Barilla vs Wattie's:Which is more popular?
In September 2026, Wattie's had more branded searches than Barilla among pasta sauce brands in New Zealand. Wattie's had about 3,100 branded searches, while Barilla had 790. Wattie's made up 50% of all pasta sauce brand searches we track, and Barilla accounted for 12.7%. When we asked ChatGPT and Google AI Overviews about pasta sauce brands, Wattie's appeared in two of the four answers and Barilla in one. Barilla and Wattie's were each mentioned first in one of the two answers that named either.
Who do people search for more?
Wattie's, about 4 searches for every 1 for Barilla
Who does AI mention more?
Wattie's, mentioned in 2 of 4 answers, Barilla in 1
Who does AI recommend more?
Each is named first in 1 of 2 answers.
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Top pasta sauce brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Wattie's was mentioned in two out of four: in one of the three ChatGPT answers and in the Google AI Overview. Barilla was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Barilla and Wattie's were each listed first in one of the two answers that named either.
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.
Leggo's4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Dolmio4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers- Mutti3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Wattie's2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Barilla1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Raguletto0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Sacla0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about pasta sauce brands
4 answers
Asked ChatGPT
“Which pasta sauce brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best pasta sauce brands in New Zealand?”
Asked ChatGPT
“What's the best pasta sauce brand in New Zealand for weeknight dinner?”
Searched Google, AI Overview
“pasta sauce nz”
Searched Google, AI Overview
“tomato pasta sauce”
Google showed no AI Overview for this search.
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Barilla or Wattie's more popular in search?
This chart shows how often people search Google for Barilla and Wattie's by name. Each line represents a brand's share of searches for all seven pasta sauce brands we track, month by month, from searches in New Zealand.
Share of searches by month for Wattie's, Barilla. The figures are in the table below the chart.
View monthly share of searches table
| Month | Wattie's | Leggo's | Dolmio | Barilla | Mutti | Raguletto | Sacla |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 63.8% | 11.8% | 11.8% | 9.5% | 2.3% | 0.33% | 0.33% |
| Nov 2025 | 59.6% | 16.4% | 9.7% | 10.7% | 2.7% | 0.38% | 0.57% |
| Dec 2025 | 50.1% | 19.5% | 12.4% | 14.9% | 2.4% | 0.44% | 0.22% |
| Jan 2026 | 54.6% | 14.5% | 13% | 15.4% | 1.9% | 0.34% | 0.34% |
| Feb 2026 | 59.5% | 14.7% | 11.6% | 11.6% | 1.7% | 0.38% | 0.38% |
| Mar 2026 | 91.5% | 3.3% | 2.6% | 2.1% | 0.31% | 0.07% | 0.07% |
| Apr 2026 | 62.8% | 14% | 10.3% | 10.6% | 1.7% | 0.3% | 0.3% |
| May 2026 | 60.9% | 13% | 9.8% | 14.6% | 1.4% | 0.25% | 0.12% |
| Jun 2026 | 49% | 17.5% | 13.9% | 16.6% | 2.4% | 0.34% | 0.34% |
| Jul 2026 | 47.2% | 23% | 12.1% | 14.4% | 2.6% | 0.47% | 0.16% |
| Aug 2026 | 54.7% | 17.3% | 13.5% | 12.1% | 1.9% | 0.27% | 0.27% |
| Sep 2026 | 50% | 20.3% | 14.5% | 12.7% | 1.8% | 0.32% | 0.32% |
How has the Barilla and Wattie's comparison changed over the last 12 months?
3 findings
- Wattie's was ahead of Barilla 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 sauce brands in New Zealand moved from 9.5% to 12.7%, and its estimated monthly branded searches moved from 570 to 790.
- Across the 12 months ending September 2026, Wattie's’ share of searches among pasta sauce brands in New Zealand moved from 63.8% to 50%, and its estimated monthly branded searches moved from 3.8K to 3.1K.
How did search popularity change for New Zealand pasta sauce brands in September 2026?
2 changes
In September 2026, Barilla gained share of searches among pasta sauce brands in New Zealand, from 12.1% to 12.7%.
In September 2026, Wattie's lost share of searches among pasta sauce brands in New Zealand, from 54.7% to 50%.
How are branded searches counted?
24 search terms
Brandwave collects information about searches that people make online using Barilla’s and Wattie'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
10 branded search terms
- barilla
- barilla bolognese
- barilla fusilli
- barilla penne
- barilla penne pasta
- barilla pesto
- barilla rigatoni
- barilla rotini
- barilla spaghetti
- barilla tomato sauce
Wattie's
14 branded search terms
- chilli beans watties
- wattie s
- wattie's
- watties
- watties beans
- watties beetroot
- watties big eat
- watties chilli beans
- watties ketchup
- watties mexican beans
- watties spaghetti
- watties tomato
- watties tomato paste
- watties tomato puree
Other head-to-heads among pasta sauce brands
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