---
title: "Rapala: search popularity in New Zealand"
description: "Rapala makes fishing lures and tackle. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/nz/brands/rapala"
publisher: "Brandwave"
---

# Rapala: search popularity in New Zealand

Rapala makes fishing lures and tackle. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Brand**: Rapala
- **Market**: New Zealand
- **Measured month**: Sep 2026
- **Share of Search among fishing tackle brands**: 4.9%

## Where the brand sits

| Competitive set | Rank | Share of Search | Estimated monthly branded searches |
| --- | --- | --- | --- |
| Fishing tackle brands | 8 | 4.9% | 370 |

- [Fishing tackle brands](/demand/nz/categories/nz-fishing-tackle-brands)

## Top fishing tackle brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Rapala did not appear in any of the four answers.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Shimano Fishing | 1st | 3 of 3 | 1 of 1 | 4 of 4 |
| Daiwa | 2nd | 3 of 3 | 1 of 1 | 4 of 4 |
| Penn | 3rd | 2 of 3 | 1 of 1 | 3 of 4 |
| Okuma | 4th | 3 of 3 | 1 of 1 | 4 of 4 |
| Abu Garcia | 5th | 1 of 3 | 1 of 1 | 2 of 4 |
| Berkley | 6th | 0 of 3 | 1 of 1 | 1 of 4 |
| Black Magic | 7th | 1 of 3 | 0 of 1 | 1 of 4 |
| Rapala | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 |

## Every AI answer about fishing tackle brands

- Asked ChatGPT "Which fishing tackle brand should I buy in New Zealand?": 1. Shimano Fishing, 2. Daiwa, 3. Penn, 4. Okuma
- Asked ChatGPT "What are the best fishing tackle brands in New Zealand?": 1. Shimano Fishing, 2. Daiwa, 3. Penn, 4. Okuma, 5. Black Magic
- Asked ChatGPT "What's the best fishing tackle brand in New Zealand for freshwater fishing?": 1. Shimano Fishing, 2. Daiwa, 3. Okuma, 4. Abu Garcia
- Searched Google, AI Overview "fishing rod brands": 1. Shimano Fishing, 2. Daiwa, 3. Penn, 4. Berkley, 5. Abu Garcia, 6. Okuma

Not named in any answer: Rapala.

Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026.

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

- Across the 12 months ending September 2026, estimated monthly branded searches for Rapala in New Zealand fell from 440 to 370.
- Across the 12 months ending September 2026, Rapala’s share of searches among fishing tackle brands in New Zealand peaked at 6.3% in December 2025 and was lowest at 3.7% in July 2026.

## How did search popularity change for New Zealand fishing tackle brands in September 2026?

- 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%.

## Historical estimated branded-search demand

| Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Fishing tackle brands | 440 | 4.7% | 8 |
| Nov 2025 | Fishing tackle brands | 560 | 5.2% | 8 |
| Dec 2025 | Fishing tackle brands | 760 | 6.3% | 7 |
| Jan 2026 | Fishing tackle brands | 740 | 5.7% | 8 |
| Feb 2026 | Fishing tackle brands | 620 | 5.7% | 7 |
| Mar 2026 | Fishing tackle brands | 580 | 5.8% | 7 |
| Apr 2026 | Fishing tackle brands | 450 | 5.1% | 7 |
| May 2026 | Fishing tackle brands | 360 | 4.2% | 8 |
| Jun 2026 | Fishing tackle brands | 320 | 4.2% | 8 |
| Jul 2026 | Fishing tackle brands | 280 | 3.7% | 8 |
| Aug 2026 | Fishing tackle brands | 330 | 4.2% | 7 |
| Sep 2026 | Fishing tackle brands | 370 | 4.9% | 8 |

## How are Rapala’s branded searches counted?

Brandwave collects information about searches that people make online using Rapala’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.

- “rapala”
- “rapala aerator”
- “rapala baits”
- “rapala countdown”
- “rapala fishing”
- “rapala fishing lures”
- “rapala lures”
- “rapala trolling lures”
- “rapala trout lures”
- “rapala x rap”
- “rapalas for trout”

## Which fishing tackle brands compete with Rapala?

- [Daiwa](/demand/nz/brands/daiwa)
- [Black Magic](/demand/nz/brands/black-magic)
- [Berkley](/demand/nz/brands/berkley-fishing): Head-to-head: /demand/nz/compare/berkley-fishing-vs-rapala
- [Okuma](/demand/nz/brands/okuma): Head-to-head: /demand/nz/compare/okuma-vs-rapala
- [Shimano Fishing](/demand/nz/brands/shimano-fishing): Head-to-head: /demand/nz/compare/rapala-vs-shimano-fishing
- [Penn](/demand/nz/brands/penn): Head-to-head: /demand/nz/compare/penn-vs-rapala
- [Abu Garcia](/demand/nz/brands/abu-garcia): Head-to-head: /demand/nz/compare/abu-garcia-vs-rapala

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Cite this page

Brandwave. "Rapala: search popularity in New Zealand". https://gobrandwave.com/demand/nz/brands/rapala

This page is also available as HTML at https://gobrandwave.com/demand/nz/brands/rapala. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.