Culley's vs SpicyBoys:Which is more popular?
In September 2026, Culley's had more branded searches than SpicyBoys among hot sauce brands in New Zealand. Culley's had about 1,430 branded searches, while SpicyBoys had 590. Culley's made up 20.3% of all hot sauce brand searches we track, and SpicyBoys accounted for 8.4%. When we asked ChatGPT and Google AI Overviews about hot sauce brands, Culley's appeared in all five answers and SpicyBoys in two. Culley's was mentioned before SpicyBoys in every answer.
Who do people search for more?
Culley's, about 2 searches for every 1 for SpicyBoys
Who does AI mention more?
Culley's, mentioned in every answer we collected
Who does AI recommend more?
Culley's, named ahead of SpicyBoys in every answer
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Top hot sauce brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Culley's appeared in all five answers. SpicyBoys was mentioned in two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. Culley's was listed before SpicyBoys in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Culley's5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Kaitaia Fire4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Apostle Hot Sauce4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Taste Lab4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
SpicyBoys2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Uncle Dunkle's2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Tabasco0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Frank's RedHot0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Huy Fong0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about hot sauce brands
5 answers
Asked ChatGPT
“Which hot sauce brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best hot sauce brands in New Zealand?”
Asked ChatGPT
“What's the best hot sauce brand in New Zealand for spicy food?”
Searched Google, AI Overview
“chilli sauce nz”
Searched Google, AI Overview
“hot sauce nz”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Culley's or SpicyBoys more popular in search?
This chart shows how often people search Google for Culley's and SpicyBoys by name. Each line represents a brand's share of searches for all nine hot sauce brands we track, month by month, from searches in New Zealand.
Share of searches by month for Culley's, SpicyBoys. The figures are in the table below the chart.
View monthly share of searches table
| Month | Tabasco | Culley's | Frank's RedHot | SpicyBoys | Kaitaia Fire | Apostle Hot Sauce | Huy Fong | Uncle Dunkle's | Taste Lab |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 14.2% | 31.8% | 11.5% | 11.7% | 12.2% | 14.4% | 3.2% | 0.98% | 0% |
| Nov 2025 | 12% | 30.9% | 9.9% | 12.2% | 10.7% | 20.6% | 3.1% | 0.62% | 0% |
| Dec 2025 | 9.7% | 21.7% | 7.4% | 17.1% | 8.7% | 32.5% | 1.9% | 0.68% | 0.34% |
| Jan 2026 | 13.2% | 32.2% | 10.3% | 10.5% | 13.4% | 15.8% | 3.3% | 0.88% | 0.44% |
| Feb 2026 | 16% | 27.3% | 13.8% | 9.6% | 12.8% | 11.8% | 7.6% | 0.74% | 0.49% |
| Mar 2026 | 14.3% | 25.4% | 12.8% | 10.4% | 13.7% | 10.4% | 12.1% | 0.43% | 0.43% |
| Apr 2026 | 13.1% | 23.5% | 17.8% | 10.1% | 10.4% | 10.1% | 14% | 0.42% | 0.63% |
| May 2026 | 12.1% | 21.2% | 22.7% | 7% | 9% | 8.6% | 18.2% | 0.54% | 0.72% |
| Jun 2026 | 14.7% | 29.3% | 11.2% | 8.7% | 9.1% | 8.7% | 16.8% | 0.91% | 0.54% |
| Jul 2026 | 14% | 26.9% | 18.6% | 7.8% | 9.8% | 11.8% | 10.2% | 0.4% | 0.6% |
| Aug 2026 | 14.8% | 29% | 16.6% | 9.4% | 12.3% | 11.5% | 5.3% | 0.58% | 0.58% |
| Sep 2026 | 42.9% | 20.3% | 8.8% | 8.4% | 7.4% | 6.8% | 5.1% | 0.28% | 0.14% |
How has the Culley's and SpicyBoys comparison changed over the last 12 months?
3 findings
- Culley's was ahead of SpicyBoys in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Culley's’ share of searches among hot sauce brands in New Zealand moved from 31.8% to 20.3%, and its estimated monthly branded searches moved from 1.3K to 1.4K.
- Across the 12 months ending September 2026, SpicyBoys’ share of searches among hot sauce brands in New Zealand moved from 11.7% to 8.4%, and its estimated monthly branded searches moved from 480 to 590.
How did search popularity change for New Zealand hot sauce brands in September 2026?
3 changes
In September 2026, Tabasco overtook Culley's and Frank's RedHot to become the leader among hot sauce brands in New Zealand, with 42.9% of the searches.
In September 2026, Culley's lost share of searches among hot sauce brands in New Zealand, from 29% to 20.3%.
In September 2026, SpicyBoys lost share of searches among hot sauce brands in New Zealand, from 9.4% to 8.4%.
How are branded searches counted?
12 search terms
Brandwave collects information about searches that people make online using Culley's’ and SpicyBoys’ 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.
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