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 42.5% of all New Zealand pet accessory brand searches, placing KONG second out of nine brands. When we asked both ChatGPT and Google AI Overviews about pet accessory brands, KONG did not appear in any of the answers.

Search and AI answers in September 2026

KONG is the second most searched of 9 competitors and not listed in any AI answer.

  1. EzyDogShare of searches 42.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  2. KONGShare of searches 42.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. RogzShare of searches 5.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  4. PetmateShare of searches 2.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. SavicShare of searches 2.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+4 more

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Top pet accessory 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. Puchi1st
  2. 8 Paws2nd
  3. EzyDog3rd
  4. Rogz4th
  5. KONG–
  6. Petmate–
  7. Savic–
  8. Ferplast–
  9. Dogit–

Mentioned by AI

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

  • EzyDog4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Puchi2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • 8 Paws2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Rogz1 of 5Named in 1 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
  • Petmate0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Savic0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ferplast0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Dogit0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about pet accessory brands

5 answers

  • Asked ChatGPT

    “Which pet accessory brand should I buy in New Zealand?”

    1. 1EzyDog

  • Asked ChatGPT

    “What are the best pet accessory brands in New Zealand?”

    1. 1Puchi
    2. 28 Paws
    3. 3EzyDog
    4. 4Rogz

  • Asked ChatGPT

    “What's the best pet accessory brand in New Zealand for dogs and cats?”

    1. 1Puchi
    2. 28 Paws

  • Searched Google, AI Overview

    “best pet accessories”

    1. 1EzyDog

  • Searched Google, AI Overview

    “pet collars nz”

    1. 1EzyDog

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 pet accessory brands compete with KONG?

KONG against pet accessory brands in New Zealand, by month

Share of searches by month for EzyDog, KONG, Rogz, Petmate, Savic. The figures are in the table below the chart.

View monthly share of searches table
MonthEzyDogKONGRogzPetmateSavicFerplastPuchiDogit8 Paws
Oct 202544.1%37.7%6.4%4.4%3.4%1.3%1.7%0.67%0.34%
Nov 202542.6%40.1%5.2%4.5%3.1%2.1%1%0.69%0.69%
Dec 202544.3%37.2%5.8%4.5%1.9%2.6%2.9%0.32%0.32%
Jan 202647.3%34.7%6.7%4.7%1.7%2.3%1.7%0.67%0.33%
Feb 202639.4%38.7%7.1%8.5%1.8%2.5%1.4%0.35%0.35%
Mar 202637.1%40.4%6%9.6%1.7%2.6%1.3%0.66%0.66%
Apr 202638.2%39.7%5.7%9.5%1.6%3.2%1.3%0.63%0.32%
May 202637%39.2%4.7%11%2.2%3.1%1.6%0.63%0.63%
Jun 202638.2%44.1%5.6%5.9%2.4%1.4%1.4%0.69%0.35%
Jul 202640%43%5.5%5.2%2.1%2.1%1.5%0.3%0.3%
Aug 202637.8%38.6%5%12.4%2.4%1.2%2.1%0.29%0.29%
Sep 202642.5%42.5%5.8%2.7%2.7%1.7%1%0.68%0.34%

  1. 1.EzyDog

    42.5%

    Moved from 2nd to 1st. 1.2K estimated branded searches, -3.1% vs prior month. Share +4.7 points.

  2. 2.KONG

    42.5%

    Moved from 1st to 2nd. 1.2K estimated branded searches, -5.3% vs prior month. Share +3.8 points.

  3. 3.Rogz

    5.8%

    Moved from 4th to 3rd. 170 estimated branded searches, 0% vs prior month. Share +0.8 points.

  4. 4.Petmate

    2.7%

    Moved from 3rd to 4th. 80 estimated branded searches, -81% vs prior month. Share -9.6 points.

  5. 5.Savic

    2.7%

    Held 5th. 80 estimated branded searches, 0% vs prior month. Share +0.4 points.

  6. 6.Ferplast

    1.7%

    Moved from 7th to 6th. 50 estimated branded searches, +25% vs prior month. Share +0.5 points.

  7. 7.Puchi

    1%

    Moved from 6th to 7th. 30 estimated branded searches, -57.1% vs prior month. Share -1 points.

  8. 8.Dogit

    0.68%

    Moved from 9th to 8th. 20 estimated branded searches, +100% vs prior month. Share +0.4 points.

  9. 9.8 Paws

    0.34%

    Moved from 8th to 9th. 10 estimated branded searches, 0% vs prior month. Share 0 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 pet accessory brands in New Zealand increased from 37.7% to 42.5%.
  • Across the 12 months ending September 2026, KONG’s share of searches among pet accessory brands in New Zealand peaked at 44.1% in June 2026 and was lowest at 34.7% in January 2026.

How did search popularity change for New Zealand pet accessory brands in September 2026?

6 changes

  1. In September 2026, EzyDog overtook KONG to become the leader among pet accessory brands in New Zealand, with 42.5% of the searches.

  2. In September 2026, Rogz overtook Petmate to rank 3rd among pet accessory brands in New Zealand, with 5.8% of the searches.

  3. In September 2026, Ferplast overtook Puchi to rank 6th among pet accessory brands in New Zealand, with 1.7% of the searches.

  4. In September 2026, KONG gained share of searches among pet accessory brands in New Zealand, from 38.6% to 42.5%.

  5. In September 2026, Petmate lost share of searches among pet accessory brands in New Zealand, from 12.4% to 2.7%.

  6. In September 2026, Puchi lost share of searches among pet accessory brands in New Zealand, from 2.1% to 1%.

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%Shown above
Pet toy brands1st of 760.6%Show ranking
Dog bed brands1st of 653.9%Show ranking
Dog collar brands1st of 554.3%Show ranking
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Is KONG your brand?

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