Brandwave

How popular isRuffwear?

In September 2026, people searched for Ruffwear by name about 480 times in New Zealand, a 50% increase from the previous year. These searches made up 29.3% of all New Zealand dog collar brand searches, placing Ruffwear second out of five brands. When we asked both ChatGPT and Google AI Overviews about dog collar brands, Ruffwear appeared in three of the five answers and was the third most recommended of the five.

Search and AI answers in September 2026

Ruffwear is the second most searched of 5 competitors and the third most recommended in AI answers.

  1. KONGShare of searches 54.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. RuffwearShare of searches 29.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  3. EzyDogShare of searches 11.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  4. Julius-K9Share of searches 4.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. RogzShare of searches 0.61%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
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Top dog collar brands in ChatGPT and Google AI Overviews

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

Most recommended by AI

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

  1. EzyDog1st
  2. Rogz2nd
  3. Ruffwear3rd
  4. KONG–
  5. Julius-K9–

Mentioned by AI

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

  • EzyDog4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Ruffwear3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Rogz2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • KONG0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Julius-K90 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about dog collar brands

5 answers

  • Asked ChatGPT

    “Which dog collar brand should I buy in New Zealand?”

    1. 1EzyDog
    2. 2Rogz
    3. 3Ruffwear

  • Asked ChatGPT

    “What are the best dog collar brands in New Zealand?”

    1. 1EzyDog
    2. 2Rogz
    3. 3Ruffwear

  • Asked ChatGPT

    “What's the best dog collar brand in New Zealand for a strong puller?”

    1. 1EzyDog
    2. 2Ruffwear

  • Searched Google, AI Overview

    “dog collars nz”

    1. 1EzyDog

  • Searched Google, AI Overview

    “dog lead and collar”

    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 dog collar brands compete with Ruffwear?

    Ruffwear against dog collar brands in New Zealand, by month

    Share of searches by month for KONG, Ruffwear, EzyDog, Julius-K9. The figures are in the table below the chart.

    View monthly share of searches table
    MonthKONGRuffwearEzyDogJulius-K9Rogz
    Oct 202552.9%23.2%18.8%5.1%0%
    Nov 202552.1%27.9%11.4%7.9%0.71%
    Dec 202551%27.3%16.8%4.9%0%
    Jan 202646.5%30.6%15.3%7%0.64%
    Feb 202652.5%28.1%13.7%5%0.72%
    Mar 202658.2%25.5%12.4%3.3%0.65%
    Apr 202653.6%28.9%12.7%4.2%0.6%
    May 202653%28.6%14.3%4.2%0%
    Jun 202657.4%25.2%12.3%4.5%0.65%
    Jul 202659.4%22.9%14.1%2.9%0.59%
    Aug 202653%28.6%15.5%3%0%
    Sep 202654.3%29.3%11.6%4.3%0.61%

    1. 1.KONG

      54.3%

      Held 1st. 890 estimated branded searches, 0% vs prior month. Share +1.3 points.

    2. 2.Ruffwear

      29.3%

      Held 2nd. 480 estimated branded searches, 0% vs prior month. Share +0.7 points.

    3. 3.EzyDog

      11.6%

      Held 3rd. 190 estimated branded searches, -26.9% vs prior month. Share -3.9 points.

    4. 4.Julius-K9

      4.3%

      Held 4th. 70 estimated branded searches, +40% vs prior month. Share +1.3 points.

    5. 5.Rogz

      0.61%

      Held 5th. 10 estimated branded searches, — vs prior month. Share +0.6 points.

    Compare popularity between Ruffwear and its closest rivals

    Every comparison with Ruffwear

    3 comparisons

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

    3 findings
    • Across the 12 months ending September 2026, estimated monthly branded searches for Ruffwear in New Zealand rose from 320 to 480.
    • Across the 12 months ending September 2026, Ruffwear’s share of searches among dog collar brands in New Zealand increased from 23.2% to 29.3%.
    • Across the 12 months ending September 2026, Ruffwear’s share of searches among dog collar brands in New Zealand peaked at 30.6% in January 2026 and was lowest at 22.9% in July 2026.

    How did search popularity change for New Zealand dog collar brands in September 2026?

    5 changes

    1. In September 2026, KONG gained share of searches among dog collar brands in New Zealand, from 53% to 54.3%.

    2. In September 2026, Julius-K9 gained share of searches among dog collar brands in New Zealand, from 3% to 4.3%.

    3. In September 2026, Ruffwear gained share of searches among dog collar brands in New Zealand, from 28.6% to 29.3%.

    4. In September 2026, Rogz gained share of searches among dog collar brands in New Zealand, from 0% to 0.61%.

    5. In September 2026, EzyDog lost share of searches among dog collar brands in New Zealand, from 15.5% to 11.6%.

    How are Ruffwear’s branded searches counted?

    1 search term

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

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    How the Brand Demand Index is measured

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