---
title: "Pet Supplies Retailers in New Zealand: Share of Search"
description: "Share of Search among Animates, Petstock, Petdirect, Raw Essentials and Pet.kiwi, the pet supplies retailers Brandwave compares in New Zealand, using the same methodology, market, and reporting period."
canonical: "https://gobrandwave.com/demand/nz/categories/nz-pet-supplies-retailers"
publisher: "Brandwave"
---

# Pet Supplies Retailers in New Zealand: Share of Search

Share of Search among Animates, Petstock, Petdirect, Raw Essentials and Pet.kiwi, the pet supplies retailers Brandwave compares in New Zealand, using the same methodology, market, and reporting period.

## Key facts

- **Competitive set**: Pet Supplies Retailers
- **Market**: New Zealand
- **Brands compared**: 5
- **Month measured**: Aug 2026
- **Highest Share of Search**: Animates, 50%

## Which brand has the highest Share of Search among pet supplies retailers in New Zealand?

- Animates holds the highest estimated Share of Search among pet supplies retailers in New Zealand, at 50% in August 2026.
- Petstock is in 2nd place, 27.7 percentage points behind at 22.4% Share of Search.
- Across the 12 months ending August 2026, Animates’ estimated Share of Search among pet supplies retailers in New Zealand increased from 44.7% to 50%.
- Across the 12 months ending August 2026, Petstock’s estimated Share of Search among pet supplies retailers in New Zealand decreased from 24.5% to 22.4%.
- Across the 12 months ending August 2026, Petdirect’s estimated Share of Search among pet supplies retailers in New Zealand decreased from 24.5% to 22.4%.
- Across the 12 months ending August 2026, Raw Essentials’ estimated Share of Search among pet supplies retailers in New Zealand decreased from 4.9% to 3.7%.
- Across the 12 months ending August 2026, Animates’ estimated Share of Search among pet supplies retailers in New Zealand peaked at 54.8% in December 2025 and was lowest at 44.7% in September 2025.
- Across the 12 months ending August 2026, Petstock’s estimated Share of Search among pet supplies retailers in New Zealand peaked at 24.9% in November 2025 and was lowest at 19.2% in June 2026.
- Across the 12 months ending August 2026, Petdirect’s estimated Share of Search among pet supplies retailers in New Zealand peaked at 24.9% in November 2025 and was lowest at 19.1% in July 2026.
- Across the 12 months ending August 2026, Raw Essentials’ estimated Share of Search among pet supplies retailers in New Zealand peaked at 4.9% in September 2025 and was lowest at 3.3% in November 2025.
- Across the 12 months ending August 2026, Petstock rose from 3rd to 2nd among pet supplies retailers in New Zealand.
- Across the 12 months ending August 2026, Petdirect fell from 2nd to 3rd among pet supplies retailers in New Zealand.
- Across the 12 months ending August 2026, Pet.kiwi held steady: its estimated Share of Search among pet supplies retailers in New Zealand moved less than 0.5 percentage points.

