---
title: "Fishing tackle brands in New Zealand: Which brands are most popular in search?"
description: "Compare the fishing rod, reel and tackle brands New Zealand anglers buy. Share of Search among Daiwa, Okuma, Shimano Fishing, PENN and Black Magic, the fishing tackle 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-fishing-tackle-brands"
publisher: "Brandwave"
---

# Fishing tackle brands in New Zealand: Which brands are most popular in search?

Compare the fishing rod, reel and tackle brands New Zealand anglers buy. Share of Search among Daiwa, Okuma, Shimano Fishing, PENN and Black Magic, the fishing tackle 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**: Fishing tackle brands
- **Market**: New Zealand
- **Brands compared**: 5
- **Month measured**: Aug 2026
- **Highest Share of Search**: Daiwa, 45.8%

## Which brand is most popular in search among fishing tackle brands in New Zealand?

- In August 2026, Daiwa was the most searched among fishing tackle brands in New Zealand, with an estimated 2.8K branded searches and 45.8% estimated Share of Search within this set.
- Okuma is in 2nd place, 27.2 percentage points behind at 18.6% Share of Search.
- Across the 11 months ending August 2026, Daiwa’s estimated Share of Search among fishing tackle brands in New Zealand increased from 39.8% to 45.8%.
- Across the 11 months ending August 2026, Okuma’s estimated Share of Search among fishing tackle brands in New Zealand decreased from 23.4% to 18.6%.
- Across the 11 months ending August 2026, Shimano Fishing’s estimated Share of Search among fishing tackle brands in New Zealand increased from 14.5% to 15.3%.
- Across the 11 months ending August 2026, Black Magic’s estimated Share of Search among fishing tackle brands in New Zealand decreased from 8% to 6.3%.
- Across the 11 months ending August 2026, Daiwa’s estimated Share of Search among fishing tackle brands in New Zealand peaked at 45.8% in August 2026 and was lowest at 39.3% in February 2026.
- Across the 11 months ending August 2026, Shimano Fishing’s estimated Share of Search among fishing tackle brands in New Zealand peaked at 18.8% in February 2026 and was lowest at 14.5% in October 2025.
- Across the 11 months ending August 2026, PENN’s estimated Share of Search among fishing tackle brands in New Zealand peaked at 17.3% in March 2026 and was lowest at 13.3% in June 2026.
- Across the 11 months ending August 2026, Black Magic’s estimated Share of Search among fishing tackle brands in New Zealand peaked at 8% in October 2025 and was lowest at 5.4% in February 2026.
- Across the 11 months ending August 2026, PENN held steady: its estimated Share of Search among fishing tackle brands in New Zealand moved less than 0.5 percentage points.

## Compare search popularity between leading brands

- [Daiwa vs Okuma: compare search popularity](/demand/nz/compare/daiwa-vs-okuma): 45.8% against 18.6% Share of Search.
- [Daiwa vs Shimano Fishing: compare search popularity](/demand/nz/compare/daiwa-vs-shimano-fishing): 45.8% against 15.3% Share of Search.
- [Daiwa vs PENN: compare search popularity](/demand/nz/compare/daiwa-vs-penn): 45.8% against 14.1% Share of Search.
- [Daiwa vs Black Magic: compare search popularity](/demand/nz/compare/black-magic-vs-daiwa): 45.8% against 6.3% Share of Search.
- [Okuma vs Shimano Fishing: compare search popularity](/demand/nz/compare/okuma-vs-shimano-fishing): 18.6% against 15.3% Share of Search.
- [Okuma vs PENN: compare search popularity](/demand/nz/compare/okuma-vs-penn): 18.6% against 14.1% Share of Search.
- [Okuma vs Black Magic: compare search popularity](/demand/nz/compare/black-magic-vs-okuma): 18.6% against 6.3% Share of Search.
- [Shimano Fishing vs PENN: compare search popularity](/demand/nz/compare/penn-vs-shimano-fishing): 15.3% against 14.1% Share of Search.
- [Shimano Fishing vs Black Magic: compare search popularity](/demand/nz/compare/black-magic-vs-shimano-fishing): 15.3% against 6.3% Share of Search.
- [PENN vs Black Magic: compare search popularity](/demand/nz/compare/black-magic-vs-penn): 14.1% against 6.3% Share of Search.

