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 60.6% of all New Zealand pet toy brand searches, placing KONG first out of seven brands. When we asked both ChatGPT and Google AI Overviews about pet toy brands, KONG appeared in four of the five answers and was the most recommended of the seven.

Search and AI answers in September 2026

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

  1. KONGShare of searches 60.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  2. TrixieShare of searches 17.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  3. ChuckitShare of searches 8.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  4. CatitShare of searches 5.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  5. West PawShare of searches 3.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th

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Top pet toy brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, KONG was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. KONG is the most recommended of the seven.

Most recommended by AI

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

  1. KONG1st
  2. Catit2nd
  3. Chuckit3rd
  4. Nina Ottosson4th
  5. Trixie5th
  6. West Paw5th
  7. M-PETS7th

Mentioned by AI

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

  • KONG4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Catit4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Chuckit3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Nina Ottosson3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • West Paw2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • M-PETS2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Trixie1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about pet toy brands

5 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which pet toy brands compete with KONG?

KONG against pet toy brands in New Zealand, by month

Share of searches by month for KONG, Trixie, Chuckit, Catit, West Paw. The figures are in the table below the chart.

View monthly share of searches table
MonthKONGTrixieChuckitCatitWest PawM-PETSNina Ottosson
Oct 202557.1%20.2%11%4.9%3.1%1.8%1.8%
Nov 202562%13.9%13.3%4.4%3.2%1.3%1.9%
Dec 202552.1%21.3%13.3%5.3%3.7%2.1%2.1%
Jan 202657.1%17.3%11.5%5.1%3.2%2.6%3.2%
Feb 202661.4%14.5%9%5.5%2.8%2.1%4.8%
Mar 202661.4%15.8%9.4%5.8%5.3%0.58%1.8%
Apr 202663.7%15.8%8.2%5.3%4.1%1.2%1.8%
May 202661.6%15.3%7.9%5.6%5.1%2.3%2.3%
Jun 202666.5%11%9.8%6.1%3%1.2%2.4%
Jul 202666.7%11.6%8.5%5.8%3.7%2.1%1.6%
Aug 202659.7%17.3%8.4%7.9%2.6%2.1%2.1%
Sep 202660.6%17.8%8.9%5.6%3.9%1.7%1.7%

  1. 1.KONG

    60.6%

    Held 1st. 1.1K estimated branded searches, -4.4% vs prior month. Share +0.9 points.

  2. 2.Trixie

    17.8%

    Held 2nd. 320 estimated branded searches, -3% vs prior month. Share +0.5 points.

  3. 3.Chuckit

    8.9%

    Held 3rd. 160 estimated branded searches, 0% vs prior month. Share +0.5 points.

  4. 4.Catit

    5.6%

    Held 4th. 100 estimated branded searches, -33.3% vs prior month. Share -2.3 points.

  5. 5.West Paw

    3.9%

    Held 5th. 70 estimated branded searches, +40% vs prior month. Share +1.3 points.

  6. 6.M-PETS

    1.7%

    Held 6th. 30 estimated branded searches, -25% vs prior month. Share -0.4 points.

  7. 7.Nina Ottosson

    1.7%

    Held 7th. 30 estimated branded searches, -25% vs prior month. Share -0.4 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 toy brands in New Zealand increased from 57.1% to 60.6%.
  • Across the 12 months ending September 2026, KONG’s share of searches among pet toy brands in New Zealand peaked at 66.7% in July 2026 and was lowest at 52.1% in December 2025.

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

5 changes

  1. In September 2026, West Paw gained share of searches among pet toy brands in New Zealand, from 2.6% to 3.9%.

  2. In September 2026, KONG gained share of searches among pet toy brands in New Zealand, from 59.7% to 60.6%.

  3. In September 2026, Chuckit gained share of searches among pet toy brands in New Zealand, from 8.4% to 8.9%.

  4. In September 2026, Trixie gained share of searches among pet toy brands in New Zealand, from 17.3% to 17.8%.

  5. In September 2026, Catit lost share of searches among pet toy brands in New Zealand, from 7.9% to 5.6%.

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%Shown above
Dog bed brands1st of 653.9%Show ranking
Dog collar brands1st of 554.3%Show ranking
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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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