---
title: "Breakfast cereal brands in New Zealand: Which brands are most popular in search?"
description: "Compare the breakfast cereal brands New Zealanders buy. Share of Search among Weet-Bix, Kellogg's, Uncle Tobys, Hubbard's and Harraways, the breakfast cereal 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-cereal-brands"
publisher: "Brandwave"
---

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

Compare the breakfast cereal brands New Zealanders buy. Share of Search among Weet-Bix, Kellogg's, Uncle Tobys, Hubbard's and Harraways, the breakfast cereal 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**: Breakfast cereal brands
- **Market**: New Zealand
- **Brands compared**: 5
- **Month measured**: Aug 2026
- **Highest Share of Search**: Weet-Bix, 50.7%

## Which brand is most popular in search among breakfast cereal brands in New Zealand?

- In August 2026, Weet-Bix was the most searched among breakfast cereal brands in New Zealand, with an estimated 10.6K branded searches and 50.7% estimated Share of Search within this set.
- Kellogg's is in 2nd place, 35.7 percentage points behind at 15% Share of Search.
- Across the 11 months ending August 2026, Weet-Bix’s estimated Share of Search among breakfast cereal brands in New Zealand decreased from 51.8% to 50.7%.
- Across the 11 months ending August 2026, Kellogg's’ estimated Share of Search among breakfast cereal brands in New Zealand decreased from 19.4% to 15%.
- Across the 11 months ending August 2026, Uncle Tobys’ estimated Share of Search among breakfast cereal brands in New Zealand increased from 9.9% to 12.9%.
- Across the 11 months ending August 2026, Hubbard's’ estimated Share of Search among breakfast cereal brands in New Zealand increased from 11.1% to 12.5%.
- Across the 11 months ending August 2026, Harraways’ estimated Share of Search among breakfast cereal brands in New Zealand increased from 7.9% to 8.9%.
- Across the 11 months ending August 2026, Weet-Bix’s estimated Share of Search among breakfast cereal brands in New Zealand peaked at 55% in November 2025 and was lowest at 46.7% in July 2026.
- Across the 11 months ending August 2026, Kellogg's’ estimated Share of Search among breakfast cereal brands in New Zealand peaked at 19.7% in December 2025 and was lowest at 15% in August 2026.
- Across the 11 months ending August 2026, Uncle Tobys’ estimated Share of Search among breakfast cereal brands in New Zealand peaked at 14.2% in July 2026 and was lowest at 8.5% in December 2025.
- Across the 11 months ending August 2026, Hubbard's’ estimated Share of Search among breakfast cereal brands in New Zealand peaked at 13.4% in July 2026 and was lowest at 10.1% in May 2026.
- Across the 11 months ending August 2026, Harraways’ estimated Share of Search among breakfast cereal brands in New Zealand peaked at 10.7% in April 2026 and was lowest at 7.1% in November 2025.
- Across the 11 months ending August 2026, Uncle Tobys rose from 4th to 3rd among breakfast cereal brands in New Zealand.
- Across the 11 months ending August 2026, Hubbard's fell from 3rd to 4th among breakfast cereal brands in New Zealand.

## Compare search popularity between leading brands

- [Weet-Bix vs Kellogg's: compare search popularity](/demand/nz/compare/kelloggs-vs-weet-bix): 50.7% against 15% Share of Search.
- [Weet-Bix vs Uncle Tobys: compare search popularity](/demand/nz/compare/uncle-tobys-vs-weet-bix): 50.7% against 12.9% Share of Search.
- [Weet-Bix vs Hubbard's: compare search popularity](/demand/nz/compare/hubbards-vs-weet-bix): 50.7% against 12.5% Share of Search.
- [Weet-Bix vs Harraways: compare search popularity](/demand/nz/compare/harraways-vs-weet-bix): 50.7% against 8.9% Share of Search.
- [Kellogg's vs Uncle Tobys: compare search popularity](/demand/nz/compare/kelloggs-vs-uncle-tobys): 15% against 12.9% Share of Search.
- [Kellogg's vs Hubbard's: compare search popularity](/demand/nz/compare/hubbards-vs-kelloggs): 15% against 12.5% Share of Search.
- [Kellogg's vs Harraways: compare search popularity](/demand/nz/compare/harraways-vs-kelloggs): 15% against 8.9% Share of Search.
- [Uncle Tobys vs Hubbard's: compare search popularity](/demand/nz/compare/hubbards-vs-uncle-tobys): 12.9% against 12.5% Share of Search.
- [Uncle Tobys vs Harraways: compare search popularity](/demand/nz/compare/harraways-vs-uncle-tobys): 12.9% against 8.9% Share of Search.
- [Hubbard's vs Harraways: compare search popularity](/demand/nz/compare/harraways-vs-hubbards): 12.5% against 8.9% Share of Search.

