--- title: "Secrid: search popularity in New Zealand" description: "Secrid is a wallet 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/secrid" publisher: "Brandwave" --- # Secrid: search popularity in New Zealand Secrid is a wallet 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**: Secrid - **Market**: New Zealand - **Measured month**: Sep 2026 - **Share of Search among wallet brands**: 2.8% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Wallet brands | 3 | 2.8% | 260 | - [Wallet brands](/demand/nz/categories/nz-wallet-brands) ## Top wallet brands in ChatGPT and Google AI Overviews In three ChatGPT questions and one Google AI Overview, Secrid was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Secrid 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 | | --- | --- | --- | --- | --- | | Bellroy | 1st | 3 of 3 | 0 of 1 | 3 of 4 | | Status Anxiety | 2nd | 2 of 3 | 0 of 1 | 2 of 4 | | Secrid | 3rd | 2 of 3 | 0 of 1 | 2 of 4 | | Herschel | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Fossil | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | ## Every AI answer about wallet brands - Asked ChatGPT "Which wallet brand should I buy in New Zealand?": 1. Bellroy, 2. Status Anxiety - Asked ChatGPT "What are the best wallet brands in New Zealand?": 1. Bellroy, 2. Status Anxiety, 3. Secrid - Asked ChatGPT "What's the best wallet brand in New Zealand for everyday carry?": 1. Bellroy, 2. Secrid - Searched Google, AI Overview "leather wallet": named none of the brands we track Not named in any answer: Herschel and Fossil. 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 Secrid changed in New Zealand over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Secrid in New Zealand rose from 210 to 260. - Across the 12 months ending September 2026, Secrid’s share of searches among wallet brands in New Zealand increased from 2.1% to 2.8%. - Across the 12 months ending September 2026, Secrid’s share of searches among wallet brands in New Zealand peaked at 3.5% in April 2026 and was lowest at 2.1% in October 2025. - Across the 12 months ending September 2026, Secrid rose from 4th to 3rd among wallet brands in New Zealand. ## How did search popularity change for New Zealand wallet brands in September 2026? - In September 2026, Bellroy gained share of searches among wallet brands in New Zealand, from 38.8% to 40.7%. - In September 2026, Status Anxiety lost share of searches among wallet brands in New Zealand, from 56.1% to 53.6%. - Herschel’s share of searches among wallet brands in New Zealand has gained ground for 3 months in a row, from 1.8% to 2.3% in September 2026. - Estimated monthly branded searches for Secrid in New Zealand rose 23.8% over 12 measured months, from 210 to 260 in September 2026. - Estimated monthly branded searches for Fossil in New Zealand fell 28.6% over 12 measured months, from 70 to 50 in September 2026. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Wallet brands | 210 | 2.1% | 4 | | Nov 2025 | Wallet brands | 390 | 2.6% | 3 | | Dec 2025 | Wallet brands | 320 | 2.4% | 3 | | Jan 2026 | Wallet brands | 320 | 3.1% | 4 | | Feb 2026 | Wallet brands | 260 | 3.1% | 3 | | Mar 2026 | Wallet brands | 260 | 2.5% | 3 | | Apr 2026 | Wallet brands | 320 | 3.5% | 3 | | May 2026 | Wallet brands | 320 | 3.4% | 3 | | Jun 2026 | Wallet brands | 390 | 3.3% | 3 | | Jul 2026 | Wallet brands | 210 | 2.3% | 3 | | Aug 2026 | Wallet brands | 260 | 2.5% | 3 | | Sep 2026 | Wallet brands | 260 | 2.8% | 3 | ## How are Secrid’s branded searches counted? Brandwave collects information about searches that people make online using Secrid’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. - “secrid” ## Which wallet brands compete with Secrid? - [Status Anxiety](/demand/nz/brands/status-anxiety): Head-to-head: /demand/nz/compare/secrid-vs-status-anxiety - [Bellroy](/demand/nz/brands/bellroy): Head-to-head: /demand/nz/compare/bellroy-vs-secrid - [Herschel](/demand/nz/brands/herschel): Head-to-head: /demand/nz/compare/herschel-vs-secrid - [Fossil](/demand/nz/brands/fossil): Head-to-head: /demand/nz/compare/fossil-vs-secrid ## 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. "Secrid: search popularity in New Zealand". https://gobrandwave.com/demand/nz/brands/secrid This page is also available as HTML at https://gobrandwave.com/demand/nz/brands/secrid. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.