Carters vs ITM:Which is more popular by branded search in New Zealand?
In August 2026, Carters had more branded searches than ITM among DIY and building supplies retailers in New Zealand. Carters was estimated to have 8.6K branded searches compared to ITM’s 4.5K, and held a 1.1% Share of Search versus ITM’s 0.57%.
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Which is more popular in search, Carters or ITM?
Home improvement, hardware and building supply retailers in NZ. 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 Carters, ITM. The figures are in the table below the chart.
View monthly share of search table
| Month | Bunnings | Mitre 10 | PlaceMakers | Carters | ITM |
|---|---|---|---|---|---|
| Oct 2025 | 47.1% | 47.1% | 4.2% | 0.9% | 0.7% |
| Nov 2025 | 47.6% | 47.6% | 3.5% | 0.74% | 0.48% |
| Dec 2025 | 48.1% | 48% | 2.9% | 0.62% | 0.39% |
| Jan 2026 | 47.6% | 47.6% | 3.5% | 0.91% | 0.47% |
| Feb 2026 | 47.1% | 47.1% | 4.2% | 1.1% | 0.57% |
| Mar 2026 | 47.1% | 47.1% | 4.2% | 1.1% | 0.57% |
| Apr 2026 | 47.5% | 47.5% | 3.5% | 0.92% | 0.58% |
| May 2026 | 47.4% | 47.4% | 3.5% | 1.1% | 0.57% |
| Jun 2026 | 51.9% | 42.4% | 3.8% | 1.2% | 0.63% |
| Jul 2026 | 52% | 42.5% | 3.8% | 1% | 0.63% |
| Aug 2026 | 47.4% | 47.4% | 3.5% | 1.1% | 0.57% |
| Sep 2026 | — | — | — | — | — |
How has the Carters and ITM comparison changed over the last 12 months?
3 findings
- Carters was ahead of ITM in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Carters’ estimated Share of Search among DIY and building supplies retailers in New Zealand moved from 0.9% to 1.1%, and its estimated monthly branded searches held steady at 8.6K.
- Across the 11 months ending August 2026, ITM’s estimated Share of Search among DIY and building supplies retailers in New Zealand moved from 0.7% to 0.57%, and its estimated monthly branded searches moved from 6.7K to 4.5K.
How did search popularity change for New Zealand DIY and building supplies retailers in August 2026?
1 change
Estimated monthly branded searches for ITM in New Zealand fell 33% over 11 measured months, from 6.7K to 4.5K in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Carters’ and ITM’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.