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 11.3% of all New Zealand cycling shoe brand searches, placing Specialized fourth out of six brands. When we asked both ChatGPT and Google AI Overviews about cycling shoe 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 fourth most searched of 6 competitors and the second most recommended in AI answers.

  1. GiroShare of searches 30.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  2. ShimanoShare of searches 22.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. SidiShare of searches 21%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. SpecializedShare of searches 11.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  5. FizikShare of searches 8.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th

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Top cycling shoe brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Specialized appeared in all five 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. Lake4th
  5. Fizik5th
  6. Sidi–

Mentioned by AI

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

  • Shimano5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Specialized5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Giro4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Lake4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Fizik2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Sidi0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about cycling shoe brands

5 answers

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 cycling shoe brands compete with Specialized?

Specialized against cycling shoe brands in New Zealand, by month

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

View monthly share of searches table
MonthGiroShimanoSidiSpecializedFizikLake
Oct 202525%19.6%21.4%12.5%8.9%12.5%
Nov 202537.5%21.9%14.1%10.9%7.8%7.8%
Dec 202535.1%18.9%14.9%9.5%12.2%9.5%
Jan 202630%24.3%15.7%10%10%10%
Feb 202631.6%24.6%19.3%8.8%8.8%7%
Mar 202632.1%19.6%23.2%8.9%7.1%8.9%
Apr 202640.7%18.6%11.9%11.9%8.5%8.5%
May 202631.6%19.3%17.5%12.3%12.3%7%
Jun 202628%18%24%10%10%10%
Jul 202632.7%14.3%22.4%10.2%10.2%10.2%
Aug 202632.3%14.5%22.6%11.3%8.1%11.3%
Sep 202630.6%22.6%21%11.3%8.1%6.5%

  1. 1.Giro

    30.6%

    Held 1st. 190 estimated branded searches, -5% vs prior month. Share -1.6 points.

  2. 2.Shimano

    22.6%

    Moved from 3rd to 2nd. 140 estimated branded searches, +55.6% vs prior month. Share +8.1 points.

  3. 3.Sidi

    21%

    Moved from 2nd to 3rd. 130 estimated branded searches, -7.1% vs prior month. Share -1.6 points.

  4. 4.Specialized

    11.3%

    Moved from 5th to 4th. 70 estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Fizik

    8.1%

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

  6. 6.Lake

    6.5%

    Moved from 4th to 6th. 40 estimated branded searches, -42.9% vs prior month. Share -4.8 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 shoe brands in New Zealand decreased from 12.5% to 11.3%.
  • Across the 12 months ending September 2026, Specialized’s share of searches among cycling shoe brands in New Zealand peaked at 12.5% in October 2025 and was lowest at 8.8% in February 2026.
  • Across the 12 months ending September 2026, Specialized rose from 5th to 4th among cycling shoe brands in New Zealand.

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

6 changes

  1. In September 2026, Shimano overtook Sidi to rank 2nd among cycling shoe brands in New Zealand, with 22.6% of the searches.

  2. In September 2026, Lake lost share of searches among cycling shoe brands in New Zealand, from 11.3% to 6.5%.

  3. In September 2026, Giro lost share of searches among cycling shoe brands in New Zealand, from 32.3% to 30.6%.

  4. In September 2026, Sidi lost share of searches among cycling shoe brands in New Zealand, from 22.6% to 21%.

  5. In September 2026, Fizik rose from 6th to 5th among cycling shoe brands in New Zealand.

  6. In September 2026, Specialized rose from 5th to 4th among cycling shoe 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%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%Show ranking
MTB gloves brands7th of 70.66%Show ranking
Cycling shoe brands4th of 611.3%Shown above
Gravel shoes brands4th of 55.7%Show ranking
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