Brandwave

NZ Muscle vs Sportsfuel:Which is more popular in New Zealand?

In October 2026, Sportsfuel had more branded searches than NZ Muscle among sports supplement stores in New Zealand. Sportsfuel had about 14,800 branded searches, while NZ Muscle had 10,900. Sportsfuel made up 24.9% of all sports supplement store searches we track, and NZ Muscle accounted for 18.4%. When we asked ChatGPT and Google AI Overviews about sports supplement stores, Sportsfuel appeared in all four answers and NZ Muscle in two. Sportsfuel was mentioned before NZ Muscle in every answer.

Among sports supplement stores in New Zealand in October 2026

Who do people search for more?

Sportsfuel, about 35% more searches than NZ Muscle

Sportsfuel 14.8K searchesNZ Muscle 10.9K searches

Who does AI mention more?

Sportsfuel, mentioned in every answer we collected

Sportsfuel in 4 of 4NZ Muscle in 2 of 4

Who does AI recommend more?

Sportsfuel, named ahead of NZ Muscle in every answer

Sportsfuel first in 3NZ Muscle never first

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Top sports supplement stores in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Sportsfuel appeared in all four answers. NZ Muscle was mentioned in two out of four: in one of the three ChatGPT answers and in the Google AI Overview. Sportsfuel was listed before NZ Muscle in every answer.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Sportsfuel1st
  2. Xplosiv2nd
  3. Infinity Supplements2nd
  4. Sprint Fit4th
  5. NZ Muscle4th
  6. Supplements.co.nz6th
  7. Nutritional Supplements NZ–

Mentioned by AI

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

  • Sportsfuel4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Sprint Fit2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • NZ Muscle2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Xplosiv2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Supplements.co.nz2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Infinity Supplements2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Nutritional Supplements NZ0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about sports supplement stores

4 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 NZ Muscle or Sportsfuel more popular in search?

This chart shows how often people search Google for NZ Muscle and Sportsfuel by name. Each line represents a brand's share of searches for all seven sports supplement stores we track, month by month, from searches in New Zealand.

NZ Muscle and Sportsfuel among sports supplement stores in New Zealand, by month

Share of searches by month for Sportsfuel, NZ Muscle. The figures are in the table below the chart.

View monthly share of searches table
MonthSprint FitSportsfuelNZ MuscleXplosivNutritional Supplements NZSupplements.co.nzInfinity Supplements
Nov 202525.6%20.9%34.1%8.3%5.1%5.1%1%
Dec 202524.3%19.8%32.9%9.8%5.9%5.9%1.4%
Jan 202624.3%19.8%33.2%9.7%5.9%5.9%1.2%
Feb 202624.9%20.4%35.4%8.3%5%5%1.2%
Mar 202623.8%23.7%32.4%9.5%4.7%4.7%1.2%
Apr 202626.9%22%30%9%5.4%5.4%1.3%
May 202624.4%24.3%32.6%8.1%4.8%4.8%0.97%
Jun 20269.2%9.2%73%3.8%2.2%2.2%0.45%
Jul 202620%16.3%46.8%8.2%4%4%0.79%
Aug 202624.7%20.2%32%10.1%6%6%0.98%
Sep 202629.5%24.1%21.5%11.9%5.9%5.9%1.2%
Oct 202630.5%24.9%18.4%12.5%6.1%6.1%1.5%

How has branded search for NZ Muscle and Sportsfuel changed in New Zealand over the last 12 months?

3 findings
  • The lead changed hands once in the 12 months ending October 2026: Sportsfuel took it in September 2026.
  • Across the 12 months ending October 2026, NZ Muscle’s share of searches among sports supplement stores in New Zealand moved from 34.1% to 18.4%, and its estimated monthly branded searches moved from 29.6K to 10.9K.
  • Across the 12 months ending October 2026, Sportsfuel’s share of searches among sports supplement stores in New Zealand moved from 20.9% to 24.9%, and its estimated monthly branded searches moved from 18.1K to 14.8K.

How did search popularity change for New Zealand sports supplement stores in October 2026?

2 changes

  1. In October 2026, Sportsfuel gained share of searches among sports supplement stores in New Zealand, from 24.1% to 24.9%.

  2. In October 2026, NZ Muscle lost share of searches among sports supplement stores in New Zealand, from 21.5% to 18.4%.

How are NZ Muscle’s and Sportsfuel’s branded searches counted?

15 search terms

Brandwave collects information about searches that people make online using NZ Muscle’s and Sportsfuel’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.

NZ Muscle

14 branded search terms

  • creatine nz muscle
  • nz muscle
  • nz muscle constellation
  • nz muscle creatine
  • nz muscle fuel
  • nz muscle gym
  • nz muscle nz
  • nz muscle protein
  • nz muscle supplements
  • nz muscle voucher
  • nz muscle whey
  • nzmuscle
  • nzmuscle nz
  • nzmuscle protein

Sportsfuel

1 branded search term

  • sportsfuel

How the Brand Demand Index is measured

Other head-to-heads among sports supplement stores

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