How popular isMongrel in search?
In August 2026, there were an estimated 230 branded searches for Mongrel in New Zealand which is down 34.3% over the last 11 months. Mongrel holds 3.8% estimated Share of Search among New Zealand workwear brands and is ranked 4th of 4 competitors for search popularity.
Hard Yakka55.6%
FXD25.3%
King Gee15.2%
Mongrel3.8%
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Which workwear brands compete with Mongrel?
Share of Search by month for Hard Yakka, FXD, King Gee, Mongrel. The figures are in the table below the chart.
View monthly share of search table
| Month | Hard Yakka | FXD | King Gee | Mongrel |
|---|---|---|---|---|
| Oct 2025 | 57.1% | 23.2% | 13.5% | 6.3% |
| Nov 2025 | 60.4% | 22.7% | 14.2% | 2.7% |
| Dec 2025 | 60.7% | 20.6% | 14.5% | 4.2% |
| Jan 2026 | 62.2% | 22.3% | 12.5% | 3% |
| Feb 2026 | 61.8% | 20.2% | 14.3% | 3.7% |
| Mar 2026 | 56.6% | 24.4% | 15.4% | 3.6% |
| Apr 2026 | 57.5% | 24.1% | 14.6% | 3.8% |
| May 2026 | 58.5% | 23.5% | 14.1% | 3.9% |
| Jun 2026 | 61.4% | 23.7% | 11% | 3.9% |
| Jul 2026 | 61.9% | 23.9% | 10.8% | 3.4% |
| Aug 2026 | 55.6% | 25.3% | 15.2% | 3.8% |
| Sep 2026 | — | — | — | — |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 55.6% | 3.4K | -8.2% | -6.3 points | |
| 2, held 2nd | 25.3% | 1.5K | +8.5% | +1.5 points | |
| 3, held 3rd | 15.2% | 920 | +43.8% | +4.4 points | |
| 4, held 4th | 3.8% | 230 | +15% | +0.4 points |
55.6%
held 1st · 3.4K estimated branded searches · -8.2% vs prior month · -6.3 points
2.
FXD25.3%
held 2nd · 1.5K estimated branded searches · +8.5% vs prior month · +1.5 points
3.
King Gee15.2%
held 3rd · 920 estimated branded searches · +43.8% vs prior month · +4.4 points
4.
Mongrel3.8%
held 4th · 230 estimated branded searches · +15% vs prior month · +0.4 points
Compare search popularity between Mongrel and its closest rivals
How has branded search demand for Mongrel changed in New Zealand over the last 12 months?
3 findings
- Across the 11 months ending August 2026, estimated monthly branded searches for Mongrel in New Zealand fell from 350 to 230.
- Across the 11 months ending August 2026, Mongrel’s estimated Share of Search among workwear brands in New Zealand decreased from 6.3% to 3.8%.
- Across the 11 months ending August 2026, Mongrel’s estimated Share of Search among workwear brands in New Zealand peaked at 6.3% in October 2025 and was lowest at 2.7% in November 2025.
How did search popularity change for New Zealand workwear brands in August 2026?
4 changes
In August 2026, King Gee gained estimated Share of Search among workwear brands in New Zealand, from 10.8% to 15.2%.
In August 2026, FXD gained estimated Share of Search among workwear brands in New Zealand, from 23.9% to 25.3%.
In August 2026, Hard Yakka lost estimated Share of Search among workwear brands in New Zealand, from 61.9% to 55.6%.
Estimated monthly branded searches for Mongrel in New Zealand fell 34.3% over 11 measured months, from 350 to 230 in August 2026.
How is Mongrel measured?
Brandwave collects information about searches that people make online using Mongrel’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.
2 branded search terms
- mongrel boots
- mongrel work boots
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Is Mongrel 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.