---
title: "Supermarkets in New Zealand: Share of Search"
description: "Share of Search among Woolworths, PAK’nSAVE, New World, Costco, FreshChoice, Four Square, Night 'n Day and SuperValue, the supermarkets Brandwave compares in New Zealand, using the same methodology, market, and reporting period."
canonical: "https://gobrandwave.com/demand/nz/categories/supermarkets"
publisher: "Brandwave"
---

# Supermarkets in New Zealand: Share of Search

Share of Search among Woolworths, PAK’nSAVE, New World, Costco, FreshChoice, Four Square, Night 'n Day and SuperValue, the supermarkets Brandwave compares in New Zealand, using the same methodology, market, and reporting period.

## Key facts

- **Competitive set**: Supermarkets
- **Market**: New Zealand
- **Brands compared**: 8
- **Month measured**: Aug 2026
- **Highest Share of Search**: Woolworths, 37%

## Which brand has the highest Share of Search among supermarkets in New Zealand?

- Woolworths holds the highest estimated Share of Search among supermarkets in New Zealand, at 37% in August 2026.
- PAK’nSAVE is in 2nd place, 5.3 percentage points behind at 31.7% Share of Search.
- Across the 12 months ending August 2026, Woolworths’ estimated Share of Search among supermarkets in New Zealand increased from 33.4% to 37%.
- Across the 12 months ending August 2026, PAK’nSAVE’s estimated Share of Search among supermarkets in New Zealand decreased from 32.8% to 31.7%.
- Across the 12 months ending August 2026, New World’s estimated Share of Search among supermarkets in New Zealand decreased from 22.5% to 21%.
- Across the 12 months ending August 2026, Costco’s estimated Share of Search among supermarkets in New Zealand decreased from 6.1% to 5.3%.
- Across the 12 months ending August 2026, Woolworths’ estimated Share of Search among supermarkets in New Zealand peaked at 37.3% in February 2026 and was lowest at 33.4% in September 2025.
- Across the 12 months ending August 2026, PAK’nSAVE’s estimated Share of Search among supermarkets in New Zealand peaked at 35.7% in October 2025 and was lowest at 30.9% in February 2026.
- Across the 12 months ending August 2026, New World’s estimated Share of Search among supermarkets in New Zealand peaked at 22.5% in March 2026 and was lowest at 18.8% in June 2026.
- Across the 12 months ending August 2026, Costco’s estimated Share of Search among supermarkets in New Zealand peaked at 6.1% in September 2025 and was lowest at 4.1% in February 2026.
- Across the 12 months ending August 2026, Four Square’s estimated Share of Search among supermarkets in New Zealand peaked at 2.3% in February 2026 and was lowest at 1% in August 2026.
- Across the 12 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.

