7%

    held 5th · 1.1K estimated branded searches · +47.3% vs prior month · +0.3 points

Compare search popularity between leading brands

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

In August 2026, Vogel's was the most searched among bread brands in New Zealand, with an estimated 6.3K branded searches and 50.6% estimated Share of Search within this set. Freya's is in 2nd place, 34.2 percentage points behind at 16.4% Share of Search.

New Zealand bread brands, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Vogel's39.6% → 50.6%53.1%Mar 202636.3%Dec 20251st
Freya's20.4% → 16.4%27.5%Dec 202516.4%Aug 20262nd
Ploughmans11.9% → 13.8%20.3%Jul 202611.9%Oct 20254th → 3rd
Tip Top Bakery20.1% → 10.4%20.1%Oct 20259.1%Mar 20263rd → 4th
Molenberg8.1% → 8.7%11.3%May 20267.4%Mar 20265th

Each finding as a sentence

  • Across the 11 months ending August 2026, Vogel's’ estimated Share of Search among bread brands in New Zealand increased from 39.6% to 50.6%.
  • Across the 11 months ending August 2026, Freya's’ estimated Share of Search among bread brands in New Zealand decreased from 20.4% to 16.4%.
  • Across the 11 months ending August 2026, Ploughmans’ estimated Share of Search among bread brands in New Zealand increased from 11.9% to 13.8%.
  • Across the 11 months ending August 2026, Tip Top Bakery’s estimated Share of Search among bread brands in New Zealand decreased from 20.1% to 10.4%.
  • Across the 11 months ending August 2026, Molenberg’s estimated Share of Search among bread brands in New Zealand increased from 8.1% to 8.7%.
  • Across the 11 months ending August 2026, Vogel's’ estimated Share of Search among bread brands in New Zealand peaked at 53.1% in March 2026 and was lowest at 36.3% in December 2025.
  • Across the 11 months ending August 2026, Freya's’ estimated Share of Search among bread brands in New Zealand peaked at 27.5% in December 2025 and was lowest at 16.4% in August 2026.
  • Across the 11 months ending August 2026, Ploughmans’ estimated Share of Search among bread brands in New Zealand peaked at 20.3% in July 2026 and was lowest at 11.9% in October 2025.
  • Across the 11 months ending August 2026, Tip Top Bakery’s estimated Share of Search among bread brands in New Zealand peaked at 20.1% in October 2025 and was lowest at 9.1% in March 2026.
  • Across the 11 months ending August 2026, Molenberg’s estimated Share of Search among bread brands in New Zealand peaked at 11.3% in May 2026 and was lowest at 7.4% in March 2026.
  • Across the 11 months ending August 2026, Ploughmans rose from 4th to 3rd among bread brands in New Zealand.
  • Across the 11 months ending August 2026, Tip Top Bakery fell from 3rd to 4th among bread brands in New Zealand.

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

  1. In August 2026, Vogel's gained estimated Share of Search among bread brands in New Zealand, from 39.1% to 50.6%.

  2. In August 2026, Ploughmans lost estimated Share of Search among bread brands in New Zealand, from 20.3% to 13.8%.

  3. In August 2026, Freya's lost estimated Share of Search among bread brands in New Zealand, from 22.1% to 16.4%.

  4. Estimated monthly branded searches for Molenberg in New Zealand rose 43.4% over 11 measured months, from 760 to 1.1K in August 2026.

  5. Estimated monthly branded searches for Tip Top Bakery in New Zealand fell 31.6% over 11 measured months, from 1.9K to 1.3K in August 2026.

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