Bluebird vs Heartland:Which is more popular by branded search in New Zealand?
In August 2026, Bluebird had more branded searches than Heartland among potato chip brands in New Zealand. Bluebird was estimated to have 3.7K branded searches compared to Heartland’s 1.9K, and held a 33.5% Share of Search versus Heartland’s 17.1%.
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Which is more popular in search, Bluebird or Heartland?
Compare a curated set of packaged potato chip brands sold in New Zealand using branded searches made in New Zealand. Different brands with the same owner remain separate. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of Search by month for Bluebird, Heartland. The figures are in the table below the chart.
View monthly share of search table
| Month | Bluebird | Heartland | Proper Crisps | Copper Kettle | Delisio | Eta |
|---|---|---|---|---|---|---|
| Oct 2025 | 28% | 18.3% | 21.4% | 9.9% | 13.6% | 8.8% |
| Nov 2025 | 27.3% | 14.3% | 22.4% | 12.3% | 14.7% | 9% |
| Dec 2025 | 25.8% | 17.2% | 24.8% | 11.5% | 12.3% | 8.5% |
| Jan 2026 | 26.7% | 17.9% | 21.8% | 12% | 12.8% | 8.7% |
| Feb 2026 | 28% | 22.9% | 18.4% | 12.4% | 10.9% | 7.5% |
| Mar 2026 | 32.8% | 21.1% | 17.5% | 10.9% | 10.8% | 6.9% |
| Apr 2026 | 28.1% | 18.9% | 18.7% | 14.3% | 12.3% | 7.6% |
| May 2026 | 31.3% | 20.6% | 16.5% | 12.7% | 10.9% | 8% |
| Jun 2026 | 31.7% | 16.9% | 16.7% | 16.7% | 11.1% | 6.9% |
| Jul 2026 | 26.1% | 31.7% | 14% | 11.4% | 11.2% | 5.5% |
| Aug 2026 | 33.5% | 17.1% | 17% | 14.3% | 10.9% | 7.2% |
| Sep 2026 | — | — | — | — | — | — |
How has the Bluebird and Heartland comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 11 months ending August 2026: Heartland took it in July 2026, Bluebird took it in August 2026.
- Across the 11 months ending August 2026, Bluebird’s estimated Share of Search among potato chip brands in New Zealand moved from 28% to 33.5%, and its estimated monthly branded searches moved from 2.5K to 3.7K.
- Across the 11 months ending August 2026, Heartland’s estimated Share of Search among potato chip brands in New Zealand moved from 18.3% to 17.1%, and its estimated monthly branded searches moved from 1.6K to 1.9K.
How did search popularity change for New Zealand potato chip brands in August 2026?
2 changes
In August 2026, Bluebird overtook Heartland to take the highest estimated Share of Search among potato chip brands in New Zealand, at 33.5%.
In August 2026, Heartland lost estimated Share of Search among potato chip brands in New Zealand, from 31.7% to 17.1%.
How each brand is measured
Brandwave collects information about searches that people make online using Bluebird’s and Heartland’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.
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.