--- title: "Fuel retailers in New Zealand: Which brands are most popular in search?" description: "Compare petrol station and fuel retail brands serving New Zealand motorists, using branded searches made in New Zealand. Share of Search among Mobil, bp, Z, Caltex, Gull, Allied Petroleum, NPD, Waitomo and Challenge, the fuel retailers 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-fuel-retailers" publisher: "Brandwave" --- # Fuel retailers in New Zealand: Which brands are most popular in search? Compare petrol station and fuel retail brands serving New Zealand motorists, using branded searches made in New Zealand. Share of Search among Mobil, bp, Z, Caltex, Gull, Allied Petroleum, NPD, Waitomo and Challenge, the fuel retailers 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**: fuel retailers - **Market**: New Zealand - **Brands compared**: 9 - **Month measured**: Aug 2026 - **Highest Share of Search**: Mobil, 25.8% ## 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. - 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. ## Compare search popularity between leading brands - [Mobil vs bp: compare search popularity](/demand/nz/compare/bp-vs-mobil): 25.8% against 22.9% Share of Search. - [Mobil vs Z: compare search popularity](/demand/nz/compare/mobil-vs-z-energy): 25.8% against 19.9% Share of Search. - [Mobil vs Caltex: compare search popularity](/demand/nz/compare/caltex-nz-vs-mobil): 25.8% against 9.2% Share of Search. - [Mobil vs Gull: compare search popularity](/demand/nz/compare/gull-vs-mobil): 25.8% against 7.2% Share of Search. - [bp vs Z: compare search popularity](/demand/nz/compare/bp-vs-z-energy): 22.9% against 19.9% Share of Search. - [bp vs Caltex: compare search popularity](/demand/nz/compare/bp-vs-caltex-nz): 22.9% against 9.2% Share of Search. - [bp vs Gull: compare search popularity](/demand/nz/compare/bp-vs-gull): 22.9% against 7.2% Share of Search. - [Z vs Caltex: compare search popularity](/demand/nz/compare/caltex-nz-vs-z-energy): 19.9% against 9.2% Share of Search. - [Z vs Gull: compare search popularity](/demand/nz/compare/gull-vs-z-energy): 19.9% against 7.2% Share of Search. - [Caltex vs Gull: compare search popularity](/demand/nz/compare/caltex-nz-vs-gull): 9.2% against 7.2% Share of Search. ## How did search popularity change for New Zealand fuel retailers in August 2026? - In August 2026, Mobil gained estimated Share of Search among fuel retailers in New Zealand, from 25.1% to 25.8%. - In August 2026, NPD lost estimated Share of Search among fuel retailers in New Zealand, from 6.2% to 5%. - In August 2026, Waitomo lost estimated Share of Search among fuel retailers in New Zealand, from 4.6% to 4.1%. - In August 2026, Allied Petroleum rose from 7th to 6th among fuel retailers in New Zealand. - 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. - 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. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Mobil | 25.8% | 73.8K | -0.2% | Mobil New Zealand | | 2 | bp | 22.9% | 65.8K | -1.0% | BP New Zealand | | 3 | Z | 19.9% | 57.1K | -1.1% | Z Energy | | 4 | Caltex | 9.2% | 26.3K | -2.2% | Z Energy | | 5 | Gull | 7.2% | 20.7K | -3.7% | Gull New Zealand | | 6 | Allied Petroleum | 5.7% | 16.2K | +5.2% | Allied Petroleum | | 7 | NPD | 5% | 14.3K | -21.7% | NPD | | 8 | Waitomo | 4.1% | 11.6K | -14.9% | Waitomo Group | | 9 | Challenge | 0.31% | 900 | -3.2% | Challenge | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Z | 71.1K | 23% | 1 | | Oct 2025 | Mobil | 70.5K | 22.9% | 2 | | Oct 2025 | bp | 66.8K | 21.7% | 3 | | Oct 2025 | Caltex | 30.6K | 9.9% | 