Brandwave

How popular isSpecialized?

In September 2026, people searched for Specialized by name about 3,940 times in New Zealand, about the same as the previous year. These searches made up 76% of all New Zealand bike shoes brand searches, placing Specialized first out of six brands. When we asked both ChatGPT and Google AI Overviews about bike shoes brands, Specialized appeared in all answers and was the second most recommended of the six.

Search and AI answers in September 2026

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

  1. SpecializedShare of searches 76%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
  2. ShimanoShare of searches 8.2%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  3. SidiShare of searches 7.6%Mentioned in 2 of 4 AI answersPlace in AI recommendations 6th
  4. FizikShare of searches 2.9%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th
  5. GiroShare of searches 2.9%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd

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Top bike shoes brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Specialized appeared in all four answers. Specialized is the second most recommended of the six.

Most recommended by AI

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

  1. Shimano1st
  2. Specialized2nd
  3. Giro3rd
  4. Fizik4th
  5. Lake5th
  6. Sidi6th

Mentioned by AI

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

  • Specialized4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Shimano4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Giro3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Sidi2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Fizik2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Lake2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about bike shoes brands

4 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Which bike shoes brands compete with Specialized?

Specialized against bike shoes brands in New Zealand, by month

Share of searches by month for Specialized, Shimano, Sidi, Fizik, Giro, Lake. The figures are in the table below the chart.

View monthly share of searches table
MonthSpecializedShimanoSidiFizikGiroLake
Oct 202576.9%6.5%7.1%3%2.4%4.1%
Nov 202577.4%8.3%5.4%3%3%3%
Dec 202573.9%8%6.3%5.1%2.8%4%
Jan 202677.3%8.2%5.3%3.4%2.4%3.4%
Feb 202677.4%8.3%6.5%3%2.4%2.4%
Mar 202683.3%4.8%5.7%1.8%2.2%2.2%
Apr 202685.2%4.9%3.1%2.2%2.2%2.2%
May 202681.2%5.6%5.1%3.6%2.5%2%
Jun 202673.5%6.6%8.8%3.7%3.7%3.7%
Jul 202673.3%5.8%9.2%4.2%3.3%4.2%
Aug 202671.4%6.4%10%3.6%3.6%5%
Sep 202676%8.2%7.6%2.9%2.9%2.3%

  1. 1.Specialized

    76%

    Held 1st. 1.3K estimated branded searches, +30% vs prior month. Share +4.6 points.

  2. 2.Shimano

    8.2%

    Moved from 3rd to 2nd. 140 estimated branded searches, +55.6% vs prior month. Share +1.8 points.

  3. 3.Sidi

    7.6%

    Moved from 2nd to 3rd. 130 estimated branded searches, -7.1% vs prior month. Share -2.4 points.

  4. 4.Fizik

    2.9%

    Moved from 5th to 4th. 50 estimated branded searches, 0% vs prior month. Share -0.6 points.

  5. 5.Giro

    2.9%

    Moved from 6th to 5th. 50 estimated branded searches, 0% vs prior month. Share -0.6 points.

  6. 6.Lake

    2.3%

    Moved from 4th to 6th. 40 estimated branded searches, -42.9% vs prior month. Share -2.7 points.

Compare popularity between Specialized and its closest rivals

Every comparison with Specialized

33 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Specialized in New Zealand held steady, from 3.8K to 3.9K.
  • Across the 12 months ending September 2026, Specialized’s share of searches among bike shoes brands in New Zealand decreased from 76.9% to 76%.
  • Across the 12 months ending September 2026, Specialized’s share of searches among bike shoes brands in New Zealand peaked at 85.2% in April 2026 and was lowest at 71.4% in August 2026.

How did search popularity change for New Zealand bike shoes brands in September 2026?

6 changes

  1. In September 2026, Shimano overtook Sidi to rank 2nd among bike shoes brands in New Zealand, with 8.2% of the searches.

  2. In September 2026, Specialized gained share of searches among bike shoes brands in New Zealand, from 71.4% to 76%.

  3. In September 2026, Lake lost share of searches among bike shoes brands in New Zealand, from 5% to 2.3%.

  4. In September 2026, Sidi lost share of searches among bike shoes brands in New Zealand, from 10% to 7.6%.

  5. In September 2026, Fizik lost share of searches among bike shoes brands in New Zealand, from 3.6% to 2.9%.

  6. In September 2026, Giro lost share of searches among bike shoes brands in New Zealand, from 3.6% to 2.9%.

How are Specialized’s branded searches counted?

18 search terms

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

  • specialized bib shorts
  • specialized bike
  • specialized bikes rockhopper
  • specialized dh bike
  • specialized e bike
  • specialized ebike
  • specialized enduro bike
  • specialized gravel bike
  • specialized gravel shoes
  • specialized helmet
  • specialized mountain bike
  • specialized mtb bikes
  • specialized mtb gloves
  • specialized mtb shoes
  • specialized road bikes
  • specialized saddle
  • specialized shoes
  • specialized youth bikes

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

How the Brand Demand Index is measured

Where does Specialized compete?

Specialized is ranked in 14 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Bike brands2nd of 821.2%Show ranking
Downhill bike brands8th of 82.8%Show ranking
Electric mountain bike brands2nd of 521.8%Show ranking
E-bike brands2nd of 1116.9%Show ranking
Gravel bike brands1st of 435.2%Show ranking
Cycling helmet brands6th of 73.6%Show ranking
Bib shorts brands7th of 70.35%Show ranking
Bike gloves brands1st of 658%Show ranking
Bike saddle brands6th of 62.4%Show ranking
MTB shoes brands7th of 72%Show ranking
Bike shoes brands1st of 676%Shown above
MTB gloves brands7th of 70.66%Show ranking
Cycling shoe brands4th of 611.3%Show ranking
Gravel shoes brands4th of 55.7%Show ranking
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