Brandwave

New Zealand King Salmon vs Sanford:Which is more popular?

In September 2026, Sanford had more branded searches than New Zealand King Salmon among seafood brands in New Zealand. Sanford had about 1,300 branded searches, while New Zealand King Salmon had 1,000. Sanford made up 17.8% of all seafood brand searches we track, and New Zealand King Salmon accounted for 13.7%. When we asked ChatGPT and Google AI Overviews about seafood brands, Sanford appeared in two of the five answers and New Zealand King Salmon in none.

Among seafood brands in New Zealand in September 2026

Who do people search for more?

Sanford, about 30% more searches than New Zealand King Salmon

Sanford 1.3K searchesNew Zealand King Salmon 1K searches

Who does AI mention more?

Sanford, mentioned in 2 of 5 answers, New Zealand King Salmon in 0

Sanford in 2 of 5New Zealand King Salmon in 0 of 5

Who does AI recommend more?

Sanford, the only one of the two named

Sanford first in 2New Zealand King Salmon never named

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Top seafood brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Sanford was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. New Zealand King Salmon did not appear in any of the five answers.

Most recommended by AI

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

  1. Sealord1st
  2. Talley's2nd
  3. Sanford3rd
  4. John West4th
  5. Moana New Zealand–
  6. New Zealand King Salmon–

Mentioned by AI

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

  • Sealord4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Talley's2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Sanford2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • John West2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Moana New Zealand0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • New Zealand King Salmon0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about seafood brands

5 answers

  • Asked ChatGPT

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

    1. 1Sealord
    2. 2Talley's
    3. 3Sanford
    4. 4John West

  • Asked ChatGPT

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

    1. 1Sealord
    2. 2Sanford
    3. 3John West

  • Asked ChatGPT

    “What's the best seafood brand in New Zealand for easy family meals?”

    1. 1Sealord
    2. 2Talley's

  • Searched Google, AI Overview

    “frozen seafood nz”

    1. 1Sealord

  • Searched Google, AI Overview

    “seafood for dinner”

    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 New Zealand King Salmon or Sanford more popular in search?

    This chart shows how often people search Google for New Zealand King Salmon and Sanford by name. Each line represents a brand's share of searches for all six seafood brands we track, month by month, from searches in New Zealand.

    New Zealand King Salmon and Sanford among seafood brands in New Zealand, by month

    Share of searches by month for Sanford, New Zealand King Salmon. The figures are in the table below the chart.

    View monthly share of searches table
    MonthMoana New ZealandSealordTalley'sSanfordNew Zealand King SalmonJohn West
    Oct 202520.1%17%38.3%10.6%10.6%3.4%
    Nov 202521.2%17.2%25.3%17.2%17.2%1.9%
    Dec 202524.5%15.3%29.2%13.5%15.3%2.1%
    Jan 202625.1%20.4%25.2%13.8%13.8%1.7%
    Feb 202626.1%17.9%26.2%13.7%13.7%2.3%
    Mar 202631.8%17.5%26.4%11%11%2.3%
    Apr 202621.2%25.2%25.3%11.7%13.2%3.4%
    May 202616.9%30.6%25.4%13.7%10.6%2.7%
    Jun 202618.8%28.1%22.4%15.2%11.7%3.8%
    Jul 202623.1%29.2%19.6%10.7%15.8%1.7%
    Aug 202621.1%25.1%21.1%13.2%17.2%2.2%
    Sep 202621.9%21.9%21.9%17.8%13.7%2.9%

    How has the New Zealand King Salmon and Sanford comparison changed over the last 12 months?

    3 findings
    • The lead changed hands 3 times in the 12 months ending September 2026: Sanford took it in May 2026, New Zealand King Salmon took it in July 2026, Sanford took it in September 2026.
    • Across the 12 months ending September 2026, New Zealand King Salmon’s share of searches among seafood brands in New Zealand moved from 10.6% to 13.7%, and its estimated monthly branded searches held steady at 1K.
    • Across the 12 months ending September 2026, Sanford’s share of searches among seafood brands in New Zealand moved from 10.6% to 17.8%, and its estimated monthly branded searches moved from 1K to 1.3K.

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

    2 changes

    1. In September 2026, Sanford overtook New Zealand King Salmon to rank 4th among seafood brands in New Zealand, with 17.8% of the searches.

    2. In September 2026, New Zealand King Salmon lost share of searches among seafood brands in New Zealand, from 17.2% to 13.7%.

    How are branded searches counted?

    2 search terms

    Brandwave collects information about searches that people make online using New Zealand King Salmon’s and Sanford’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.

    New Zealand King Salmon

    1 branded search term

    • new zealand king salmon

    Sanford

    1 branded search term

    • sanford

    How the Brand Demand Index is measured

    Other head-to-heads among seafood brands

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