Farmers vs Kmart NZ:Which is more popular by branded search in New Zealand?
In August 2026, Kmart NZ had more branded searches than Farmers among department stores in New Zealand. Kmart NZ was estimated to have 1.1M branded searches compared to Farmers’ 588K, and held a 51.8% Share of Search versus Farmers’ 27.4%.
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Which is more popular in search, Farmers or Kmart NZ?
Compare New Zealand department stores selling clothing, homeware, beauty and gifts under one roof. 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 by month for Kmart NZ, Farmers. The figures are in the table below the chart.
View monthly share of search table
| Month | Kmart NZ | Farmers | The Warehouse | Ballantynes |
|---|---|---|---|---|
| Oct 2025 | 53.2% | 24.7% | 20.5% | 1.6% |
| Nov 2025 | 51.6% | 25.3% | 21.1% | 2% |
| Dec 2025 | 49.9% | 24.5% | 24% | 1.7% |
| Jan 2026 | 54.2% | 19% | 25.1% | 1.6% |
| Feb 2026 | 52.3% | 22% | 24.2% | 1.6% |
| Mar 2026 | 53.9% | 22.9% | 21.8% | 1.4% |
| Apr 2026 | 55% | 23% | 20.7% | 1.3% |
| May 2026 | 49.2% | 28% | 21.4% | 1.4% |
| Jun 2026 | 54.2% | 24.6% | 19.8% | 1.4% |
| Jul 2026 | 54.2% | 24.4% | 19.5% | 1.9% |
| Aug 2026 | 51.8% | 27.4% | 18.8% | 2% |
| Sep 2026 | — | — | — | — |
How has the Farmers and Kmart NZ comparison changed over the last 12 months?
3 findings
- Kmart NZ was ahead of Farmers in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Farmers’ estimated Share of Search among department stores in New Zealand moved from 24.7% to 27.4%, and its estimated monthly branded searches moved from 567K to 588K.
- Across the 11 months ending August 2026, Kmart NZ’s estimated Share of Search among department stores in New Zealand moved from 53.2% to 51.8%, and its estimated monthly branded searches moved from 1.2M to 1.1M.
How did search popularity change for New Zealand department stores in August 2026?
2 changes
In August 2026, Farmers gained estimated Share of Search among department stores in New Zealand, from 24.4% to 27.4%.
In August 2026, Kmart NZ lost estimated Share of Search among department stores in New Zealand, from 54.2% to 51.8%.
How each brand is measured
Brandwave collects information about searches that people make online using Farmers’ and Kmart NZ’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.
Farmers
19 branded search terms
- calvin klein underwear farmers
- Farmers
- farmers bedding
- farmers bonds underwear
- farmers calvin klein
- farmers calvin klein underwear
- farmers clothing
- farmers co nz
- farmers fayreform bras
- farmers finance
- farmers home decor
- farmers homeware
- farmers near me
- farmers nz
- farmers online
- farmers store
- farmers toy store
- farmers toys
- fayreform bras farmers
Kmart NZ
50 branded search terms
- air fryer kmart
- bicycle kmart nz
- clothes airer kmart nz
- fan kmart nz
- flip out sofa kmart nz
- folding table kmart nz
- food warmer kmart nz
- hastings kmart
- hawaiian shirts kmart nz
- juicer kmart nz
- Kmart
- kmart albany nz
- kmart bayfair
- kmart bed side table
- kmart bedding
- kmart botany
- kmart co nz
- kmart dresses
- kmart fan
- kmart home decor
- kmart homeware
- kmart manukau
- kmart nz
- kmart nz bethlehem
- kmart nz chairs
- kmart nz christchurch
- kmart nz clothing
- kmart nz dunedin
- kmart nz henderson
- kmart nz manukau
- kmart nz near me
- kmart nz online
- kmart nz palmerston north
- kmart nz toys
- kmart nz whangarei
- kmart online
- kmart online sales
- kmart petone
- kmart rotorua nz
- kmart st lukes
- kmart sylvia park
- kmart te rapa
- kmartnz
- kmartnz near me
- kmartnz online
- richmond kmart
- shoes rack kmart
- side table kmart nz
- sylvia park kmart
- treadmill kmart nz
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.