## What changed among supermarkets in New Zealand?

- In August 2026, Woolworths gained estimated Share of Search among supermarkets in New Zealand, from 33.9% to 37%.
- In August 2026, PAK’nSAVE lost estimated Share of Search among supermarkets in New Zealand, from 33.2% to 31.7%.
- In August 2026, New World lost estimated Share of Search among supermarkets in New Zealand, from 22% to 21%.
- Estimated monthly branded searches for FreshChoice in New Zealand rose 22.2% over 12 measured months, from 49.8K to 60.9K in August 2026.
- Estimated monthly branded searches for Four Square in New Zealand fell 18.5% over 12 measured months, from 22.6K to 18.4K in August 2026.
- Estimated monthly branded searches for Night 'n Day in New Zealand fell 18.2% over 12 measured months, from 9.9K to 8.1K in August 2026.
- Estimated monthly branded searches for SuperValue in New Zealand fell 17.6% over 12 measured months, from 1.6K to 1.4K in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Woolworths | 37% | 653K | +14.2% | Woolworths New Zealand |
| 2 | PAK’nSAVE | 31.7% | 561K | +0.0% | Foodstuffs |
| 3 | New World | 21% | 370K | -0.1% | Foodstuffs |
| 4 | Costco | 5.3% | 93.8K | +0.1% | Costco Wholesale New Zealand |
| 5 | FreshChoice | 3.4% | 60.9K | +0.2% | Woolworths New Zealand |
| 6 | Four Square | 1% | 18.4K | -18.2% | Foodstuffs |
| 7 | Night 'n Day | 0.46% | 8.1K | 0.0% | Night 'n Day Foodstores |
| 8 | SuperValue | 0.08% | 1.4K | +28.3% | Woolworths New Zealand |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Sep 2025 | Woolworths | 550K | 33.4% | 1 |
| Sep 2025 | PAK’nSAVE | 541K | 32.8% | 2 |
| Sep 2025 | New World | 370K | 22.5% | 3 |
| Sep 2025 | Costco | 101K | 6.1% | 4 |
| Sep 2025 | FreshChoice | 49.8K | 3% | 5 |
| Sep 2025 | Four Square | 22.6K | 1.4% | 6 |
| Sep 2025 | Night 'n Day | 9.9K | 0.6% | 7 |
| Sep 2025 | SuperValue | 1.6K | 0.1% | 8 |
| Oct 2025 | PAK’nSAVE | 660K | 35.7% | 1 |
| Oct 2025 | Woolworths | 622K | 33.7% | 2 |
| Oct 2025 | New World | 371K | 20.1% | 3 |
| Oct 2025 | Costco | 93.7K | 5.1% | 4 |
| Oct 2025 | FreshChoice | 60.8K | 3.3% | 5 |
| Oct 2025 | Four Square | 27.6K | 1.5% | 6 |
| Oct 2025 | Night 'n Day | 9.9K | 0.54% | 7 |
| Oct 2025 | SuperValue | 1.9K | 0.11% | 8 |
| Nov 2025 | Woolworths | 700K | 35.7% | 1 |
| Nov 2025 | PAK’nSAVE | 660K | 33.6% | 2 |
| Nov 2025 | New World | 372K | 18.9% | 3 |
| Nov 2025 | Costco | 115K | 5.8% | 4 |
| Nov 2025 | FreshChoice | 60.8K | 3.1% | 5 |
| Nov 2025 | Four Square | 41K | 2.1% | 6 |
| Nov 2025 | Night 'n Day | 12.1K | 0.62% | 7 |
| Nov 2025 | SuperValue | 1.7K | 0.09% | 8 |
| Dec 2025 | Woolworths | 857K | 34.6% | 1 |
| Dec 2025 | PAK’nSAVE | 808K | 32.6% | 2 |
| Dec 2025 | New World | 555K | 22.4% | 3 |
| Dec 2025 | Costco | 115K | 4.6% | 4 |
| Dec 2025 | FreshChoice | 74.4K | 3% | 5 |
| Dec 2025 | Four Square | 50.1K | 2% | 6 |
| Dec 2025 | Night 'n Day | 14.8K | 0.6% | 7 |
| Dec 2025 | SuperValue | 2.5K | 0.1% | 8 |
| Jan 2026 | Woolworths | 699K | 35.7% | 1 |
| Jan 2026 | PAK’nSAVE | 660K | 33.7% | 2 |
| Jan 2026 | New World | 372K | 19% | 3 |
| Jan 2026 | Costco | 93.7K | 4.8% | 4 |
| Jan 2026 | FreshChoice | 74.4K | 3.8% | 5 |
| Jan 2026 | Four Square | 41.1K | 2.1% | 6 |
| Jan 2026 | Night 'n Day | 14.8K | 0.76% | 7 |
| Jan 2026 | SuperValue | 2K | 0.1% | 8 |
| Feb 2026 | Woolworths | 654K | 37.3% | 1 |
| Feb 2026 | PAK’nSAVE | 541K | 30.9% | 2 |
| Feb 2026 | New World | 372K | 21.2% | 3 |
| Feb 2026 | Costco | 71.8K | 4.1% | 4 |
| Feb 2026 | FreshChoice | 60.8K | 3.5% | 5 |
| Feb 2026 | Four Square | 41K | 2.3% | 6 |
| Feb 2026 | Night 'n Day | 12.1K | 0.69% | 7 |
| Feb 2026 | SuperValue | 1.4K | 0.08% | 8 |
| Mar 2026 | Woolworths | 699K | 34.7% | 1 |
| Mar 2026 | PAK’nSAVE | 660K | 32.8% | 2 |
| Mar 2026 | New World | 454K | 22.5% | 3 |
| Mar 2026 | Costco | 93.7K | 4.7% | 4 |
| Mar 2026 | FreshChoice | 60.8K | 3% | 5 |
| Mar 2026 | Four Square | 33.6K | 1.7% | 6 |
| Mar 2026 | Night 'n Day | 12.1K | 0.6% | 7 |
| Mar 2026 | SuperValue | 1.6K | 0.08% | 8 |
| Apr 2026 | Woolworths | 699K | 35.4% | 1 |
| Apr 2026 | PAK’nSAVE | 660K | 33.4% | 2 |
| Apr 2026 | New World | 372K | 18.8% | 3 |
| Apr 2026 | Costco | 115K | 5.8% | 4 |
| Apr 2026 | FreshChoice | 74.3K | 3.8% | 5 |
| Apr 2026 | Four Square | 41K | 2.1% | 6 |
| Apr 2026 | Night 'n Day | 12.1K | 0.61% | 7 |
| Apr 2026 | SuperValue | 2K | 0.1% | 8 |
| May 2026 | Woolworths | 617K | 35.5% | 1 |
| May 2026 | PAK’nSAVE | 560K | 32.3% | 2 |
| May 2026 | New World | 371K | 21.4% | 3 |
| May 2026 | Costco | 93.7K | 5.4% | 4 |
| May 2026 | FreshChoice | 60.8K | 3.5% | 5 |
| May 2026 | Four Square | 22.5K | 1.3% | 6 |
| May 2026 | Night 'n Day | 9.9K | 0.57% | 7 |
| May 2026 | SuperValue | 1.6K | 0.1% | 8 |
| Jun 2026 | Woolworths | 571K | 35.4% | 1 |
| Jun 2026 | PAK’nSAVE | 560K | 34.8% | 2 |
| Jun 2026 | New World | 303K | 18.8% | 3 |
| Jun 2026 | Costco | 82.7K | 5.1% | 4 |
| Jun 2026 | FreshChoice | 60.8K | 3.8% | 5 |
| Jun 2026 | Four Square | 22.5K | 1.4% | 6 |
| Jun 2026 | Night 'n Day | 9.9K | 0.61% | 7 |
| Jun 2026 | SuperValue | 1.4K | 0.08% | 8 |
| Jul 2026 | Woolworths | 572K | 33.9% | 1 |
| Jul 2026 | PAK’nSAVE | 560K | 33.2% | 2 |
| Jul 2026 | New World | 371K | 22% | 3 |
| Jul 2026 | Costco | 93.7K | 5.5% | 4 |
| Jul 2026 | FreshChoice | 60.8K | 3.6% | 5 |
| Jul 2026 | Four Square | 22.5K | 1.3% | 6 |
| Jul 2026 | Night 'n Day | 8.1K | 0.48% | 7 |
| Jul 2026 | SuperValue | 1.1K | 0.06% | 8 |
| Aug 2026 | Woolworths | 653K | 37% | 1 |
| Aug 2026 | PAK’nSAVE | 561K | 31.7% | 2 |
| Aug 2026 | New World | 370K | 21% | 3 |
| Aug 2026 | Costco | 93.8K | 5.3% | 4 |
| Aug 2026 | FreshChoice | 60.9K | 3.4% | 5 |
| Aug 2026 | Four Square | 18.4K | 1% | 6 |
| Aug 2026 | Night 'n Day | 8.1K | 0.46% | 7 |
| Aug 2026 | SuperValue | 1.4K | 0.08% | 8 |

