Brandwave

Fuel retailers in New Zealand:Which brands are most popular in search?

In August 2026, Mobil was the most searched among fuel retailers in New Zealand, with an estimated 73.8K branded searches and 25.8% estimated Share of Search within this set.

Share of Search, August 2026
  1. Mobil25.8%
  2. bp22.9%
  3. Z19.9%
  4. Caltex9.2%
  5. Gull7.2%
  6. Allied Petroleum5.7%
  7. NPD5%
  8. Waitomo4.1%
  9. Challenge0.31%

Follow fuel retailers and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand in this set →

Share of SearchLeaderboard

Compare petrol station and fuel retail brands serving New Zealand motorists, using branded searches made 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.

Share of Search among fuel retailers in New Zealand, by month

Share of Search by month for Mobil, bp, Z, Caltex, Gull, Allied Petroleum, NPD, Waitomo. The figures are in the table below the chart.

View monthly share of search table
MonthMobilbpZCaltexGullAllied PetroleumNPDWaitomoChallenge
Oct 202522.9%21.7%23%9.9%6.8%6.1%4.1%5.2%0.28%
Nov 202524.9%19.5%21.1%11.5%7.1%7.6%3.5%4.4%0.31%
Dec 202522.1%21%19.1%12.9%7.6%8.2%3.9%4.9%0.26%
Jan 202622.2%21.2%18.9%12.8%7.6%8.1%3.8%5.1%0.25%
Feb 202625.1%19.7%17.8%12.5%6.9%8.8%4.3%4.7%0.2%
Mar 202626.2%15.7%17.7%12.2%8.7%8.1%5.3%5.9%0.32%
Apr 202622.1%19.9%20.4%11.8%5.6%8%6.7%5.3%0.26%
May 202624.5%22.2%21.6%9.7%4.9%6.3%5.9%4.6%0.29%
Jun 202626.2%23.4%19.4%8.3%6.5%4.7%6.4%4.8%0.24%
Jul 202625.1%22.5%19.6%9.1%7.3%5.2%6.2%4.6%0.32%
Aug 202625.8%22.9%19.9%9.2%7.2%5.7%5%4.1%0.31%
Sep 2026—————————

This month’s ranking, August 2026

  1. 1.Mobil

    25.8%

    held 1st · 73.8K estimated branded searches · -0.18% vs prior month · +0.7 points

  2. 2.bp

    22.9%

    held 2nd · 65.8K estimated branded searches · -1% vs prior month · +0.4 points

  3. 3.Z

    19.9%

    held 3rd · 57.1K estimated branded searches · -1.1% vs prior month · +0.3 points

  4. 4.Caltex

    9.2%

    held 4th · 26.3K estimated branded searches · -2.2% vs prior month · 0 points

  5. 5.Gull

    7.2%

    held 5th · 20.7K estimated branded searches · -3.7% vs prior month · -0.1 points

  6. 6.Allied Petroleum

    5.7%

    moved from 7th to 6th · 16.2K estimated branded searches · +5.2% vs prior month · +0.4 points

  7. 7.NPD

    5%

    moved from 6th to 7th · 14.3K estimated branded searches · -21.7% vs prior month · -1.2 points

  8. 8.Waitomo

    4.1%

    held 8th · 11.6K estimated branded searches · -14.9% vs prior month · -0.6 points

  9. 9.Challenge

    0.31%

    held 9th · 900 estimated branded searches · -3.2% vs prior month · 0 points

Compare search popularity between leading brands

Which brand is most popular in search among fuel retailers in New Zealand?

In August 2026, Mobil was the most searched among fuel retailers in New Zealand, with an estimated 73.8K branded searches and 25.8% estimated Share of Search within this set. bp is in 2nd place, 2.8 percentage points behind at 22.9% Share of Search.

New Zealand fuel retailers, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Mobil22.9% → 25.8%26.2%Mar 202622.1%Dec 20252nd → 1st
bp21.7% → 22.9%23.4%Jun 202615.7%Mar 20263rd → 2nd
Z23% → 19.9%23%Oct 202517.7%Mar 20261st → 3rd
Caltex9.9% → 9.2%12.9%Dec 20258.3%Jun 20264th
Gull6.8% → 7.2%8.7%Mar 20264.9%May 20265th
Allied Petroleum6.1% → 5.7%8.8%Feb 20264.7%Jun 20266th
NPD4.1% → 5%6.7%Apr 20263.5%Nov 20258th → 7th
Waitomo5.2% → 4.1%5.9%Mar 20264.1%Aug 20267th → 8th
Challenge0.28% → 0.31%0.32%Mar 20260.2%Feb 20269th

