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 2% of all New Zealand MTB shoes brand searches, placing Specialized seventh out of seven brands. When we asked both ChatGPT and Google AI Overviews about MTB shoes brands, Specialized appeared in four of the five answers and was the fourth most recommended of the seven.

Search and AI answers in September 2026

Specialized is the seventh most searched of 7 competitors and the fourth most recommended in AI answers.

  1. GiroShare of searches 55.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  2. ShimanoShare of searches 22.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  3. SidiShare of searches 6.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. Fox RacingShare of searches 5.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  5. SpecializedShare of searches 2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th

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Top MTB shoes 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 fourth most recommended of the seven.

Most recommended by AI

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

  1. Five Ten1st
  2. Shimano2nd
  3. Giro3rd
  4. Specialized4th
  5. Fox Racing5th
  6. Sidi–
  7. Vans–

Mentioned by AI

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

  • Shimano4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Five Ten4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Specialized4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Giro3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Fox Racing3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Sidi0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Vans0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about MTB shoes 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 MTB shoes brands compete with Specialized?

Specialized against MTB shoes brands in New Zealand, by month

Share of searches by month for Giro, Shimano, Sidi, Fox Racing, Vans, Five Ten, Specialized. The figures are in the table below the chart.

View monthly share of searches table
MonthGiroShimanoSidiFox RacingVansFive TenSpecialized
Oct 202552.4%22.3%7.2%6.6%4.2%4.2%3%
Nov 202556.3%19.4%4.4%7.8%5.3%3.4%3.4%
Dec 202553.2%21.1%5.8%6.3%7.4%3.7%2.6%
Jan 202651.6%22.9%5.9%6.4%4.8%4.8%3.7%
Feb 202647.9%24%6.6%6.6%4.2%4.2%6.6%
Mar 202650.8%23.5%7.1%4.9%4.9%4.9%3.8%
Apr 202655.9%24%3.9%5%6.1%2.8%2.2%
May 202654%21%5.7%5.7%6.3%5.1%2.3%
Jun 202650.3%22.6%7.7%6.5%7.1%3.2%2.6%
Jul 202657%18.4%6.1%5.6%6.1%3.9%2.8%
Aug 202660.4%15.2%7.1%6.1%7.1%2.5%1.5%
Sep 202655.6%22.4%6.3%5.9%4.4%3.4%2%

  1. 1.Giro

    55.6%

    Held 1st. 1.1K estimated branded searches, -4.2% vs prior month. Share -4.8 points.

  2. 2.Shimano

    22.4%

    Held 2nd. 460 estimated branded searches, +53.3% vs prior month. Share +7.2 points.

  3. 3.Sidi

    6.3%

    Held 3rd. 130 estimated branded searches, -7.1% vs prior month. Share -0.8 points.

  4. 4.Fox Racing

    5.9%

    Moved from 5th to 4th. 120 estimated branded searches, 0% vs prior month. Share -0.2 points.

  5. 5.Vans

    4.4%

    Moved from 4th to 5th. 90 estimated branded searches, -35.7% vs prior month. Share -2.7 points.

  6. 6.Five Ten

    3.4%

    Held 6th. 70 estimated branded searches, +40% vs prior month. Share +0.9 points.

  7. 7.Specialized

    2%

    Held 7th. 40 estimated branded searches, +33.3% vs prior month. Share +0.4 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 MTB shoes brands in New Zealand decreased from 3% to 2%.
  • Across the 12 months ending September 2026, Specialized’s share of searches among MTB shoes brands in New Zealand peaked at 6.6% in February 2026 and was lowest at 1.5% in August 2026.

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

6 changes

  1. In September 2026, Shimano gained share of searches among MTB shoes brands in New Zealand, from 15.2% to 22.4%.

  2. In September 2026, Five Ten gained share of searches among MTB shoes brands in New Zealand, from 2.5% to 3.4%.

  3. In September 2026, Giro lost share of searches among MTB shoes brands in New Zealand, from 60.4% to 55.6%.

  4. In September 2026, Vans lost share of searches among MTB shoes brands in New Zealand, from 7.1% to 4.4%.

  5. In September 2026, Sidi lost share of searches among MTB shoes brands in New Zealand, from 7.1% to 6.3%.

  6. In September 2026, Fox Racing rose from 5th to 4th among MTB shoes 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%Shown above
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
Creator with pink hair and a pink jacket

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