FreshChoice vs Woolworths:Which is more popular?
In September 2026, Woolworths had more branded searches than FreshChoice among supermarkets in New Zealand. Woolworths had about 653,000 branded searches, while FreshChoice had 60,800. Woolworths made up 40.1% of all supermarket searches we track, and FreshChoice accounted for 3.7%. When we asked ChatGPT and Google AI Overviews about supermarkets, Woolworths appeared in all five answers and FreshChoice in two. Woolworths was mentioned before FreshChoice in every answer.
Who do people search for more?
Woolworths, about 11 searches for every 1 for FreshChoice
Who does AI mention more?
Woolworths, mentioned in every answer we collected
Who does AI recommend more?
Woolworths, named ahead of FreshChoice in every answer
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Top supermarkets in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Woolworths appeared in all five answers. FreshChoice was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Woolworths was listed before FreshChoice in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Woolworths5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
PAK’nSAVE5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
New World5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Four Square5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
FreshChoice2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Costco0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Night 'n Day0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
SuperValue0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about supermarkets
5 answers
Asked ChatGPT
“Which supermarket should I shop at in New Zealand?”
Asked ChatGPT
“What are the best supermarkets in New Zealand?”
Asked ChatGPT
“What's the best supermarket in New Zealand for weekly groceries?”
Searched Google, AI Overview
“supermarkets nz”
Searched Google, AI Overview
“grocery stores nz”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.
Is FreshChoice or Woolworths more popular in search?
This chart shows how often people search Google for FreshChoice and Woolworths by name. Each line represents a brand's share of searches for all eight supermarkets we track, month by month, from searches in New Zealand.
Share of searches by month for Woolworths, FreshChoice. The figures are in the table below the chart.
View monthly share of searches table
| Month | Woolworths | PAK’nSAVE | New World | Costco | FreshChoice | Four Square | Night 'n Day | SuperValue |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 33.9% | 36% | 20.2% | 3.9% | 3.3% | 1.8% | 0.82% | 0.11% |
| Nov 2025 | 36.1% | 34% | 19.1% | 4.3% | 3.1% | 2.4% | 0.89% | 0.09% |
| Dec 2025 | 34.8% | 32.8% | 22.5% | 3.6% | 3% | 2.3% | 0.87% | 0.1% |
| Jan 2026 | 35.9% | 33.9% | 19.1% | 3.6% | 3.8% | 2.4% | 1.1% | 0.1% |
| Feb 2026 | 37.4% | 30.9% | 21.2% | 3.3% | 3.5% | 2.6% | 1.1% | 0.08% |
| Mar 2026 | 34.9% | 33% | 22.7% | 3.4% | 3% | 2% | 0.89% | 0.08% |
| Apr 2026 | 35.7% | 33.7% | 19% | 4.3% | 3.8% | 2.5% | 0.95% | 0.1% |
| May 2026 | 35.8% | 32.5% | 21.5% | 4% | 3.5% | 1.6% | 0.93% | 0.1% |
| Jun 2026 | 35.8% | 35.1% | 19% | 3.6% | 3.8% | 1.7% | 0.9% | 0.09% |
| Jul 2026 | 34.1% | 33.5% | 22.2% | 4.1% | 3.6% | 1.6% | 0.78% | 0.06% |
| Aug 2026 | 36.8% | 33% | 20.9% | 3.8% | 3.4% | 1.3% | 0.71% | 0.08% |
| Sep 2026 | 40.1% | 30.9% | 18.6% | 4.2% | 3.7% | 1.6% | 0.77% | 0.08% |
How has the FreshChoice and Woolworths comparison changed over the last 12 months?
3 findings
- Woolworths was ahead of FreshChoice in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, FreshChoice’s share of searches among supermarkets in New Zealand moved from 3.3% to 3.7%, and its estimated monthly branded searches held steady at 60.8K.
- Across the 12 months ending September 2026, Woolworths’ share of searches among supermarkets in New Zealand moved from 33.9% to 40.1%, and its estimated monthly branded searches moved from 622K to 653K.
How did search popularity change for New Zealand supermarkets in September 2026?
1 change
In September 2026, Woolworths gained share of searches among supermarkets in New Zealand, from 36.8% to 40.1%.
How are branded searches counted?
6 search terms
Brandwave collects information about searches that people make online using FreshChoice’s and Woolworths’ 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.
FreshChoice
2 branded search terms
- freshchoice
- freshchoice supermarket
Woolworths
4 branded search terms
- countdown
- woolworths
- woolworths groceries
- woolworths supermarket
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