Brandwave

Maggi vs Wattie's:Which is more popular?

In September 2026, Wattie's had more branded searches than Maggi among soup and stock brands in New Zealand. Wattie's had about 3,100 branded searches, while Maggi had 2,880. Wattie's made up 39.2% of all soup and stock brand searches we track, and Maggi accounted for 36.4%. When we asked ChatGPT and Google AI Overviews about soup and stock brands, Wattie's appeared in three of the five answers and Maggi in two. Maggi was mentioned before Wattie's in two out of three answers that named either.

Among soup and stock brands in New Zealand in September 2026

Who do people search for more?

Wattie's, about 8% more searches than Maggi

Wattie's 3.1K searchesMaggi 2.9K searches

Who does AI mention more?

Wattie's, mentioned in 3 of 5 answers, Maggi in 2

Wattie's in 3 of 5Maggi in 2 of 5

Who does AI recommend more?

Maggi, named ahead of Wattie's in 2 of 3 answers

Maggi first in 2Wattie's first in 1

Follow Maggi vs Wattie's and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top soup and stock brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Wattie's was mentioned in three out of five: in two of the three ChatGPT answers and in one of the 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. Maggi was listed before Wattie's 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. 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 Wattie's more popular in search?

This chart shows how often people search Google for Maggi and Wattie's 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 Wattie's among soup and stock brands in New Zealand, by month

Share of searches by month for Wattie's, Maggi. 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 Wattie's comparison changed over the last 12 months?

3 findings
  • The lead changed hands 2 times in the 12 months ending September 2026: Maggi took it in June 2026, Wattie's took it in August 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, Wattie's’ share of searches among soup and stock brands in New Zealand moved from 45% to 39.2%, and its estimated monthly branded searches moved from 3.8K to 3.1K.

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. In September 2026, Wattie's lost share of searches among soup and stock brands in New Zealand, from 42.4% to 39.2%.

How are branded searches counted?

31 search terms

Brandwave collects information about searches that people make online using Maggi’s and Wattie'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

Wattie's

14 branded search terms

  • chilli beans watties
  • wattie s
  • wattie's
  • watties
  • watties beans
  • watties beetroot
  • watties big eat
  • watties chilli beans
  • watties ketchup
  • watties mexican beans
  • watties spaghetti
  • watties tomato
  • watties tomato paste
  • watties tomato puree

How the Brand Demand Index is measured

Other head-to-heads among soup and stock brands

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free