Brandwave

How popular isFather Rabbit?

In September 2026, people searched for Father Rabbit by name about 2,900 times in New Zealand, a 19.4% decrease from the previous year. These searches made up 0.14% of all New Zealand homeware retailer searches, placing Father Rabbit seventh out of ten retailers. When we asked both ChatGPT and Google AI Overviews about homeware retailers, Father Rabbit appeared in three of the five answers and was the second most recommended of the ten.

Search and AI answers in September 2026

Father Rabbit is the seventh most searched of 10 competitors and the second most recommended in AI answers.

  1. Kmart NZShare of searches 52.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  2. Briscoes HomewareShare of searches 18.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  3. The WarehouseShare of searches 14.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 6th
  4. SpotlightShare of searches 6.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. Father RabbitShare of searches 0.14%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd

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Top homeware retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Father Rabbit was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Father Rabbit is the second most recommended of the ten.

Most recommended by AI

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

  1. Briscoes Homeware1st
  2. Father Rabbit2nd
  3. Kmart NZ3rd
  4. Città4th
  5. A&C Homestore5th
  6. The Warehouse6th
  7. The Homestore7th
  8. Farmers8th
  9. Spotlight–
  10. IKEA–

Mentioned by AI

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

  • Briscoes Homeware3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • The Warehouse3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Città3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Father Rabbit3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • A&C Homestore3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • The Homestore3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Kmart NZ2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Farmers1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Spotlight0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • IKEA0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about homeware retailers

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 19, 2026.

Which homeware retailers compete with Father Rabbit?

Father Rabbit against homeware retailers in New Zealand, by month

Share of searches by month for Kmart NZ, Briscoes Homeware, The Warehouse, Spotlight, IKEA, Father Rabbit. The figures are in the table below the chart.

View monthly share of searches table
MonthKmart NZBriscoes HomewareThe WarehouseSpotlightIKEACittàFather RabbitA&C HomestoreThe HomestoreFarmers
Oct 202555%17.1%17.1%7.6%2.2%0.5%0.16%0.11%0.07%0.09%
Nov 202552.4%20%16.8%6%3.9%0.48%0.2%0.11%0.07%0.07%
Dec 202542.9%19.2%15.9%4.7%16.4%0.4%0.23%0.07%0.1%0.06%
Jan 202648%17.6%17.9%5.3%10.4%0.43%0.14%0.09%0.09%0.08%
Feb 202650%15.3%18.3%6.6%8.9%0.45%0.14%0.08%0.08%0.07%
Mar 202654%14.6%17.3%6.3%7%0.5%0.13%0.09%0.09%0.07%
Apr 202651.9%18.8%15.4%6.8%6.4%0.44%0.12%0.08%0.08%0.07%
May 202648.8%18%17.2%7.6%7.5%0.49%0.13%0.09%0.11%0.08%
Jun 202651.5%17.6%14.5%7.8%7.8%0.5%0.11%0.08%0.09%0.07%
Jul 202649.5%21.1%13.8%6.1%8.8%0.4%0.11%0.07%0.11%0.06%
Aug 202651.3%18.1%14.4%7.8%7.5%0.51%0.14%0.09%0.11%0.07%
Sep 202652.9%18.6%14.8%6.5%6.2%0.51%0.14%0.09%0.09%0.06%

  1. 1.Kmart NZ

    52.9%

    Held 1st. 1.1M estimated branded searches, +0.53% vs prior month. Share +1.7 points.

  2. 2.Briscoes Homeware

    18.6%

    Held 2nd. 384K estimated branded searches, +0.03% vs prior month. Share +0.5 points.

  3. 3.The Warehouse

    14.8%

    Held 3rd. 306K estimated branded searches, +0.02% vs prior month. Share +0.4 points.

  4. 4.Spotlight

    6.5%

    Held 4th. 135K estimated branded searches, -18.2% vs prior month. Share -1.2 points.

  5. 5.IKEA

    6.2%

    Held 5th. 128K estimated branded searches, -19.3% vs prior month. Share -1.3 points.

  6. 6.Città

    0.51%

    Held 6th. 10.6K estimated branded searches, -1.9% vs prior month. Share 0 points.

  7. 7.Father Rabbit

    0.14%

    Held 7th. 2.9K estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.A&C Homestore

    0.09%

    Moved from 9th to 8th. 1.9K estimated branded searches, 0% vs prior month. Share 0 points.

  9. 9.The Homestore

    0.09%

    Moved from 8th to 9th. 1.9K estimated branded searches, -20.8% vs prior month. Share 0 points.

  10. 10.Farmers

    0.06%

    Held 10th. 1.2K estimated branded searches, -12.1% vs prior month. Share 0 points.

Compare popularity between Father Rabbit and its closest rivals

Every comparison with Father Rabbit

9 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Father Rabbit in New Zealand fell from 3.6K to 2.9K.
  • Across the 12 months ending September 2026, Father Rabbit’s share of searches among homeware retailers in New Zealand held steady, from 0.16% to 0.14%.

How did search popularity change for New Zealand homeware retailers in September 2026?

6 changes

  1. In September 2026, Kmart NZ gained share of searches among homeware retailers in New Zealand, from 51.3% to 52.9%.

  2. In September 2026, IKEA lost share of searches among homeware retailers in New Zealand, from 7.5% to 6.2%.

  3. In September 2026, Spotlight lost share of searches among homeware retailers in New Zealand, from 7.8% to 6.5%.

  4. In September 2026, A&C Homestore rose from 9th to 8th among homeware retailers in New Zealand.

  5. In September 2026, The Homestore fell from 8th to 9th among homeware retailers in New Zealand.

  6. Estimated monthly branded searches for Farmers in New Zealand fell 36.7% over 12 measured months, from 2K to 1.2K in September 2026.

How are Father Rabbit’s branded searches counted?

1 search term

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

  • father rabbit

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How the Brand Demand Index is measured

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