Brandwave

Setha’s Seeds vs Yates Seeds:Which is more popular in New Zealand?

In October 2026, Yates Seeds had more branded searches than Setha’s Seeds among seed brands in New Zealand. Yates Seeds had about 170 branded searches, while Setha’s Seeds had 110. Yates Seeds made up 1.1% 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 and Yates Seeds each appeared in two of the five answers. Setha’s Seeds was mentioned before Yates Seeds in two out of three answers that named either.

Among seed brands in New Zealand in October 2026

Who do people search for more?

Yates Seeds, about 55% more searches than Setha’s Seeds

Yates Seeds 170 searchesSetha’s Seeds 110 searches

Who does AI mention more?

Both were mentioned in 2 of 5 answers.

Setha’s Seeds in 2 of 5Yates Seeds in 2 of 5

Who does AI recommend more?

Setha’s Seeds, named ahead of Yates Seeds in 2 of 3 answers

Setha’s Seeds first in 2Yates Seeds 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, 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. Yates Seeds was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Setha’s Seeds was listed before Yates Seeds 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 Setha’s Seeds or Yates Seeds more popular in search?

This chart shows how often people search Google for Setha’s Seeds and Yates 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.

Setha’s Seeds and Yates Seeds among seed brands in New Zealand, by month

Share of searches by month for Yates Seeds, Setha’s Seeds. 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 Setha’s Seeds and Yates Seeds changed in New Zealand over the last 12 months?

3 findings
  • The lead changed hands 2 times in the 12 months ending October 2026: Setha’s Seeds took it in April 2026, Yates Seeds took it in August 2026.
  • 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.
  • Across the 12 months ending October 2026, Yates Seeds’ share of searches among seed brands in New Zealand moved from 1.3% to 1.1%, and its estimated monthly branded searches moved from 140 to 170.

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

2 changes

  1. 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.

  2. Estimated monthly branded searches for Yates Seeds in New Zealand rose 21.4% over 12 measured months, from 140 to 170 in October 2026.

How are Setha’s Seeds’ and Yates Seeds’ branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Setha’s Seeds’ and Yates 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.

Setha’s Seeds

1 branded search term

  • sethas seeds

Yates Seeds

1 branded search term

  • yates seeds

How the Brand Demand Index is measured

Other head-to-heads among seed brands

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