KONG vs Ruffwear:Which is more popular?
In September 2026, Ruffwear had more branded searches than KONG among dog harnesses worldwide. Ruffwear had about 89,300 branded searches, while KONG had 12,100. Ruffwear made up 40.4% of all dog harness searches we track, and KONG accounted for 5.5%. When we asked ChatGPT and Google AI Overviews about dog harnesses, Ruffwear appeared in four of the five answers and KONG in none.
Who do people search for more?
Ruffwear, about 7 searches for every 1 for KONG
Who does AI mention more?
Ruffwear, mentioned in 4 of 5 answers, KONG in 0
Who does AI recommend more?
Ruffwear, the only one of the two named
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Top dog harnesses in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Ruffwear was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. KONG 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.
2 Hounds Design5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Ruffwear4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
PetSafe4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Kurgo1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Halti0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Julius-K90 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
KONG0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Puppia0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Rabbitgoo0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Joyride Harness0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about dog harnesses
5 answers
Asked ChatGPT
“Which dog harness brand should I buy?”
Asked ChatGPT
“What are the best dog harness brands?”
Asked ChatGPT
“What's the best dog harness brand for a dog that pulls?”
Searched Google, AI Overview
“dog harness”
Searched Google, AI Overview
“no pull dog harness”
Brands are shown in the order each answer named them. The survey took place in the United States on October 22, 2026.
Is KONG or Ruffwear more popular in search?
This chart shows how often people search Google for KONG and Ruffwear by name. Each line represents a brand's share of searches for all 11 dog harnesses we track, month by month, from English-language searches worldwide.
Share of searches by month for Ruffwear, KONG. The figures are in the table below the chart.
View monthly share of searches table
| Month | Ruffwear | Halti | Julius-K9 | PetSafe | KONG | Kurgo | Puppia | Rabbitgoo | Joyride Harness | 2 Hounds Design | Wild One |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 36.6% | 23.6% | 16.6% | 8.9% | 5.4% | 2.4% | 2% | 1.3% | 1.3% | 1.1% | 0.72% |
| Nov 2025 | 42.8% | 23.6% | 14.2% | 7.4% | 4.6% | 1.7% | 1.7% | 1.1% | 1.4% | 0.73% | 0.73% |
| Dec 2025 | 41.6% | 22.5% | 15.3% | 7.7% | 4.4% | 2% | 2% | 1.6% | 1.3% | 0.71% | 0.85% |
| Jan 2026 | 39.1% | 25.5% | 14.2% | 8.7% | 4.1% | 2.2% | 1.8% | 1.5% | 1.2% | 0.79% | 0.79% |
| Feb 2026 | 38.8% | 24.8% | 14.8% | 8.1% | 4.9% | 2.7% | 1.8% | 1.4% | 1.2% | 0.93% | 0.79% |
| Mar 2026 | 41% | 21.2% | 14.9% | 8.3% | 6% | 2.2% | 1.8% | 1.8% | 1.2% | 0.97% | 0.77% |
| Apr 2026 | 42.8% | 19% | 15.6% | 8.4% | 5.1% | 2.3% | 1.9% | 1.9% | 1.2% | 1% | 0.8% |
| May 2026 | 43.4% | 19.3% | 14.7% | 8.5% | 5.2% | 2.3% | 1.9% | 1.9% | 1.2% | 0.81% | 0.81% |
| Jun 2026 | 43.9% | 19.3% | 13.6% | 9% | 5.4% | 2.4% | 1.6% | 2% | 1.3% | 0.72% | 0.72% |
| Jul 2026 | 45.3% | 18.7% | 13.1% | 8.7% | 5.3% | 2.3% | 1.9% | 1.9% | 1.3% | 0.7% | 0.83% |
| Aug 2026 | 43.4% | 18.8% | 15.4% | 8.3% | 5% | 2.7% | 1.8% | 1.8% | 1.2% | 0.79% | 0.67% |
| Sep 2026 | 40.4% | 23.8% | 13.6% | 8.9% | 5.5% | 2% | 1.6% | 1.6% | 1.3% | 0.72% | 0.59% |
How has the KONG and Ruffwear comparison changed over the last 12 months?
3 findings
- Ruffwear was ahead of KONG in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, KONG’s share of searches among dog harnesses worldwide moved from 5.4% to 5.5%, and its estimated monthly branded searches held steady at 12.1K.
- Across the 12 months ending September 2026, Ruffwear’s share of searches among dog harnesses worldwide moved from 36.6% to 40.4%, and its estimated monthly branded searches moved from 81.5K to 89.3K.
How did search popularity change for dog harnesses worldwide in September 2026?
1 change
In September 2026, Ruffwear lost share of searches among dog harnesses worldwide, from 43.4% to 40.4%.
How are branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using KONG’s and Ruffwear’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.
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