---
title: "Hunting and Fishing Retailers in New Zealand: Share of Search"
description: "Share of Search among Hunting & Fishing, Marine Deals, Burnsco, Reloaders Supplies, Kelly Country, Kilwell Sports, Complete Angler, Shooter Ready and Wild Outdoorsman, the hunting and fishing retailers Brandwave compares in New Zealand, using the same methodology, market, and reporting period."
canonical: "https://gobrandwave.com/demand/nz/categories/nz-hunting-and-fishing-retailers"
publisher: "Brandwave"
---

# Hunting and Fishing Retailers in New Zealand: Share of Search

Share of Search among Hunting & Fishing, Marine Deals, Burnsco, Reloaders Supplies, Kelly Country, Kilwell Sports, Complete Angler, Shooter Ready and Wild Outdoorsman, the hunting and fishing retailers Brandwave compares in New Zealand, using the same methodology, market, and reporting period.

## Key facts

- **Competitive set**: Hunting and Fishing Retailers
- **Market**: New Zealand
- **Brands compared**: 9
- **Month measured**: Aug 2026
- **Highest Share of Search**: Hunting & Fishing, 52.5%

## Which brand has the highest Share of Search among hunting and fishing retailers in New Zealand?

- Hunting & Fishing holds the highest estimated Share of Search among hunting and fishing retailers in New Zealand, at 52.5% in August 2026.
- Marine Deals is in 2nd place, 23.8 percentage points behind at 28.7% Share of Search.
- Across the 12 months ending August 2026, Hunting & Fishing’s estimated Share of Search among hunting and fishing retailers in New Zealand increased from 47.3% to 52.5%.
- Across the 12 months ending August 2026, Marine Deals’ estimated Share of Search among hunting and fishing retailers in New Zealand decreased from 31.7% to 28.7%.
- Across the 12 months ending August 2026, Burnsco’s estimated Share of Search among hunting and fishing retailers in New Zealand decreased from 17.4% to 15.7%.
- Across the 12 months ending August 2026, Hunting & Fishing’s estimated Share of Search among hunting and fishing retailers in New Zealand peaked at 57.5% in April 2026 and was lowest at 42.7% in October 2025.
- Across the 12 months ending August 2026, Marine Deals’ estimated Share of Search among hunting and fishing retailers in New Zealand peaked at 35.2% in January 2026 and was lowest at 25.7% in July 2026.
- Across the 12 months ending August 2026, Burnsco’s estimated Share of Search among hunting and fishing retailers in New Zealand peaked at 19.3% in January 2026 and was lowest at 12.4% in June 2026.
- Across the 12 months ending August 2026, Kelly Country rose from 7th to 5th among hunting and fishing retailers in New Zealand.
- Across the 12 months ending August 2026, Complete Angler fell from 5th to 7th among hunting and fishing retailers in New Zealand.
- Across the 12 months ending August 2026, Reloaders Supplies, Kilwell Sports, Shooter Ready and Wild Outdoorsman held steady: their estimated Share of Search among hunting and fishing retailers in New Zealand each moved less than 0.5 percentage points.

