---
title: "Branded search demand in New Zealand"
description: "Estimated monthly branded-search demand in New Zealand. Brandwave tracks 12 brands across 3 competitive sets, with each brand's Share of Search calculated inside the set it competes in, and measured an estimated 1.7M branded searches across 12 brands in Aug 2026."
canonical: "https://gobrandwave.com/graph/nz"
publisher: "Brandwave"
---

# Branded search demand in New Zealand

Estimated monthly branded-search demand in New Zealand. Brandwave tracks 12 brands across 3 competitive sets, with each brand's Share of Search calculated inside the set it competes in, and measured an estimated 1.7M branded searches across 12 brands in Aug 2026.

## Key facts

- **Market**: New Zealand
- **Language**: English
- **Competitive sets**: 3
- **Brands tracked**: 12
- **Multi-brand companies**: 2
- **Measured through**: Aug 2026
- **Total estimated monthly branded searches**: 1.7M

## Biggest Share of Search movements

| Brand | Competitive set | Share change vs prior month | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| One NZ | Mobile and broadband providers | +5.1 pts | 55.5% | 1 |
| Woolworths | Supermarkets | +4.5 pts | 35% | 1 |
| Xero | Small business accounting software | +1.4 pts | 83% | 1 |
| Spark | Mobile and broadband providers | -2.3 pts | 20.4% | 2 |
| PAK’nSAVE | Supermarkets | -2.3 pts | 35% | 2 |
| 2degrees | Mobile and broadband providers | -1.9 pts | 16.7% | 3 |

## Fastest-changing estimated branded demand

| Brand | Competitive set | Change across the window | Estimated monthly branded searches | Measured months |
| --- | --- | --- | --- | --- |
| Woolworths | Supermarkets | +49.5% | 450K | 12 |
| Hnry | Small business accounting software | +22.3% | 14.8K | 12 |
| Xero | Small business accounting software | +22.2% | 165K | 12 |
| Spark | Mobile and broadband providers | -33.1% | 49.5K | 12 |
| 2degrees | Mobile and broadband providers | -33.1% | 40.5K | 12 |
| Reckon | Small business accounting software | -23.1% | 1K | 12 |

## Largest brands by estimated branded demand

| Brand | Competitive set | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| PAK’nSAVE | Supermarkets | 450K | 35% | 2 |
| Woolworths | Supermarkets | 450K | 35% | 1 |
| New World | Supermarkets | 368K | 28.6% | 3 |
| Xero | Small business accounting software | 165K | 83% | 1 |
| One NZ | Mobile and broadband providers | 135K | 55.5% | 1 |

## Competitive sets by total measured demand

| Competitive set | Estimated monthly branded searches | Measured brands | Highest Share of Search |
| --- | --- | --- | --- |
| Supermarkets | 1.3M | 4 | Woolworths, 35% |
| Mobile and broadband providers | 243K | 4 | One NZ, 55.5% |
| Small business accounting software | 199K | 4 | Xero, 83% |

## Notable rank changes

| Brand | Competitive set | Previous rank | Rank |
| --- | --- | --- | --- |
| PAK’nSAVE | Supermarkets | 1 | 2 |
| Woolworths | Supermarkets | 2 | 1 |

## Brands tracked in New Zealand

| Brand | Competitive set | Share of Search | Estimated monthly branded searches | Owned by |
| --- | --- | --- | --- | --- |
| One NZ | Mobile and broadband providers | 55.5% | 135K | One New Zealand |
| Spark | Mobile and broadband providers | 20.4% | 49.5K | Spark New Zealand |
| 2degrees | Mobile and broadband providers | 16.7% | 40.5K | 2degrees |
| Skinny | Mobile and broadband providers | 7.4% | 18.1K | Spark New Zealand |
| Xero | Small business accounting software | 83% | 165K | Xero |
| MYOB | Small business accounting software | 9.1% | 18.1K | MYOB |
| Hnry | Small business accounting software | 7.4% | 14.8K | Hnry |
| Reckon | Small business accounting software | 0.5% | 1K | Reckon |
| Woolworths | Supermarkets | 35% | 450K | Woolworths New Zealand |
| PAK’nSAVE | Supermarkets | 35% | 450K | Foodstuffs |
| New World | Supermarkets | 28.6% | 368K | Foodstuffs |
| Four Square | Supermarkets | 1.4% | 18.1K | Foodstuffs |

## Competitive sets

- [Mobile and broadband providers](/graph/nz/categories/mobile-and-broadband): 4 brands compared on their branded search terms.
- [Small business accounting software](/graph/nz/categories/accounting-software): 4 brands compared on their branded search terms.
- [Supermarkets](/graph/nz/categories/supermarkets): 4 brands compared on their branded search terms.

## Multi-brand companies

- [Foodstuffs](/graph/nz/companies/foodstuffs): New World, PAK’nSAVE, Four Square
- [Spark New Zealand](/graph/nz/companies/spark): Spark, Skinny

## How is branded search demand measured?

### Where do these numbers come from?

Brandwave organizes categories, branded terms, and competitor groups using publicly available information about companies and brands. We obtain third-party modeled search-volume estimates from external search-data providers, then store and keep them up to date. Our Marketing Graph shares this curated information with everyone for free. The figures cover Sep 2025 to Aug 2026.

### Can I use the Marketing Graph data?

Yes. Anyone may use, share, adapt, and redistribute data published in the Brandwave Marketing Graph, including for commercial purposes, under the Creative Commons Attribution 4.0 International licence (CC BY 4.0). Give appropriate credit to Brandwave, link to the source page and https://creativecommons.org/licenses/by/4.0/, and indicate if you made changes. This permission covers Brandwave’s published compilation and measurements; it does not grant rights to third-party trademarks or logos. Automated access must use the public pages or API and respect published rate limits.

### Is Share of Search the same as market share?

No, Share of Search compares a brand’s estimated search volume with the estimated search volume of other brands in the same group. It measures searches for branded terms, not purchases, so it is not the same as market share, revenue share, or customer share. A brand might have a high Share of Search but still sell less than a competitor, and brands that people buy out of habit might be searched for less than brands people are still considering. Branded-search demand can provide an early signal that interest in a brand is changing. Watching for sustained shifts can help you spot trends sooner, but the metric does not establish what will happen to revenue.

### Does a rise in branded searches mean a campaign worked?

Not always. It depends on what your campaign was meant to do. Our public marketing data shows when branded search demand changes, but it doesn’t tell you why. Branded search volume can rise or fall for many reasons. For example, a competitor’s campaign, a news story, a price change, the season, or more people shopping in your category can all play a part. Checking the timing of these changes can give you useful clues, so it helps to see what else was happening at the same time. Brandwave lets you track all your marketing activity and branded search volume together on one timeline, making this much easier.

### Does appearing here mean a company uses Brandwave?

Not necessarily. Brandwave maintains these brand profiles using publicly available information and data sources. Brandwave never exposes private customer data publicly.

## Cite this page

Brandwave. "Branded search demand in New Zealand". https://gobrandwave.com/graph/nz

This page is also available as HTML at https://gobrandwave.com/graph/nz. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.