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

- In August 2026, Weet-Bix gained estimated Share of Search among breakfast cereal brands in New Zealand, from 46.7% to 50.7%.
- In August 2026, Uncle Tobys lost estimated Share of Search among breakfast cereal brands in New Zealand, from 14.2% to 12.9%.
- In August 2026, Kellogg's lost estimated Share of Search among breakfast cereal brands in New Zealand, from 16.1% to 15%.
- In August 2026, Hubbard's lost estimated Share of Search among breakfast cereal brands in New Zealand, from 13.4% to 12.5%.
- In August 2026, Harraways lost estimated Share of Search among breakfast cereal brands in New Zealand, from 9.5% to 8.9%.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Weet-Bix | 50.7% | 10.6K | +18.8% | Sanitarium |
| 2 | Kellogg's | 15% | 3.1K | +2.0% | Kellogg's |
| 3 | Uncle Tobys | 12.9% | 2.7K | -1.1% | Nestlé |
| 4 | Hubbard's | 12.5% | 2.6K | +2.0% | Hubbard's |
| 5 | Harraways | 8.9% | 1.9K | +2.8% | Harraways |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Weet-Bix | 8.3K | 51.8% | 1 |
| Oct 2025 | Kellogg's | 3.1K | 19.4% | 2 |
| Oct 2025 | Hubbard's | 1.8K | 11.1% | 3 |
| Oct 2025 | Uncle Tobys | 1.6K | 9.9% | 4 |
| Oct 2025 | Harraways | 1.3K | 7.9% | 5 |
| Nov 2025 | Weet-Bix | 8.4K | 55% | 1 |
| Nov 2025 | Kellogg's | 2.6K | 17.2% | 2 |
| Nov 2025 | Hubbard's | 1.9K | 12.1% | 3 |
| Nov 2025 | Uncle Tobys | 1.3K | 8.5% | 4 |
| Nov 2025 | Harraways | 1.1K | 7.1% | 5 |
| Dec 2025 | Weet-Bix | 5.8K | 49.4% | 1 |
| Dec 2025 | Kellogg's | 2.3K | 19.7% | 2 |
| Dec 2025 | Hubbard's | 1.5K | 13.1% | 3 |
| Dec 2025 | Harraways | 1.1K | 9.3% | 4 |
| Dec 2025 | Uncle Tobys | 1K | 8.5% | 5 |
| Jan 2026 | Weet-Bix | 8.6K | 51.9% | 1 |
| Jan 2026 | Kellogg's | 3K | 18% | 2 |
| Jan 2026 | Hubbard's | 2K | 12% | 3 |
| Jan 2026 | Harraways | 1.5K | 9.3% | 4 |
| Jan 2026 | Uncle Tobys | 1.4K | 8.8% | 5 |
| Feb 2026 | Weet-Bix | 8.5K | 53.2% | 1 |
| Feb 2026 | Kellogg's | 3K | 18.4% | 2 |
| Feb 2026 | Hubbard's | 1.8K | 11.4% | 3 |
| Feb 2026 | Uncle Tobys | 1.4K | 8.9% | 4 |
| Feb 2026 | Harraways | 1.3K | 8.1% | 5 |
| Mar 2026 | Weet-Bix | 10.2K | 53.4% | 1 |
| Mar 2026 | Kellogg's | 3.2K | 16.8% | 2 |
| Mar 2026 | Hubbard's | 2.2K | 11.4% | 3 |
| Mar 2026 | Uncle Tobys | 1.8K | 9.3% | 4 |
| Mar 2026 | Harraways | 1.8K | 9.2% | 5 |
| Apr 2026 | Weet-Bix | 8.5K | 51.4% | 1 |
| Apr 2026 | Kellogg's | 2.5K | 15.5% | 2 |
| Apr 2026 | Hubbard's | 2.1K | 12.6% | 3 |
| Apr 2026 | Harraways | 1.8K | 10.7% | 4 |
| Apr 2026 | Uncle Tobys | 1.6K | 9.9% | 5 |
| May 2026 | Weet-Bix | 8.7K | 49.8% | 1 |
| May 2026 | Kellogg's | 3.2K | 18.3% | 2 |
| May 2026 | Uncle Tobys | 2K | 11.5% | 3 |
| May 2026 | Harraways | 1.8K | 10.4% | 4 |
| May 2026 | Hubbard's | 1.8K | 10.1% | 5 |
| Jun 2026 | Weet-Bix | 8.6K | 48.9% | 1 |
| Jun 2026 | Kellogg's | 2.7K | 15.3% | 2 |
| Jun 2026 | Uncle Tobys | 2.4K | 13.4% | 3 |
| Jun 2026 | Hubbard's | 2.1K | 12% | 4 |
| Jun 2026 | Harraways | 1.8K | 10.4% | 5 |
| Jul 2026 | Weet-Bix | 8.9K | 46.7% | 1 |
| Jul 2026 | Kellogg's | 3.1K | 16.1% | 2 |
| Jul 2026 | Uncle Tobys | 2.7K | 14.2% | 3 |
| Jul 2026 | Hubbard's | 2.6K | 13.4% | 4 |
| Jul 2026 | Harraways | 1.8K | 9.5% | 5 |
| Aug 2026 | Weet-Bix | 10.6K | 50.7% | 1 |
| Aug 2026 | Kellogg's | 3.1K | 15% | 2 |
| Aug 2026 | Uncle Tobys | 2.7K | 12.9% | 3 |
| Aug 2026 | Hubbard's | 2.6K | 12.5% | 4 |
| Aug 2026 | Harraways | 1.9K | 8.9% | 5 |
| Sep 2026 | Harraways | — | — | — |
| Sep 2026 | Hubbard's | — | — | — |
| Sep 2026 | Kellogg's | — | — | — |
| Sep 2026 | Uncle Tobys | — | — | — |
| Sep 2026 | Weet-Bix | — | — | — |

