Chelsea vs Edmonds:Which is more popular by branded search in New Zealand?
In August 2026, Chelsea had more branded searches than Edmonds among baking brands in New Zealand. Chelsea was estimated to have 5.7K branded searches compared to Edmonds’ 1.9K, and held a 38.9% Share of Search versus Edmonds’ 13%.
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Which is more popular in search, Chelsea or Edmonds?
Compare the baking ingredient brands New Zealanders bake with. 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 Chelsea, Edmonds. The figures are in the table below the chart.
View monthly share of search table
| Month | Chelsea | Betty Crocker | Champion | Edmonds |
|---|---|---|---|---|
| Oct 2025 | 50.3% | 17.8% | 17.2% | 14.7% |
| Nov 2025 | 47.8% | 17.1% | 17.9% | 17.3% |
| Dec 2025 | 52.2% | 16.1% | 16.8% | 15% |
| Jan 2026 | 53.7% | 15.1% | 16.3% | 15% |
| Feb 2026 | 48.8% | 19.4% | 15.8% | 16.1% |
| Mar 2026 | 49.1% | 17.4% | 17.5% | 16% |
| Apr 2026 | 46.3% | 18.5% | 18.1% | 17.1% |
| May 2026 | 42.2% | 25.9% | 16% | 15.9% |
| Jun 2026 | 43.5% | 26% | 17.4% | 13% |
| Jul 2026 | 43.2% | 28.4% | 15.9% | 12.5% |
| Aug 2026 | 38.9% | 31.3% | 16.8% | 13% |
| Sep 2026 | — | — | — | — |
How has the Chelsea and Edmonds comparison changed over the last 12 months?
3 findings
- Chelsea was ahead of Edmonds in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Chelsea’s estimated Share of Search among baking brands in New Zealand moved from 50.3% to 38.9%, and its estimated monthly branded searches moved from 5.5K to 5.7K.
- Across the 11 months ending August 2026, Edmonds’ estimated Share of Search among baking brands in New Zealand moved from 14.7% to 13%, and its estimated monthly branded searches moved from 1.6K to 1.9K.
How did search popularity change for New Zealand baking brands in August 2026?
2 changes
In August 2026, Chelsea lost estimated Share of Search among baking brands in New Zealand, from 43.2% to 38.9%.
Estimated monthly branded searches for Edmonds in New Zealand rose 18% over 11 measured months, from 1.6K to 1.9K in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Chelsea’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.
Chelsea
12 branded search terms
- chelsea baking
- chelsea caster sugar
- chelsea dark cane sugar
- chelsea flour
- chelsea golden syrup
- chelsea icing sugar
- chelsea jam setting sugar
- chelsea raw sugar
- chelsea recipe
- chelsea sugar
- chelsea white sugar
- sugar chelsea
Edmonds
8 branded search terms
- edmonds
- edmonds baking
- edmonds flour
- edmonds near me
- edmonds nz
- edmonds online
- edmonds recipe
- edmondscooking co nz
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.