Brandwave

McGregor's vs Mr Fothergill's:Which is more popular in New Zealand?

In October 2026, McGregor's had more branded searches than Mr Fothergill's among seed brands in New Zealand. McGregor's had about 790 branded searches, while Mr Fothergill's had 370. McGregor's made up 5.2% of all seed brand searches we track, and Mr Fothergill's accounted for 2.4%. When we asked ChatGPT and Google AI Overviews about seed brands, Mr Fothergill's appeared in two of the five answers and McGregor's in one. Mr Fothergill's was mentioned before McGregor's in two out of three answers that named either.

Among seed brands in New Zealand in October 2026

Who do people search for more?

McGregor's, about 2 searches for every 1 for Mr Fothergill's

McGregor's 790 searchesMr Fothergill's 370 searches

Who does AI mention more?

Mr Fothergill's, mentioned in 2 of 5 answers, McGregor's in 1

Mr Fothergill's in 2 of 5McGregor's in 1 of 5

Who does AI recommend more?

Mr Fothergill's, named ahead of McGregor's in 2 of 3 answers

Mr Fothergill's first in 2McGregor's first in 1

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Top seed brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Mr Fothergill's was mentioned in two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. McGregor's was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Mr Fothergill's was listed before McGregor'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. Kings Seeds1st
  2. Egmont Seeds2nd
  3. Koanga3rd
  4. Mr Fothergill's4th
  5. Setha’s Seeds5th
  6. Yates Seeds6th
  7. McGregor's7th

Mentioned by AI

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

  • Kings Seeds5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Egmont Seeds5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Koanga4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Mr Fothergill's2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Yates Seeds2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Setha’s Seeds2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • McGregor's1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about seed brands

5 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Is McGregor's or Mr Fothergill's more popular in search?

This chart shows how often people search Google for McGregor's and Mr Fothergill's by name. Each line represents a brand's share of searches for all seven seed brands we track, month by month, from searches in New Zealand.

McGregor's and Mr Fothergill's among seed brands in New Zealand, by month

Share of searches by month for McGregor's, Mr Fothergill's. The figures are in the table below the chart.

View monthly share of searches table
MonthKings SeedsEgmont SeedsKoangaMcGregor'sMr Fothergill'sYates SeedsSetha’s Seeds
Nov 202560.1%21.9%5.9%7.6%2.5%1.3%0.82%
Dec 202561.1%18.1%6.6%8.9%3.5%1%0.79%
Jan 202660.9%22.1%6%7.3%2.2%0.83%0.65%
Feb 202659.6%21%6.6%8.5%2.3%1.2%0.77%
Mar 202663.7%18.9%6.3%7.3%1.6%1.1%1.1%
Apr 202659.1%21.5%7.2%7.3%2.1%0.98%1.9%
May 202644.6%24.3%8.6%17.1%3.2%0.91%1.1%
Jun 202650.7%22.5%6.5%15.4%3%0.85%1%
Jul 202639.7%21.6%3.5%32.6%1.5%0.54%0.54%
Aug 202665.9%24%3.5%3.6%1.6%0.76%0.62%
Sep 202666.9%19.9%4.3%4.6%2.4%1.2%0.77%
Oct 202665.5%19.2%5.8%5.2%2.4%1.1%0.73%

How has branded search for McGregor's and Mr Fothergill's changed in New Zealand over the last 12 months?

3 findings

How did search popularity change for New Zealand seed brands in October 2026?

3 changes

  1. In October 2026, Koanga overtook McGregor's to rank 3rd among seed brands in New Zealand, with 5.8% of the searches.

  2. In October 2026, McGregor's gained share of searches among seed brands in New Zealand, from 4.6% to 5.2%.

  3. Mr Fothergill's’ share of searches among seed brands in New Zealand has gained ground for 3 months in a row, from 1.5% to 2.4% in October 2026.

How are McGregor's’ and Mr Fothergill's’ branded searches counted?

11 search terms

Brandwave collects information about searches that people make online using McGregor's’ and Mr Fothergill'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.

McGregor's

2 branded search terms

  • mcgregors
  • mcgregors seeds

Mr Fothergill's

9 branded search terms

  • fothergills seeds
  • mister fothergills
  • mr fothergill's seeds limited
  • mr fothergills
  • mr fothergills bonsai
  • mr fothergills flower seeds
  • mr fothergills seeds
  • mr fothergills seeds ltd
  • mr fothergills sprouter

How the Brand Demand Index is measured

Other head-to-heads among seed brands

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