Harraways vs Hubbard's:Which is more popular by branded search in New Zealand?
In August 2026, Hubbard's had more branded searches than Harraways among breakfast cereal brands in New Zealand. Hubbard's was estimated to have 2.6K branded searches compared to Harraways’ 1.9K, and held a 12.5% Share of Search versus Harraways’ 8.9%.
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Which is more popular in search, Harraways or Hubbard's?
Compare the breakfast cereal brands New Zealanders buy. 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 Hubbard's, Harraways. The figures are in the table below the chart.
View monthly share of search table
| Month | Weet-Bix | Kellogg's | Uncle Tobys | Hubbard's | Harraways |
|---|---|---|---|---|---|
| Oct 2025 | 51.8% | 19.4% | 9.9% | 11.1% | 7.9% |
| Nov 2025 | 55% | 17.2% | 8.5% | 12.1% | 7.1% |
| Dec 2025 | 49.4% | 19.7% | 8.5% | 13.1% | 9.3% |
| Jan 2026 | 51.9% | 18% | 8.8% | 12% | 9.3% |
| Feb 2026 | 53.2% | 18.4% | 8.9% | 11.4% | 8.1% |
| Mar 2026 | 53.4% | 16.8% | 9.3% | 11.4% | 9.2% |
| Apr 2026 | 51.4% | 15.5% | 9.9% | 12.6% | 10.7% |
| May 2026 | 49.8% | 18.3% | 11.5% | 10.1% | 10.4% |
| Jun 2026 | 48.9% | 15.3% | 13.4% | 12% | 10.4% |
| Jul 2026 | 46.7% | 16.1% | 14.2% | 13.4% | 9.5% |
| Aug 2026 | 50.7% | 15% | 12.9% | 12.5% | 8.9% |
| Sep 2026 | — | — | — | — | — |
How has the Harraways and Hubbard's comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 11 months ending August 2026: Harraways took it in May 2026, Hubbard's took it in June 2026.
- Across the 11 months ending August 2026, Harraways’ estimated Share of Search among breakfast cereal brands in New Zealand moved from 7.9% to 8.9%, and its estimated monthly branded searches moved from 1.3K to 1.9K.
- Across the 11 months ending August 2026, Hubbard's’ estimated Share of Search among breakfast cereal brands in New Zealand moved from 11.1% to 12.5%, and its estimated monthly branded searches moved from 1.8K to 2.6K.
How did search popularity change for New Zealand breakfast cereal brands in August 2026?
2 changes
In August 2026, Hubbard's lost estimated Share of Search among breakfast cereal brands in New Zealand, from 13.4% to 12.5%.
In August 2026, Harraways lost estimated Share of Search among breakfast cereal brands in New Zealand, from 9.5% to 8.9%.
How each brand is measured
Brandwave collects information about searches that people make online using Harraways’ and Hubbard'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.
Harraways
11 branded search terms
- harraways
- harraways co nz
- harraways nz
- harraways oats
- harraways organic oats
- harraways organic rolled oats
- harraways porridge
- harraways rolled oats
- harraways scotch oats
- harraways steel cut oats
- harraways wholegrain oats
Hubbard's
9 branded search terms
- hubbard's
- hubbards
- hubbards cereal
- hubbards co nz
- hubbards muesli
- hubbards near me
- hubbards new zealand
- hubbards nz
- hubbards oats
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