Each finding as a sentence

  • Across the 11 months ending August 2026, Mobil’s estimated Share of Search among fuel retailers in New Zealand increased from 22.9% to 25.8%.
  • Across the 11 months ending August 2026, bp’s estimated Share of Search among fuel retailers in New Zealand increased from 21.7% to 22.9%.
  • Across the 11 months ending August 2026, Z’s estimated Share of Search among fuel retailers in New Zealand decreased from 23% to 19.9%.
  • Across the 11 months ending August 2026, Caltex’s estimated Share of Search among fuel retailers in New Zealand decreased from 9.9% to 9.2%.
  • Across the 11 months ending August 2026, NPD’s estimated Share of Search among fuel retailers in New Zealand increased from 4.1% to 5%.
  • Across the 11 months ending August 2026, Waitomo’s estimated Share of Search among fuel retailers in New Zealand decreased from 5.2% to 4.1%.
  • Across the 11 months ending August 2026, Mobil’s estimated Share of Search among fuel retailers in New Zealand peaked at 26.2% in March 2026 and was lowest at 22.1% in December 2025.
  • Across the 11 months ending August 2026, bp’s estimated Share of Search among fuel retailers in New Zealand peaked at 23.4% in June 2026 and was lowest at 15.7% in March 2026.
  • Across the 11 months ending August 2026, Z’s estimated Share of Search among fuel retailers in New Zealand peaked at 23% in October 2025 and was lowest at 17.7% in March 2026.
  • Across the 11 months ending August 2026, Caltex’s estimated Share of Search among fuel retailers in New Zealand peaked at 12.9% in December 2025 and was lowest at 8.3% in June 2026.
  • Across the 11 months ending August 2026, Gull’s estimated Share of Search among fuel retailers in New Zealand peaked at 8.7% in March 2026 and was lowest at 4.9% in May 2026.
  • Across the 11 months ending August 2026, Allied Petroleum’s estimated Share of Search among fuel retailers in New Zealand peaked at 8.8% in February 2026 and was lowest at 4.7% in June 2026.
  • Across the 11 months ending August 2026, NPD’s estimated Share of Search among fuel retailers in New Zealand peaked at 6.7% in April 2026 and was lowest at 3.5% in November 2025.
  • Across the 11 months ending August 2026, Waitomo’s estimated Share of Search among fuel retailers in New Zealand peaked at 5.9% in March 2026 and was lowest at 4.1% in August 2026.
  • Across the 11 months ending August 2026, Mobil rose from 2nd to 1st among fuel retailers in New Zealand.
  • Across the 11 months ending August 2026, bp rose from 3rd to 2nd among fuel retailers in New Zealand.
  • Across the 11 months ending August 2026, Z fell from 1st to 3rd among fuel retailers in New Zealand.
  • Across the 11 months ending August 2026, NPD rose from 8th to 7th among fuel retailers in New Zealand.
  • Across the 11 months ending August 2026, Waitomo fell from 7th to 8th among fuel retailers in New Zealand.
  • Across the 11 months ending August 2026, Gull, Allied Petroleum and Challenge held steady: their estimated Share of Search among fuel retailers in New Zealand each moved less than 0.5 percentage points.

How did search popularity change for New Zealand fuel retailers in August 2026?

  1. In August 2026, Mobil gained estimated Share of Search among fuel retailers in New Zealand, from 25.1% to 25.8%.

  2. In August 2026, NPD lost estimated Share of Search among fuel retailers in New Zealand, from 6.2% to 5%.

  3. In August 2026, Waitomo lost estimated Share of Search among fuel retailers in New Zealand, from 4.6% to 4.1%.

  4. In August 2026, Allied Petroleum rose from 7th to 6th among fuel retailers in New Zealand.

  5. Estimated monthly branded searches for Z in New Zealand fell 19.7% over 11 measured months, from 71.1K to 57.1K in August 2026.

  6. Estimated monthly branded searches for Caltex in New Zealand fell 14.2% over 11 measured months, from 30.6K to 26.3K in August 2026.

How the Brand Demand Index is measured

Creator with pink hair and a pink jacket

See your own brand in this picture

Brandwave tracks your branded demand next to your campaigns, spend and outcomes, so you can see what moved your numbers, not just that they moved.

Start your marketing record