## Compare two brands head-to-head

- [Woolworths vs PAK’nSAVE](/demand/nz/compare/paknsave-vs-woolworths-nz): 37% against 31.7% Share of Search.
- [Woolworths vs New World](/demand/nz/compare/new-world-vs-woolworths-nz): 37% against 21% Share of Search.
- [Woolworths vs Costco](/demand/nz/compare/costco-vs-woolworths-nz): 37% against 5.3% Share of Search.
- [Woolworths vs FreshChoice](/demand/nz/compare/freshchoice-vs-woolworths-nz): 37% against 3.4% Share of Search.
- [PAK’nSAVE vs New World](/demand/nz/compare/new-world-vs-paknsave): 31.7% against 21% Share of Search.
- [PAK’nSAVE vs Costco](/demand/nz/compare/costco-vs-paknsave): 31.7% against 5.3% Share of Search.
- [PAK’nSAVE vs FreshChoice](/demand/nz/compare/freshchoice-vs-paknsave): 31.7% against 3.4% Share of Search.
- [New World vs Costco](/demand/nz/compare/costco-vs-new-world): 21% against 5.3% Share of Search.
- [New World vs FreshChoice](/demand/nz/compare/freshchoice-vs-new-world): 21% against 3.4% Share of Search.
- [Costco vs FreshChoice](/demand/nz/compare/costco-vs-freshchoice): 5.3% against 3.4% Share of Search.

