Brandwave

Champion Flour vs Edmonds:Which is more popular?

In September 2026, Edmonds had more branded searches than Champion Flour among baking brands in New Zealand. Edmonds had about 1,520 branded searches, while Champion Flour had 840. Edmonds made up 16.1% of all baking brand searches we track, and Champion Flour accounted for 8.9%. When we asked ChatGPT and Google AI Overviews about baking brands, Edmonds appeared in four of the five answers and Champion Flour in none.

Among baking brands in New Zealand in September 2026

Who do people search for more?

Edmonds, about 81% more searches than Champion Flour

Edmonds 1.5K searchesChampion Flour 840 searches

Who does AI mention more?

Edmonds, mentioned in 4 of 5 answers, Champion Flour in 0

Edmonds in 4 of 5Champion Flour in 0 of 5

Who does AI recommend more?

Edmonds, the only one of the two named

Edmonds first in 4Champion Flour never named

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Top baking brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Edmonds was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Champion Flour did not appear in any of the five answers.

Most recommended by AI

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

  1. Edmonds1st
  2. Chelsea2nd
  3. Pams3rd
  4. Betty Crocker4th
  5. Champion Flour–
  6. Pettinice–

Mentioned by AI

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

  • Edmonds4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Chelsea3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Pams3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Betty Crocker1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Champion Flour0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Pettinice0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about baking brands

5 answers

  • Asked ChatGPT

    “Which baking brand should I buy in New Zealand?”

    1. 1Edmonds
    2. 2Pams

  • Asked ChatGPT

    “What are the best baking brands in New Zealand?”

    1. 1Edmonds
    2. 2Chelsea
    3. 3Pams

  • Asked ChatGPT

    “What's the best baking brand in New Zealand for everyday baking?”

    1. 1Edmonds
    2. 2Chelsea
    3. 3Pams

  • Searched Google, AI Overview

    “cake mix nz”

    1. 1Edmonds
    2. 2Betty Crocker

  • Searched Google, AI Overview

    “icing sugar nz”

    1. 1Chelsea

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Is Champion Flour or Edmonds more popular in search?

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

Champion Flour and Edmonds among baking brands in New Zealand, by month

Share of searches by month for Edmonds, Champion Flour. The figures are in the table below the chart.

View monthly share of searches table
MonthChelseaEdmondsBetty CrockerPamsChampion FlourPettinice
Oct 202554.4%14.8%8.4%14.2%7.4%0.71%
Nov 202552.7%16.8%7.9%12.7%9.1%0.83%
Dec 202556.5%13.8%9.6%11.1%8.3%0.74%
Jan 202656.7%14.4%7.9%11.6%8.9%0.43%
Feb 202652.8%16%8.3%12.5%9.9%0.6%
Mar 202652.7%15.8%7.4%13.5%9.8%0.68%
Apr 202652.4%18.6%8.5%10.1%9.9%0.39%
May 202651%18.1%12.3%9.6%8.3%0.64%
Jun 202653.7%15%11.9%10.3%8.4%0.7%
Jul 202655.8%14.5%12.4%9.3%7.4%0.51%
Aug 202649.5%15.1%12.9%12.6%9.2%0.63%
Sep 202650.2%16.1%12.6%11.3%8.9%0.95%

How has the Champion Flour and Edmonds comparison changed over the last 12 months?

3 findings
  • Edmonds was ahead of Champion Flour in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Champion Flour’s share of searches among baking brands in New Zealand moved from 7.4% to 8.9%, and its estimated monthly branded searches moved from 730 to 840.
  • Across the 12 months ending September 2026, Edmonds’ share of searches among baking brands in New Zealand moved from 14.8% to 16.1%, and its estimated monthly branded searches held steady at 1.5K.

How did search popularity change for New Zealand baking brands in September 2026?

2 changes

  1. In September 2026, Edmonds gained share of searches among baking brands in New Zealand, from 15.1% to 16.1%.

  2. Estimated monthly branded searches for Champion Flour in New Zealand rose 15.1% over 12 measured months, from 730 to 840 in September 2026.

How are branded searches counted?

8 search terms

Brandwave collects information about searches that people make online using Champion Flour’s and Edmonds’ 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.

Champion Flour

4 branded search terms

  • champion beta flour
  • champion flour
  • champion flour mill
  • champion recipe

Edmonds

4 branded search terms

  • edmonds
  • edmonds baking
  • edmonds flour
  • edmonds recipe

How the Brand Demand Index is measured

Other head-to-heads among baking brands

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