Brandwave

How popular isHorselands?

In October 2026, people searched for Horselands by name about 920 times in New Zealand, a 31.3% decrease from the previous year. These searches made up 5.1% of all New Zealand equestrian retailer searches, placing Horselands third out of five retailers. When we asked both ChatGPT and Google AI Overviews about equestrian retailers, Horselands did not appear in any of the answers.

Search and AI answers in October 2026

Horselands is the third most searched of 5 competitors and not named in the AI answers we collected.

  1. Saddlery WarehouseShare of searches 82.6%Mentioned in 3 of 3 AI answersPlace in AI recommendations 1st
  2. Canterbury SaddleryShare of searches 5.7%Mentioned in 1 of 3 AI answersPlace in AI recommendations 4th
  3. HorselandsShare of searches 5.1%Mentioned in 0 of 3 AI answersPlace in AI recommendations –
  4. HorseSportsShare of searches 4.9%Mentioned in 3 of 3 AI answersPlace in AI recommendations 2nd
  5. Stirrups EquestrianShare of searches 1.8%Mentioned in 2 of 3 AI answersPlace in AI recommendations 3rd
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Top equestrian retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions, Horselands did not appear in any of the three answers.

Most recommended by AI

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

  1. Saddlery Warehouse1st
  2. HorseSports2nd
  3. Stirrups Equestrian3rd
  4. Canterbury Saddlery4th
  5. Horselands–

Mentioned by AI

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

See every answer about equestrian retailers

3 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.

How often do people search for Horselands compared with other New Zealand equestrian retailers?

Horselands against equestrian retailers in New Zealand, by month

Share of searches by month for Saddlery Warehouse, Canterbury Saddlery, Horselands, HorseSports. The figures are in the table below the chart.

View monthly share of searches table
MonthSaddlery WarehouseCanterbury SaddleryHorselandsHorseSportsStirrups Equestrian
Nov 202583.5%4.1%6.1%4.5%1.8%
Dec 202583%4.6%6%4.6%1.8%
Jan 202682.7%4.9%5.7%4.9%1.8%
Feb 202680.7%5.8%6%5.8%1.7%
Mar 202682.8%4.9%4.9%5.5%1.8%
Apr 202681.7%5.5%5.6%5.5%1.7%
May 202682.8%5.6%5%4.9%1.8%
Jun 202684.4%5%4.2%5%1.5%
Jul 202685%5%4.1%4.1%1.8%
Aug 202684.1%5%4.2%5%1.8%
Sep 202679.9%6.6%5.8%5.7%2.1%
Oct 202682.6%5.7%5.1%4.9%1.8%

  1. 1.Saddlery Warehouse

    82.6%

    Held 1st. 15.1K estimated branded searches, +21.9% vs prior month. Share +2.8 points.

  2. 2.Canterbury Saddlery

    5.7%

    Held 2nd. 1K estimated branded searches, +0.98% vs prior month. Share -0.9 points.

  3. 3.Horselands

    5.1%

    Held 3rd. 920 estimated branded searches, +3.4% vs prior month. Share -0.7 points.

  4. 4.HorseSports

    4.9%

    Held 4th. 890 estimated branded searches, +1.1% vs prior month. Share -0.8 points.

  5. 5.Stirrups Equestrian

    1.8%

    Held 5th. 320 estimated branded searches, 0% vs prior month. Share -0.3 points.

Compare popularity between Horselands and its closest rivals

Every comparison with Horselands

4 comparisons

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

4 findings
  • Across the 12 months ending October 2026, estimated monthly branded searches for Horselands in New Zealand fell from 1.3K to 920.
  • Across the 12 months ending October 2026, Horselands’ share of searches among equestrian retailers in New Zealand decreased from 6.1% to 5.1%.
  • Across the 12 months ending October 2026, Horselands’ share of searches among equestrian retailers in New Zealand peaked at 6.1% in November 2025 and was lowest at 4.1% in July 2026.
  • Across the 12 months ending October 2026, Horselands fell from 2nd to 3rd among equestrian retailers in New Zealand.

How did search popularity change for New Zealand equestrian retailers in October 2026?

5 changes

  1. In October 2026, Saddlery Warehouse gained share of searches among equestrian retailers in New Zealand, from 79.9% to 82.6%.

  2. In October 2026, Canterbury Saddlery lost share of searches among equestrian retailers in New Zealand, from 6.6% to 5.7%.

  3. In October 2026, HorseSports lost share of searches among equestrian retailers in New Zealand, from 5.7% to 4.9%.

  4. In October 2026, Horselands lost share of searches among equestrian retailers in New Zealand, from 5.8% to 5.1%.

  5. Estimated monthly branded searches for Stirrups Equestrian in New Zealand fell 17.9% over 12 measured months, from 390 to 320 in October 2026.

How are Horselands’ branded searches counted?

3 search terms

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

  • horselands
  • horselands equestrian
  • horselands saddlery

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How the Brand Demand Index is measured

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