## What changed among hunting and fishing retailers in New Zealand?

- In August 2026, Marine Deals gained estimated Share of Search among hunting and fishing retailers in New Zealand, from 25.7% to 28.7%.
- In August 2026, Burnsco gained estimated Share of Search among hunting and fishing retailers in New Zealand, from 14.1% to 15.7%.
- In August 2026, Hunting & Fishing lost estimated Share of Search among hunting and fishing retailers in New Zealand, from 57.5% to 52.5%.
- Estimated monthly branded searches for Kelly Country in New Zealand rose 50% over 12 measured months, from 480 to 720 in August 2026.
- Estimated monthly branded searches for Wild Outdoorsman in New Zealand fell 46.9% over 12 measured months, from 320 to 170 in August 2026.
- Estimated monthly branded searches for Reloaders Supplies in New Zealand fell 37.5% over 12 measured months, from 1.6K to 1K in August 2026.
- Estimated monthly branded searches for Complete Angler in New Zealand fell 33% over 12 measured months, from 880 to 590 in August 2026.
- Estimated monthly branded searches for Shooter Ready in New Zealand fell 18.8% over 12 measured months, from 480 to 390 in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Hunting & Fishing | 52.5% | 60.5K | -18.2% | HUNTFISHCO NEW ZEALAND CO-OPERATIVE LIMITED |
| 2 | Marine Deals | 28.7% | 33.1K | 0.0% | MARINE DEALS LIMITED |
| 3 | Burnsco | 15.7% | 18.1K | 0.0% | HAURAKI MARINE LIMITED |
| 4 | Reloaders Supplies | 0.87% | 1K | 0.0% | RELOADERS SUPPLIES LIMITED |
| 5 | Kelly Country | 0.62% | 720 | 0.0% | KELLY COUNTRY LIMITED |
| 6 | Kilwell Sports | 0.62% | 720 | +22.0% | KILWELL SPORTS LIMITED |
| 7 | Complete Angler | 0.51% | 590 | +22.9% | THE COMPLETE ANGLER (NZ) LIMITED |
| 8 | Shooter Ready | 0.34% | 390 | -18.8% | SHOOTER READY LIMITED |
| 9 | Wild Outdoorsman | 0.15% | 170 | -34.6% | WILD OUTDOORSMAN OUTFITTING NZ LIMITED |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Sep 2025 | Hunting & Fishing | 60.5K | 47.3% | 1 |
| Sep 2025 | Marine Deals | 40.5K | 31.7% | 2 |
| Sep 2025 | Burnsco | 22.2K | 17.4% | 3 |
| Sep 2025 | Reloaders Supplies | 1.6K | 1.3% | 4 |
| Sep 2025 | Complete Angler | 880 | 0.69% | 5 |
| Sep 2025 | Kilwell Sports | 880 | 0.69% | 6 |
| Sep 2025 | Kelly Country | 480 | 0.38% | 7 |
| Sep 2025 | Shooter Ready | 480 | 0.38% | 8 |
| Sep 2025 | Wild Outdoorsman | 320 | 0.25% | 9 |
| Oct 2025 | Hunting & Fishing | 60.5K | 42.7% | 1 |
| Oct 2025 | Marine Deals | 49.5K | 35% | 2 |
| Oct 2025 | Burnsco | 27.1K | 19.1% | 3 |
| Oct 2025 | Reloaders Supplies | 1.3K | 0.92% | 4 |
| Oct 2025 | Complete Angler | 880 | 0.62% | 5 |
| Oct 2025 | Kilwell Sports | 880 | 0.62% | 6 |
| Oct 2025 | Kelly Country | 590 | 0.42% | 7 |
| Oct 2025 | Shooter Ready | 480 | 0.34% | 8 |
| Oct 2025 | Wild Outdoorsman | 390 | 0.28% | 9 |
| Nov 2025 | Hunting & Fishing | 90.5K | 47.8% | 1 |
| Nov 2025 | Marine Deals | 60.5K | 31.9% | 2 |
| Nov 2025 | Burnsco | 33.1K | 17.5% | 3 |
| Nov 2025 | Complete Angler | 1.3K | 0.69% | 4 |
| Nov 2025 | Reloaders Supplies | 1.3K | 0.69% | 5 |
| Nov 2025 | Kilwell Sports | 880 | 0.46% | 6 |
| Nov 2025 | Kelly Country | 590 | 0.31% | 7 |
| Nov 2025 | Shooter Ready | 590 | 0.31% | 8 |
| Nov 2025 | Wild Outdoorsman | 590 | 0.31% | 9 |
| Dec 2025 | Hunting & Fishing | 135K | 51.1% | 1 |
| Dec 2025 | Marine Deals | 74K | 28% | 2 |
| Dec 2025 | Burnsco | 49.5K | 18.8% | 3 |
| Dec 2025 | Complete Angler | 1.6K | 0.61% | 4 |
| Dec 2025 | Kilwell Sports | 1K | 0.38% | 5 |
| Dec 2025 | Reloaders Supplies | 1K | 0.38% | 6 |
| Dec 2025 | Wild Outdoorsman | 880 | 0.33% | 7 |
