Brandwave

James Hardie vs Steel & Tube:Which is more popular in New Zealand?

In October 2026, Steel & Tube had more branded searches than James Hardie among building product brands in New Zealand. Steel & Tube had about 8,820 branded searches, while James Hardie had 5,010. Steel & Tube made up 27.7% of all building product brand searches we track, and James Hardie accounted for 15.7%. When we asked ChatGPT and Google AI Overviews about building product brands, James Hardie appeared in three of the five answers and Steel & Tube in one. James Hardie was mentioned before Steel & Tube in every answer.

Among building product brands in New Zealand in October 2026

Who do people search for more?

Steel & Tube, about 76% more searches than James Hardie

Steel & Tube 8.8K searchesJames Hardie 5K searches

Who does AI mention more?

James Hardie, mentioned in 3 of 5 answers, Steel & Tube in 1

James Hardie in 3 of 5Steel & Tube in 1 of 5

Who does AI recommend more?

James Hardie, named ahead of Steel & Tube in every answer

James Hardie first in 3Steel & Tube never first

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Top building product brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, James Hardie was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Steel & Tube was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. James Hardie was listed before Steel & Tube in every answer.

Most recommended by AI

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

  1. James Hardie1st
  2. Colorsteel2nd
  3. GIB3rd
  4. Pink Batts4th
  5. Vantage5th
  6. Resene Construction Systems6th
  7. Laminex7th
  8. Abodo8th
  9. Carter Holt Harvey9th
  10. +1 more
  11. Steel & Tube11th

Mentioned by AI

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

  • GIB5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • James Hardie3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Colorsteel3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Pink Batts3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Resene Construction Systems2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Vantage2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Steel & Tube1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Laminex1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Abodo1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Carter Holt Harvey1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about building product brands

5 answers

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

Is James Hardie or Steel & Tube more popular in search?

This chart shows how often people search Google for James Hardie and Steel & Tube by name. Each line represents a brand's share of searches for all 11 building product brands we track, month by month, from searches in New Zealand.

James Hardie and Steel & Tube among building product brands in New Zealand, by month

Share of searches by month for Steel & Tube, James Hardie. The figures are in the table below the chart.

View monthly share of searches table
MonthSteel & TubeJames HardieGIBColorsteelLaminexPink BattsAbodoCarter Holt HarveyResene Construction SystemsNelson PineVantage
Nov 202532.3%15.8%9.6%14.2%8.8%5.8%4.3%3.6%2.7%1.5%1.5%
Dec 202534.3%13.7%11.3%14.1%7.5%5.1%4.5%3.9%2.3%1.6%1.5%
Jan 202630.1%14.5%12%16%7.8%5.5%4.3%4%2.5%1.7%1.7%
Feb 202628.6%15.9%10.8%16.6%9.2%5.2%4.4%3.8%2.3%1.6%1.6%
Mar 202628.8%16.1%9.7%15.7%9.1%6.4%4.9%4%2.4%1.6%1.3%
Apr 202627.6%15.3%12.7%14.7%8.9%7.5%4%3.6%2.8%1.5%1.4%
May 202629.9%14.7%11.7%13.7%9.6%6.7%4.3%4.2%2.5%1.4%1.3%
Jun 202629.7%14.8%12.2%13.5%9.6%6.7%4.1%4.3%2.5%1.4%1.3%
Jul 202630.8%14.7%12.1%12.7%9.8%7%4.3%3.4%2.6%1.4%1.2%
Aug 202634.1%15.8%10.7%11.5%9%6.3%3.9%3.9%2.3%1.3%1.3%
Sep 202631.7%15.3%12.1%12.7%10%5.6%4%3.4%2.6%1.4%1.2%
Oct 202627.7%15.7%14.9%13.8%9.1%6%4%3.6%2.3%1.5%1.5%

How has branded search for James Hardie and Steel & Tube changed in New Zealand over the last 12 months?

3 findings

How did search popularity change for New Zealand building product brands in October 2026?

1 change

  1. In October 2026, Steel & Tube lost share of searches among building product brands in New Zealand, from 31.7% to 27.7%.

How are James Hardie’s and Steel & Tube’s branded searches counted?

17 search terms

Brandwave collects information about searches that people make online using James Hardie’s and Steel & Tube’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.

James Hardie

14 branded search terms

  • james hardie
  • james hardie axon
  • james hardie board
  • james hardie easylap
  • james hardie flex
  • james hardie linea
  • james hardie plasterboard
  • james hardie soffit
  • james hardie stria
  • james hardie villaboard
  • james hardie weatherboard
  • jameshardie
  • jameshardie board
  • jameshardie cladding

Steel & Tube

3 branded search terms

  • steel & tube
  • steel and tube
  • steel and tube holdings

How the Brand Demand Index is measured

Other head-to-heads among building product brands

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