How popular isPenn?
In September 2026, people searched for Penn by name about 540 times in New Zealand, a 19.4% decrease from the previous year. These searches made up 7.1% of all New Zealand fishing tackle brand searches, placing Penn sixth out of eight brands. When we asked both ChatGPT and Google AI Overviews about fishing tackle brands, Penn appeared in three of the four answers and was the third most recommended of the eight.
Penn is the sixth most searched of 8 competitors and the third most recommended in AI answers.
DaiwaShare of searches 25.7%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
Black MagicShare of searches 17.6%Mentioned in 1 of 4 AI answersPlace in AI recommendations 7th
BerkleyShare of searches 15.1%Mentioned in 1 of 4 AI answersPlace in AI recommendations 6th
OkumaShare of searches 13.3%Mentioned in 4 of 4 AI answersPlace in AI recommendations 4th
PennShare of searches 7.1%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
Follow Penn and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top fishing tackle brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Penn was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Penn is the third most recommended of the eight.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Shimano Fishing1st- Daiwa2nd
- Penn3rd
- Okuma4th
Abu Garcia5th- Berkley6th
- Black Magic7th
Rapala–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Daiwa4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Okuma4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Shimano Fishing4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Penn3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Abu Garcia2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Black Magic1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Berkley1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Rapala0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about fishing tackle brands
4 answers
Asked ChatGPT
“Which fishing tackle brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best fishing tackle brands in New Zealand?”
Asked ChatGPT
“What's the best fishing tackle brand in New Zealand for freshwater fishing?”
Searched Google, AI Overview
“fishing gear nz”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“fishing rod brands”
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 fishing tackle brands compete with Penn?
Share of searches by month for Daiwa, Black Magic, Berkley, Okuma, Shimano Fishing, Penn, Abu Garcia, Rapala. The figures are in the table below the chart.
View monthly share of searches table
| Month | Daiwa | Black Magic | Berkley | Okuma | Shimano Fishing | Penn | Abu Garcia | Rapala |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 24.8% | 19.3% | 12.5% | 16.3% | 10.3% | 7.2% | 4.8% | 4.7% |
| Nov 2025 | 26.1% | 16.9% | 11.1% | 15.4% | 12.3% | 7.2% | 5.8% | 5.2% |
| Dec 2025 | 28.1% | 13.8% | 9.3% | 16.7% | 12.3% | 8.5% | 5.1% | 6.3% |
| Jan 2026 | 27.9% | 12.9% | 9.9% | 17.1% | 12.7% | 7.9% | 5.9% | 5.7% |
| Feb 2026 | 25.5% | 12.7% | 13.5% | 15.4% | 14.1% | 8.2% | 5% | 5.7% |
| Mar 2026 | 24.9% | 14.2% | 15.3% | 12.9% | 12.1% | 9.5% | 5.3% | 5.8% |
| Apr 2026 | 24.8% | 19.1% | 13.8% | 13.6% | 12% | 7% | 4.6% | 5.1% |
| May 2026 | 25.9% | 15.3% | 17.7% | 13.3% | 11.8% | 7.2% | 4.6% | 4.2% |
| Jun 2026 | 27.2% | 17.2% | 15.3% | 12.5% | 12.5% | 6.5% | 4.6% | 4.2% |
| Jul 2026 | 24.8% | 18.1% | 15.4% | 13.1% | 12.2% | 7.4% | 5.2% | 3.7% |
| Aug 2026 | 25.4% | 16.7% | 19.1% | 12.2% | 10.8% | 7.5% | 4.1% | 4.2% |
| Sep 2026 | 25.7% | 17.6% | 15.1% | 13.3% | 11.4% | 7.1% | 4.9% | 4.9% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 25.7% | 1.9K | -2% | +0.3 points | |
| 2, moved from 3rd to 2nd | 17.6% | 1.3K | +2.3% | +0.9 pointsmoved from 3rd to 2nd | |
| 3, moved from 2nd to 3rd | 15.1% | 1.1K | -23.3% | -4 pointsmoved from 2nd to 3rd | |
| 4, held 4th | 13.3% | 1K | +5.2% | +1.1 points | |
| 5, held 5th | 11.4% | 870 | +2.4% | +0.6 points | |
| 6, held 6th | 7.1% | 540 | -8.5% | -0.4 points | |
| 7, moved from 8th to 7th | 4.9% | 370 | +15.6% | +0.8 pointsmoved from 8th to 7th | |
| 8, moved from 7th to 8th | 4.9% | 370 | +12.1% | +0.7 pointsmoved from 7th to 8th |
1.
Daiwa25.7%
Held 1st. 1.9K estimated branded searches, -2% vs prior month. Share +0.3 points.
17.6%
Moved from 3rd to 2nd. 1.3K estimated branded searches, +2.3% vs prior month. Share +0.9 points.
3.
Berkley15.1%
Moved from 2nd to 3rd. 1.1K estimated branded searches, -23.3% vs prior month. Share -4 points.
4.
Okuma13.3%
Held 4th. 1K estimated branded searches, +5.2% vs prior month. Share +1.1 points.
11.4%
Held 5th. 870 estimated branded searches, +2.4% vs prior month. Share +0.6 points.
6.
Penn7.1%
Held 6th. 540 estimated branded searches, -8.5% vs prior month. Share -0.4 points.
4.9%
Moved from 8th to 7th. 370 estimated branded searches, +15.6% vs prior month. Share +0.8 points.
8.
Rapala4.9%
Moved from 7th to 8th. 370 estimated branded searches, +12.1% vs prior month. Share +0.7 points.
Compare popularity between Penn and its closest rivals
Every comparison with Penn
7 comparisons
How has branded search demand for Penn changed in New Zealand over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Penn in New Zealand fell from 670 to 540.
- Across the 12 months ending September 2026, Penn’s share of searches among fishing tackle brands in New Zealand peaked at 9.5% in March 2026 and was lowest at 6.5% in June 2026.
How did search popularity change for New Zealand fishing tackle brands in September 2026?
6 changes
In September 2026, Black Magic overtook Berkley to rank 2nd among fishing tackle brands in New Zealand, with 17.6% of the searches.
In September 2026, Abu Garcia overtook Rapala to rank 7th among fishing tackle brands in New Zealand, with 4.9% of the searches.
In September 2026, Okuma gained share of searches among fishing tackle brands in New Zealand, from 12.2% to 13.3%.
In September 2026, Rapala gained share of searches among fishing tackle brands in New Zealand, from 4.2% to 4.9%.
In September 2026, Shimano Fishing gained share of searches among fishing tackle brands in New Zealand, from 10.8% to 11.4%.
In September 2026, Berkley lost share of searches among fishing tackle brands in New Zealand, from 19.1% to 15.1%.
How are Penn’s branded searches counted?
7 search terms
Brandwave collects information about searches that people make online using Penn’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.
- 950ssm penn reel
- penn electric reel
- penn lures
- penn pursuit reel
- penn reel
- penn rod
- penn slammer reel
Do you work for Penn? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does Penn compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Fishing tackle brands | 6th of 8 | 7.1% | Shown above |
| Spinning reels brands | 4th of 4 | 1.3% | Show ranking |
Is Penn 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.