Brandwave

How popular isPetdirect?

In September 2026, people searched for Petdirect by name about 27,100 times in New Zealand, about the same as the previous year. These searches made up 24.6% of all New Zealand pet supplies retailer searches, placing Petdirect second out of six retailers. When we asked both ChatGPT and Google AI Overviews about pet supplies retailers, Petdirect appeared in three of the five answers and was the third most recommended of the six.

Search and AI answers in September 2026

Petdirect is the second most searched of 6 competitors and the third most recommended in AI answers.

  1. AnimatesShare of searches 44.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  2. PetdirectShare of searches 24.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  3. PetstockShare of searches 24.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  4. Raw EssentialsShare of searches 4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. Pet.kiwiShare of searches 1.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top pet supplies retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Petdirect was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Petdirect is the third most recommended of the six.

Most recommended by AI

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

  1. Petstock1st
  2. Animates2nd
  3. Petdirect3rd
  4. Pets Warehouse4th
  5. Raw Essentials–
  6. Pet.kiwi–

Mentioned by AI

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

  • Petstock4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Animates3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Petdirect3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Pets Warehouse2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Raw Essentials0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Pet.kiwi0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about pet supplies retailers

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Which pet supplies retailers compete with Petdirect?

Petdirect against pet supplies retailers in New Zealand, by month

Share of searches by month for Animates, Petdirect, Petstock, Raw Essentials. The figures are in the table below the chart.

View monthly share of searches table
MonthAnimatesPetdirectPetstockRaw EssentialsPet.kiwiPets Warehouse
Oct 202549.5%22.1%22.1%4.4%1.3%0.59%
Nov 202545.4%24.8%24.8%3.3%1.2%0.54%
Dec 202554.4%19.9%19.9%4%1.2%0.65%
Jan 202649.4%22.1%22.1%4.4%1.3%0.72%
Feb 202654.2%19.9%19.9%3.9%1.4%0.64%
Mar 202649.5%22.1%22.1%4.4%1.3%0.59%
Apr 202649.4%22.1%22.1%4.4%1.3%0.72%
May 202649.4%22.1%22.1%4.4%1.3%0.72%
Jun 202652%23.2%19%3.8%1.4%0.62%
Jul 202651.9%19%23.2%3.8%1.4%0.75%
Aug 202649.7%22.2%22.2%3.6%1.6%0.72%
Sep 202644.9%24.6%24.6%4%1.2%0.8%

  1. 1.Animates

    44.9%

    Held 1st. 49.6K estimated branded searches, -18.2% vs prior month. Share -4.7 points.

  2. 2.Petdirect

    24.6%

    Moved from 3rd to 2nd. 27.1K estimated branded searches, 0% vs prior month. Share +2.3 points.

  3. 3.Petstock

    24.6%

    Moved from 2nd to 3rd. 27.1K estimated branded searches, -0.04% vs prior month. Share +2.3 points.

  4. 4.Raw Essentials

    4%

    Held 4th. 4.4K estimated branded searches, 0% vs prior month. Share +0.4 points.

  5. 5.Pet.kiwi

    1.2%

    Held 5th. 1.3K estimated branded searches, -31.6% vs prior month. Share -0.4 points.

  6. 6.Pets Warehouse

    0.8%

    Held 6th. 880 estimated branded searches, 0% vs prior month. Share +0.1 points.

Compare popularity between Petdirect and its closest rivals

Every comparison with Petdirect

5 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Petdirect in New Zealand held steady at 27.1K.
  • Across the 12 months ending September 2026, Petdirect’s share of searches among pet supplies retailers in New Zealand increased from 22.1% to 24.6%.
  • Across the 12 months ending September 2026, Petdirect’s share of searches among pet supplies retailers in New Zealand peaked at 24.8% in November 2025 and was lowest at 19% in July 2026.

How did search popularity change for New Zealand pet supplies retailers in September 2026?

6 changes

  1. In September 2026, Petdirect overtook Petstock to rank 2nd among pet supplies retailers in New Zealand, with 24.6% of the searches.

  2. In September 2026, Petstock gained share of searches among pet supplies retailers in New Zealand, from 22.2% to 24.6%.

  3. In September 2026, Animates lost share of searches among pet supplies retailers in New Zealand, from 49.7% to 44.9%.

  4. Estimated monthly branded searches for Pets Warehouse in New Zealand rose 22.2% over 12 measured months, from 720 to 880 in September 2026.

  5. Estimated monthly branded searches for Pet.kiwi in New Zealand fell 18.8% over 12 measured months, from 1.6K to 1.3K in September 2026.

  6. Estimated monthly branded searches for Raw Essentials in New Zealand fell 18.5% over 12 measured months, from 5.4K to 4.4K in September 2026.

How are Petdirect’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Petdirect’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • Petdirect

How the Brand Demand Index is measured

Who owns Petdirect?

Petdirect is owned by PETDIRECT.CO.NZ LIMITED. Brandwave does not track any other brands owned by PETDIRECT.CO.NZ LIMITED.

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

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