Brandwave

Kaitaia Fire vs Kikkoman:Which is more popular?

In September 2026, Kikkoman had more branded searches than Kaitaia Fire among sauce and condiment brands in New Zealand. Kikkoman had about 1,220 branded searches, while Kaitaia Fire had 520. Kikkoman made up 6.9% of all sauce and condiment brand searches we track, and Kaitaia Fire accounted for 2.9%. When we asked ChatGPT and Google AI Overviews about sauce and condiment brands, Kaitaia Fire and Kikkoman each appeared in two of the five answers. Kaitaia Fire was mentioned before Kikkoman in two out of three answers that named either.

Among sauce and condiment brands in New Zealand in September 2026

Who do people search for more?

Kikkoman, about 2 searches for every 1 for Kaitaia Fire

Kikkoman 1.2K searchesKaitaia Fire 520 searches

Who does AI mention more?

Both were mentioned in 2 of 5 answers.

Kaitaia Fire in 2 of 5Kikkoman in 2 of 5

Who does AI recommend more?

Kaitaia Fire, named ahead of Kikkoman in 2 of 3 answers

Kaitaia Fire first in 2Kikkoman first in 1

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Top sauce and condiment brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Kaitaia Fire was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Kikkoman was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Kaitaia Fire was listed before Kikkoman in two out of three answers that named either.

Most recommended by AI

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

  1. Wattie's1st
  2. Kaitaia Fire2nd
  3. Barker's of Geraldine3rd
  4. Tuimato4th
  5. Anathoth Farm5th
  6. Kikkoman6th
  7. Kewpie–
  8. Heinz–
  9. Masterfoods–

Mentioned by AI

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

  • Wattie's4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Barker's of Geraldine2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Kikkoman2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kaitaia Fire2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Anathoth Farm2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tuimato2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kewpie0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Heinz0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Masterfoods0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about sauce and condiment brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Is Kaitaia Fire or Kikkoman more popular in search?

This chart shows how often people search Google for Kaitaia Fire and Kikkoman by name. Each line represents a brand's share of searches for all nine sauce and condiment brands we track, month by month, from searches in New Zealand.

Kaitaia Fire and Kikkoman among sauce and condiment brands in New Zealand, by month

Share of searches by month for Kikkoman, Kaitaia Fire. The figures are in the table below the chart.

View monthly share of searches table
MonthKewpieWattie'sBarker's of GeraldineHeinzKikkomanKaitaia FireMasterfoodsAnathoth FarmTuimato
Oct 202521.9%30.6%23.9%12.3%5.2%3%2%0.54%0.54%
Nov 202522.2%26.7%28.9%11.1%4.6%3.2%2%0.86%0.55%
Dec 202518.6%21.7%36.8%11.5%4.3%3.2%2.4%1.1%0.44%
Jan 202622.2%27.5%23.9%12.8%6.2%3.7%2.4%0.67%0.55%
Feb 202623.8%28.1%20.6%13.6%7%3.4%2.3%0.72%0.46%
Mar 20268.9%68.4%7.7%9.2%2.9%1.5%0.93%0.34%0.12%
Apr 202625.1%30.3%17.9%11.4%9.1%2.8%2.4%0.51%0.4%
May 202622.6%31.2%16.3%10.9%13.6%2.5%2%0.46%0.35%
Jun 202625.1%23.2%15%13.5%17.4%2.8%2.3%0.51%0.28%
Jul 202626.6%26.7%16.3%13.2%10.5%2.9%2.8%0.54%0.42%
Aug 202623.7%30.5%17.2%12.6%9.1%3.4%2.5%0.59%0.37%
Sep 202630.7%26.9%18.1%11.4%6.9%2.9%2.3%0.51%0.28%

How has the Kaitaia Fire and Kikkoman comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand sauce and condiment brands in September 2026?

1 change

  1. In September 2026, Kikkoman lost share of searches among sauce and condiment brands in New Zealand, from 9.1% to 6.9%.

How are branded searches counted?

10 search terms

Brandwave collects information about searches that people make online using Kaitaia Fire’s and Kikkoman’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.

Kaitaia Fire

2 branded search terms

  • kaitaia fire
  • kaitaia fire ltd

Kikkoman

8 branded search terms

  • kikkoman
  • kikkoman cooking sake
  • kikkoman katsu sauce
  • kikkoman mayo
  • kikkoman sauce
  • kikkoman sauce soy
  • kikkoman sauce teriyaki
  • kikkoman stirfry sauce

How the Brand Demand Index is measured

Other head-to-heads among sauce and condiment brands

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