Lurpak vs Pams:Which is more popular?
In September 2026, Pams had more branded searches than Lurpak among butter brands in New Zealand. Pams had about 1,070 branded searches, while Lurpak had 180. Pams made up 11.5% of all butter brand searches we track, and Lurpak accounted for 1.9%. When we asked ChatGPT and Google AI Overviews about butter brands, Pams appeared in four of the five answers and Lurpak in none.
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Top butter brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Pams was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Lurpak 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.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Westgold5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Anchor5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Mainland5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Pams4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Lewis Road Creamery2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Tararua1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Olivani0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Lurpak0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about butter brands
5 answers
Asked ChatGPT
“Which butter brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best butter brands in New Zealand?”
Asked ChatGPT
“What's the best butter brand in New Zealand for everyday baking?”
Searched Google, AI Overview
“butter nz”
Searched Google, AI Overview
“spreadable butter nz”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.
Is Lurpak or Pams more popular in search?
This chart shows how often people search Google for Lurpak and Pams by name. Each line represents a brand's share of searches for all eight butter brands we track, month by month, from searches in New Zealand.
Share of searches by month for Pams, Lurpak. The figures are in the table below the chart.
View monthly share of searches table
| Month | Lewis Road Creamery | Olivani | Westgold | Pams | Anchor | Mainland | Tararua | Lurpak |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 43.1% | 15.8% | 9.8% | 14.3% | 9.1% | 3.4% | 2.3% | 2.2% |
| Nov 2025 | 43.9% | 16.2% | 9.1% | 13.4% | 8.9% | 3.4% | 3.3% | 1.9% |
| Dec 2025 | 43.4% | 14.2% | 11.4% | 12.5% | 10.8% | 3.9% | 1.9% | 1.9% |
| Jan 2026 | 43.5% | 15.8% | 10.6% | 13.3% | 10% | 3.3% | 1.7% | 1.8% |
| Feb 2026 | 46.8% | 15% | 9.9% | 13.4% | 8.1% | 2.8% | 2.6% | 1.3% |
| Mar 2026 | 42% | 16.8% | 11.3% | 13.8% | 8.7% | 4% | 1.8% | 1.6% |
| Apr 2026 | 40.8% | 19.1% | 10.1% | 12% | 10.2% | 3.9% | 2.2% | 1.7% |
| May 2026 | 37.8% | 12.7% | 25.9% | 8% | 8.7% | 3.7% | 1.8% | 1.4% |
| Jun 2026 | 39.8% | 16.6% | 10.3% | 11.1% | 13.7% | 4.4% | 2.4% | 1.6% |
| Jul 2026 | 37.8% | 16% | 15.9% | 9.4% | 12.1% | 5.2% | 2% | 1.6% |
| Aug 2026 | 41.3% | 14% | 14.4% | 12.6% | 10.5% | 4.4% | 1.4% | 1.5% |
| Sep 2026 | 40.5% | 17% | 12.5% | 11.5% | 10% | 4.4% | 2.2% | 1.9% |
How has the Lurpak and Pams comparison changed over the last 12 months?
3 findings
- Pams was ahead of Lurpak in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Lurpak’s share of searches among butter brands in New Zealand moved from 2.2% to 1.9%, and its estimated monthly branded searches moved from 220 to 180.
- Across the 12 months ending September 2026, Pams’ share of searches among butter brands in New Zealand moved from 14.3% to 11.5%, and its estimated monthly branded searches moved from 1.4K to 1.1K.
How did search popularity change for New Zealand butter brands in September 2026?
3 changes
In September 2026, Tararua overtook Lurpak to rank 7th among butter brands in New Zealand, with 2.2% of the searches.
In September 2026, Pams lost share of searches among butter brands in New Zealand, from 12.6% to 11.5%.
Estimated monthly branded searches for Lurpak in New Zealand fell 18.2% over 12 measured months, from 220 to 180 in September 2026.
How are branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Lurpak’s and Pams’ 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.
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