Brandwave

Harmless Food Co vs Quorn:Which is more popular?

In September 2026, Quorn had more branded searches than Harmless Food Co among plant-based meat brands in New Zealand. Quorn had about 280 branded searches, while Harmless Food Co had 260. Quorn made up 14.8% of all plant-based meat brand searches we track, and Harmless Food Co accounted for 13.8%. When we asked ChatGPT and Google AI Overviews about plant-based meat brands, Harmless Food Co appeared in three of the five answers and Quorn in two. Harmless Food Co was mentioned before Quorn in three out of four answers that named either.

Among plant-based meat brands in New Zealand in September 2026

Who do people search for more?

Quorn, about 8% more searches than Harmless Food Co

Quorn 280 searchesHarmless Food Co 260 searches

Who does AI mention more?

Harmless Food Co, mentioned in 3 of 5 answers, Quorn in 2

Harmless Food Co in 3 of 5Quorn in 2 of 5

Who does AI recommend more?

Harmless Food Co, named ahead of Quorn in 3 of 4 answers

Harmless Food Co first in 3Quorn first in 1

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Top plant-based meat brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Harmless Food Co was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Quorn was mentioned in two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. Harmless Food Co was listed before Quorn in three out of four answers that named either.

Most recommended by AI

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

  1. Plan*t1st
  2. Harmless Food Co2nd
  3. Vegie Delights3rd
  4. Sunfed4th
  5. Tonzu5th
  6. Bean Supreme6th
  7. Quorn7th
  8. Impossible Foods8th
  9. Beyond Meat9th
  10. v2food–

Mentioned by AI

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

  • Sunfed5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Bean Supreme4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Plan*t4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Harmless Food Co3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Vegie Delights3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Impossible Foods2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Quorn2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Tonzu2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Beyond Meat2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • v2food0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about plant-based meat brands

5 answers

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 Harmless Food Co or Quorn more popular in search?

This chart shows how often people search Google for Harmless Food Co and Quorn by name. Each line represents a brand's share of searches for all ten plant-based meat brands we track, month by month, from searches in New Zealand.

Harmless Food Co and Quorn among plant-based meat brands in New Zealand, by month

Share of searches by month for Quorn, Harmless Food Co. The figures are in the table below the chart.

View monthly share of searches table
MonthImpossible FoodsQuornHarmless Food CoTonzuBeyond MeatSunfedBean SupremeVegie DelightsPlan*tv2food
Oct 202514.9%3.5%2%5.8%65.6%2.9%3.8%0.91%0.36%0.18%
Nov 202524.8%7.2%5%14.4%33.3%6.3%6.3%1.8%0.45%0.45%
Dec 202531%8.6%3.7%13.9%21.9%7%11.2%1.6%0.53%0.53%
Jan 202628.8%10.4%11.7%14.4%18.5%5.4%7.7%2.3%0.45%0.45%
Feb 202626.2%8.6%11.2%13.9%21.9%7%7.5%2.7%0.53%0.53%
Mar 202632.6%10.6%7.8%14.7%18.8%7.8%5%1.8%0.46%0.46%
Apr 202632.3%12.6%8.6%16.2%17.2%6.1%4.5%1.5%0.51%0.51%
May 202633.3%13.6%7.1%16.2%17.7%5.6%3.5%2%0.51%0.51%
Jun 202636.2%11.7%10.7%13.3%15.3%5.6%3.6%2.6%0.51%0.51%
Jul 202630.9%12.9%18%14.6%10.7%5.6%3.9%2.2%0.56%0.56%
Aug 202635.2%10%13.9%13.9%16.1%5.2%2.2%2.2%0.87%0.43%
Sep 202636.5%14.8%13.8%13.8%10.1%4.8%2.6%2.6%0.53%0.53%

How has the Harmless Food Co and Quorn comparison changed over the last 12 months?

3 findings
  • The lead changed hands 4 times in the 12 months ending September 2026: Harmless Food Co took it in January 2026, Quorn took it in March 2026, Harmless Food Co took it in July 2026, Quorn took it in September 2026.
  • Across the 12 months ending September 2026, Harmless Food Co’s share of searches among plant-based meat brands in New Zealand moved from 2% to 13.8%, and its estimated monthly branded searches moved from 110 to 260.
  • Across the 12 months ending September 2026, Quorn’s share of searches among plant-based meat brands in New Zealand moved from 3.5% to 14.8%, and its estimated monthly branded searches moved from 190 to 280.

How did search popularity change for New Zealand plant-based meat brands in September 2026?

2 changes

  1. In September 2026, Quorn overtook Beyond Meat and 2 others to rank 2nd among plant-based meat brands in New Zealand, with 14.8% of the searches.

  2. Estimated monthly branded searches for Harmless Food Co in New Zealand rose 136.4% over 12 measured months, from 110 to 260 in September 2026.

How are branded searches counted?

5 search terms

Brandwave collects information about searches that people make online using Harmless Food Co’s and Quorn’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.

Harmless Food Co

1 branded search term

  • harmless food co

Quorn

4 branded search terms

  • quorn mince
  • quorn mince ingredients
  • quorn mince vegan
  • vegan mince quorn

How the Brand Demand Index is measured

Other head-to-heads among plant-based meat brands

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