| Dec 2025 | Kelly Country | 480 | 0.18% | 8 |
| Dec 2025 | Shooter Ready | 480 | 0.18% | 9 |
| Jan 2026 | Hunting & Fishing | 90.5K | 43.1% | 1 |
| Jan 2026 | Marine Deals | 74K | 35.2% | 2 |
| Jan 2026 | Burnsco | 40.5K | 19.3% | 3 |
| Jan 2026 | Complete Angler | 1.3K | 0.62% | 4 |
| Jan 2026 | Kilwell Sports | 1K | 0.48% | 5 |
| Jan 2026 | Reloaders Supplies | 880 | 0.42% | 6 |
| Jan 2026 | Wild Outdoorsman | 880 | 0.42% | 7 |
| Jan 2026 | Kelly Country | 590 | 0.28% | 8 |
| Jan 2026 | Shooter Ready | 480 | 0.23% | 9 |
| Feb 2026 | Hunting & Fishing | 60.5K | 42.8% | 1 |
| Feb 2026 | Marine Deals | 49.5K | 35% | 2 |
| Feb 2026 | Burnsco | 27.1K | 19.2% | 3 |
| Feb 2026 | Complete Angler | 1K | 0.71% | 4 |
| Feb 2026 | Kilwell Sports | 880 | 0.62% | 5 |
| Feb 2026 | Reloaders Supplies | 720 | 0.51% | 6 |
| Feb 2026 | Kelly Country | 590 | 0.42% | 7 |
| Feb 2026 | Wild Outdoorsman | 590 | 0.42% | 8 |
| Feb 2026 | Shooter Ready | 480 | 0.34% | 9 |
| Mar 2026 | Hunting & Fishing | 74K | 47.8% | 1 |
| Mar 2026 | Marine Deals | 49.5K | 32% | 2 |
| Mar 2026 | Burnsco | 27.1K | 17.5% | 3 |
| Mar 2026 | Complete Angler | 880 | 0.57% | 4 |
| Mar 2026 | Kilwell Sports | 880 | 0.57% | 5 |
| Mar 2026 | Reloaders Supplies | 880 | 0.57% | 6 |
| Mar 2026 | Kelly Country | 590 | 0.38% | 7 |
| Mar 2026 | Wild Outdoorsman | 590 | 0.38% | 8 |
| Mar 2026 | Shooter Ready | 480 | 0.31% | 9 |
| Apr 2026 | Hunting & Fishing | 90.5K | 57.5% | 1 |
| Apr 2026 | Marine Deals | 40.5K | 25.7% | 2 |
| Apr 2026 | Burnsco | 22.2K | 14.1% | 3 |
| Apr 2026 | Reloaders Supplies | 1K | 0.64% | 4 |
| Apr 2026 | Complete Angler | 720 | 0.46% | 5 |
| Apr 2026 | Kelly Country | 720 | 0.46% | 6 |
| Apr 2026 | Kilwell Sports | 720 | 0.46% | 7 |
| Apr 2026 | Shooter Ready | 480 | 0.31% | 8 |
| Apr 2026 | Wild Outdoorsman | 480 | 0.31% | 9 |
| May 2026 | Hunting & Fishing | 74K | 54.3% | 1 |
| May 2026 | Marine Deals | 40.5K | 29.7% | 2 |
| May 2026 | Burnsco | 18.1K | 13.3% | 3 |
| May 2026 | Reloaders Supplies | 880 | 0.65% | 4 |
| May 2026 | Complete Angler | 720 | 0.53% | 5 |
| May 2026 | Kilwell Sports | 720 | 0.53% | 6 |
| May 2026 | Kelly Country | 590 | 0.43% | 7 |
| May 2026 | Shooter Ready | 480 | 0.35% | 8 |
| May 2026 | Wild Outdoorsman | 260 | 0.19% | 9 |
| Jun 2026 | Hunting & Fishing | 60.5K | 50.7% | 1 |
| Jun 2026 | Marine Deals | 40.5K | 34% | 2 |
| Jun 2026 | Burnsco | 14.8K | 12.4% | 3 |
| Jun 2026 | Reloaders Supplies | 1K | 0.84% | 4 |
| Jun 2026 | Kelly Country | 720 | 0.6% | 5 |
| Jun 2026 | Kilwell Sports | 720 | 0.6% | 6 |
| Jun 2026 | Complete Angler | 480 | 0.4% | 7 |
| Jun 2026 | Shooter Ready | 390 | 0.33% | 8 |
| Jun 2026 | Wild Outdoorsman | 170 | 0.14% | 9 |
| Jul 2026 | Hunting & Fishing | 74K | 57.5% | 1 |
| Jul 2026 | Marine Deals | 33.1K | 25.7% | 2 |
| Jul 2026 | Burnsco | 18.1K | 14.1% | 3 |
| Jul 2026 | Reloaders Supplies | 1K | 0.78% | 4 |
| Jul 2026 | Kelly Country | 720 | 0.56% | 5 |
| Jul 2026 | Kilwell Sports | 590 | 0.46% | 6 |
| Jul 2026 | Complete Angler | 480 | 0.37% | 7 |
| Jul 2026 | Shooter Ready | 480 | 0.37% | 8 |
| Jul 2026 | Wild Outdoorsman | 260 | 0.2% | 9 |
| Aug 2026 | Hunting & Fishing | 60.5K | 52.5% | 1 |
| Aug 2026 | Marine Deals | 33.1K | 28.7% | 2 |
| Aug 2026 | Burnsco | 18.1K | 15.7% | 3 |
| Aug 2026 | Reloaders Supplies | 1K | 0.87% | 4 |
| Aug 2026 | Kelly Country | 720 | 0.62% | 5 |
| Aug 2026 | Kilwell Sports | 720 | 0.62% | 6 |
| Aug 2026 | Complete Angler | 590 | 0.51% | 7 |
| Aug 2026 | Shooter Ready | 390 | 0.34% | 8 |
| Aug 2026 | Wild Outdoorsman | 170 | 0.15% | 9 |

