Maggi vs The Little Bone Broth Company:Which is more popular?
In September 2026, Maggi had more branded searches than The Little Bone Broth Company among soup and stock brands in New Zealand. Maggi had about 2,880 branded searches, while The Little Bone Broth Company had 110. Maggi made up 36.4% of all soup and stock brand searches we track, and The Little Bone Broth Company accounted for 1.4%. When we asked ChatGPT and Google AI Overviews about soup and stock brands, Maggi and The Little Bone Broth Company each appeared in two of the five answers. Maggi was mentioned before The Little Bone Broth Company in two out of three answers that named either.
Who do people search for more?
Maggi, about 26 searches for every 1 for The Little Bone Broth Company
Who does AI mention more?
Both were mentioned in 2 of 5 answers.
Who does AI recommend more?
Maggi, named ahead of The Little Bone Broth Company in 2 of 3 answers
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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. The Little Bone Broth Company was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Maggi was listed before The Little Bone Broth Company 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.
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
Asked ChatGPT
“Which soup or stock brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best soup and stock brands in New Zealand?”
Asked ChatGPT
“What's the best soup or stock brand in New Zealand for everyday cooking?”
Searched Google, AI Overview
“soup brands nz”
Searched Google, AI Overview
“stock brands nz”
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 The Little Bone Broth Company more popular in search?
This chart shows how often people search Google for Maggi and The Little Bone Broth Company 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.
Share of searches by month for Maggi, The Little Bone Broth Company. The figures are in the table below the chart.
View monthly share of searches table
| Month | Wattie's | Maggi | Campbell's | OXO Stock | Continental | The Little Bone Broth Company |
|---|---|---|---|---|---|---|
| Oct 2025 | 45% | 34.4% | 14.6% | 3.9% | 1.1% | 1.1% |
| Nov 2025 | 32% | 24.8% | 39.1% | 2.9% | 0.72% | 0.51% |
| Dec 2025 | 35.2% | 34.4% | 22.9% | 3.9% | 1.4% | 2.2% |
| Jan 2026 | 40.9% | 34.2% | 16.1% | 4.7% | 0.89% | 3.3% |
| Feb 2026 | 42.6% | 31.9% | 18.1% | 4.2% | 1.2% | 1.9% |
| Mar 2026 | 84.8% | 8.5% | 4.7% | 1.3% | 0.36% | 0.45% |
| Apr 2026 | 46.3% | 31.1% | 14.5% | 4.6% | 1.6% | 1.9% |
| May 2026 | 47.4% | 31% | 13.3% | 4.6% | 1.6% | 2% |
| Jun 2026 | 34.1% | 39.4% | 17% | 5% | 2.5% | 2% |
| Jul 2026 | 36.3% | 38.1% | 16.5% | 4.9% | 2.5% | 1.7% |
| Aug 2026 | 42.4% | 33.8% | 14.5% | 5.1% | 2.7% | 1.5% |
| Sep 2026 | 39.2% | 36.4% | 15.7% | 4.7% | 2.7% | 1.4% |
How has the Maggi and The Little Bone Broth Company comparison changed over the last 12 months?
3 findings
- Maggi was ahead of The Little Bone Broth Company 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, The Little Bone Broth Company’s share of searches among soup and stock brands in New Zealand moved from 1.1% to 1.4%, and its estimated monthly branded searches moved from 90 to 110.
How did search popularity change for New Zealand soup and stock brands in September 2026?
2 changes
In September 2026, Maggi gained share of searches among soup and stock brands in New Zealand, from 33.8% to 36.4%.
The Little Bone Broth Company’s share of searches among soup and stock brands in New Zealand has lost ground for 3 months in a row, from 2% to 1.4% in September 2026.
How are branded searches counted?
18 search terms
Brandwave collects information about searches that people make online using Maggi’s and The Little Bone Broth Company’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
The Little Bone Broth Company
1 branded search term
- the little bone broth company
Other head-to-heads among soup and stock brands
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