4 | | Oct 2025 | Gull | 21.1K | 6.8% | 5 | | Oct 2025 | Allied Petroleum | 18.7K | 6.1% | 6 | | Oct 2025 | Waitomo | 16.1K | 5.2% | 7 | | Oct 2025 | NPD | 12.6K | 4.1% | 8 | | Oct 2025 | Challenge | 850 | 0.28% | 9 | | Nov 2025 | Mobil | 85.5K | 24.9% | 1 | | Nov 2025 | Z | 72.6K | 21.1% | 2 | | Nov 2025 | bp | 66.9K | 19.5% | 3 | | Nov 2025 | Caltex | 39.5K | 11.5% | 4 | | Nov 2025 | Allied Petroleum | 26K | 7.6% | 5 | | Nov 2025 | Gull | 24.3K | 7.1% | 6 | | Nov 2025 | Waitomo | 15.2K | 4.4% | 7 | | Nov 2025 | NPD | 12.1K | 3.5% | 8 | | Nov 2025 | Challenge | 1.1K | 0.31% | 9 | | Dec 2025 | Mobil | 86K | 22.1% | 1 | | Dec 2025 | bp | 81.9K | 21% | 2 | | Dec 2025 | Z | 74.5K | 19.1% | 3 | | Dec 2025 | Caltex | 50.2K | 12.9% | 4 | | Dec 2025 | Allied Petroleum | 32.1K | 8.2% | 5 | | Dec 2025 | Gull | 29.8K | 7.6% | 6 | | Dec 2025 | Waitomo | 19.1K | 4.9% | 7 | | Dec 2025 | NPD | 15.2K | 3.9% | 8 | | Dec 2025 | Challenge | 1K | 0.26% | 9 | | Jan 2026 | Mobil | 85.8K | 22.2% | 1 | | Jan 2026 | bp | 81.7K | 21.2% | 2 | | Jan 2026 | Z | 72.8K | 18.9% | 3 | | Jan 2026 | Caltex | 49.5K | 12.8% | 4 | | Jan 2026 | Allied Petroleum | 31.4K | 8.1% | 5 | | Jan 2026 | Gull | 29.2K | 7.6% | 6 | | Jan 2026 | Waitomo | 19.7K | 5.1% | 7 | | Jan 2026 | NPD | 14.9K | 3.8% | 8 | | Jan 2026 | Challenge | 970 | 0.25% | 9 | | Feb 2026 | Mobil | 85.8K | 25.1% | 1 | | Feb 2026 | bp | 67.4K | 19.7% | 2 | | Feb 2026 | Z | 60.7K | 17.8% | 3 | | Feb 2026 | Caltex | 42.8K | 12.5% | 4 | | Feb 2026 | Allied Petroleum | 29.9K | 8.8% | 5 | | Feb 2026 | Gull | 23.6K | 6.9% | 6 | | Feb 2026 | Waitomo | 16K | 4.7% | 7 | | Feb 2026 | NPD | 14.6K | 4.3% | 8 | | Feb 2026 | Challenge | 690 | 0.2% | 9 | | Mar 2026 | Mobil | 117K | 26.2% | 1 | | Mar 2026 | Z | 78.7K | 17.7% | 2 | | Mar 2026 | bp | 69.9K | 15.7% | 3 | | Mar 2026 | Caltex | 54.2K | 12.2% | 4 | | Mar 2026 | Gull | 38.6K | 8.7% | 5 | | Mar 2026 | Allied Petroleum | 36.1K | 8.1% | 6 | | Mar 2026 | Waitomo | 26.1K | 5.9% | 7 | | Mar 2026 | NPD | 23.4K | 5.3% | 8 | | Mar 2026 | Challenge | 1.4K | 0.32% | 9 | | Apr 2026 | Mobil | 74.6K | 22.1% | 1 | | Apr 2026 | Z | 68.6K | 20.4% | 2 | | Apr 2026 | bp | 66.9K | 19.9% | 3 | | Apr 2026 | Caltex | 39.9K | 11.8% | 4 | | Apr 2026 | Allied Petroleum | 27K | 8% | 5 | | Apr 2026 | NPD | 22.5K | 6.7% | 6 | | Apr 2026 | Gull | 18.8K | 5.6% | 7 | | Apr 2026 | Waitomo | 17.8K | 5.3% | 8 | | Apr 2026 | Challenge | 880 | 0.26% | 9 | | May 2026 | Mobil | 74K | 24.5% | 1 | | May 2026 | bp | 66.9K | 22.2% | 2 | | May 2026 | Z | 65.1K | 21.6% | 3 | | May 2026 | Caltex | 29.2K | 9.7% | 4 | | May 2026 | Allied Petroleum | 18.9K | 6.3% | 5 | | May 2026 | NPD | 17.9K | 5.9% | 6 | | May 2026 | Gull | 14.8K | 4.9% | 7 | | May 2026 | Waitomo | 14K | 4.6% | 8 | | May 2026 | Challenge | 860 | 0.29% | 9 | | Jun 2026 | Mobil | 73.6K | 26.2% | 1 | | Jun 2026 | bp | 65.7K | 23.4% | 2 | | Jun 2026 | Z | 54.6K | 19.4% | 3 | | Jun 2026 | Caltex | 23.4K | 8.3% | 4 | | Jun 2026 | Gull | 18.3K | 6.5% | 5 | | Jun 2026 | NPD | 18K | 6.4% | 6 | | Jun 2026 | Waitomo | 13.5K | 4.8% | 7 | | Jun 2026 | Allied Petroleum | 13.2K | 4.7% | 8 | | Jun 2026 | Challenge | 670 | 0.24% | 9 | | Jul 2026 | Mobil | 73.9K | 25.1% | 1 | | Jul 2026 | bp | 66.4K | 22.5% | 2 | | Jul 2026 | Z | 57.7K | 19.6% | 3 | | Jul 2026 | Caltex | 26.9K | 9.1% | 4 | | Jul 2026 | Gull | 21.5K | 7.3% | 5 | | Jul 2026 | NPD | 18.2K | 6.2% | 6 | | Jul 2026 | Allied Petroleum | 15.4K | 5.2% | 7 | | Jul 2026 | Waitomo | 13.7K | 4.6% | 8 | | Jul 2026 | Challenge | 930 | 0.32% | 9 | | Aug 2026 | Mobil | 73.8K | 25.8% | 1 | | Aug 2026 | bp | 65.8K | 22.9% | 