Brandwave

Maggi vs OXO Stock:Which is more popular?

In September 2026, Maggi had more branded searches than OXO Stock among soup and stock brands in New Zealand. Maggi had about 2,880 branded searches, while OXO Stock had 370. Maggi made up 36.4% of all soup and stock brand searches we track, and OXO Stock accounted for 4.7%. When we asked ChatGPT and Google AI Overviews about soup and stock brands, Maggi appeared in two of the five answers and OXO Stock in none.

Among soup and stock brands in New Zealand in September 2026

Who do people search for more?

Maggi, about 8 searches for every 1 for OXO Stock

Maggi 2.9K searchesOXO Stock 370 searches

Who does AI mention more?

Maggi, mentioned in 2 of 5 answers, OXO Stock in 0

Maggi in 2 of 5OXO Stock in 0 of 5

Who does AI recommend more?

Maggi, the only one of the two named

Maggi first in 2OXO Stock never named

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Top soup and stock brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Maggi was mentioned in two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. OXO Stock 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. Campbell's1st
  2. Maggi2nd
  3. Wattie's3rd
  4. Continental4th
  5. The Little Bone Broth Company5th
  6. OXO Stock–

Mentioned by AI

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

  • Campbell's4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Wattie's3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Continental3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Maggi2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • The Little Bone Broth Company2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • OXO Stock0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about soup and stock 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 Maggi or OXO Stock more popular in search?

This chart shows how often people search Google for Maggi and OXO Stock by name. Each line represents a brand's share of searches for all six soup and stock brands we track, month by month, from searches in New Zealand.

Maggi and OXO Stock among soup and stock brands in New Zealand, by month

Share of searches by month for Maggi, OXO Stock. The figures are in the table below the chart.

View monthly share of searches table
MonthWattie'sMaggiCampbell'sOXO StockContinentalThe Little Bone Broth Company
Oct 202545%34.4%14.6%3.9%1.1%1.1%
Nov 202532%24.8%39.1%2.9%0.72%0.51%
Dec 202535.2%34.4%22.9%3.9%1.4%2.2%
Jan 202640.9%34.2%16.1%4.7%0.89%3.3%
Feb 202642.6%31.9%18.1%4.2%1.2%1.9%
Mar 202684.8%8.5%4.7%1.3%0.36%0.45%
Apr 202646.3%31.1%14.5%4.6%1.6%1.9%
May 202647.4%31%13.3%4.6%1.6%2%
Jun 202634.1%39.4%17%5%2.5%2%
Jul 202636.3%38.1%16.5%4.9%2.5%1.7%
Aug 202642.4%33.8%14.5%5.1%2.7%1.5%
Sep 202639.2%36.4%15.7%4.7%2.7%1.4%

How has the Maggi and OXO Stock comparison changed over the last 12 months?

3 findings
  • Maggi was ahead of OXO Stock in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Maggi’s share of searches among soup and stock brands in New Zealand moved from 34.4% to 36.4%, and its estimated monthly branded searches held steady at 2.9K.
  • Across the 12 months ending September 2026, OXO Stock’s share of searches among soup and stock brands in New Zealand moved from 3.9% to 4.7%, and its estimated monthly branded searches moved from 330 to 370.

How did search popularity change for New Zealand soup and stock brands in September 2026?

2 changes

  1. In September 2026, Maggi gained share of searches among soup and stock brands in New Zealand, from 33.8% to 36.4%.

  2. Estimated monthly branded searches for OXO Stock in New Zealand rose 12.1% over 12 measured months, from 330 to 370 in September 2026.

How are branded searches counted?

22 search terms

Brandwave collects information about searches that people make online using Maggi’s and OXO Stock’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.

Maggi

17 branded search terms

  • chicken maggi soup
  • maggi
  • maggi carbonara
  • maggi cubes
  • maggi curried sausages
  • maggi curry
  • maggi devilled sausages
  • maggi masala
  • maggi mushroom soup
  • maggi onion soup
  • maggi sauces
  • maggi season
  • maggi soup
  • maggi soup mix
  • maggi soup packets
  • maggi soup tomato
  • maggi stroganoff

OXO Stock

5 branded search terms

  • chicken oxo cubes
  • lamb oxo cubes
  • oxo cubes
  • oxo soup
  • oxo soup cubes

How the Brand Demand Index is measured

Other head-to-heads among soup and stock brands

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