---
title: "Animal welfare charities in New Zealand: Which are searched most?"
description: "Compare the animal welfare charities New Zealanders donate to and volunteer with. Share of Search among SPCA, HUHA, SAFE, Guide Dogs NZ, Bird Rescue and Paw Justice, the animal welfare charities Brandwave compares in New Zealand, using the same methodology, market, and reporting period. 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/categories/nz-animal-welfare-charities"
publisher: "Brandwave"
---

# Animal welfare charities in New Zealand: Which are searched most?

Compare the animal welfare charities New Zealanders donate to and volunteer with. Share of Search among SPCA, HUHA, SAFE, Guide Dogs NZ, Bird Rescue and Paw Justice, the animal welfare charities Brandwave compares in New Zealand, using the same methodology, market, and reporting period. 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

- **Competitive set**: Animal welfare charities
- **Market**: New Zealand
- **Brands compared**: 6
- **Month measured**: Sep 2026
- **Highest Share of Search**: SPCA, 96.1%

## Which brand is most popular in search among animal welfare charities in New Zealand?

- In September 2026, SPCA was the most searched among animal welfare charities in New Zealand, with an estimated 40.3K branded searches, 96.1% of all searches for the six we track.
- HUHA is in 2nd place, 94.6 percentage points behind at 1.5%.
- Across the 12 months ending September 2026, HUHA’s share of searches among animal welfare charities in New Zealand increased from 0.55% to 1.5%.
- Across the 12 months ending September 2026, Bird Rescue’s share of searches among animal welfare charities in New Zealand decreased from 0.96% to 0.45%.
- Across the 12 months ending September 2026, SPCA’s share of searches among animal welfare charities in New Zealand peaked at 97.5% in July 2026 and was lowest at 95.8% in November 2025.
- Across the 12 months ending September 2026, HUHA’s share of searches among animal welfare charities in New Zealand peaked at 1.5% in September 2026 and was lowest at 0.42% in January 2026.
- Across the 12 months ending September 2026, Bird Rescue’s share of searches among animal welfare charities in New Zealand peaked at 1.5% in December 2025 and was lowest at 0.26% in May 2026.
- Across the 12 months ending September 2026, HUHA rose from 4th to 2nd among animal welfare charities in New Zealand.
- Across the 12 months ending September 2026, SAFE fell from 2nd to 3rd among animal welfare charities in New Zealand.
- Across the 12 months ending September 2026, Guide Dogs NZ rose from 5th to 4th among animal welfare charities in New Zealand.
- Across the 12 months ending September 2026, Bird Rescue fell from 3rd to 5th among animal welfare charities in New Zealand.
- Across the 12 months ending September 2026, SPCA and Paw Justice held steady: their share of searches among animal welfare charities in New Zealand each moved less than 0.5 percentage points.

## Top animal welfare charities in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, SPCA and HUHA appeared every time. SPCA was recommended most often, coming first in every answer. HUHA was second, and SAFE was third. Bird Rescue, which ranked fifth in searches, was not mentioned at all.

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 |
| --- | --- | --- | --- | --- |
| SPCA | 1st | 3 of 3 | 2 of 2 | 5 of 5 |
| HUHA | 2nd | 3 of 3 | 2 of 2 | 5 of 5 |
| SAFE | 3rd | 3 of 3 | 0 of 2 | 3 of 5 |
| Paw Justice | 4th | 0 of 3 | 1 of 2 | 1 of 5 |
| Guide Dogs NZ | 5th | 0 of 3 | 1 of 2 | 1 of 5 |
| Bird Rescue | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about animal welfare charities

- Asked ChatGPT "Which animal welfare charity should I join in New Zealand?": 1. SPCA, 2. SAFE, 3. HUHA
- Asked ChatGPT "What are the best animal welfare charities in New Zealand?": 1. SPCA, 2. SAFE, 3. HUHA
- Asked ChatGPT "What's the best animal welfare charity in New Zealand for animal lovers?": 1. SPCA, 2. SAFE, 3. HUHA
- Searched Google, AI Overview "animal welfare charities": 1. SPCA, 2. HUHA, 3. Paw Justice, 4. Guide Dogs NZ
- Searched Google, AI Overview "charities for animals": 1. SPCA, 2. HUHA

Not named in any answer: Bird Rescue.

Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 20, 2026.