## What changed among pet supplies retailers in New Zealand?

- In August 2026, Petdirect gained estimated Share of Search among pet supplies retailers in New Zealand, from 19.1% to 22.4%.
- In August 2026, Animates lost estimated Share of Search among pet supplies retailers in New Zealand, from 52.3% to 50%.
- In August 2026, Petstock lost estimated Share of Search among pet supplies retailers in New Zealand, from 23.4% to 22.4%.
- Raw Essentials’ estimated Share of Search among pet supplies retailers in New Zealand has lost ground for 3 months in a row, from 4.5% to 3.7% in August 2026.
- Estimated monthly branded searches for Pet.kiwi in New Zealand rose 18.8% over 12 measured months, from 1.6K to 1.9K in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Animates | 50% | 60.6K | 0.0% | ANIMATES NZ HOLDINGS LIMITED |
| 2 | Petstock | 22.4% | 27.1K | 0.0% | PETSTOCK NZ LIMITED |
| 3 | Petdirect | 22.4% | 27.1K | +22.1% | PETDIRECT.CO.NZ LIMITED |
| 4 | Raw Essentials | 3.7% | 4.4K | +0.5% | RAW ESSENTIALS LIMITED |
| 5 | Pet.kiwi | 1.6% | 1.9K | +18.8% | PET.KIWI LIMITED |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Sep 2025 | Animates | 49.6K | 44.7% | 1 |
| Sep 2025 | Petdirect | 27.1K | 24.5% | 2 |
| Sep 2025 | Petstock | 27.1K | 24.5% | 3 |
| Sep 2025 | Raw Essentials | 5.4K | 4.9% | 4 |
| Sep 2025 | Pet.kiwi | 1.6K | 1.4% | 5 |
| Oct 2025 | Animates | 60.6K | 49.7% | 1 |
| Oct 2025 | Petdirect | 27.1K | 22.2% | 2 |
| Oct 2025 | Petstock | 27.1K | 22.2% | 3 |
| Oct 2025 | Raw Essentials | 5.4K | 4.5% | 4 |
| Oct 2025 | Pet.kiwi | 1.6K | 1.3% | 5 |
| Nov 2025 | Animates | 60.6K | 45.6% | 1 |
| Nov 2025 | Petdirect | 33.1K | 24.9% | 2 |
| Nov 2025 | Petstock | 33.1K | 24.9% | 3 |
| Nov 2025 | Raw Essentials | 4.4K | 3.3% | 4 |
| Nov 2025 | Pet.kiwi | 1.6K | 1.2% | 5 |
| Dec 2025 | Animates | 74.1K | 54.8% | 1 |
| Dec 2025 | Petstock | 27.1K | 20% | 2 |
| Dec 2025 | Petdirect | 27.1K | 20% | 3 |
| Dec 2025 | Raw Essentials | 5.4K | 4% | 4 |
| Dec 2025 | Pet.kiwi | 1.6K | 1.2% | 5 |
| Jan 2026 | Animates | 60.6K | 49.7% | 1 |
| Jan 2026 | Petstock | 27.1K | 22.2% | 2 |
| Jan 2026 | Petdirect | 27.1K | 22.2% | 3 |
| Jan 2026 | Raw Essentials | 5.4K | 4.5% | 4 |
| Jan 2026 | Pet.kiwi | 1.6K | 1.3% | 5 |
| Feb 2026 | Animates | 60.6K | 54.6% | 1 |
| Feb 2026 | Petstock | 22.2K | 20% | 2 |
| Feb 2026 | Petdirect | 22.2K | 20% | 3 |
| Feb 2026 | Raw Essentials | 4.4K | 4% | 4 |
| Feb 2026 | Pet.kiwi | 1.6K | 1.4% | 5 |
| Mar 2026 | Animates | 60.6K | 49.7% | 1 |
| Mar 2026 | Petstock | 27.1K | 22.2% | 2 |
| Mar 2026 | Petdirect | 27.1K | 22.2% | 3 |
| Mar 2026 | Raw Essentials | 5.4K | 4.4% | 4 |
| Mar 2026 | Pet.kiwi | 1.6K | 1.3% | 5 |
| Apr 2026 | Animates | 60.6K | 49.7% | 1 |
| Apr 2026 | Petstock | 27.1K | 22.2% | 2 |
| Apr 2026 | Petdirect | 27.1K | 22.2% | 3 |
| Apr 2026 | Raw Essentials | 5.4K | 4.5% | 4 |
| Apr 2026 | Pet.kiwi | 1.6K | 1.3% | 5 |
| May 2026 | Animates | 60.6K | 49.7% | 1 |
| May 2026 | Petstock | 27.1K | 22.3% | 2 |
| May 2026 | Petdirect | 27.1K | 22.2% | 3 |
| May 2026 | Raw Essentials | 5.4K | 4.5% | 4 |
| May 2026 | Pet.kiwi | 1.6K | 1.3% | 5 |
| Jun 2026 | Animates | 60.6K | 52.3% | 1 |
| Jun 2026 | Petdirect | 27.1K | 23.4% | 2 |
| Jun 2026 | Petstock | 22.2K | 19.2% | 3 |
| Jun 2026 | Raw Essentials | 4.4K | 3.8% | 4 |
| Jun 2026 | Pet.kiwi | 1.6K | 1.4% | 5 |
| Jul 2026 | Animates | 60.6K | 52.3% | 1 |
| Jul 2026 | Petstock | 27.1K | 23.4% | 2 |
| Jul 2026 | Petdirect | 22.2K | 19.1% | 3 |
| Jul 2026 | Raw Essentials | 4.4K | 3.8% | 4 |
| Jul 2026 | Pet.kiwi | 1.6K | 1.4% | 5 |
| Aug 2026 | Animates | 60.6K | 50% | 1 |
| Aug 2026 | Petstock | 27.1K | 22.4% | 2 |
| Aug 2026 | Petdirect | 27.1K | 22.4% | 3 |
| Aug 2026 | Raw Essentials | 4.4K | 3.7% | 4 |
| Aug 2026 | Pet.kiwi | 1.9K | 1.6% | 5 |

## Compare two brands head-to-head

- [Animates vs Petstock](/demand/nz/compare/animates-vs-petstock): 50% against 22.4% Share of Search.
- [Animates vs Petdirect](/demand/nz/compare/animates-vs-petdirect): 50% against 22.4% Share of Search.
- [Animates vs Raw Essentials](/demand/nz/compare/animates-vs-raw-essentials): 50% against 3.7% Share of Search.
- [Petstock vs Petdirect](/demand/nz/compare/petdirect-vs-petstock): 22.4% against 22.4% Share of Search.
- [Petstock vs Raw Essentials](/demand/nz/compare/petstock-vs-raw-essentials): 22.4% against 3.7% Share of Search.
- [Petdirect vs Raw Essentials](/demand/nz/compare/petdirect-vs-raw-essentials): 22.4% against 3.7% Share of Search.

## What is being compared

- **Animates**: Measured on the search terms “Animates”, “animates pet food” and “animates pet supplies”, summed into one figure.
- **Pet.kiwi**: Measured on the search terms “Pet Kiwi” and “pet.kiwi”, summed into one figure.
- **Petdirect**: Measured on the search term “Petdirect”.
- **Petstock**: Measured on the search terms “Petstock” and “petstock pet supplies”, summed into one figure.
- **Raw Essentials**: Measured on the search terms “Raw Essentials” and “raw essentials pet food”, summed into one figure.

- [Animates](/demand/nz/brands/animates)
- [Pet.kiwi](/demand/nz/brands/pet-kiwi)
- [Petdirect](/demand/nz/brands/petdirect)
- [Petstock](/demand/nz/brands/petstock)
- [Raw Essentials](/demand/nz/brands/raw-essentials)

## 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 Animates, Pet.kiwi, Petdirect, Petstock and Raw Essentials 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. "Pet Supplies Retailers in New Zealand: Share of Search". https://gobrandwave.com/demand/nz/categories/nz-pet-supplies-retailers

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