Brandwave

How popular isFitbit?

In September 2026, people searched for Fitbit by name about 15,600 times in New Zealand, a 23% increase from the previous year. These searches made up 52.4% of all New Zealand fitness tracker brand searches, placing Fitbit first out of seven brands. When we asked both ChatGPT and Google AI Overviews about fitness tracker brands, Fitbit appeared in all answers and was the second most recommended of the seven.

Search and AI answers in September 2026

Fitbit is the most searched of 7 competitors and the second most recommended in AI answers.

  1. FitbitShare of searches 52.4%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
  2. WHOOPShare of searches 35.3%Mentioned in 2 of 4 AI answersPlace in AI recommendations 3rd
  3. OuraShare of searches 4.9%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  4. AmazfitShare of searches 4.8%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  5. XiaomiShare of searches 1.5%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th

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Top fitness tracker brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Fitbit appeared in all four answers. Fitbit is the second most recommended of the seven.

Most recommended by AI

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

  1. Garmin1st
  2. Fitbit2nd
  3. WHOOP3rd
  4. Xiaomi4th
  5. Oura–
  6. Amazfit–
  7. Polar–

Mentioned by AI

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

  • Fitbit4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Garmin4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • WHOOP2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Xiaomi2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Oura0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Amazfit0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Polar0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about fitness tracker brands

4 answers

  • Asked ChatGPT

    “Which fitness tracker brand should I buy in New Zealand?”

    1. 1Garmin
    2. 2Fitbit

  • Asked ChatGPT

    “What are the best fitness tracker brands in New Zealand?”

    1. 1Garmin
    2. 2Fitbit
    3. 3WHOOP
    4. 4Xiaomi

  • Asked ChatGPT

    “What's the best fitness tracker brand in New Zealand for everyday activity tracking?”

    1. 1Fitbit
    2. 2Garmin
    3. 3Xiaomi

  • Searched Google, AI Overview

    “best fitness tracker”

    1. 1Fitbit
    2. 2Garmin
    3. 3WHOOP

  • Searched Google, AI Overview

    “heart rate watch nz”

    Google showed no AI Overview for this search.

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 fitness tracker brands compete with Fitbit?

Fitbit against fitness tracker brands in New Zealand, by month

Share of searches by month for Fitbit, WHOOP, Oura, Amazfit. The figures are in the table below the chart.

View monthly share of searches table
MonthFitbitWHOOPOuraAmazfitXiaomiGarminPolar
Oct 202557.1%32.2%3%5%1.5%0.92%0.26%
Nov 202557.5%31.8%3%5%1.5%1%0.17%
Dec 202557.8%31.5%3%4.8%1.8%0.91%0.29%
Jan 202652.7%35.8%2.7%6.2%1.6%0.8%0.19%
Feb 202652.6%35.7%2.8%6.1%1.5%1.1%0.23%
Mar 202651.7%35.3%3.9%6.3%1.5%1.1%0.21%
Apr 202652.5%36.5%2.8%5.7%1.2%1.1%0.19%
May 202655.3%33.6%3%5.4%1.4%1.2%0.16%
Jun 202658.5%29.4%3.9%5.7%1.2%0.93%0.27%
Jul 202651.2%36.8%3.2%5.7%1.4%1.3%0.27%
Aug 202654.7%33.2%3.6%5.3%1.5%1.4%0.16%
Sep 202652.4%35.3%4.9%4.8%1.5%0.91%0.15%

  1. 1.Fitbit

    52.4%

    Held 1st. 13.8K estimated branded searches, +3.4% vs prior month. Share -2.3 points.

  2. 2.WHOOP

    35.3%

    Held 2nd. 9.3K estimated branded searches, +14.6% vs prior month. Share +2 points.

  3. 3.Oura

    4.9%

    Moved from 4th to 3rd. 1.3K estimated branded searches, +47.7% vs prior month. Share +1.3 points.

  4. 4.Amazfit

    4.8%

    Moved from 3rd to 4th. 1.3K estimated branded searches, -1.5% vs prior month. Share -0.5 points.

  5. 5.Xiaomi

    1.5%

    Held 5th. 400 estimated branded searches, +8.1% vs prior month. Share 0 points.

  6. 6.Garmin

    0.91%

    Held 6th. 240 estimated branded searches, -31.4% vs prior month. Share -0.5 points.

  7. 7.Polar

    0.15%

    Held 7th. 40 estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Fitbit and its closest rivals

Every comparison with Fitbit

14 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Fitbit in New Zealand rose from 12.7K to 15.6K.
  • Across the 12 months ending September 2026, Fitbit’s share of searches among fitness tracker brands in New Zealand decreased from 57.1% to 52.4%.
  • Across the 12 months ending September 2026, Fitbit’s share of searches among fitness tracker brands in New Zealand peaked at 58.5% in June 2026 and was lowest at 51.2% in July 2026.

How did search popularity change for New Zealand fitness tracker brands in September 2026?

6 changes

  1. In September 2026, Oura overtook Amazfit to rank 3rd among fitness tracker brands in New Zealand, with 4.9% of the searches.

  2. In September 2026, WHOOP gained share of searches among fitness tracker brands in New Zealand, from 33.2% to 35.3%.

  3. In September 2026, Fitbit lost share of searches among fitness tracker brands in New Zealand, from 54.7% to 52.4%.

  4. In September 2026, Garmin lost share of searches among fitness tracker brands in New Zealand, from 1.4% to 0.91%.

  5. Amazfit’s share of searches among fitness tracker brands in New Zealand has lost ground for 3 months in a row, from 5.7% to 4.8% in September 2026.

  6. Estimated monthly branded searches for Xiaomi in New Zealand rose 33.3% over 12 measured months, from 300 to 400 in September 2026.

How are Fitbit’s branded searches counted?

13 search terms

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

  • fitbit
  • fitbit band
  • fitbit charger
  • fitbit fitness tracker
  • fitbit google
  • fitbit inspire
  • fitbit inspire 2
  • fitbit inspire 3
  • fitbit luxe
  • fitbit sense
  • fitbit smartwatch
  • fitbit versa
  • fitbit watch

How the Brand Demand Index is measured

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

Where does Fitbit compete?

Fitbit is ranked in five competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Smartwatch and fitness tracker brands3rd of 911.2%Show ranking
Sleep tracker brands2nd of 438.2%Show ranking
Heart monitor brands2nd of 346.4%Show ranking
Fitness tracker brands1st of 752.4%Shown above
Smart scale brands1st of 758.1%Show ranking
Creator with pink hair and a pink jacket

Is Fitbit your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

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