## What is being compared

- **Harraways**: Measured on the search terms “harraways”, “harraways co nz”, “harraways nz”, “harraways oats”, “harraways organic oats”, “harraways organic rolled oats”, “harraways porridge”, “harraways rolled oats”, “harraways scotch oats”, “harraways steel cut oats” and “harraways wholegrain oats”, summed into one figure.
- **Hubbard's**: Measured on the search terms “hubbard's”, “hubbards”, “hubbards cereal”, “hubbards co nz”, “hubbards muesli”, “hubbards near me”, “hubbards new zealand”, “hubbards nz” and “hubbards oats”, summed into one figure.
- **Kellogg's**: Measured on the search terms “kellogg's”, “kellogg's cereal”, “kelloggs”, “kelloggs all bran”, “kelloggs all bran cereal”, “kelloggs cereal”, “kelloggs coco pops”, “kelloggs cornflakes”, “kelloggs crunchy nut”, “kelloggs froot loops”, “kelloggs frosties”, “kelloggs just right”, “kelloggs k”, “kelloggs muesli”, “kelloggs near me”, “kelloggs new zealand”, “kelloggs nutri grain”, “kelloggs nz”, “kelloggs oats”, “kelloggs rice bubbles”, “kelloggs special k”, “kelloggs sultana bran” and “special kelloggs cereal”, summed into one figure.
- **Uncle Tobys**: Measured on the search terms “cheerios uncle tobys”, “le snak uncle tobys”, “nestle co nz”, “quick oats uncle tobys”, “rolled oats uncle tobys”, “uncle tobys”, “uncle tobys cereal”, “uncle tobys muesli”, “uncle tobys nz”, “uncle tobys oats”, “uncle tobys oats sachets”, “uncle tobys porridge”, “uncle tobys porridge sachets”, “uncle tobys roll ups”, “uncle tobys shredded wheat”, “uncletobys” and “uncletobys oats”, summed into one figure.
- **Weet-Bix**: Measured on the search terms “gf weetbix”, “gluten free weet bix”, “multigrain weetbix”, “organic weet bix”, “pak n save weetbix”, “sanitarium com”, “sanitarium gluten free weet bix”, “sanitarium weet bix”, “weet bix”, “weet bix 750g”, “weet bix cereal”, “weet bix lower cholesterol”, “weet bix near me”, “weet bix new zealand”, “weet bix nz”, “weet bix price”, “weetbix”, “weetbix biscuit”, “weetbix cereal”, “weetbix countdown”, “weetbix muesli”, “weetbix nz”, “weetbix pak n save” and “weetbix woolies”, summed into one figure.

- [Harraways](/demand/nz/brands/harraways)
- [Hubbard's](/demand/nz/brands/hubbards)
- [Kellogg's](/demand/nz/brands/kelloggs)
- [Uncle Tobys](/demand/nz/brands/uncle-tobys)
- [Weet-Bix](/demand/nz/brands/weet-bix)

## 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 breakfast cereal brands in New Zealand?

In August 2026, Weet-Bix was the most searched among breakfast cereal brands in New Zealand, with an estimated 10.6K branded searches and 50.7% estimated Share of Search within this set.

## Cite this page

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

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