--- title: "Forty Thieves vs Pic's: Which is searched more in New Zealand?" description: "Is Forty Thieves or Pic's more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Spread brands set in New Zealand. 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." canonical: "https://gobrandwave.com/demand/nz/compare/forty-thieves-vs-pics" publisher: "Brandwave" --- # Forty Thieves vs Pic's: Which is searched more in New Zealand? Is Forty Thieves or Pic's more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Spread brands set in New Zealand. 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. ## Key facts - **Compared**: Forty Thieves and Pic's - **Competitive set**: Spread brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Forty Thieves Share of Search**: 3.9% - **Pic's Share of Search**: 21.2% ## Is Forty Thieves or Pic's more popular in search? - In September 2026, Pic's had more branded searches than Forty Thieves among spread brands in New Zealand. Pic's had about 5,490 branded searches, while Forty Thieves had 1,000. Pic's made up 21.2% of all spread brand searches we track, and Forty Thieves accounted for 3.9%. - Pic's was ahead of Forty Thieves in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Forty Thieves’ share of searches among spread brands in New Zealand moved from 4.8% to 3.9%, and its estimated monthly branded searches held steady at 1K. - Across the 12 months ending September 2026, Pic's’ share of searches among spread brands in New Zealand moved from 17.6% to 21.2%, and its estimated monthly branded searches moved from 3.7K to 5.5K. ## Top spread brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Pic's appeared in all five answers. Forty Thieves was mentioned in two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. Pic's was listed before Forty Thieves in every answer. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Pic's | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Fix & Fogg | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | Marmite | 3rd | 3 of 3 | 0 of 2 | 3 of 5 | | Vegemite | 4th | 3 of 3 | 0 of 2 | 3 of 5 | | Forty Thieves | 5th | 0 of 3 | 2 of 2 | 2 of 5 | | Nutella | 6th | 1 of 3 | 0 of 2 | 1 of 5 | | Ceres Organics | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about spread brands - Asked ChatGPT "Which spread brand should I buy in New Zealand?": 1. Pic's, 2. Marmite, 3. Fix & Fogg, 4. Vegemite - Asked ChatGPT "What are the best spread brands in New Zealand?": 1. Fix & Fogg, 2. Pic's, 3. Marmite, 4. Vegemite - Asked ChatGPT "What's the best spread brand in New Zealand for toast and sandwiches?": 1. Pic's, 2. Fix & Fogg, 3. Marmite, 4. Vegemite, 5. Nutella - Searched Google, AI Overview "peanut butter nz": 1. Fix & Fogg, 2. Pic's, 3. Forty Thieves - Searched Google, AI Overview "spread brands nz": 1. Pic's, 2. Fix & Fogg, 3. Forty Thieves Not named in any answer: Ceres Organics. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## How did search popularity change for New Zealand spread brands in September 2026? - In September 2026, Pic's gained share of searches among spread brands in New Zealand, from 16.9% to 21.2%. ## Month by month | Month | Forty Thieves estimated searches | Forty Thieves Share of Search | Forty Thieves rank | Pic's estimated searches | Pic's Share of Search | Pic's rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 1K | 4.8% | 7 | 3.7K | 17.6% | 2 | | Nov 2025 | 1.3K | 6.4% | 7 | 3K | 14.4% | 3 | | Dec 2025 | 1K | 5.6% | 7 | 3K | 16.7% | 3 | | Jan 2026 | 1K | 5.3% | 7 | 3.6K | 19.3% | 2 | | Feb 2026 | 880 | 4.5% | 7 | 3K | 15.1% | 3 | | Mar 2026 | 1K | 4.4% | 7 | 3.7K | 16.1% | 3 | | Apr 2026 | 880 | 4.2% | 7 | 3K | 14% | 4 | | May 2026 | 1K | 4.5% | 7 | 3K | 13.3% | 4 | | Jun 2026 | 1K | 3.4% | 7 | 3K | 10.2% | 5 | | Jul 2026 | 1K | 4.3% | 7 | 3.6K | 15.9% | 3 | | Aug 2026 | 1K | 3.8% | 7 | 4.5K | 16.9% | 2 | | Sep 2026 | 1K | 3.9% | 7 | 5.5K | 21.2% | 2 | ## How each brand is measured Brandwave collects information about searches that people make online using Forty Thieves’ and Pic'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. - **Forty Thieves**: Measured on the search term “forty thieves”. - **Pic's**: Measured on the search terms “pic s”, “pic's peanut butter” and “pics peanut butter”, summed into one figure. - [Forty Thieves profile](/demand/nz/brands/forty-thieves) - [Pic's profile](/demand/nz/brands/pics) - [All spread brands in New Zealand](/demand/nz/categories/nz-spread-brands): The set both shares are measured inside, 7 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Forty Thieves or Pic's more popular in search? In September 2026, Pic's had more branded searches than Forty Thieves among spread brands in New Zealand. Pic's had about 5,490 branded searches, while Forty Thieves had 1,000. Pic's made up 21.2% of all spread brand searches we track, and Forty Thieves accounted for 3.9%. ## Cite this page Brandwave. "Forty Thieves vs Pic's: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/forty-thieves-vs-pics This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/forty-thieves-vs-pics. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.