## How did search popularity change for New Zealand animal welfare charities in September 2026?

- In September 2026, HUHA rose from 3rd to 2nd among animal welfare charities in New Zealand.
- In September 2026, SAFE fell from 2nd to 3rd among animal welfare charities in New Zealand.
- Estimated monthly branded searches for Bird Rescue in New Zealand fell 52.5% over 12 measured months, from 400 to 190 in September 2026.
- Estimated monthly branded searches for Paw Justice in New Zealand fell 22.2% over 12 measured months, from 90 to 70 in September 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | SPCA | 96.1% | 40.3K | -0.6% | SPCA |
| 2 | HUHA | 1.5% | 630 | +12.5% | HUHA |
| 3 | SAFE | 1.2% | 490 | -18.3% | SAFE |
| 4 | Guide Dogs NZ | 0.57% | 240 | -7.7% | Guide Dogs New Zealand |
| 5 | Bird Rescue | 0.45% | 190 | +26.7% | Bird Rescue |
| 6 | Paw Justice | 0.17% | 70 | -36.4% | Paw Justice |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | SPCA | 40.4K | 96.6% | 1 |
| Oct 2025 | SAFE | 490 | 1.2% | 2 |
| Oct 2025 | Bird Rescue | 400 | 0.96% | 3 |
| Oct 2025 | HUHA | 230 | 0.55% | 4 |
| Oct 2025 | Guide Dogs NZ | 220 | 0.53% | 5 |
| Oct 2025 | Paw Justice | 90 | 0.22% | 6 |
| Nov 2025 | SPCA | 40.3K | 95.8% | 1 |
| Nov 2025 | Bird Rescue | 620 | 1.5% | 2 |
| Nov 2025 | SAFE | 490 | 1.2% | 3 |
| Nov 2025 | Guide Dogs NZ | 310 | 0.74% | 4 |
| Nov 2025 | HUHA | 280 | 0.67% | 5 |
| Nov 2025 | Paw Justice | 70 | 0.17% | 6 |
| Dec 2025 | SPCA | 40.2K | 96.2% | 1 |
| Dec 2025 | Bird Rescue | 640 | 1.5% | 2 |
| Dec 2025 | SAFE | 400 | 0.96% | 3 |
| Dec 2025 | Guide Dogs NZ | 260 | 0.62% | 4 |
| Dec 2025 | HUHA | 240 | 0.57% | 5 |
| Dec 2025 | Paw Justice | 70 | 0.17% | 6 |
| Jan 2026 | SPCA | 41.9K | 96.6% | 1 |
| Jan 2026 | SAFE | 490 | 1.1% | 2 |
| Jan 2026 | Bird Rescue | 430 | 0.99% | 3 |
| Jan 2026 | Guide Dogs NZ | 260 | 0.6% | 4 |
| Jan 2026 | HUHA | 180 | 0.42% | 5 |
| Jan 2026 | Paw Justice | 110 | 0.25% | 6 |
| Feb 2026 | SPCA | 34.2K | 96.6% | 1 |
| Feb 2026 | SAFE | 400 | 1.1% | 2 |
| Feb 2026 | Guide Dogs NZ | 260 | 0.73% | 3 |
| Feb 2026 | Bird Rescue | 230 | 0.65% | 4 |
| Feb 2026 | HUHA | 220 | 0.62% | 5 |
| Feb 2026 | Paw Justice | 90 | 0.25% | 6 |
| Mar 2026 | SPCA | 40.8K | 96.8% | 1 |
| Mar 2026 | SAFE | 490 | 1.2% | 2 |
| Mar 2026 | Guide Dogs NZ | 360 | 0.85% | 3 |
| Mar 2026 | HUHA | 220 | 0.52% | 4 |
| Mar 2026 | Bird Rescue | 190 | 0.45% | 5 |
| Mar 2026 | Paw Justice | 110 | 0.26% | 6 |
| Apr 2026 | SPCA | 41.2K | 96.9% | 1 |
| Apr 2026 | SAFE | 400 | 0.94% | 2 |
| Apr 2026 | Guide Dogs NZ | 310 | 0.73% | 3 |
| Apr 2026 | HUHA | 280 | 0.66% | 4 |
| Apr 2026 | Paw Justice | 170 | 0.4% | 5 |
| Apr 2026 | Bird Rescue | 160 | 0.38% | 6 |
| May 2026 | SPCA | 41.5K | 97.2% | 1 |
| May 2026 | SAFE | 400 | 0.94% | 2 |
| May 2026 | HUHA | 350 | 0.82% | 3 |
| May 2026 | Guide Dogs NZ | 260 | 0.61% | 4 |
| May 2026 | Bird Rescue | 110 | 0.26% | 5 |
| May 2026 | Paw Justice | 90 | 0.21% | 6 |
| Jun 2026 | SPCA | 41K | 97.3% | 1 |
| Jun 2026 | SAFE | 400 | 0.95% | 2 |
| Jun 2026 | Guide Dogs NZ | 260 | 0.62% | 3 |
| Jun 2026 | HUHA | 250 | 0.59% | 4 |
| Jun 2026 | Bird Rescue | 120 | 0.28% | 5 |
| Jun 2026 | Paw Justice | 90 | 0.21% | 6 |
| Jul 2026 | SPCA | 40.8K | 97.5% | 1 |
| Jul 2026 | SAFE | 400 | 0.96% | 2 |
| Jul 2026 | Guide Dogs NZ | 210 | 0.5% | 3 |
| Jul 2026 | HUHA | 200 | 0.48% | 4 |
| Jul 2026 | Bird Rescue | 150 | 0.36% | 5 |
| Jul 2026 | Paw Justice | 90 | 0.22% | 6 |
| Aug 2026 | SPCA | 40.5K | 96% | 1 |
| Aug 2026 | SAFE | 600 | 1.4% | 2 |
| Aug 2026 | HUHA | 560 | 1.3% | 3 |
| Aug 2026 | Guide Dogs NZ | 260 | 0.62% | 4 |
| Aug 2026 | Bird Rescue | 150 | 0.36% | 5 |
| Aug 2026 | Paw Justice | 110 | 0.26% | 6 |
| Sep 2026 | SPCA | 40.3K | 96.1% | 1 |
| Sep 2026 | HUHA | 630 | 1.5% | 2 |
| Sep 2026 | SAFE | 490 | 1.2% | 3 |
| Sep 2026 | Guide Dogs NZ | 240 | 0.57% | 4 |
| Sep 2026 | Bird Rescue | 190 | 0.45% | 5 |
| Sep 2026 | Paw Justice | 70 | 0.17% | 6 |