## How did search popularity change for New Zealand fishing tackle brands in August 2026?

- In August 2026, Daiwa gained estimated Share of Search among fishing tackle brands in New Zealand, from 41.3% to 45.8%.
- In August 2026, Shimano Fishing lost estimated Share of Search among fishing tackle brands in New Zealand, from 17.4% to 15.3%.
- In August 2026, PENN lost estimated Share of Search among fishing tackle brands in New Zealand, from 15.2% to 14.1%.
- In August 2026, Black Magic lost estimated Share of Search among fishing tackle brands in New Zealand, from 7% to 6.3%.
- In August 2026, Okuma lost estimated Share of Search among fishing tackle brands in New Zealand, from 19.1% to 18.6%.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Daiwa | 45.8% | 2.8K | +14.0% | Daiwa |
| 2 | Okuma | 18.6% | 1.1K | 0.0% | Okuma |
| 3 | Shimano Fishing | 15.3% | 920 | -9.8% | Shimano Fishing |
| 4 | PENN | 14.1% | 850 | -4.5% | PENN |
| 5 | Black Magic | 6.3% | 380 | -7.3% | Black Magic |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Daiwa | 2.9K | 39.8% | 1 |
| Oct 2025 | Okuma | 1.7K | 23.4% | 2 |
| Oct 2025 | Shimano Fishing | 1.1K | 14.5% | 3 |
| Oct 2025 | PENN | 1.1K | 14.3% | 4 |
| Oct 2025 | Black Magic | 590 | 8% | 5 |
| Nov 2025 | Daiwa | 3.6K | 40.4% | 1 |
| Nov 2025 | Okuma | 1.9K | 21.2% | 2 |
| Nov 2025 | Shimano Fishing | 1.5K | 16.8% | 3 |
| Nov 2025 | PENN | 1.3K | 14.2% | 4 |
| Nov 2025 | Black Magic | 660 | 7.4% | 5 |
| Dec 2025 | Daiwa | 4.3K | 40.1% | 1 |
| Dec 2025 | Okuma | 2.3K | 21.7% | 2 |
| Dec 2025 | Shimano Fishing | 1.7K | 15.6% | 3 |
| Dec 2025 | PENN | 1.6K | 15.1% | 4 |
| Dec 2025 | Black Magic | 800 | 7.4% | 5 |
| Jan 2026 | Daiwa | 4.5K | 40.5% | 1 |
| Jan 2026 | Okuma | 2.5K | 21.8% | 2 |
| Jan 2026 | Shimano Fishing | 1.8K | 16.3% | 3 |
| Jan 2026 | PENN | 1.6K | 14.2% | 4 |
| Jan 2026 | Black Magic | 810 | 7.2% | 5 |
| Feb 2026 | Daiwa | 3.5K | 39.3% | 1 |
| Feb 2026 | Okuma | 1.9K | 21.2% | 2 |
| Feb 2026 | Shimano Fishing | 1.7K | 18.8% | 3 |
| Feb 2026 | PENN | 1.4K | 15.3% | 4 |
| Feb 2026 | Black Magic | 480 | 5.4% | 5 |
| Mar 2026 | Daiwa | 3.1K | 40% | 1 |
| Mar 2026 | Okuma | 1.5K | 19.1% | 2 |
| Mar 2026 | PENN | 1.3K | 17.3% | 3 |
| Mar 2026 | Shimano Fishing | 1.3K | 16.9% | 4 |
| Mar 2026 | Black Magic | 520 | 6.7% | 5 |
| Apr 2026 | Daiwa | 2.8K | 41.7% | 1 |
| Apr 2026 | Okuma | 1.3K | 19.6% | 2 |
| Apr 2026 | Shimano Fishing | 1.1K | 16.7% | 3 |
| Apr 2026 | PENN | 1K | 15.1% | 4 |
| Apr 2026 | Black Magic | 460 | 6.9% | 5 |
| May 2026 | Daiwa | 2.7K | 42.5% | 1 |
| May 2026 | Okuma | 1.3K | 20.3% | 2 |
| May 2026 | Shimano Fishing | 1.1K | 16.9% | 3 |
| May 2026 | PENN | 920 | 14.5% | 4 |
| May 2026 | Black Magic | 370 | 5.8% | 5 |
| Jun 2026 | Daiwa | 2.5K | 44.1% | 1 |
| Jun 2026 | Okuma | 1.1K | 19% | 2 |
| Jun 2026 | Shimano Fishing | 1K | 17.5% | 3 |
| Jun 2026 | PENN | 770 | 13.3% | 4 |
| Jun 2026 | Black Magic | 350 | 6.1% | 5 |
| Jul 2026 | Daiwa | 2.4K | 41.3% | 1 |
| Jul 2026 | Okuma | 1.1K | 19.1% | 2 |
| Jul 2026 | Shimano Fishing | 1K | 17.4% | 3 |
| Jul 2026 | PENN | 890 | 15.2% | 4 |
| Jul 2026 | Black Magic | 410 | 7% | 5 |
| Aug 2026 | Daiwa | 2.8K | 45.8% | 1 |
| Aug 2026 | Okuma | 1.1K | 18.6% | 2 |
| Aug 2026 | Shimano Fishing | 920 | 15.3% | 3 |
| Aug 2026 | PENN | 850 | 14.1% | 4 |
| Aug 2026 | Black Magic | 380 | 6.3% | 5 |
| Sep 2026 | Black Magic | — | — | — |
| Sep 2026 | Daiwa | — | — | — |
| Sep 2026 | Okuma | — | — | — |
| Sep 2026 | PENN | — | — | — |
| Sep 2026 | Shimano Fishing | — | — | — |

