Brandwave

Barilla vs King’s Choice:Which is more popular?

In September 2026, Barilla had more branded searches than King’s Choice among pasta and rice brands in New Zealand. Barilla had about 1,540 branded searches, while King’s Choice had 30. Barilla made up 14.5% of all pasta and rice brand searches we track, and King’s Choice accounted for 0.28%. When we asked ChatGPT and Google AI Overviews about pasta and rice brands, Barilla appeared in three of the five answers and King’s Choice in two. Barilla was mentioned before King’s Choice in every answer that named either.

Among pasta and rice brands in New Zealand in September 2026

Who do people search for more?

Barilla, about 51 searches for every 1 for King’s Choice

Barilla 1.5K searchesKing’s Choice 30 searches

Who does AI mention more?

Barilla, mentioned in 3 of 5 answers, King’s Choice in 2

Barilla in 3 of 5King’s Choice in 2 of 5

Who does AI recommend more?

Barilla, named ahead of King’s Choice in 3 of 3 answers

Barilla first in 3King’s Choice never first

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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. King’s Choice was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Barilla was listed before King’s Choice in every answer 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 King’s Choice more popular in search?

This chart shows how often people search Google for Barilla and King’s Choice 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 King’s Choice among pasta and rice brands in New Zealand, by month

Share of searches by month for Barilla, King’s Choice. 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 King’s Choice comparison changed over the last 12 months?

3 findings

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. Estimated monthly branded searches for King’s Choice in New Zealand fell 57.1% over 12 measured months, from 70 to 30 in September 2026.

How are branded searches counted?

16 search terms

Brandwave collects information about searches that people make online using Barilla’s and King’s Choice’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

King’s Choice

1 branded search term

  • kings choice

How the Brand Demand Index is measured

Other head-to-heads among pasta and rice brands

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