Birds Eye vs Tegel:Which is more popular?
In September 2026, Tegel had more branded searches than Birds Eye among frozen food brands in New Zealand. Tegel had about 2,900 branded searches, while Birds Eye had 590. Tegel made up 27.7% of all frozen food brand searches we track, and Birds Eye accounted for 5.6%. When we asked ChatGPT and Google AI Overviews about frozen food brands, Tegel appeared in two of the five answers and Birds Eye in one. Birds Eye and Tegel were each mentioned first in one of the two answers that named either.
Who do people search for more?
Tegel, about 5 searches for every 1 for Birds Eye
Who does AI mention more?
Tegel, mentioned in 2 of 5 answers, Birds Eye in 1
Who does AI recommend more?
Each is named first in 1 of 2 answers.
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Top frozen food brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Tegel was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Birds Eye was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Birds Eye and Tegel 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.
Wattie's1st
McCain2nd
Birds Eye3rd- Tegel4th
Talley's5th
LeaderBrand–- Oob Organic–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- McCain4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Wattie's3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Tegel2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Talley's1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Birds Eye1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- LeaderBrand0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Oob Organic0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about frozen food brands
5 answers
Asked ChatGPT
“Which frozen food brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best frozen food brands in New Zealand?”
Asked ChatGPT
“What's the best frozen food brand in New Zealand for easy dinners?”
Searched Google, AI Overview
“frozen food nz”
Searched Google, AI Overview
“best frozen meals”
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 Birds Eye or Tegel more popular in search?
This chart shows how often people search Google for Birds Eye and Tegel by name. Each line represents a brand's share of searches for all seven frozen food brands we track, month by month, from searches in New Zealand.
Share of searches by month for Tegel, Birds Eye. The figures are in the table below the chart.
View monthly share of searches table
| Month | Wattie's | Tegel | Talley's | LeaderBrand | McCain | Birds Eye | Oob Organic |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 28.6% | 21.7% | 27.1% | 9% | 7.6% | 4.3% | 1.7% |
| Nov 2025 | 29.1% | 22.3% | 17.9% | 12.9% | 9% | 5.9% | 2.9% |
| Dec 2025 | 23.4% | 24.8% | 19.9% | 12.4% | 8.7% | 4.8% | 6% |
| Jan 2026 | 29.6% | 22% | 14.8% | 11.6% | 9.1% | 5% | 7.8% |
| Feb 2026 | 29.7% | 22.8% | 18.3% | 9.9% | 9.2% | 5% | 5% |
| Mar 2026 | 67.2% | 7.4% | 6.3% | 3.2% | 12.6% | 2% | 1.3% |
| Apr 2026 | 35.6% | 20.6% | 16.7% | 8.9% | 10.4% | 4.6% | 3.2% |
| May 2026 | 34.9% | 20.5% | 17.3% | 9% | 11.7% | 4.7% | 1.8% |
| Jun 2026 | 28.7% | 23.8% | 19.2% | 9.7% | 10.3% | 6.1% | 2.2% |
| Jul 2026 | 29.9% | 23.6% | 16.1% | 8.9% | 12.8% | 6.5% | 2.3% |
| Aug 2026 | 34.5% | 24.9% | 14% | 10.9% | 9.3% | 5.7% | 0.77% |
| Sep 2026 | 29.6% | 27.7% | 15.6% | 11.5% | 9% | 5.6% | 1.1% |
How has the Birds Eye and Tegel comparison changed over the last 12 months?
3 findings
- Tegel was ahead of Birds Eye in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Birds Eye’s share of searches among frozen food brands in New Zealand moved from 4.3% to 5.6%, and its estimated monthly branded searches moved from 570 to 590.
- Across the 12 months ending September 2026, Tegel’s share of searches among frozen food brands in New Zealand moved from 21.7% to 27.7%, and its estimated monthly branded searches held steady at 2.9K.
How did search popularity change for New Zealand frozen food brands in September 2026?
1 change
In September 2026, Tegel gained share of searches among frozen food brands in New Zealand, from 24.9% to 27.7%.
How are branded searches counted?
7 search terms
Brandwave collects information about searches that people make online using Birds Eye’s and Tegel’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.
Other head-to-heads among frozen food brands
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