2 | | Aug 2026 | Z | 57.1K | 19.9% | 3 | | Aug 2026 | Caltex | 26.3K | 9.2% | 4 | | Aug 2026 | Gull | 20.7K | 7.2% | 5 | | Aug 2026 | Allied Petroleum | 16.2K | 5.7% | 6 | | Aug 2026 | NPD | 14.3K | 5% | 7 | | Aug 2026 | Waitomo | 11.6K | 4.1% | 8 | | Aug 2026 | Challenge | 900 | 0.31% | 9 | | Sep 2026 | Allied Petroleum | — | — | — | | Sep 2026 | bp | — | — | — | | Sep 2026 | Caltex | — | — | — | | Sep 2026 | Challenge | — | — | — | | Sep 2026 | Gull | — | — | — | | Sep 2026 | Mobil | — | — | — | | Sep 2026 | NPD | — | — | — | | Sep 2026 | Waitomo | — | — | — | | Sep 2026 | Z | — | — | — | ## What is being compared - **Allied Petroleum**: Measured on the search terms “Allied fuel”, “Allied Petroleum”, “Allied Petroleum 24/7 fuel” and “Allied Petroleum near me”, summed into one figure. - **bp**: Measured on the search terms “bp 2go”, “bp connect”, “bp connect near me”, “bp fuel”, “bp fuel card NZ”, “bp near me”, “bp NZ”, “bp petrol”, “bp petrol prices”, “bp petrol station”, “bp petrol station near me”, “bp petrol stations”, “bp station” and “bp station near me”, summed into one figure. - **Caltex**: Measured on the search terms “Caltex”, “Caltex fuel”, “Caltex near me”, “Caltex NZ”, “Caltex petrol station”, “Caltex petrol station near me”, “Caltex Queenstown”, “Caltex station”, “Caltex Te Anau” and “Caltex Wanaka”, summed into one figure. - **Challenge**: Measured on the search terms “Challenge fuel”, “Challenge fuel near me”, “Challenge petrol”, “Challenge petrol near me”, “Challenge petrol station” and “Challenge petrol stations”, summed into one figure. - **Gull**: Measured on the search terms “Gull”, “Gull fuel”, “Gull fuel prices today”, “Gull near me”, “Gull New Zealand”, “Gull NZ”, “Gull petrol”, “Gull petrol near me”, “Gull service station”, “Gull station” and “Gull station near me”, summed into one figure. - **Mobil**: Measured on the search terms “Mobil”, “Mobil fuel”, “Mobil near me”, “Mobil NZ”, “Mobil petrol”, “Mobil petrol near me”, “Mobil petrol station”, “Mobil station” and “Mobil station near me”, summed into one figure. - **NPD**: Measured on the search terms “NPD fuel”, “NPD fuel card”, “NPD fuel prices”, “NPD near me”, “NPD petrol” and “NPD petrol station”, summed into one figure. - **Waitomo**: Measured on the search terms “Waitomo fuel”, “Waitomo fuel near me”, “Waitomo fuel prices”, “Waitomo fuel stop”, “Waitomo Group”, “Waitomo near me”, “Waitomo petrol” and “Waitomo petrol station”, summed into one figure. - **Z**: Measured on the search terms “petrol station Z”, “Z Energy”, “Z Energy near me”, “Z Energy NZ”, “Z fuel”, “Z fuel near me”, “Z gas station”, “Z near me”, “Z petrol”, “Z petrol near me”, “Z petrol prices”, “Z petrol station”, “Z petrol station near me”, “Z petrol stations”, “Z service station near me”, “Z station” and “Z station near me”, summed into one figure. - [Allied Petroleum](/demand/nz/brands/allied-petroleum) - [bp](/demand/nz/brands/bp) - [Caltex](/demand/nz/brands/caltex-nz) - [Challenge](/demand/nz/brands/challenge-fuel) - [Gull](/demand/nz/brands/gull) - [Mobil](/demand/nz/brands/mobil) - [NPD](/demand/nz/brands/npd) - [Waitomo](/demand/nz/brands/waitomo-fuel) - [Z](/demand/nz/brands/z-energy) ## 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 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. ## Cite this page Brandwave. "Fuel retailers in New Zealand: Which brands are most popular in search?". https://gobrandwave.com/demand/nz/categories/nz-fuel-retailers This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-fuel-retailers. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.