Brandwave

Supermarkets in New Zealand:Which brands are most popular in search?

In August 2026, Woolworths was the most searched among supermarkets in New Zealand, with an estimated 653K branded searches and 35.7% estimated Share of Search within this set.

Share of Search, August 2026
  1. Woolworths35.7%
  2. PAK’nSAVE30.6%
  3. New World20.2%
  4. Costco6.5%
  5. FreshChoice3.3%
  6. Four Square2.3%
  7. Night 'n Day1.3%
  8. SuperValue0.07%

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Share of SearchLeaderboard

National grocery retail brands: the two supermarket groups plus the Woolworths-owned FreshChoice and SuperValue banners, Costco's warehouse club and the Night 'n Day convenience chain. Woolworths includes searches for Countdown before the rebrand. 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.

Share of Search among supermarkets in New Zealand, by month

Share of Search by month for Woolworths, PAK’nSAVE, New World, Costco, FreshChoice, Four Square. The figures are in the table below the chart.

View monthly share of search table
MonthWoolworthsPAK’nSAVENew WorldCostcoFreshChoiceFour SquareNight 'n DaySuperValue
Oct 202532.7%34.7%19.5%5.8%3.2%2.6%1.4%0.1%
Nov 202534.7%32.7%18.4%6.5%3%3.1%1.6%0.08%
Dec 202533.5%31.6%21.7%5.4%2.9%3.4%1.5%0.1%
Jan 202634.5%32.5%18.3%5.6%3.7%3.5%1.9%0.1%
Feb 202635.8%29.7%20.4%5%3.3%3.8%2%0.07%
Mar 202633.3%31.5%21.6%5.7%2.9%3.2%1.7%0.08%
Apr 202633.8%31.9%18%7%3.6%4%1.7%0.1%
May 202634.1%31%20.5%6.8%3.4%2.6%1.6%0.09%
Jun 202634.1%33.5%18.1%6.5%3.6%2.6%1.6%0.08%
Jul 202632.4%31.8%21%7.1%3.4%2.7%1.5%0.06%
Aug 202635.7%30.6%20.2%6.5%3.3%2.3%1.3%0.07%
Sep 2026————————

This month’s ranking, August 2026

  1. 1.Woolworths

    35.7%

    held 1st · 653K estimated branded searches · +14.2% vs prior month · +3.2 points

  2. 2.PAK’nSAVE

    30.6%

    held 2nd · 561K estimated branded searches · +0.02% vs prior month · -1.2 points

  3. 3.New World

    20.2%

    held 3rd · 370K estimated branded searches · -0.13% vs prior month · -0.8 points

  4. 4.Costco

    6.5%

    held 4th · 119K estimated branded searches · -4.9% vs prior month · -0.6 points

  5. 5.FreshChoice

    3.3%

    held 5th · 60.9K estimated branded searches · +0.21% vs prior month · -0.1 points

  6. 6.Four Square

    2.3%

    held 6th · 42.2K estimated branded searches · -9.9% vs prior month · -0.4 points

  7. 7.Night 'n Day

    1.3%

    held 7th · 24.6K estimated branded searches · -6.7% vs prior month · -0.2 points

  8. 8.SuperValue

    0.07%

    held 8th · 1.4K estimated branded searches · +28.3% vs prior month · 0 points

Compare search popularity between leading brands

Which brand is most popular in search among supermarkets in New Zealand?

In August 2026, Woolworths was the most searched among supermarkets in New Zealand, with an estimated 653K branded searches and 35.7% estimated Share of Search within this set. PAK’nSAVE is in 2nd place, 5.1 percentage points behind at 30.6% Share of Search.

New Zealand supermarkets, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Woolworths32.7% → 35.7%35.8%Feb 202632.4%Jul 20262nd → 1st
PAK’nSAVE34.7% → 30.6%34.7%Oct 202529.7%Feb 20261st → 2nd
New World19.5% → 20.2%21.7%Dec 202518%Apr 20263rd
Costco5.8% → 6.5%7.1%Jul 20265%Feb 20264th
FreshChoice3.2% → 3.3%3.7%Jan 20262.9%Mar 20265th
Four Square2.6% → 2.3%4%Apr 20262.3%Aug 20266th
Night 'n Day1.4% → 1.3%2%Feb 20261.3%Aug 20267th
SuperValue0.1% → 0.07%0.1%Oct 20250.06%Jul 20268th

Each finding as a sentence

  • Across the 11 months ending August 2026, Woolworths’ estimated Share of Search among supermarkets in New Zealand increased from 32.7% to 35.7%.
  • Across the 11 months ending August 2026, PAK’nSAVE’s estimated Share of Search among supermarkets in New Zealand decreased from 34.7% to 30.6%.
  • Across the 11 months ending August 2026, New World’s estimated Share of Search among supermarkets in New Zealand increased from 19.5% to 20.2%.
  • Across the 11 months ending August 2026, Costco’s estimated Share of Search among supermarkets in New Zealand increased from 5.8% to 6.5%.
  • Across the 11 months ending August 2026, Woolworths’ estimated Share of Search among supermarkets in New Zealand peaked at 35.8% in February 2026 and was lowest at 32.4% in July 2026.
  • Across the 11 months ending August 2026, PAK’nSAVE’s estimated Share of Search among supermarkets in New Zealand peaked at 34.7% in October 2025 and was lowest at 29.7% in February 2026.
  • Across the 11 months ending August 2026, New World’s estimated Share of Search among supermarkets in New Zealand peaked at 21.7% in December 2025 and was lowest at 18% in April 2026.
  • Across the 11 months ending August 2026, Costco’s estimated Share of Search among supermarkets in New Zealand peaked at 7.1% in July 2026 and was lowest at 5% in February 2026.
  • Across the 11 months ending August 2026, Four Square’s estimated Share of Search among supermarkets in New Zealand peaked at 4% in April 2026 and was lowest at 2.3% in August 2026.
  • Across the 11 months ending August 2026, Woolworths rose from 2nd to 1st among supermarkets in New Zealand.
  • Across the 11 months ending August 2026, PAK’nSAVE fell from 1st to 2nd among supermarkets in New Zealand.
  • Across the 11 months ending August 2026, FreshChoice, Four Square, Night 'n Day and SuperValue held steady: their estimated Share of Search among supermarkets in New Zealand each moved less than 0.5 percentage points.

How did search popularity change for New Zealand supermarkets in August 2026?

  1. In August 2026, Woolworths gained estimated Share of Search among supermarkets in New Zealand, from 32.4% to 35.7%.

  2. In August 2026, PAK’nSAVE lost estimated Share of Search among supermarkets in New Zealand, from 31.8% to 30.6%.

  3. In August 2026, New World lost estimated Share of Search among supermarkets in New Zealand, from 21% to 20.2%.

  4. In August 2026, Costco lost estimated Share of Search among supermarkets in New Zealand, from 7.1% to 6.5%.

  5. Estimated monthly branded searches for SuperValue in New Zealand fell 30.3% over 11 measured months, from 1.9K to 1.4K in August 2026.

  6. Estimated monthly branded searches for Four Square in New Zealand fell 14.5% over 11 measured months, from 49.4K to 42.2K in August 2026.

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