Brandwave

Barilla vs Leggo's:Which is more popular?

In September 2026, Leggo's had more branded searches than Barilla among pasta sauce brands in New Zealand. Leggo's had about 1,260 branded searches, while Barilla had 790. Leggo's made up 20.3% of all pasta sauce brand searches we track, and Barilla accounted for 12.7%. When we asked ChatGPT and Google AI Overviews about pasta sauce brands, Leggo's appeared in all four answers and Barilla in one. Leggo's was mentioned before Barilla in three out of four answers.

Among pasta sauce brands in New Zealand in September 2026

Who do people search for more?

Leggo's, about 59% more searches than Barilla

Leggo's 1.3K searchesBarilla 790 searches

Who does AI mention more?

Leggo's, mentioned in every answer we collected

Leggo's in 4 of 4Barilla in 1 of 4

Who does AI recommend more?

Leggo's, named ahead of Barilla in 3 of 4 answers

Leggo's first in 3Barilla first in 1

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Top pasta sauce brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Leggo's appeared in all four answers. Barilla was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Leggo's was listed before Barilla in three out of four answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Dolmio1st
  2. Leggo's2nd
  3. Mutti3rd
  4. Wattie's4th
  5. Barilla5th
  6. Raguletto–
  7. Sacla–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Leggo's4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Dolmio4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Mutti3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Wattie's2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Barilla1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Raguletto0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Sacla0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about pasta sauce brands

4 answers

  • Asked ChatGPT

    “Which pasta sauce brand should I buy in New Zealand?”

    1. 1Leggo's
    2. 2Mutti
    3. 3Dolmio

  • Asked ChatGPT

    “What are the best pasta sauce brands in New Zealand?”

    1. 1Mutti
    2. 2Barilla
    3. 3Leggo's
    4. 4Dolmio
    5. 5Wattie's

  • Asked ChatGPT

    “What's the best pasta sauce brand in New Zealand for weeknight dinner?”

    1. 1Dolmio
    2. 2Leggo's
    3. 3Mutti

  • Searched Google, AI Overview

    “pasta sauce nz”

    1. 1Dolmio
    2. 2Wattie's
    3. 3Leggo's

  • Searched Google, AI Overview

    “tomato pasta sauce”

    Google showed no AI Overview for this search.

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 Barilla or Leggo's more popular in search?

This chart shows how often people search Google for Barilla and Leggo's by name. Each line represents a brand's share of searches for all seven pasta sauce brands we track, month by month, from searches in New Zealand.

Barilla and Leggo's among pasta sauce brands in New Zealand, by month

Share of searches by month for Leggo's, Barilla. The figures are in the table below the chart.

View monthly share of searches table
MonthWattie'sLeggo'sDolmioBarillaMuttiRagulettoSacla
Oct 202563.8%11.8%11.8%9.5%2.3%0.33%0.33%
Nov 202559.6%16.4%9.7%10.7%2.7%0.38%0.57%
Dec 202550.1%19.5%12.4%14.9%2.4%0.44%0.22%
Jan 202654.6%14.5%13%15.4%1.9%0.34%0.34%
Feb 202659.5%14.7%11.6%11.6%1.7%0.38%0.38%
Mar 202691.5%3.3%2.6%2.1%0.31%0.07%0.07%
Apr 202662.8%14%10.3%10.6%1.7%0.3%0.3%
May 202660.9%13%9.8%14.6%1.4%0.25%0.12%
Jun 202649%17.5%13.9%16.6%2.4%0.34%0.34%
Jul 202647.2%23%12.1%14.4%2.6%0.47%0.16%
Aug 202654.7%17.3%13.5%12.1%1.9%0.27%0.27%
Sep 202650%20.3%14.5%12.7%1.8%0.32%0.32%

How has the Barilla and Leggo's comparison changed over the last 12 months?

3 findings
  • The lead changed hands 4 times in the 12 months ending September 2026: Barilla took it in January 2026, Leggo's took it in February 2026, Barilla took it in May 2026, Leggo's took it in June 2026.
  • Across the 12 months ending September 2026, Barilla’s share of searches among pasta sauce brands in New Zealand moved from 9.5% to 12.7%, and its estimated monthly branded searches moved from 570 to 790.
  • Across the 12 months ending September 2026, Leggo's’ share of searches among pasta sauce brands in New Zealand moved from 11.8% to 20.3%, and its estimated monthly branded searches moved from 710 to 1.3K.

How did search popularity change for New Zealand pasta sauce brands in September 2026?

2 changes

  1. In September 2026, Leggo's gained share of searches among pasta sauce brands in New Zealand, from 17.3% to 20.3%.

  2. In September 2026, Barilla gained share of searches among pasta sauce brands in New Zealand, from 12.1% to 12.7%.

How are branded searches counted?

19 search terms

Brandwave collects information about searches that people make online using Barilla’s and Leggo'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.

Barilla

10 branded search terms

  • barilla
  • barilla bolognese
  • barilla fusilli
  • barilla penne
  • barilla penne pasta
  • barilla pesto
  • barilla rigatoni
  • barilla rotini
  • barilla spaghetti
  • barilla tomato sauce

Leggo's

9 branded search terms

  • leggos
  • leggos bolognese
  • leggos bolognese sauce
  • leggos pasta bake
  • leggos pasta sauce
  • leggos pesto
  • leggos pizza sauce
  • leggos sauce
  • leggos tomato sauce

How the Brand Demand Index is measured

Other head-to-heads among pasta sauce brands

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