Brandwave

How popular isKONG?

In September 2026, people searched for KONG by name about 76,400 times worldwide, a 15.8% decrease from the previous year. These searches made up 62.3% of all global cat toy brand searches, placing KONG first out of nine brands. When we asked both ChatGPT and Google AI Overviews about cat toy brands, KONG appeared in three of the five answers and was the third most recommended of the nine.

Search and AI answers in September 2026

KONG is the most searched of 9 competitors and the third most recommended in AI answers.

  1. KONGShare of searches 62.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  2. CatitShare of searches 21.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
  3. SmartyKatShare of searches 5.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  4. Cat DancerShare of searches 4.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  5. TrixieShare of searches 1.9%Mentioned in 1 of 5 AI answersPlace in AI recommendations 8th

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Top cat toy brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, KONG was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. KONG is the third most recommended of the nine.

Most recommended by AI

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

  1. Cat Dancer1st
  2. Go Cat2nd
  3. KONG3rd
  4. Yeowww!4th
  5. SmartyKat5th
  6. Petstages6th
  7. Catit7th
  8. Trixie8th
  9. Hartz–

Mentioned by AI

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

  • Cat Dancer5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • KONG3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • SmartyKat3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Go Cat3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Petstages2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Yeowww!2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Catit1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Trixie1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Hartz0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about cat toy brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.

Which cat toy brands compete with KONG?

KONG against cat toy brands worldwide, by month

Share of searches by month for KONG, Catit, SmartyKat, Cat Dancer. The figures are in the table below the chart.

View monthly share of searches table
MonthKONGCatitSmartyKatCat DancerTrixieGo CatPetstagesYeowww!Hartz
Oct 202567.7%19.1%3.8%3.1%2%1.3%1.4%1.1%0.51%
Nov 202573.5%15%3%3%1.6%1.2%1.3%1.3%0.22%
Dec 202571.8%14.7%2.9%5.4%1.2%1.2%1.3%1.3%0.14%
Jan 202670.4%17.6%3.5%3.5%1.5%1.1%1.2%1%0.17%
Feb 202669.8%17.4%4.2%2.8%1.6%1.3%1.5%1.3%0.16%
Mar 202670.4%17%4.1%2.8%1.7%1.2%1.5%1.2%0.16%
Apr 202666.9%19.7%4.8%2.6%1.7%1.3%1.7%1.2%0.19%
May 202663.3%21.8%4.3%3.5%2.2%1.4%1.9%1.3%0.21%
Jun 202664.1%22.1%4.4%2.9%2%1.4%1.6%1.3%0.21%
Jul 202661.8%20.3%7.4%3.3%2.1%1.6%1.7%1.5%0.24%
Aug 202666.2%18.7%5.6%3%2.1%1.5%1.3%1.3%0.18%
Sep 202662.3%21.5%5.2%4.3%1.9%1.5%1.5%1.5%0.2%

  1. 1.KONG

    62.3%

    Held 1st. 64.3K estimated branded searches, -18.2% vs prior month. Share -4 points.

  2. 2.Catit

    21.5%

    Held 2nd. 22.2K estimated branded searches, 0% vs prior month. Share +2.8 points.

  3. 3.SmartyKat

    5.2%

    Held 3rd. 5.4K estimated branded searches, -18.2% vs prior month. Share -0.3 points.

  4. 4.Cat Dancer

    4.3%

    Held 4th. 4.4K estimated branded searches, +22.2% vs prior month. Share +1.2 points.

  5. 5.Trixie

    1.9%

    Held 5th. 2K estimated branded searches, -21.1% vs prior month. Share -0.2 points.

  6. 6.Go Cat

    1.5%

    Held 6th. 1.6K estimated branded searches, -9.1% vs prior month. Share +0.1 points.

  7. 7.Petstages

    1.5%

    Held 7th. 1.6K estimated branded searches, 0% vs prior month. Share +0.2 points.

  8. 8.Yeowww!

    1.5%

    Held 8th. 1.6K estimated branded searches, 0% vs prior month. Share +0.2 points.

  9. 9.Hartz

    0.2%

    Held 9th. 210 estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between KONG and its closest rivals

Every comparison with KONG

51 comparisons

How has branded search demand for KONG changed worldwide over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for KONG worldwide fell from 90.7K to 76.4K.
  • Across the 12 months ending September 2026, KONG’s share of searches among cat toy brands worldwide decreased from 67.7% to 62.3%.
  • Across the 12 months ending September 2026, KONG’s share of searches among cat toy brands worldwide peaked at 73.5% in November 2025 and was lowest at 61.8% in July 2026.

How did search popularity change for cat toy brands worldwide in September 2026?

6 changes

  1. In September 2026, Catit gained share of searches among cat toy brands worldwide, from 18.7% to 21.5%.

  2. In September 2026, Cat Dancer gained share of searches among cat toy brands worldwide, from 3% to 4.3%.

  3. In September 2026, KONG lost share of searches among cat toy brands worldwide, from 66.2% to 62.3%.

  4. Estimated monthly branded searches for Yeowww! worldwide rose 23.1% over 12 measured months, from 1.3K to 1.6K in September 2026.

  5. Estimated monthly branded searches for SmartyKat worldwide rose 22.7% over 12 measured months, from 4.4K to 5.4K in September 2026.

  6. Estimated monthly branded searches for Hartz worldwide fell 64.4% over 12 measured months, from 590 to 210 in September 2026.

How are KONG’s branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using KONG’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • kong dog toy
  • kong harness
  • kong toys

How the Brand Demand Index is measured

Who owns KONG?

KONG is owned by The KONG Company. Brandwave does not track any other brands owned by The KONG Company.

Do you work for KONG? To request corrections or removal please contact us via our support page and we will be happy to assist.

Where does KONG compete?

KONG is ranked in 11 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Pet hair removers3rd of 612.1%Show ranking
Pet accessory brands1st of 1125.9%Show ranking
Dog harnesses5th of 115.5%Show ranking
Dog collar brands1st of 832.3%Show ranking
Dog coats1st of 643.8%Show ranking
Dog toy brands1st of 650.1%Show ranking
Dog bed brands1st of 656.5%Show ranking
Cat toy brands1st of 962.3%Shown above
Pet toy brands1st of 570%Show ranking
Pet bed brands1st of 873.5%Show ranking
Dog seat covers1st of 686.1%Show ranking
Creator with pink hair and a pink jacket

Is KONG your brand?

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