HorseSports vs Saddlery Warehouse:Which is more popular in New Zealand?
In October 2026, Saddlery Warehouse had more branded searches than HorseSports among equestrian retailers in New Zealand. Saddlery Warehouse had about 15,100 branded searches, while HorseSports had 890. Saddlery Warehouse made up 82.6% of all equestrian retailer searches we track, and HorseSports accounted for 4.9%. When we asked ChatGPT and Google AI Overviews about equestrian retailers, both HorseSports and Saddlery Warehouse appeared in all three answers. Saddlery Warehouse was mentioned before HorseSports in two out of three answers.
Who do people search for more?
Saddlery Warehouse, about 17 searches for every 1 for HorseSports
Who does AI mention more?
Both are mentioned in every answer we collected.
Who does AI recommend more?
Saddlery Warehouse, named ahead of HorseSports in 2 of 3 answers
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Top equestrian retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions, both HorseSports and Saddlery Warehouse showed up in all three answers. Saddlery Warehouse was listed before HorseSports in two of them.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Saddlery Warehouse3 of 3Named in 3 of 3 ChatGPT answers
HorseSports3 of 3Named in 3 of 3 ChatGPT answers
Stirrups Equestrian2 of 3Named in 2 of 3 ChatGPT answers
Canterbury Saddlery1 of 3Named in 1 of 3 ChatGPT answers
Horselands0 of 3Named in 0 of 3 ChatGPT answers
See every answer about equestrian retailers
3 answers
Asked ChatGPT
“Which equestrian retailer should I shop at in New Zealand?”
Asked ChatGPT
“What are the best equestrian retailers in New Zealand?”
Asked ChatGPT
“What's the best equestrian retailer in New Zealand for riding gear?”
Searched Google, AI Overview
“horse riding gear nz”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“saddlery shops nz”
Google showed no AI Overview for this search.
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.
Is HorseSports or Saddlery Warehouse more popular in search?
This chart shows how often people search Google for HorseSports and Saddlery Warehouse by name. Each line represents a brand's share of searches for all five equestrian retailers we track, month by month, from searches in New Zealand.
Share of searches by month for Saddlery Warehouse, HorseSports. The figures are in the table below the chart.
View monthly share of searches table
| Month | Saddlery Warehouse | Canterbury Saddlery | Horselands | HorseSports | Stirrups Equestrian |
|---|---|---|---|---|---|
| Nov 2025 | 83.5% | 4.1% | 6.1% | 4.5% | 1.8% |
| Dec 2025 | 83% | 4.6% | 6% | 4.6% | 1.8% |
| Jan 2026 | 82.7% | 4.9% | 5.7% | 4.9% | 1.8% |
| Feb 2026 | 80.7% | 5.8% | 6% | 5.8% | 1.7% |
| Mar 2026 | 82.8% | 4.9% | 4.9% | 5.5% | 1.8% |
| Apr 2026 | 81.7% | 5.5% | 5.6% | 5.5% | 1.7% |
| May 2026 | 82.8% | 5.6% | 5% | 4.9% | 1.8% |
| Jun 2026 | 84.4% | 5% | 4.2% | 5% | 1.5% |
| Jul 2026 | 85% | 5% | 4.1% | 4.1% | 1.8% |
| Aug 2026 | 84.1% | 5% | 4.2% | 5% | 1.8% |
| Sep 2026 | 79.9% | 6.6% | 5.8% | 5.7% | 2.1% |
| Oct 2026 | 82.6% | 5.7% | 5.1% | 4.9% | 1.8% |
How has branded search for HorseSports and Saddlery Warehouse changed in New Zealand over the last 12 months?
3 findings
- Saddlery Warehouse was ahead of HorseSports in every measured month of the 12 months ending October 2026.
- Across the 12 months ending October 2026, HorseSports’ share of searches among equestrian retailers in New Zealand moved from 4.5% to 4.9%, and its estimated monthly branded searches moved from 1K to 890.
- Across the 12 months ending October 2026, Saddlery Warehouse’s share of searches among equestrian retailers in New Zealand moved from 83.5% to 82.6%, and its estimated monthly branded searches moved from 18.4K to 15.1K.
How did search popularity change for New Zealand equestrian retailers in October 2026?
2 changes
In October 2026, Saddlery Warehouse gained share of searches among equestrian retailers in New Zealand, from 79.9% to 82.6%.
In October 2026, HorseSports lost share of searches among equestrian retailers in New Zealand, from 5.7% to 4.9%.
How are HorseSports’ and Saddlery Warehouse’s branded searches counted?
10 search terms
Brandwave collects information about searches that people make online using HorseSports’ and Saddlery Warehouse’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
HorseSports
2 branded search terms
- horsesports
- horsesports saddlery
Saddlery Warehouse
8 branded search terms
- saddlery warehouse
- saddlery warehouse boots
- saddlery warehouse bridles
- saddlery warehouse covers
- saddlery warehouse helmets
- saddlery warehouse rugs
- saddlerywarehouse
- the saddlery warehouse
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