Ploughmans vs Vogel's:Which is more popular by branded search in New Zealand?
In August 2026, Vogel's had more branded searches than Ploughmans among bread brands in New Zealand. Vogel's was estimated to have 6.3K branded searches compared to Ploughmans’ 1.7K, and held a 50.6% Share of Search versus Ploughmans’ 13.8%.
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Which is more popular in search, Ploughmans or Vogel's?
Compare the supermarket bread brands New Zealanders buy. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of Search by month for Vogel's, Ploughmans. The figures are in the table below the chart.
View monthly share of search table
| Month | Vogel's | Freya's | Ploughmans | Tip Top Bakery | Molenberg |
|---|---|---|---|---|---|
| Oct 2025 | 39.6% | 20.4% | 11.9% | 20.1% | 8.1% |
| Nov 2025 | 43.4% | 20.5% | 12.4% | 16.3% | 7.4% |
| Dec 2025 | 36.3% | 27.5% | 14.2% | 14.3% | 7.6% |
| Jan 2026 | 41.2% | 24.6% | 13.4% | 12% | 8.8% |
| Feb 2026 | 43% | 22.6% | 13.8% | 12.5% | 8.1% |
| Mar 2026 | 53.1% | 17.4% | 12.9% | 9.1% | 7.4% |
| Apr 2026 | 40.6% | 22.9% | 16.8% | 10.5% | 9.2% |
| May 2026 | 38.7% | 22% | 16.6% | 11.4% | 11.3% |
| Jun 2026 | 41.8% | 24.7% | 13.9% | 10.7% | 8.9% |
| Jul 2026 | 39.1% | 22.1% | 20.3% | 10.1% | 8.5% |
| Aug 2026 | 50.6% | 16.4% | 13.8% | 10.4% | 8.7% |
| Sep 2026 | — | — | — | — | — |
How has the Ploughmans and Vogel's comparison changed over the last 12 months?
3 findings
- Vogel's was ahead of Ploughmans in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Ploughmans’ estimated Share of Search among bread brands in New Zealand moved from 11.9% to 13.8%, and its estimated monthly branded searches moved from 1.1K to 1.7K.
- Across the 11 months ending August 2026, Vogel's’ estimated Share of Search among bread brands in New Zealand moved from 39.6% to 50.6%, and its estimated monthly branded searches moved from 3.7K to 6.3K.
How did search popularity change for New Zealand bread brands in August 2026?
2 changes
In August 2026, Vogel's gained estimated Share of Search among bread brands in New Zealand, from 39.1% to 50.6%.
In August 2026, Ploughmans lost estimated Share of Search among bread brands in New Zealand, from 20.3% to 13.8%.
How each brand is measured
Brandwave collects information about searches that people make online using Ploughmans’ and Vogel'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.
Ploughmans
5 branded search terms
- ploughmans bread
- ploughmans bread countdown
- ploughmans loaf
- ploughmans rye bread
- ploughmans wholemeal bread
Vogel's
8 branded search terms
- thin vogels
- vogel's
- vogels
- vogels bread
- vogels co nz
- vogels near me
- vogels nz
- vogels online
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.