Brandwave

How popular isKONG?

In September 2026, people searched for KONG by name about 1,240 times in New Zealand, a 10.7% increase from the previous year. These searches made up 54.3% of all New Zealand dog collar brand searches, placing KONG first out of five brands. When we asked both ChatGPT and Google AI Overviews about dog collar brands, KONG did not appear in any of the answers.

Search and AI answers in September 2026

KONG is the most searched of 5 competitors and not listed in any AI answer.

  1. KONGShare of searches 54.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. RuffwearShare of searches 29.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  3. EzyDogShare of searches 11.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  4. Julius-K9Share of searches 4.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. RogzShare of searches 0.61%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
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Top dog collar brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, KONG did not appear in any of the five answers.

Most recommended by AI

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

  1. EzyDog1st
  2. Rogz2nd
  3. Ruffwear3rd
  4. KONG–
  5. Julius-K9–

Mentioned by AI

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

  • EzyDog4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Ruffwear3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Rogz2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • KONG0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Julius-K90 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about dog collar brands

5 answers

  • Asked ChatGPT

    “Which dog collar brand should I buy in New Zealand?”

    1. 1EzyDog
    2. 2Rogz
    3. 3Ruffwear

  • Asked ChatGPT

    “What are the best dog collar brands in New Zealand?”

    1. 1EzyDog
    2. 2Rogz
    3. 3Ruffwear

  • Asked ChatGPT

    “What's the best dog collar brand in New Zealand for a strong puller?”

    1. 1EzyDog
    2. 2Ruffwear

  • Searched Google, AI Overview

    “dog collars nz”

    1. 1EzyDog

  • Searched Google, AI Overview

    “dog lead and collar”

    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 dog collar brands compete with KONG?

    KONG against dog collar brands in New Zealand, by month

    Share of searches by month for KONG, Ruffwear, EzyDog, Julius-K9. The figures are in the table below the chart.

    View monthly share of searches table
    MonthKONGRuffwearEzyDogJulius-K9Rogz
    Oct 202552.9%23.2%18.8%5.1%0%
    Nov 202552.1%27.9%11.4%7.9%0.71%
    Dec 202551%27.3%16.8%4.9%0%
    Jan 202646.5%30.6%15.3%7%0.64%
    Feb 202652.5%28.1%13.7%5%0.72%
    Mar 202658.2%25.5%12.4%3.3%0.65%
    Apr 202653.6%28.9%12.7%4.2%0.6%
    May 202653%28.6%14.3%4.2%0%
    Jun 202657.4%25.2%12.3%4.5%0.65%
    Jul 202659.4%22.9%14.1%2.9%0.59%
    Aug 202653%28.6%15.5%3%0%
    Sep 202654.3%29.3%11.6%4.3%0.61%

    1. 1.KONG

      54.3%

      Held 1st. 890 estimated branded searches, 0% vs prior month. Share +1.3 points.

    2. 2.Ruffwear

      29.3%

      Held 2nd. 480 estimated branded searches, 0% vs prior month. Share +0.7 points.

    3. 3.EzyDog

      11.6%

      Held 3rd. 190 estimated branded searches, -26.9% vs prior month. Share -3.9 points.

    4. 4.Julius-K9

      4.3%

      Held 4th. 70 estimated branded searches, +40% vs prior month. Share +1.3 points.

    5. 5.Rogz

      0.61%

      Held 5th. 10 estimated branded searches, — vs prior month. Share +0.6 points.

    Compare popularity between KONG and its closest rivals

    Every comparison with KONG

    14 comparisons

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

    3 findings
    • Across the 12 months ending September 2026, estimated monthly branded searches for KONG in New Zealand rose from 1.1K to 1.2K.
    • Across the 12 months ending September 2026, KONG’s share of searches among dog collar brands in New Zealand increased from 52.9% to 54.3%.
    • Across the 12 months ending September 2026, KONG’s share of searches among dog collar brands in New Zealand peaked at 59.4% in July 2026 and was lowest at 46.5% in January 2026.

    How did search popularity change for New Zealand dog collar brands in September 2026?

    5 changes

    1. In September 2026, KONG gained share of searches among dog collar brands in New Zealand, from 53% to 54.3%.

    2. In September 2026, Julius-K9 gained share of searches among dog collar brands in New Zealand, from 3% to 4.3%.

    3. In September 2026, Ruffwear gained share of searches among dog collar brands in New Zealand, from 28.6% to 29.3%.

    4. In September 2026, Rogz gained share of searches among dog collar brands in New Zealand, from 0% to 0.61%.

    5. In September 2026, EzyDog lost share of searches among dog collar brands in New Zealand, from 15.5% to 11.6%.

    How are KONG’s branded searches counted?

    22 search terms

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

    • buy kong toys
    • chewy kong toys
    • christmas kong toys
    • kong classic
    • kong dog
    • kong dog bed
    • kong dog bone
    • kong dog bowls
    • kong dog chews
    • kong dog coat
    • kong dog collar
    • kong dog food
    • kong dog mat
    • kong dog products
    • kong dog supplies
    • kong dog toy
    • kong dog treats
    • kong pet toys
    • kong toy
    • monkey kong toy
    • toughest kong toys
    • wubba kong toy

    How the Brand Demand Index is measured

    Who owns KONG?

    KONG is owned by The KONG Company. Brandwave does not track any other brands owned by The KONG Company.

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

    Where does KONG compete?

    KONG is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
    Competitor setRankShare of searchesRanking
    Pet accessory brands2nd of 942.5%Show ranking
    Pet toy brands1st of 760.6%Show ranking
    Dog bed brands1st of 653.9%Show ranking
    Dog collar brands1st of 554.3%Shown above
    Creator with pink hair and a pink jacket

    Is KONG 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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