Tabasco vs Taste Lab:Which is more popular in New Zealand?
In October 2026, Tabasco had more branded searches than Taste Lab among hot sauce brands in New Zealand. Tabasco had about 870 branded searches, while Taste Lab had 30. Tabasco made up 15.4% of all hot sauce brand searches we track, and Taste Lab accounted for 0.53%. When we asked ChatGPT and Google AI Overviews about hot sauce brands, Taste Lab appeared in four of the five answers and Tabasco in none.
Who do people search for more?
Tabasco, about 29 searches for every 1 for Taste Lab
Who does AI mention more?
Taste Lab, mentioned in 4 of 5 answers, Tabasco in 0
Who does AI recommend more?
Taste Lab, the only one of the two named
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Top hot sauce brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Taste Lab was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Tabasco did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Culley's5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Kaitaia Fire4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Apostle Hot Sauce4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Taste Lab4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
SpicyBoys2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Uncle Dunkle's2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Frank's RedHot0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Tabasco0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Huy Fong0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about hot sauce brands
5 answers
Asked ChatGPT
“Which hot sauce brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best hot sauce brands in New Zealand?”
Asked ChatGPT
“What's the best hot sauce brand in New Zealand for spicy food?”
Searched Google, AI Overview
“chilli sauce nz”
Searched Google, AI Overview
“hot sauce nz”
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 Tabasco or Taste Lab more popular in search?
This chart shows how often people search Google for Tabasco and Taste Lab by name. Each line represents a brand's share of searches for all nine hot sauce brands we track, month by month, from searches in New Zealand.
Share of searches by month for Tabasco, Taste Lab. The figures are in the table below the chart.
View monthly share of searches table
| Month | Culley's | Frank's RedHot | Tabasco | Kaitaia Fire | SpicyBoys | Apostle Hot Sauce | Huy Fong | Uncle Dunkle's | Taste Lab |
|---|---|---|---|---|---|---|---|---|---|
| Nov 2025 | 28.9% | 15.8% | 11.2% | 10% | 11.4% | 19.3% | 2.9% | 0.58% | 0% |
| Dec 2025 | 20.3% | 13.4% | 9.1% | 8.1% | 16% | 30.4% | 1.8% | 0.64% | 0.32% |
| Jan 2026 | 29.6% | 17.7% | 12.1% | 12.3% | 9.7% | 14.5% | 3% | 0.8% | 0.4% |
| Feb 2026 | 25.2% | 20.4% | 14.7% | 11.8% | 8.8% | 10.9% | 7% | 0.68% | 0.45% |
| Mar 2026 | 23.6% | 18.8% | 13.3% | 12.7% | 9.7% | 9.7% | 11.3% | 0.4% | 0.4% |
| Apr 2026 | 21.1% | 25.9% | 11.8% | 9.3% | 9.1% | 9.1% | 12.6% | 0.38% | 0.57% |
| May 2026 | 19.7% | 28.2% | 11.2% | 8.3% | 6.5% | 8% | 16.9% | 0.5% | 0.67% |
| Jun 2026 | 26.8% | 18.9% | 13.4% | 8.3% | 7.9% | 7.9% | 15.4% | 0.83% | 0.5% |
| Jul 2026 | 24.8% | 25% | 12.9% | 9% | 7.2% | 10.8% | 9.4% | 0.37% | 0.55% |
| Aug 2026 | 26.8% | 23.2% | 13.6% | 11.3% | 8.6% | 10.6% | 4.8% | 0.54% | 0.54% |
| Sep 2026 | 19% | 14.4% | 40.3% | 6.9% | 7.8% | 6.4% | 4.8% | 0.27% | 0.13% |
| Oct 2026 | 26.2% | 22.7% | 15.4% | 11% | 10.5% | 8.5% | 4.4% | 0.71% | 0.53% |
How has branded search for Tabasco and Taste Lab changed in New Zealand over the last 12 months?
3 findings
- Tabasco was ahead of Taste Lab in every measured month of the 12 months ending October 2026.
- Across the 12 months ending October 2026, Tabasco’s share of searches among hot sauce brands in New Zealand moved from 11.2% to 15.4%, and its estimated monthly branded searches moved from 580 to 870.
- Across the 12 months ending October 2026, Taste Lab’s share of searches among hot sauce brands in New Zealand moved from 0% to 0.53%, and its estimated monthly branded searches moved from 0 to 30.
How did search popularity change for New Zealand hot sauce brands in October 2026?
3 changes
In October 2026, Culley's overtook Tabasco to become the leader among hot sauce brands in New Zealand, with 26.2% of the searches.
In October 2026, Frank's RedHot overtook Tabasco to rank 2nd among hot sauce brands in New Zealand, with 22.7% of the searches.
In October 2026, Tabasco lost share of searches among hot sauce brands in New Zealand, from 40.3% to 15.4%.
How are Tabasco’s and Taste Lab’s branded searches counted?
5 search terms
Brandwave collects information about searches that people make online using Tabasco’s and Taste Lab’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.
Other head-to-heads among hot sauce brands
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