---
title: "Dog collar brands in New Zealand: Which are searched most?"
description: "Compare the dog collar and lead brands New Zealanders buy. Share of Search among KONG, Ruffwear, EzyDog, Julius-K9 and Rogz, the dog collar brands 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-dog-collar-brands"
publisher: "Brandwave"
---

# Dog collar brands in New Zealand: Which are searched most?

Compare the dog collar and lead brands New Zealanders buy. Share of Search among KONG, Ruffwear, EzyDog, Julius-K9 and Rogz, the dog collar brands 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**: Dog collar brands
- **Market**: New Zealand
- **Brands compared**: 5
- **Month measured**: Sep 2026
- **Highest Share of Search**: KONG, 54.3%

## Which brand is most popular in search among dog collar brands in New Zealand?

- In September 2026, KONG was the most searched among dog collar brands in New Zealand, with an estimated 890 branded searches, 54.3% of all searches for the five we track.
- Ruffwear is in 2nd place, 25 percentage points behind at 29.3%.
- Across the 12 months ending September 2026, KONG’s share of searches among dog collar brands in New Zealand increased from 52.9% to 54.3%.
- Across the 12 months ending September 2026, Ruffwear’s share of searches among dog collar brands in New Zealand increased from 23.2% to 29.3%.
- Across the 12 months ending September 2026, EzyDog’s share of searches among dog collar brands in New Zealand decreased from 18.8% to 11.6%.
- Across the 12 months ending September 2026, Julius-K9’s share of searches among dog collar brands in New Zealand decreased from 5.1% to 4.3%.
- Across the 12 months ending September 2026, Rogz’s share of searches among dog collar brands in New Zealand increased from 0% to 0.61%.
- Across the 12 months ending September 2026, KONG’s share of searches among dog collar brands in New Zealand peaked at 59.4% in July 2026 and was lowest at 46.5% in January 2026.
- Across the 12 months ending September 2026, Ruffwear’s share of searches among dog collar brands in New Zealand peaked at 30.6% in January 2026 and was lowest at 22.9% in July 2026.
- Across the 12 months ending September 2026, EzyDog’s share of searches among dog collar brands in New Zealand peaked at 18.8% in October 2025 and was lowest at 11.4% in November 2025.
- Across the 12 months ending September 2026, Julius-K9’s share of searches among dog collar brands in New Zealand peaked at 7.9% in November 2025 and was lowest at 2.9% in July 2026.

## Top dog collar brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, EzyDog was mentioned most often, in four of the five answers. EzyDog was recommended most often, coming first in all three answers that gave a list. Rogz was second, and Ruffwear was third. KONG, which ranked first 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 |
| --- | --- | --- | --- | --- |
| EzyDog | 1st | 3 of 3 | 1 of 2 | 4 of 5 |
| Rogz | 2nd | 2 of 3 | 0 of 2 | 2 of 5 |
| Ruffwear | 3rd | 3 of 3 | 0 of 2 | 3 of 5 |
| KONG | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Julius-K9 | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about dog collar brands

- Asked ChatGPT "Which dog collar brand should I buy in New Zealand?": 1. EzyDog, 2. Rogz, 3. Ruffwear
- Asked ChatGPT "What are the best dog collar brands in New Zealand?": 1. EzyDog, 2. Rogz, 3. Ruffwear
- Asked ChatGPT "What's the best dog collar brand in New Zealand for a strong puller?": 1. EzyDog, 2. Ruffwear
- Searched Google, AI Overview "dog collars nz": 1. EzyDog
- Searched Google, AI Overview "dog lead and collar": named none of the brands we track

Not named in any answer: KONG and Julius-K9.

Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026.

## Compare search popularity between leading brands

- [KONG vs Ruffwear: compare search popularity](/demand/nz/compare/kong-vs-ruffwear): 54.3% against 29.3% Share of Search.
- [KONG vs EzyDog: compare search popularity](/demand/nz/compare/ezydog-vs-kong): 54.3% against 11.6% Share of Search.
- [KONG vs Julius-K9: compare search popularity](/demand/nz/compare/julius-k9-vs-kong): 54.3% against 4.3% Share of Search.
- [Ruffwear vs EzyDog: compare search popularity](/demand/nz/compare/ezydog-vs-ruffwear): 29.3% against 11.6% Share of Search.
- [Ruffwear vs Julius-K9: compare search popularity](/demand/nz/compare/julius-k9-vs-ruffwear): 29.3% against 4.3% Share of Search.
- [EzyDog vs Julius-K9: compare search popularity](/demand/nz/compare/ezydog-vs-julius-k9): 11.6% against 4.3% Share of Search.

