Brandwave

Griffin's vs Mrs Higgins:Which is more popular in New Zealand?

In September 2026, Griffin's had more branded searches than Mrs Higgins among biscuit brands in New Zealand. Griffin's had about 6,300 branded searches, while Mrs Higgins had 2,410. Griffin's made up 16.8% of all biscuit brand searches we track, and Mrs Higgins accounted for 6.4%. When we asked ChatGPT and Google AI Overviews about biscuit brands, Griffin's appeared in all five answers and Mrs Higgins in three. Griffin's was mentioned before Mrs Higgins in every answer.

Among biscuit brands in New Zealand in September 2026

Who do people search for more?

Griffin's, about 3 searches for every 1 for Mrs Higgins

Griffin's 6.3K searchesMrs Higgins 2.4K searches

Who does AI mention more?

Griffin's, mentioned in every answer we collected

Griffin's in 5 of 5Mrs Higgins in 3 of 5

Who does AI recommend more?

Griffin's, named ahead of Mrs Higgins in every answer

Griffin's first in 5Mrs Higgins never first

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Top biscuit brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Griffin's appeared in all five answers. Mrs Higgins was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Griffin's was listed before Mrs Higgins in every answer.

Most recommended by AI

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

  1. Griffin's1st
  2. Mrs Higgins2nd

Mentioned by AI

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

  • Griffin's5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Mrs Higgins3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers

See every answer about biscuit brands

5 answers

  • Asked ChatGPT

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

    1. 1Griffin's

  • Asked ChatGPT

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

    1. 1Griffin's
    2. 4Mrs Higgins

  • Asked ChatGPT

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

    1. 1Griffin's

  • Searched Google, AI Overview

    “biscuit brands nz”

    1. 1Griffin's
    2. 4Mrs Higgins

  • Searched Google, AI Overview

    “cookie brands nz”

    1. 2Griffin's
    2. 4Mrs Higgins

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

Is Griffin's or Mrs Higgins more popular in search?

This chart shows how often people search Google for Griffin's and Mrs Higgins by name. Each line represents a brand's share of searches for all eight biscuit brands we track, month by month, from searches in New Zealand.

Griffin's and Mrs Higgins among biscuit brands in New Zealand, by month

Share of searches by month for Griffin's, Mrs Higgins. The figures are in the table below the chart.

View monthly share of searches table
MonthGriffin'sMrs Higgins
Nov 202511.4%6.1%
Dec 202512.9%6.8%
Jan 202616.4%9.5%
Feb 202615.3%7.8%
Mar 202617.5%8.1%
Apr 202619.9%7.6%
May 202617.4%6.6%
Jun 202616.8%5.1%
Jul 202615.6%6.8%
Aug 202616.5%7%
Sep 202616.8%6.4%
Oct 2026——

How has branded search for Griffin's and Mrs Higgins changed in New Zealand over the last 12 months?

3 findings
  • Griffin's was ahead of Mrs Higgins in every measured month of the 11 months ending September 2026.
  • Across the 11 months ending September 2026, Griffin's’ share of searches among biscuit brands in New Zealand moved from 11.4% to 16.8%, and its estimated monthly branded searches moved from 5.4K to 6.3K.
  • Across the 11 months ending September 2026, Mrs Higgins’ share of searches among biscuit brands in New Zealand moved from 6.1% to 6.4%, and its estimated monthly branded searches moved from 2.9K to 2.4K.

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

2 changes

  1. In September 2026, Mrs Higgins lost share of searches among biscuit brands in New Zealand, from 7% to 6.4%.

  2. In September 2026, Griffin's rose from 4th to 3rd among biscuit brands in New Zealand.

How are Griffin's’ and Mrs Higgins’ branded searches counted?

8 search terms

Brandwave collects information about searches that people make online using Griffin's’ and Mrs Higgins’ 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.

Griffin's

5 branded search terms

  • griffin's
  • griffins
  • griffins biscuits
  • griffins cookies
  • griffins crackers

Mrs Higgins

3 branded search terms

  • mrs higgins
  • mrs higgins christmas
  • mrs higgins countdown

How the Brand Demand Index is measured

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