## What is being compared

- **Bird Rescue**: Measured on the search terms “bird rescue”, “bird rescue howick” and “bird rescue pukekohe”, summed into one figure.
- **Guide Dogs NZ**: Measured on the search terms “failed guide dogs nz”, “guide dog puppy”, “guide dog puppy adoption”, “guide dog training nz”, “guide dogs new zealand”, “guide dogs nz” and “retired guide dogs nz”, summed into one figure.
- **HUHA**: Measured on the search terms “huha dog adoption”, “huha dog rescue”, “huha dogs for adoption”, “huha otaki dogs for adoption”, “huha otaki shelter”, “huha rescue dogs” and “huha upper hutt”, summed into one figure.
- **Paw Justice**: Measured on the search term “paw justice”.
- **SAFE**: Measured on the search terms “safe animal rights” and “safe nz”, summed into one figure.
- **SPCA**: Measured on the search terms “a spca”, “otago spca”, “spca”, “spca adoption”, “spca animals”, “spca cat”, “spca cat adoption”, “spca dogs”, “spca foster”, “spca hours”, “spca kittens”, “spca marlborough”, “spca number”, “spca operating hours”, “spca opshop”, “spca puppies”, “spca southland”, “spca telephone number” and “waikato spca”, summed into one figure.

- [Bird Rescue](/demand/nz/brands/bird-rescue)
- [Guide Dogs NZ](/demand/nz/brands/guide-dogs)
- [HUHA](/demand/nz/brands/huha)
- [Paw Justice](/demand/nz/brands/paw-justice)
- [SAFE](/demand/nz/brands/safe-nz)
- [SPCA](/demand/nz/brands/spca)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among animal welfare charities in New Zealand?

In September 2026, SPCA was the most searched among animal welfare charities in New Zealand, with an estimated 40.3K branded searches, 96.1% of all searches for the six we track.

## Cite this page

Brandwave. "Animal welfare charities in New Zealand: Which are searched most?". https://gobrandwave.com/demand/nz/categories/nz-animal-welfare-charities

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-animal-welfare-charities. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.