## How did search popularity change for New Zealand dog collar brands in September 2026?

- In September 2026, KONG gained share of searches among dog collar brands in New Zealand, from 53% to 54.3%.
- In September 2026, Julius-K9 gained share of searches among dog collar brands in New Zealand, from 3% to 4.3%.
- In September 2026, Ruffwear gained share of searches among dog collar brands in New Zealand, from 28.6% to 29.3%.
- In September 2026, Rogz gained share of searches among dog collar brands in New Zealand, from 0% to 0.61%.
- In September 2026, EzyDog lost share of searches among dog collar brands in New Zealand, from 15.5% to 11.6%.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | KONG | 54.3% | 890 | 0.0% | The KONG Company |
| 2 | Ruffwear | 29.3% | 480 | 0.0% | Ruffwear |
| 3 | EzyDog | 11.6% | 190 | -26.9% | EzyDog |
| 4 | Julius-K9 | 4.3% | 70 | +40.0% | Julius-K9 |
| 5 | Rogz | 0.61% | 10 | — | Rogz |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | KONG | 730 | 52.9% | 1 |
| Oct 2025 | Ruffwear | 320 | 23.2% | 2 |
| Oct 2025 | EzyDog | 260 | 18.8% | 3 |
| Oct 2025 | Julius-K9 | 70 | 5.1% | 4 |
| Oct 2025 | Rogz | 0 | 0% | 5 |
| Nov 2025 | KONG | 730 | 52.1% | 1 |
| Nov 2025 | Ruffwear | 390 | 27.9% | 2 |
| Nov 2025 | EzyDog | 160 | 11.4% | 3 |
| Nov 2025 | Julius-K9 | 110 | 7.9% | 4 |
| Nov 2025 | Rogz | 10 | 0.71% | 5 |
| Dec 2025 | KONG | 730 | 51% | 1 |
| Dec 2025 | Ruffwear | 390 | 27.3% | 2 |
| Dec 2025 | EzyDog | 240 | 16.8% | 3 |
| Dec 2025 | Julius-K9 | 70 | 4.9% | 4 |
| Dec 2025 | Rogz | 0 | 0% | 5 |
| Jan 2026 | KONG | 730 | 46.5% | 1 |
| Jan 2026 | Ruffwear | 480 | 30.6% | 2 |
| Jan 2026 | EzyDog | 240 | 15.3% | 3 |
| Jan 2026 | Julius-K9 | 110 | 7% | 4 |
| Jan 2026 | Rogz | 10 | 0.64% | 5 |
| Feb 2026 | KONG | 730 | 52.5% | 1 |
| Feb 2026 | Ruffwear | 390 | 28.1% | 2 |
| Feb 2026 | EzyDog | 190 | 13.7% | 3 |
| Feb 2026 | Julius-K9 | 70 | 5% | 4 |
| Feb 2026 | Rogz | 10 | 0.72% | 5 |
| Mar 2026 | KONG | 890 | 58.2% | 1 |
| Mar 2026 | Ruffwear | 390 | 25.5% | 2 |
| Mar 2026 | EzyDog | 190 | 12.4% | 3 |
| Mar 2026 | Julius-K9 | 50 | 3.3% | 4 |
| Mar 2026 | Rogz | 10 | 0.65% | 5 |
| Apr 2026 | KONG | 890 | 53.6% | 1 |
| Apr 2026 | Ruffwear | 480 | 28.9% | 2 |
| Apr 2026 | EzyDog | 210 | 12.7% | 3 |
| Apr 2026 | Julius-K9 | 70 | 4.2% | 4 |
| Apr 2026 | Rogz | 10 | 0.6% | 5 |
| May 2026 | KONG | 890 | 53% | 1 |
| May 2026 | Ruffwear | 480 | 28.6% | 2 |
| May 2026 | EzyDog | 240 | 14.3% | 3 |
| May 2026 | Julius-K9 | 70 | 4.2% | 4 |
| May 2026 | Rogz | 0 | 0% | 5 |
| Jun 2026 | KONG | 890 | 57.4% | 1 |
| Jun 2026 | Ruffwear | 390 | 25.2% | 2 |
| Jun 2026 | EzyDog | 190 | 12.3% | 3 |
| Jun 2026 | Julius-K9 | 70 | 4.5% | 4 |
| Jun 2026 | Rogz | 10 | 0.65% | 5 |
| Jul 2026 | KONG | 1K | 59.4% | 1 |
| Jul 2026 | Ruffwear | 390 | 22.9% | 2 |
| Jul 2026 | EzyDog | 240 | 14.1% | 3 |
| Jul 2026 | Julius-K9 | 50 | 2.9% | 4 |
| Jul 2026 | Rogz | 10 | 0.59% | 5 |
| Aug 2026 | KONG | 890 | 53% | 1 |
| Aug 2026 | Ruffwear | 480 | 28.6% | 2 |
| Aug 2026 | EzyDog | 260 | 15.5% | 3 |
| Aug 2026 | Julius-K9 | 50 | 3% | 4 |
| Aug 2026 | Rogz | 0 | 0% | 5 |
| Sep 2026 | KONG | 890 | 54.3% | 1 |
| Sep 2026 | Ruffwear | 480 | 29.3% | 2 |
| Sep 2026 | EzyDog | 190 | 11.6% | 3 |
| Sep 2026 | Julius-K9 | 70 | 4.3% | 4 |
| Sep 2026 | Rogz | 10 | 0.61% | 5 |

## What is being compared

- **EzyDog**: Measured on the search terms “ezydog collar” and “ezydog lead”, summed into one figure.
- **Julius-K9**: Measured on the search term “julius-k9”.
- **KONG**: Measured on the search terms “kong dog bed” and “kong dog toy”, summed into one figure.
- **Rogz**: Measured on the search term “authentic rogz gear”.
- **Ruffwear**: Measured on the search term “ruffwear”.

- [EzyDog](/demand/nz/brands/ezydog)
- [Julius-K9](/demand/nz/brands/julius-k9)
- [KONG](/demand/nz/brands/kong)
- [Rogz](/demand/nz/brands/rogz)
- [Ruffwear](/demand/nz/brands/ruffwear)

## 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 dog collar brands in New Zealand?

In September 2026, KONG was the most searched among dog collar brands in New Zealand, with an estimated 890 branded searches, 54.3% of all searches for the five we track.

## Cite this page

Brandwave. "Dog collar brands in New Zealand: Which are searched most?". https://gobrandwave.com/demand/nz/categories/nz-dog-collar-brands

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