KONG vs Tuft + Paw:Which is more popular?
In September 2026, KONG had more branded searches than Tuft + Paw among pet accessory brands worldwide. KONG had about 64,300 branded searches, while Tuft + Paw had 10,900. KONG made up 25.9% of all pet accessory brand searches we track, and Tuft + Paw accounted for 4.4%. When we asked ChatGPT and Google AI Overviews about pet accessory brands, KONG appeared in three of the five answers and Tuft + Paw in two. KONG was mentioned before Tuft + Paw in every answer.
Who do people search for more?
KONG, about 6 searches for every 1 for Tuft + Paw
Who does AI mention more?
KONG, mentioned in 3 of 5 answers, Tuft + Paw in 2
Who does AI recommend more?
KONG, named ahead of Tuft + Paw in every answer
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Top pet accessory 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 all three ChatGPT answers, but not in either of the two Google AI Overviews. Tuft + Paw was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. KONG was listed before Tuft + Paw in every answer.
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.
Ruffwear4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers- KONG3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Wild One3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Tuft + Paw2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
LupinePet2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Savic0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Ferplast0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
EzyDog0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Petmate0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Dogit0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about pet accessory brands
5 answers
Asked ChatGPT
“Which pet accessory brand should I buy?”
Asked ChatGPT
“What are the best pet accessory brands?”
Asked ChatGPT
“What's the best pet accessory brand for a dog or cat?”
Searched Google, AI Overview
“pet accessory brands”
Searched Google, AI Overview
“best pet accessories”
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is KONG or Tuft + Paw more popular in search?
This chart shows how often people search Google for KONG and Tuft + Paw by name. Each line represents a brand's share of searches for all 11 pet accessory brands we track, month by month, from English-language searches worldwide.
Share of searches by month for KONG, Tuft + Paw. The figures are in the table below the chart.
View monthly share of searches table
| Month | KONG | Ruffwear | Wild One | Savic | Ferplast | Tuft + Paw | EzyDog | Petmate | Dogit | LupinePet | Rogz |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 28% | 21.6% | 17.6% | 11.8% | 6.5% | 4% | 4.3% | 2.9% | 1% | 1% | 1.3% |
| Nov 2025 | 31.8% | 26.5% | 14.5% | 9.7% | 5.3% | 3.3% | 4.3% | 1.9% | 0.85% | 0.85% | 0.85% |
| Dec 2025 | 38.1% | 21.3% | 11.7% | 11.7% | 4.3% | 3.2% | 4.3% | 2.3% | 0.69% | 1.6% | 0.84% |
| Jan 2026 | 34.8% | 23.7% | 15.9% | 7.1% | 5.8% | 3.6% | 3.9% | 2.6% | 0.77% | 0.93% | 0.93% |
| Feb 2026 | 33% | 22.5% | 15% | 10.1% | 6.7% | 3.4% | 3.7% | 3% | 0.89% | 0.89% | 0.89% |
| Mar 2026 | 30.7% | 24.6% | 16.5% | 9% | 6% | 3.7% | 4% | 2.7% | 0.97% | 0.97% | 0.8% |
| Apr 2026 | 26.3% | 25.8% | 17.3% | 11.6% | 5.2% | 3.9% | 4.2% | 2.8% | 1% | 1% | 0.84% |
| May 2026 | 24% | 27.6% | 18.4% | 10.1% | 5.5% | 4.2% | 4.5% | 2.5% | 1.1% | 1.1% | 1.1% |
| Jun 2026 | 25.7% | 29.6% | 16.2% | 7.2% | 5.9% | 4.4% | 4.8% | 2.6% | 1.4% | 1.2% | 0.96% |
| Jul 2026 | 25.6% | 28% | 18.7% | 6.8% | 5.6% | 5.1% | 4.6% | 2.5% | 1.1% | 1.1% | 0.91% |
| Aug 2026 | 27% | 25.4% | 17% | 11.4% | 5.1% | 4.6% | 4.2% | 2.3% | 1% | 1% | 1% |
| Sep 2026 | 25.9% | 24.4% | 16.3% | 13.3% | 6% | 4.4% | 4% | 2.7% | 1.2% | 0.97% | 0.97% |
How has the KONG and Tuft + Paw comparison changed over the last 12 months?
3 findings
- KONG was ahead of Tuft + Paw in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, KONG’s share of searches among pet accessory brands worldwide moved from 28% to 25.9%, and its estimated monthly branded searches moved from 78.6K to 64.3K.
- Across the 12 months ending September 2026, Tuft + Paw’s share of searches among pet accessory brands worldwide moved from 4% to 4.4%, and its estimated monthly branded searches moved from 11.2K to 10.9K.
How did search popularity change for pet accessory brands worldwide in September 2026?
1 change
In September 2026, KONG lost share of searches among pet accessory brands worldwide, from 27% to 25.9%.
How are branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using KONG’s and Tuft + Paw’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.
KONG
2 branded search terms
- kong dog toy
- kong toys
Tuft + Paw
2 branded search terms
- tuft + paw
- tuft and paw
Other head-to-heads among pet accessory brands
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