Brandwave

How popular isCanterbury?

In September 2026, people searched for Canterbury by name about 4,960 times in New Zealand, a 9% decrease from the previous year. These searches made up 65.3% of all New Zealand rugby gear brand searches, placing Canterbury first out of six brands. When we asked both ChatGPT and Google AI Overviews about rugby gear brands, Canterbury appeared in all answers and was the most recommended of the six.

Search and AI answers in September 2026

Canterbury is the most searched of 6 competitors and the most recommended in AI answers.

  1. CanterburyShare of searches 65.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. SteedenShare of searches 13.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. AdidasShare of searches 9.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  4. GilbertShare of searches 9.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  5. BLKShare of searches 1.3%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th

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Top rugby gear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Canterbury appeared in all five answers. Canterbury is the most recommended of the six.

Most recommended by AI

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

  1. Canterbury1st
  2. Adidas2nd
  3. Gilbert3rd
  4. BLK4th
  5. Steeden–
  6. Kooga–

Mentioned by AI

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

  • Canterbury5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Adidas5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Gilbert5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • BLK1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Steeden0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Kooga0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about rugby gear brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which rugby gear brands compete with Canterbury?

Canterbury against rugby gear brands in New Zealand, by month

Share of searches by month for Canterbury, Steeden, Adidas, Gilbert. The figures are in the table below the chart.

View monthly share of searches table
MonthCanterburySteedenAdidasGilbertBLKKooga
Oct 202572.4%10.6%6.9%8.6%1.1%0.4%
Nov 202579.3%7.6%4.9%6.8%1.2%0.19%
Dec 202579.4%7.8%5.3%5.9%1.3%0.38%
Jan 202673.9%3.7%14.1%6.3%1.7%0.31%
Feb 202657%6.2%22.3%13%1.3%0.23%
Mar 202646.9%5.2%35.2%11.3%1.3%0.24%
Apr 202667.1%8.6%13.3%8.8%1.8%0.38%
May 202663.1%10.6%11.6%13.4%1%0.38%
Jun 202652.6%9.8%14.6%21.9%0.96%0.21%
Jul 202662.4%8%9.9%18.3%1.2%0.1%
Aug 202667%9.8%9.9%12.2%0.87%0.33%
Sep 202665.3%13.7%9.9%9.5%1.3%0.26%

  1. 1.Canterbury

    65.3%

    Held 1st. 5K estimated branded searches, -19.7% vs prior month. Share -1.6 points.

  2. 2.Steeden

    13.7%

    Moved from 4th to 2nd. 1K estimated branded searches, +15.6% vs prior month. Share +4 points.

  3. 3.Adidas

    9.9%

    Held 3rd. 750 estimated branded searches, -17.6% vs prior month. Share 0 points.

  4. 4.Gilbert

    9.5%

    Moved from 2nd to 4th. 720 estimated branded searches, -36.3% vs prior month. Share -2.8 points.

  5. 5.BLK

    1.3%

    Held 5th. 100 estimated branded searches, +25% vs prior month. Share +0.5 points.

  6. 6.Kooga

    0.26%

    Held 6th. 20 estimated branded searches, -33.3% vs prior month. Share -0.1 points.

Compare popularity between Canterbury and its closest rivals

Every comparison with Canterbury

8 comparisons

How has branded search demand for Canterbury changed in New Zealand over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Canterbury in New Zealand fell from 5.5K to 5K.
  • Across the 12 months ending September 2026, Canterbury’s share of searches among rugby gear brands in New Zealand decreased from 72.4% to 65.3%.
  • Across the 12 months ending September 2026, Canterbury’s share of searches among rugby gear brands in New Zealand peaked at 79.4% in December 2025 and was lowest at 46.9% in March 2026.

How did search popularity change for New Zealand rugby gear brands in September 2026?

6 changes

  1. In September 2026, Steeden overtook Gilbert and Adidas to rank 2nd among rugby gear brands in New Zealand, with 13.7% of the searches.

  2. In September 2026, Gilbert lost share of searches among rugby gear brands in New Zealand, from 12.2% to 9.5%.

  3. In September 2026, Canterbury lost share of searches among rugby gear brands in New Zealand, from 67% to 65.3%.

  4. Estimated monthly branded searches for Adidas in New Zealand rose 44.2% over 12 measured months, from 520 to 750 in September 2026.

  5. Estimated monthly branded searches for BLK in New Zealand rose 25% over 12 measured months, from 80 to 100 in September 2026.

  6. Estimated monthly branded searches for Kooga in New Zealand fell 33.3% over 12 measured months, from 30 to 20 in September 2026.

How are Canterbury’s branded searches counted?

7 search terms

Brandwave collects information about searches that people make online using Canterbury’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.

  • canterbury clothing
  • canterbury clothing shorts
  • canterbury rugby boots
  • canterbury rugby gear
  • canterbury rugby kit
  • canterbury rugby merchandise
  • canterbury rugby shorts

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

How the Brand Demand Index is measured

Where does Canterbury compete?

Canterbury is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Rugby cleats brands5th of 61.6%Show ranking
Rugby gear brands1st of 665.3%Shown above
Creator with pink hair and a pink jacket

Is Canterbury your brand?

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