## Compare two brands head-to-head

- [Hunting & Fishing vs Marine Deals](/demand/nz/compare/hunting-and-fishing-vs-marine-deals): 52.5% against 28.7% Share of Search.
- [Hunting & Fishing vs Burnsco](/demand/nz/compare/burnsco-vs-hunting-and-fishing): 52.5% against 15.7% Share of Search.
- [Marine Deals vs Burnsco](/demand/nz/compare/burnsco-vs-marine-deals): 28.7% against 15.7% Share of Search.

## What is being compared

- **Burnsco**: Measured on the search term “Burnsco”.
- **Complete Angler**: Measured on the search term “Complete Angler”.
- **Hunting & Fishing**: Measured on the search terms “Hunting & Fishing” and “hunting and fishing hunting gear”, summed into one figure.
- **Kelly Country**: Measured on the search term “Kelly Country”.
- **Kilwell Sports**: Measured on the search term “Kilwell Sports”.
- **Marine Deals**: Measured on the search term “Marine Deals”.
- **Reloaders Supplies**: Measured on the search term “Reloaders Supplies”.
- **Shooter Ready**: Measured on the search term “Shooter Ready”.
- **Wild Outdoorsman**: Measured on the search term “Wild Outdoorsman”.

- [Burnsco](/demand/nz/brands/burnsco)
- [Complete Angler](/demand/nz/brands/complete-angler)
- [Hunting & Fishing](/demand/nz/brands/hunting-and-fishing)
- [Kelly Country](/demand/nz/brands/kelly-country)
- [Kilwell Sports](/demand/nz/brands/kilwell-sports)
- [Marine Deals](/demand/nz/brands/marine-deals)
- [Reloaders Supplies](/demand/nz/brands/reloaders-supplies)
- [Shooter Ready](/demand/nz/brands/shooter-ready)
- [Wild Outdoorsman](/demand/nz/brands/wild-outdoorsman)

## How is branded search demand measured?

### Where do these numbers come from?

Brandwave organizes categories, branded terms, and competitor groups using publicly available information about companies and brands. We obtain third-party modeled search-volume estimates from external search-data providers, then store and keep them up to date. Our Brand Demand Index shares this curated information with everyone for free. The figures cover the 12 months ending Aug 2026.

### What exactly is being compared?

We estimate branded-search demand in New Zealand for Burnsco, Complete Angler, Hunting & Fishing, Kelly Country, Kilwell Sports, Marine Deals, Reloaders Supplies, Shooter Ready and Wild Outdoorsman using modeled search-volume estimates for each brand’s name or related terms. This approach has limitations, but it provides a directional view of relative branded-search interest and how it changes over time.

### Is Share of Search the same as market share?

No, Share of Search compares a brand’s estimated search volume with the estimated search volume of other brands in the same group. It measures searches for branded terms, not purchases, so it is not the same as market share, revenue share, or customer share. A brand might have a high Share of Search but still sell less than a competitor, and brands that people buy out of habit might be searched for less than brands people are still considering. Branded-search demand can provide an early signal that interest in a brand is changing. Watching for sustained shifts can help you spot trends sooner, but the metric does not establish what will happen to revenue.

### How reliable are modeled search volumes?

These numbers are estimates and should be seen as a general trend, not an exact count. The figures show rounded monthly search volumes, and a single month’s result might change for reasons unrelated to the brand. Smaller brands are rounded more roughly than larger ones. Search volume estimates searches, not unique people. The real value of these figures is in comparison: every brand in the group is measured the same way, in the same market, and in the same month. This means the differences between brands, and how those differences change over time, are more meaningful than any single number.

### Does a rise in branded searches mean a campaign worked?

Not always. It depends on what your campaign was meant to do. Our public marketing data shows when branded search demand changes, but it doesn’t tell you why. Branded search volume can rise or fall for many reasons. For example, a competitor’s campaign, a news story, a price change, the season, or more people shopping in your category can all play a part. Checking the timing of these changes can give you useful clues, so it helps to see what else was happening at the same time. Brandwave lets you track all your marketing activity and branded search volume together on one timeline, making this much easier.

### Can I use the Brand Demand Index data?

Yes. Anyone may use, share, adapt, and redistribute data published in the Brandwave Brand Demand Index, including for commercial purposes, under the Creative Commons Attribution 4.0 International licence (CC BY 4.0). Give appropriate credit to Brandwave, link to the source page and https://creativecommons.org/licenses/by/4.0/, and indicate if you made changes. This permission covers Brandwave’s published compilation and measurements; it does not grant rights to third-party trademarks or logos. Automated access must use the public pages or API and respect published rate limits.

### Does appearing here mean a company uses Brandwave?

Not necessarily. Brandwave maintains these brand profiles using publicly available information and data sources. Brandwave never exposes private customer data publicly.

## Cite this page

Brandwave. "Hunting and Fishing Retailers in New Zealand: Share of Search". https://gobrandwave.com/demand/nz/categories/nz-hunting-and-fishing-retailers

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