--- title: "Ruffwear: search popularity in New Zealand" description: "Ruffwear is a dog gear brand. 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/ruffwear" publisher: "Brandwave" --- # Ruffwear: search popularity in New Zealand Ruffwear is a dog gear brand. 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**: Ruffwear - **Market**: New Zealand - **Measured month**: Sep 2026 - **Share of Search among dog collar brands**: 29.3% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Dog collar brands | 2 | 29.3% | 480 | - [Dog collar brands](/demand/nz/categories/nz-dog-collar-brands) ## 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. 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 | | --- | --- | --- | --- | --- | | EzyDog | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | Rogz | 2nd | 2 of 3 | 0 of 2 | 2 of 5 | | Ruffwear | 3rd | 3 of 3 | 0 of 2 | 3 of 5 | | KONG | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Julius-K9 | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about dog collar brands - Asked ChatGPT "Which dog collar brand should I buy in New Zealand?": 1. EzyDog, 2. Rogz, 3. Ruffwear - Asked ChatGPT "What are the best dog collar brands in New Zealand?": 1. EzyDog, 2. Rogz, 3. Ruffwear - Asked ChatGPT "What's the best dog collar brand in New Zealand for a strong puller?": 1. EzyDog, 2. Ruffwear - Searched Google, AI Overview "dog collars nz": 1. EzyDog - Searched Google, AI Overview "dog lead and collar": named none of the brands we track Not named in any answer: KONG and Julius-K9. 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 Ruffwear changed in New Zealand over the last 12 months? - 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? - In September 2026, KONG gained share of searches among dog collar brands in New Zealand, from 53% to 54.3%. - In September 2026, Julius-K9 gained share of searches among dog collar brands in New Zealand, from 3% to 4.3%. - In September 2026, Ruffwear gained share of searches among dog collar brands in New Zealand, from 28.6% to 29.3%. - In September 2026, Rogz gained share of searches among dog collar brands in New Zealand, from 0% to 0.61%. - In September 2026, EzyDog lost share of searches among dog collar brands in New Zealand, from 15.5% to 11.6%. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Dog collar brands | 320 | 23.2% | 2 | | Nov 2025 | Dog collar brands | 390 | 27.9% | 2 | | Dec 2025 | Dog collar brands | 390 | 27.3% | 2 | | Jan 2026 | Dog collar brands | 480 | 30.6% | 2 | | Feb 2026 | Dog collar brands | 390 | 28.1% | 2 | | Mar 2026 | Dog collar brands | 390 | 25.5% | 2 | | Apr 2026 | Dog collar brands | 480 | 28.9% | 2 | | May 2026 | Dog collar brands | 480 | 28.6% | 2 | | Jun 2026 | Dog collar brands | 390 | 25.2% | 2 | | Jul 2026 | Dog collar brands | 390 | 22.9% | 2 | | Aug 2026 | Dog collar brands | 480 | 28.6% | 2 | | Sep 2026 | Dog collar brands | 480 | 29.3% | 2 | ## How are Ruffwear’s branded searches counted? 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. - “ruffwear” ## Which dog collar brands compete with Ruffwear? - [KONG](/demand/nz/brands/kong): Head-to-head: /demand/nz/compare/kong-vs-ruffwear - [EzyDog](/demand/nz/brands/ezydog): Head-to-head: /demand/nz/compare/ezydog-vs-ruffwear - [Julius-K9](/demand/nz/brands/julius-k9): Head-to-head: /demand/nz/compare/julius-k9-vs-ruffwear - [Rogz](/demand/nz/brands/rogz): Head-to-head: /demand/nz/compare/rogz-vs-ruffwear ## 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. "Ruffwear: search popularity in New Zealand". https://gobrandwave.com/demand/nz/brands/ruffwear This page is also available as HTML at https://gobrandwave.com/demand/nz/brands/ruffwear. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.