McGregor's vs Setha’s Seeds:Which is more popular in New Zealand?
In October 2026, McGregor's had more branded searches than Setha’s Seeds among seed brands in New Zealand. McGregor's had about 790 branded searches, while Setha’s Seeds had 110. McGregor's made up 5.2% of all seed brand searches we track, and Setha’s Seeds accounted for 0.73%. When we asked ChatGPT and Google AI Overviews about seed brands, Setha’s Seeds appeared in two of the five answers and McGregor's in one. Setha’s Seeds was mentioned before McGregor's in every answer that named either.
Who do people search for more?
McGregor's, about 7 searches for every 1 for Setha’s Seeds
Who does AI mention more?
Setha’s Seeds, mentioned in 2 of 5 answers, McGregor's in 1
Who does AI recommend more?
Setha’s Seeds, named ahead of McGregor's in 2 of 2 answers
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Top seed brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Setha’s Seeds was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two 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. Setha’s Seeds was listed before McGregor's in every answer that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Kings Seeds1st
Egmont Seeds2nd
Koanga3rd
Mr Fothergill's4th- Setha’s Seeds5th
Yates Seeds6th- 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
Asked ChatGPT
“Which seed brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best seed brands in New Zealand?”
Asked ChatGPT
“What's the best seed brand in New Zealand for vegetable gardens?”
Searched Google, AI Overview
“vegetable seeds nz”
Searched Google, AI Overview
“flower seeds nz”
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 Setha’s Seeds more popular in search?
This chart shows how often people search Google for McGregor's and Setha’s Seeds 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.
Share of searches by month for McGregor's, Setha’s Seeds. The figures are in the table below the chart.
View monthly share of searches table
| Month | Kings Seeds | Egmont Seeds | Koanga | McGregor's | Mr Fothergill's | Yates Seeds | Setha’s Seeds |
|---|---|---|---|---|---|---|---|
| Nov 2025 | 60.1% | 21.9% | 5.9% | 7.6% | 2.5% | 1.3% | 0.82% |
| Dec 2025 | 61.1% | 18.1% | 6.6% | 8.9% | 3.5% | 1% | 0.79% |
| Jan 2026 | 60.9% | 22.1% | 6% | 7.3% | 2.2% | 0.83% | 0.65% |
| Feb 2026 | 59.6% | 21% | 6.6% | 8.5% | 2.3% | 1.2% | 0.77% |
| Mar 2026 | 63.7% | 18.9% | 6.3% | 7.3% | 1.6% | 1.1% | 1.1% |
| Apr 2026 | 59.1% | 21.5% | 7.2% | 7.3% | 2.1% | 0.98% | 1.9% |
| May 2026 | 44.6% | 24.3% | 8.6% | 17.1% | 3.2% | 0.91% | 1.1% |
| Jun 2026 | 50.7% | 22.5% | 6.5% | 15.4% | 3% | 0.85% | 1% |
| Jul 2026 | 39.7% | 21.6% | 3.5% | 32.6% | 1.5% | 0.54% | 0.54% |
| Aug 2026 | 65.9% | 24% | 3.5% | 3.6% | 1.6% | 0.76% | 0.62% |
| Sep 2026 | 66.9% | 19.9% | 4.3% | 4.6% | 2.4% | 1.2% | 0.77% |
| Oct 2026 | 65.5% | 19.2% | 5.8% | 5.2% | 2.4% | 1.1% | 0.73% |
How has branded search for McGregor's and Setha’s Seeds changed in New Zealand over the last 12 months?
3 findings
- McGregor's was ahead of Setha’s Seeds in every measured month of the 12 months ending October 2026.
- Across the 12 months ending October 2026, McGregor's’ share of searches among seed brands in New Zealand moved from 7.6% to 5.2%, and its estimated monthly branded searches moved from 830 to 790.
- Across the 12 months ending October 2026, Setha’s Seeds’ share of searches among seed brands in New Zealand moved from 0.82% to 0.73%, and its estimated monthly branded searches moved from 90 to 110.
How did search popularity change for New Zealand seed brands in October 2026?
3 changes
In October 2026, Koanga overtook McGregor's to rank 3rd among seed brands in New Zealand, with 5.8% of the searches.
In October 2026, McGregor's gained share of searches among seed brands in New Zealand, from 4.6% to 5.2%.
Estimated monthly branded searches for Setha’s Seeds in New Zealand rose 22.2% over 12 measured months, from 90 to 110 in October 2026.
How are McGregor's’ and Setha’s Seeds’ branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using McGregor's’ and Setha’s Seeds’ 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
Setha’s Seeds
1 branded search term
- sethas seeds
Other head-to-heads among seed brands
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