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 3.6% of all New Zealand cycling helmet brand searches, placing Specialized sixth out of seven brands. When we asked both ChatGPT and Google AI Overviews about cycling helmet brands, Specialized appeared in four of the five answers and was the second most recommended of the seven.

Search and AI answers in September 2026

Specialized is the sixth most searched of 7 competitors and the second most recommended in AI answers.

  1. GiroShare of searches 37.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. BellShare of searches 26%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  3. POCShare of searches 20.7%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  4. LazerShare of searches 4.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 7th
  5. SpecializedShare of searches 3.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd

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Top cycling helmet brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Specialized was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Specialized is the second most recommended of the seven.

Most recommended by AI

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

  1. Giro1st
  2. Specialized2nd
  3. POC3rd
  4. Bell4th
  5. Bontrager5th
  6. MET6th
  7. Lazer7th

Mentioned by AI

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

  • Giro5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Specialized4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bell3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • POC2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Lazer2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • MET2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bontrager2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about cycling helmet brands

5 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which cycling helmet brands compete with Specialized?

Specialized against cycling helmet brands in New Zealand, by month

Share of searches by month for Giro, Bell, POC, Lazer, MET, Specialized, Bontrager. The figures are in the table below the chart.

View monthly share of searches table
MonthGiroBellPOCLazerMETSpecializedBontrager
Oct 202532.6%31.1%19.1%4.1%5.2%2.6%5.2%
Nov 202536%26.7%23.9%3.4%3.4%2.2%4.3%
Dec 202533.8%28.8%21.1%4.7%4.7%2.3%4.7%
Jan 202632.9%28.1%21.4%4.7%4.7%2.4%5.8%
Feb 202629.2%38%18.6%3.3%4%1.8%5.1%
Mar 202630.1%35.9%17.2%4.5%4.5%2.3%5.5%
Apr 202634.8%28.9%18.1%5.9%4.9%2.4%4.9%
May 202632.1%28%21.6%5.7%5.7%3%3.7%
Jun 202630.2%31.4%20.2%5.4%6.6%2.7%3.5%
Jul 202635.3%28%21.5%4.8%4.8%2.4%3.1%
Aug 202637.8%25.1%20%4.4%5.4%2.9%4.4%
Sep 202637.5%26%20.7%4.6%4.6%3.6%3%

  1. 1.Giro

    37.5%

    Held 1st. 1.1K estimated branded searches, -4.2% vs prior month. Share -0.3 points.

  2. 2.Bell

    26%

    Held 2nd. 790 estimated branded searches, 0% vs prior month. Share +0.9 points.

  3. 3.POC

    20.7%

    Held 3rd. 630 estimated branded searches, 0% vs prior month. Share +0.7 points.

  4. 4.Lazer

    4.6%

    Moved from 6th to 4th. 140 estimated branded searches, 0% vs prior month. Share +0.2 points.

  5. 5.MET

    4.6%

    Moved from 4th to 5th. 140 estimated branded searches, -17.6% vs prior month. Share -0.8 points.

  6. 6.Specialized

    3.6%

    Moved from 7th to 6th. 110 estimated branded searches, +22.2% vs prior month. Share +0.8 points.

  7. 7.Bontrager

    3%

    Moved from 5th to 7th. 90 estimated branded searches, -35.7% vs prior month. Share -1.5 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?

4 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 cycling helmet brands in New Zealand increased from 2.6% to 3.6%.
  • Across the 12 months ending September 2026, Specialized’s share of searches among cycling helmet brands in New Zealand peaked at 3.6% in September 2026 and was lowest at 1.8% in February 2026.
  • Across the 12 months ending September 2026, Specialized rose from 7th to 6th among cycling helmet brands in New Zealand.

How did search popularity change for New Zealand cycling helmet brands in September 2026?

6 changes

  1. In September 2026, Specialized overtook Bontrager to rank 6th among cycling helmet brands in New Zealand, with 3.6% of the searches.

  2. In September 2026, Bell gained share of searches among cycling helmet brands in New Zealand, from 25.1% to 26%.

  3. In September 2026, POC gained share of searches among cycling helmet brands in New Zealand, from 20% to 20.7%.

  4. In September 2026, Bontrager lost share of searches among cycling helmet brands in New Zealand, from 4.4% to 3%.

  5. In September 2026, MET lost share of searches among cycling helmet brands in New Zealand, from 5.4% to 4.6%.

  6. In September 2026, Lazer rose from 6th to 4th among cycling helmet brands in New Zealand.

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%Shown above
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%Show ranking
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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