Brandwave

Campbell's vs Wattie's:Which is more popular?

In September 2026, Wattie's had more branded searches than Campbell's among soup and stock brands in New Zealand. Wattie's had about 3,100 branded searches, while Campbell's had 1,240. Wattie's made up 39.2% of all soup and stock brand searches we track, and Campbell's accounted for 15.7%. When we asked ChatGPT and Google AI Overviews about soup and stock brands, Campbell's appeared in four of the five answers and Wattie's in three. Campbell's and Wattie's were each mentioned first in two of the four answers.

Among soup and stock brands in New Zealand in September 2026

Who do people search for more?

Wattie's, about 3 searches for every 1 for Campbell's

Wattie's 3.1K searchesCampbell's 1.2K searches

Who does AI mention more?

Campbell's, mentioned in 4 of 5 answers, Wattie's in 3

Campbell's in 4 of 5Wattie's in 3 of 5

Who does AI recommend more?

Each is named first in 2 of 4 answers.

Campbell's first in 2Wattie's first in 2

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Top soup and stock brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Campbell's was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Wattie's was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Campbell's and Wattie's were each listed first in two of the four answers.

Most recommended by AI

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

  1. Campbell's1st
  2. Maggi2nd
  3. Wattie's3rd
  4. Continental4th
  5. The Little Bone Broth Company5th
  6. OXO Stock–

Mentioned by AI

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

  • Campbell's4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Wattie's3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Continental3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Maggi2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • The Little Bone Broth Company2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • OXO Stock0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about soup and stock 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 Campbell's or Wattie's more popular in search?

This chart shows how often people search Google for Campbell's and Wattie's by name. Each line represents a brand's share of searches for all six soup and stock brands we track, month by month, from searches in New Zealand.

Campbell's and Wattie's among soup and stock brands in New Zealand, by month

Share of searches by month for Wattie's, Campbell's. The figures are in the table below the chart.

View monthly share of searches table
MonthWattie'sMaggiCampbell'sOXO StockContinentalThe Little Bone Broth Company
Oct 202545%34.4%14.6%3.9%1.1%1.1%
Nov 202532%24.8%39.1%2.9%0.72%0.51%
Dec 202535.2%34.4%22.9%3.9%1.4%2.2%
Jan 202640.9%34.2%16.1%4.7%0.89%3.3%
Feb 202642.6%31.9%18.1%4.2%1.2%1.9%
Mar 202684.8%8.5%4.7%1.3%0.36%0.45%
Apr 202646.3%31.1%14.5%4.6%1.6%1.9%
May 202647.4%31%13.3%4.6%1.6%2%
Jun 202634.1%39.4%17%5%2.5%2%
Jul 202636.3%38.1%16.5%4.9%2.5%1.7%
Aug 202642.4%33.8%14.5%5.1%2.7%1.5%
Sep 202639.2%36.4%15.7%4.7%2.7%1.4%

How has the Campbell's and Wattie's comparison changed over the last 12 months?

3 findings
  • The lead changed hands 2 times in the 12 months ending September 2026: Campbell's took it in November 2025, Wattie's took it in December 2025.
  • Across the 12 months ending September 2026, Campbell's’ share of searches among soup and stock brands in New Zealand moved from 14.6% to 15.7%, and its estimated monthly branded searches held steady at 1.2K.
  • Across the 12 months ending September 2026, Wattie's’ share of searches among soup and stock brands in New Zealand moved from 45% to 39.2%, and its estimated monthly branded searches moved from 3.8K to 3.1K.

How did search popularity change for New Zealand soup and stock brands in September 2026?

2 changes

  1. In September 2026, Campbell's gained share of searches among soup and stock brands in New Zealand, from 14.5% to 15.7%.

  2. In September 2026, Wattie's lost share of searches among soup and stock brands in New Zealand, from 42.4% to 39.2%.

How are branded searches counted?

20 search terms

Brandwave collects information about searches that people make online using Campbell'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.

Campbell's

6 branded search terms

  • campbell s
  • campbells
  • campbells condensed soup
  • campbells mushroom soup
  • campbells soup
  • campbells tomato soup

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

How the Brand Demand Index is measured

Other head-to-heads among soup and stock brands

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