Brandwave

Barilla vs Diamond:Which is more popular?

In September 2026, Barilla had more branded searches than Diamond among pasta and rice brands in New Zealand. Barilla had about 1,540 branded searches, while Diamond had 210. Barilla made up 14.5% of all pasta and rice brand searches we track, and Diamond accounted for 2%. When we asked ChatGPT and Google AI Overviews about pasta and rice brands, Barilla appeared in three of the five answers and Diamond in two. Barilla and Diamond were each mentioned first in two of the four answers that named either.

Among pasta and rice brands in New Zealand in September 2026

Who do people search for more?

Barilla, about 7 searches for every 1 for Diamond

Barilla 1.5K searchesDiamond 210 searches

Who does AI mention more?

Barilla, mentioned in 3 of 5 answers, Diamond in 2

Barilla in 3 of 5Diamond in 2 of 5

Who does AI recommend more?

Each is named first in 2 of 4 answers.

Barilla first in 2Diamond first in 2

Follow Barilla vs Diamond and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top pasta and rice brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Barilla was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Diamond was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Barilla and Diamond were each listed first in two of the four answers that named either.

Most recommended by AI

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

  1. San Remo1st
  2. Barilla2nd
  3. SunRice3rd
  4. Diamond4th
  5. Pams5th
  6. Fortune6th
  7. Ceres Organics7th
  8. King’s Choice8th
  9. Delmaine9th
  10. Ben's Original–

Mentioned by AI

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

  • San Remo4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • SunRice4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Ceres Organics3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Barilla3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Pams3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Fortune2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Diamond2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • King’s Choice2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Delmaine1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Ben's Original0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about pasta and rice 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 Barilla or Diamond more popular in search?

This chart shows how often people search Google for Barilla and Diamond by name. Each line represents a brand's share of searches for all ten pasta and rice brands we track, month by month, from searches in New Zealand.

Barilla and Diamond among pasta and rice brands in New Zealand, by month

Share of searches by month for Barilla, Diamond. The figures are in the table below the chart.

View monthly share of searches table
MonthCeres OrganicsBarillaDelmainePamsSan RemoSunRiceBen's OriginalFortuneDiamondKing’s Choice
Oct 202530.5%10.8%9.7%14.8%10.4%7.9%6.2%7.6%1.5%0.74%
Nov 202533%10.8%12.4%12.2%9.2%7.8%5.8%6.7%1.3%0.8%
Dec 202530.5%13.5%12.7%13.3%8.4%6.9%5.3%7.5%1.1%0.89%
Jan 202630.5%17.1%10.1%11.4%8.5%8.2%4.4%7.6%1.5%0.74%
Feb 202631.5%18%10%11.3%7.8%6.9%4.8%7.8%1.5%0.43%
Mar 202632.3%15.5%8.8%12.5%8.7%7%5.5%7.9%1.5%0.36%
Apr 202635.5%16.7%9.4%10.4%8%7.9%4.5%5.8%1.4%0.49%
May 202629.5%27.5%8.9%8.6%7.5%6.6%5%4.8%1.1%0.41%
Jun 202629.1%27.8%9.5%8.3%8%5.3%5.6%4.8%1.4%0.32%
Jul 202630.2%23.6%10.1%7.6%7.7%6.2%6.8%6%1.4%0.34%
Aug 202629.1%23.2%8.8%11.2%7.4%7%6.4%4.8%1.7%0.32%
Sep 202633.8%14.5%12%10.1%8.6%7.4%5.7%5.5%2%0.28%

How has the Barilla and Diamond comparison changed over the last 12 months?

3 findings
  • Barilla was ahead of Diamond in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Barilla’s share of searches among pasta and rice brands in New Zealand moved from 10.8% to 14.5%, and its estimated monthly branded searches moved from 1K to 1.5K.
  • Across the 12 months ending September 2026, Diamond’s share of searches among pasta and rice brands in New Zealand moved from 1.5% to 2%, and its estimated monthly branded searches moved from 140 to 210.

How did search popularity change for New Zealand pasta and rice brands in September 2026?

2 changes

  1. In September 2026, Barilla lost share of searches among pasta and rice brands in New Zealand, from 23.2% to 14.5%.

  2. Diamond’s share of searches among pasta and rice brands in New Zealand has gained ground for 3 months in a row, from 1.4% to 2% in September 2026.

How are branded searches counted?

16 search terms

Brandwave collects information about searches that people make online using Barilla’s and Diamond’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.

Barilla

15 branded search terms

  • barilla
  • barilla farfalle pasta
  • barilla fusilli
  • barilla gf pasta
  • barilla pasta
  • barilla pasta sauce
  • barilla penne
  • barilla penne pasta
  • barilla pesto
  • barilla protein pasta
  • barilla rice
  • barilla rigatoni
  • barilla rotini
  • barilla spaghetti
  • barilla wheat pasta

Diamond

1 branded search term

  • diamond pasta

How the Brand Demand Index is measured

Other head-to-heads among pasta and rice brands

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free