Brandwave

Egmont Seeds vs McGregor's:Which is more popular in New Zealand?

In October 2026, Egmont Seeds had more branded searches than McGregor's among seed brands in New Zealand. Egmont Seeds had about 2,900 branded searches, while McGregor's had 790. Egmont Seeds made up 19.2% of all seed brand searches we track, and McGregor's accounted for 5.2%. When we asked ChatGPT and Google AI Overviews about seed brands, Egmont Seeds appeared in all five answers and McGregor's in one. Egmont Seeds was mentioned before McGregor's in every answer.

Among seed brands in New Zealand in October 2026

Who do people search for more?

Egmont Seeds, about 4 searches for every 1 for McGregor's

Egmont Seeds 2.9K searchesMcGregor's 790 searches

Who does AI mention more?

Egmont Seeds, mentioned in every answer we collected

Egmont Seeds in 5 of 5McGregor's in 1 of 5

Who does AI recommend more?

Egmont Seeds, named ahead of McGregor's in every answer

Egmont Seeds first in 5McGregor's never first

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Top seed brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Egmont Seeds appeared in all five answers. McGregor's was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Egmont Seeds was listed before McGregor's in every answer.

Most recommended by AI

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

  1. Kings Seeds1st
  2. Egmont Seeds2nd
  3. Koanga3rd
  4. Mr Fothergill's4th
  5. Setha’s Seeds5th
  6. Yates Seeds6th
  7. McGregor's7th

Mentioned by AI

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

  • Kings Seeds5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Egmont Seeds5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Koanga4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Mr Fothergill's2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Yates Seeds2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Setha’s Seeds2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • McGregor's1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about seed brands

5 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Is Egmont Seeds or McGregor's more popular in search?

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

Egmont Seeds and McGregor's among seed brands in New Zealand, by month

Share of searches by month for Egmont Seeds, McGregor's. The figures are in the table below the chart.

View monthly share of searches table
MonthKings SeedsEgmont SeedsKoangaMcGregor'sMr Fothergill'sYates SeedsSetha’s Seeds
Nov 202560.1%21.9%5.9%7.6%2.5%1.3%0.82%
Dec 202561.1%18.1%6.6%8.9%3.5%1%0.79%
Jan 202660.9%22.1%6%7.3%2.2%0.83%0.65%
Feb 202659.6%21%6.6%8.5%2.3%1.2%0.77%
Mar 202663.7%18.9%6.3%7.3%1.6%1.1%1.1%
Apr 202659.1%21.5%7.2%7.3%2.1%0.98%1.9%
May 202644.6%24.3%8.6%17.1%3.2%0.91%1.1%
Jun 202650.7%22.5%6.5%15.4%3%0.85%1%
Jul 202639.7%21.6%3.5%32.6%1.5%0.54%0.54%
Aug 202665.9%24%3.5%3.6%1.6%0.76%0.62%
Sep 202666.9%19.9%4.3%4.6%2.4%1.2%0.77%
Oct 202665.5%19.2%5.8%5.2%2.4%1.1%0.73%

How has branded search for Egmont Seeds and McGregor's changed in New Zealand over the last 12 months?

3 findings
  • The lead changed hands 2 times in the 12 months ending October 2026: McGregor's took it in July 2026, Egmont Seeds took it in August 2026.
  • Across the 12 months ending October 2026, Egmont Seeds’ share of searches among seed brands in New Zealand moved from 21.9% to 19.2%, and its estimated monthly branded searches moved from 2.4K to 2.9K.
  • Across the 12 months ending October 2026, McGregor's’ share of searches among seed brands in New Zealand moved from 7.6% to 5.2%, and its estimated monthly branded searches moved from 830 to 790.

How did search popularity change for New Zealand seed brands in October 2026?

3 changes

  1. In October 2026, Koanga overtook McGregor's to rank 3rd among seed brands in New Zealand, with 5.8% of the searches.

  2. In October 2026, McGregor's gained share of searches among seed brands in New Zealand, from 4.6% to 5.2%.

  3. In October 2026, Egmont Seeds lost share of searches among seed brands in New Zealand, from 19.9% to 19.2%.

How are Egmont Seeds’ and McGregor's’ branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Egmont Seeds’ and McGregor'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.

Egmont Seeds

2 branded search terms

  • egmont seeds
  • egmontseeds

McGregor's

2 branded search terms

  • mcgregors
  • mcgregors seeds

How the Brand Demand Index is measured

Other head-to-heads among seed brands

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