## What is being compared

- **Costco**: Measured on the search terms “costco”, “costco groceries”, “costco nz” and “costco warehouse”, summed into one figure.
- **Four Square**: Measured on the search terms “four square” and “four square supermarket”, summed into one figure.
- **FreshChoice**: Measured on the search terms “freshchoice” and “freshchoice supermarket”, summed into one figure.
- **New World**: Measured on the search terms “new world”, “new world groceries” and “new world supermarket”, summed into one figure.
- **Night 'n Day**: Measured on the search term “night n day”.
- **PAK’nSAVE**: Measured on the search terms “pak n save”, “pak n save groceries”, “pak n save supermarket” and “paknsave”, summed into one figure.
- **SuperValue**: Measured on the search terms “supervalue”, “supervalue groceries” and “supervalue supermarket”, summed into one figure.
- **Woolworths**: Measured on the search terms “countdown”, “woolworths”, “woolworths groceries” and “woolworths supermarket”, summed into one figure.

- [Costco](/demand/nz/brands/costco)
- [Four Square](/demand/nz/brands/four-square)
- [FreshChoice](/demand/nz/brands/freshchoice)
- [New World](/demand/nz/brands/new-world)
- [Night 'n Day](/demand/nz/brands/night-n-day)
- [PAK’nSAVE](/demand/nz/brands/paknsave)
- [SuperValue](/demand/nz/brands/supervalue)
- [Woolworths](/demand/nz/brands/woolworths-nz)

## How is branded search demand measured?

### Where do these numbers come from?

Brandwave organizes categories, branded terms, and competitor groups using publicly available information about companies and brands. We obtain third-party modeled search-volume estimates from external search-data providers, then store and keep them up to date. Our Brand Demand Index shares this curated information with everyone for free. The figures cover the 12 months ending Aug 2026.

### What exactly is being compared?

We estimate branded-search demand in New Zealand for Costco, Four Square, FreshChoice, New World, Night 'n Day, PAK’nSAVE, SuperValue and Woolworths using modeled search-volume estimates for each brand’s name or related terms. This approach has limitations, but it provides a directional view of relative branded-search interest and how it changes over time.

### Is Share of Search the same as market share?

No, Share of Search compares a brand’s estimated search volume with the estimated search volume of other brands in the same group. It measures searches for branded terms, not purchases, so it is not the same as market share, revenue share, or customer share. A brand might have a high Share of Search but still sell less than a competitor, and brands that people buy out of habit might be searched for less than brands people are still considering. Branded-search demand can provide an early signal that interest in a brand is changing. Watching for sustained shifts can help you spot trends sooner, but the metric does not establish what will happen to revenue.

### How reliable are modeled search volumes?

These numbers are estimates and should be seen as a general trend, not an exact count. The figures show rounded monthly search volumes, and a single month’s result might change for reasons unrelated to the brand. Smaller brands are rounded more roughly than larger ones. Search volume estimates searches, not unique people. The real value of these figures is in comparison: every brand in the group is measured the same way, in the same market, and in the same month. This means the differences between brands, and how those differences change over time, are more meaningful than any single number.

### Does a rise in branded searches mean a campaign worked?

Not always. It depends on what your campaign was meant to do. Our public marketing data shows when branded search demand changes, but it doesn’t tell you why. Branded search volume can rise or fall for many reasons. For example, a competitor’s campaign, a news story, a price change, the season, or more people shopping in your category can all play a part. Checking the timing of these changes can give you useful clues, so it helps to see what else was happening at the same time. Brandwave lets you track all your marketing activity and branded search volume together on one timeline, making this much easier.

### Can I use the Brand Demand Index data?

Yes. Anyone may use, share, adapt, and redistribute data published in the Brandwave Brand Demand Index, including for commercial purposes, under the Creative Commons Attribution 4.0 International licence (CC BY 4.0). Give appropriate credit to Brandwave, link to the source page and https://creativecommons.org/licenses/by/4.0/, and indicate if you made changes. This permission covers Brandwave’s published compilation and measurements; it does not grant rights to third-party trademarks or logos. Automated access must use the public pages or API and respect published rate limits.

### Does appearing here mean a company uses Brandwave?

Not necessarily. Brandwave maintains these brand profiles using publicly available information and data sources. Brandwave never exposes private customer data publicly.

## Cite this page

Brandwave. "Supermarkets in New Zealand: Share of Search". https://gobrandwave.com/demand/nz/categories/supermarkets

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/supermarkets. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.