--- title: "Farmers vs Kmart NZ: Which is more popular by branded search in New Zealand?" description: "Which is more popular in search, Farmers or Kmart NZ? Compare estimated monthly branded-search demand and Share of Search inside the Department stores set in New Zealand. 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-department-stores/compare/farmers-vs-kmart-nz" publisher: "Brandwave" --- # Farmers vs Kmart NZ: Which is more popular by branded search in New Zealand? Which is more popular in search, Farmers or Kmart NZ? Compare estimated monthly branded-search demand and Share of Search inside the Department stores set in New Zealand. 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 - **Compared**: Farmers and Kmart NZ - **Competitive set**: Department stores - **Market**: New Zealand - **Month measured**: Aug 2026 - **Farmers Share of Search**: 27.4% - **Kmart NZ Share of Search**: 51.8% ## Which is more popular in search, Farmers or Kmart NZ? - 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%. - 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? - 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%. ## Month by month | Month | Farmers estimated searches | Farmers Share of Search | Farmers rank | Kmart NZ estimated searches | Kmart NZ Share of Search | Kmart NZ rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 567K | 24.7% | 2 | 1.2M | 53.2% | 1 | | Nov 2025 | 715K | 25.3% | 2 | 1.5M | 51.6% | 1 | | Dec 2025 | 754K | 24.5% | 2 | 1.5M | 49.9% | 1 | | Jan 2026 | 437K | 19% | 3 | 1.2M | 54.2% | 1 | | Feb 2026 | 435K | 22% | 3 | 1M | 52.3% | 1 | | Mar 2026 | 503K | 22.9% | 2 | 1.2M | 53.9% | 1 | | Apr 2026 | 533K | 23% | 2 | 1.3M | 55% | 1 | | May 2026 | 616K | 28% | 2 | 1.1M | 49.2% | 1 | | Jun 2026 | 503K | 24.6% | 2 | 1.1M | 54.2% | 1 | | Jul 2026 | 506K | 24.4% | 2 | 1.1M | 54.2% | 1 | | Aug 2026 | 588K | 27.4% | 2 | 1.1M | 51.8% | 1 | | Sep 2026 | — | — | — | — | — | — | ## 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**: Measured on the 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” and “fayreform bras farmers”, summed into one figure. - **Kmart NZ**: Measured on the 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” and “treadmill kmart nz”, summed into one figure. - [Farmers profile](/demand/nz/brands/farmers) - [Kmart NZ profile](/demand/nz/brands/kmart-nz) - [All department stores in New Zealand](/demand/nz/categories/nz-department-stores): The set both shares are measured inside, 4 brands. ## 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 is more popular in search, Farmers or Kmart NZ? 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%. ## Cite this page Brandwave. "Farmers vs Kmart NZ: Which is more popular by branded search in New Zealand?". https://gobrandwave.com/demand/nz/categories/nz-department-stores/compare/farmers-vs-kmart-nz This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-department-stores/compare/farmers-vs-kmart-nz. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.