## What is being compared

- **Black Magic**: Measured on the search terms “black magic fishing”, “black magic lures”, “black magic reel”, “black magic rod”, “black magic tackle” and “black magic tackle bag”, summed into one figure.
- **Daiwa**: Measured on the search terms “daiwa”, “daiwa bg6500”, “daiwa certate”, “daiwa com”, “daiwa electric reel”, “daiwa exceler”, “daiwa fishing”, “daiwa fishing rod”, “daiwa free swimmer”, “daiwa infeet”, “daiwa legalis”, “daiwa lures”, “daiwa near me”, “daiwa nz”, “daiwa reel”, “daiwa rod”, “daiwa saltiga”, “daiwa saltist”, “daiwa tanacom 1000” and “daiwa td black”, summed into one figure.
- **Okuma**: Measured on the search terms “okuma”, “okuma azaki”, “okuma ceymar”, “okuma cortez”, “okuma fishing”, “okuma fishing gear”, “okuma lures”, “okuma makaira”, “okuma nano matrix”, “okuma near me”, “okuma new zealand”, “okuma nz”, “okuma reel”, “okuma revenger”, “okuma revenger 80”, “okuma revenger pro”, “okuma rod”, “okuma tesoro”, “okuma tomcat 8000”, “okuma tournament concept” and “okumafishing com”, summed into one figure.
- **PENN**: Measured on the search terms “320 gti penn reel”, “330 gti penn reel”, “950ssm penn reel”, “penn 6500 reel”, “penn 9 0 reel”, “penn electric reel”, “penn lures”, “penn pursuit reel”, “penn reel”, “penn rod”, “penn slammer reel”, “penn spinfisher v spinning reel” and “penn squall fishing reel”, summed into one figure.
- **Shimano Fishing**: Measured on the search terms “shimano fishing”, “shimano fishing bag”, “shimano fishing gear”, “shimano fishing lures”, “shimano fishing rod”, “shimano fishing rod and reel”, “shimano fishing rod combo” and “shimano reel”, summed into one figure.

- [Black Magic](/demand/nz/brands/black-magic)
- [Daiwa](/demand/nz/brands/daiwa)
- [Okuma](/demand/nz/brands/okuma)
- [PENN](/demand/nz/brands/penn)
- [Shimano Fishing](/demand/nz/brands/shimano-fishing)

## Methodology

- [How is branded search demand 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 fishing tackle brands in New Zealand?

In August 2026, Daiwa was the most searched among fishing tackle brands in New Zealand, with an estimated 2.8K branded searches and 45.8% estimated Share of Search within this set.

## Cite this page

Brandwave. "Fishing tackle brands in New Zealand: Which brands are most popular in search?". https://gobrandwave.com/demand/nz/categories/nz-fishing-tackle-brands

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