Brandwave

KiwiCo vs National Geographic:Which is more popular?

In September 2026, National Geographic had more branded searches than KiwiCo among science kits worldwide. National Geographic had about 673,000 branded searches, while KiwiCo had 90,500. National Geographic made up 83.1% of all science kit searches we track, and KiwiCo accounted for 11.2%. When we asked ChatGPT and Google AI Overviews about science kits, National Geographic appeared in four of the five answers and KiwiCo in two. National Geographic was mentioned before KiwiCo in every answer that named either.

Among science kits worldwide in September 2026

Who do people search for more?

National Geographic, about 7 searches for every 1 for KiwiCo

National Geographic 673K searchesKiwiCo 90.5K searches

Who does AI mention more?

National Geographic, mentioned in 4 of 5 answers, KiwiCo in 2

National Geographic in 4 of 5KiwiCo in 2 of 5

Who does AI recommend more?

National Geographic, named ahead of KiwiCo in 4 of 4 answers

National Geographic first in 4KiwiCo never first

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Top science kits in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, National Geographic was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. KiwiCo was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. National Geographic was listed before KiwiCo in every answer that named either.

Most recommended by AI

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

  1. National Geographic1st
  2. Snap Circuits2nd
  3. Thames & Kosmos3rd
  4. Smithsonian Mega Science Lab4th
  5. KiwiCo5th
  6. MEL Science6th
  7. Little Passports–

Mentioned by AI

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

  • Thames & Kosmos5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • National Geographic4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Snap Circuits3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • KiwiCo2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Smithsonian Mega Science Lab2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • MEL Science1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Little Passports0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about science kits

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 21, 2026.

Is KiwiCo or National Geographic more popular in search?

This chart shows how often people search Google for KiwiCo and National Geographic by name. Each line represents a brand's share of searches for all seven science kits we track, month by month, from English-language searches worldwide.

KiwiCo and National Geographic among science kits worldwide, by month

Share of searches by month for National Geographic, KiwiCo. The figures are in the table below the chart.

View monthly share of searches table
MonthNational GeographicKiwiCoSnap CircuitsThames & KosmosLittle PassportsMEL ScienceSmithsonian Mega Science Lab
Oct 202586.4%9.5%2.9%0.41%0.47%0.38%0.01%
Nov 202577.6%15.6%4.7%0.81%0.77%0.51%0.02%
Dec 202572.9%17.8%6.6%1.1%0.88%0.72%0.04%
Jan 202687.7%7.9%2.9%0.51%0.58%0.39%0.01%
Feb 202689.8%6.6%2.4%0.35%0.4%0.32%0.02%
Mar 202689.9%6.7%2.4%0.28%0.32%0.4%0.02%
Apr 202686.4%9.5%2.8%0.41%0.38%0.46%0.03%
May 202686.4%9.5%2.8%0.4%0.38%0.38%0.06%
Jun 202683.7%11.3%3.4%0.59%0.44%0.55%0.06%
Jul 202680.9%13.3%4%0.69%0.65%0.43%0.06%
Aug 202680.6%13.3%4%0.83%0.79%0.53%0.07%
Sep 202683.1%11.2%4.1%0.58%0.54%0.44%0.04%

How has the KiwiCo and National Geographic comparison changed over the last 12 months?

3 findings
  • National Geographic was ahead of KiwiCo in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, KiwiCo’s share of searches among science kits worldwide moved from 9.5% to 11.2%, and its estimated monthly branded searches moved from 110K to 90.5K.
  • Across the 12 months ending September 2026, National Geographic’s share of searches among science kits worldwide moved from 86.4% to 83.1%, and its estimated monthly branded searches moved from 1M to 673K.

How did search popularity change for science kits worldwide in September 2026?

2 changes

  1. In September 2026, National Geographic gained share of searches among science kits worldwide, from 80.6% to 83.1%.

  2. In September 2026, KiwiCo lost share of searches among science kits worldwide, from 13.3% to 11.2%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using KiwiCo’s and National Geographic’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.

KiwiCo

1 branded search term

  • kiwico

National Geographic

1 branded search term

  • national geographic

How the Brand Demand Index is measured

Other head-to-heads among science kits

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