---
title: "PPE and safety gear suppliers in New Zealand: Which are searched most?"
description: "Compare the PPE and safety gear suppliers New Zealand businesses buy from. Share of Search among NZ Safety Blackwoods, Leedsafe, RSEA Safety, Fortus Safety NZ, Steel Blue, Total Safety and ProChoice, the PPE and safety gear suppliers 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-ppe-suppliers"
publisher: "Brandwave"
---

# PPE and safety gear suppliers in New Zealand: Which are searched most?

Compare the PPE and safety gear suppliers New Zealand businesses buy from. Share of Search among NZ Safety Blackwoods, Leedsafe, RSEA Safety, Fortus Safety NZ, Steel Blue, Total Safety and ProChoice, the PPE and safety gear suppliers 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**: PPE and safety gear suppliers
- **Market**: New Zealand
- **Brands compared**: 7
- **Month measured**: Sep 2026
- **Highest Share of Search**: NZ Safety Blackwoods, 90.9%

## Which brand is most popular in search among PPE and safety gear suppliers in New Zealand?

- In September 2026, NZ Safety Blackwoods was the most searched among PPE and safety gear suppliers in New Zealand, with an estimated 33.1K branded searches, 90.9% of all searches for the seven we track.
- Leedsafe is in 2nd place, 87.3 percentage points behind at 3.6%.
- Across the 12 months ending September 2026, NZ Safety Blackwoods’ share of searches among PPE and safety gear suppliers in New Zealand peaked at 91.8% in December 2025 and was lowest at 89.8% in May 2026.
- Across the 12 months ending September 2026, Leedsafe’s share of searches among PPE and safety gear suppliers in New Zealand peaked at 4.4% in July 2026 and was lowest at 3% in December 2025.
- Across the 12 months ending September 2026, NZ Safety Blackwoods, Leedsafe, RSEA Safety, Fortus Safety NZ, Steel Blue, Total Safety and ProChoice held steady: their share of searches among PPE and safety gear suppliers in New Zealand each moved less than 0.5 percentage points.

## Top PPE and safety gear suppliers in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and one Google AI Overview, NZ Safety Blackwoods and Fortus Safety NZ were mentioned most often, in three of the four answers. NZ Safety Blackwoods was recommended most often, coming first in all three answers that gave a list. Fortus Safety NZ was second, and Leedsafe was third. Steel Blue, which ranked fifth 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 |
| --- | --- | --- | --- | --- |
| NZ Safety Blackwoods | 1st | 3 of 3 | 0 of 1 | 3 of 4 |
| Fortus Safety NZ | 2nd | 3 of 3 | 0 of 1 | 3 of 4 |
| Leedsafe | 3rd | 2 of 3 | 0 of 1 | 2 of 4 |
| RSEA Safety | 4th | 2 of 3 | 0 of 1 | 2 of 4 |
| Total Safety | 5th | 1 of 3 | 0 of 1 | 1 of 4 |
| Steel Blue | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 |
| ProChoice | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 |

## Every AI answer about PPE and safety gear suppliers

- Asked ChatGPT "Which PPE and safety gear supplier should I hire in New Zealand?": 1. NZ Safety Blackwoods, 2. Fortus Safety NZ, 3. Leedsafe, 4. Total Safety
- Asked ChatGPT "What are the best PPE and safety gear suppliers in New Zealand?": 1. NZ Safety Blackwoods, 2. Fortus Safety NZ, 3. RSEA Safety
- Asked ChatGPT "What's the best PPE and safety gear supplier in New Zealand for a construction site?": 1. NZ Safety Blackwoods, 2. Fortus Safety NZ, 3. Leedsafe, 4. RSEA Safety
- Searched Google, AI Overview "workplace safety gear": named none of the brands we track

Not named in any answer: Steel Blue and ProChoice.

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

- [NZ Safety Blackwoods vs Leedsafe: compare search popularity](/demand/nz/compare/leedsafe-vs-nz-safety-blackwoods): 90.9% against 3.6% Share of Search.

## How did search popularity change for New Zealand PPE and safety gear suppliers in September 2026?

- In September 2026, NZ Safety Blackwoods gained share of searches among PPE and safety gear suppliers in New Zealand, from 89.8% to 90.9%.
- In September 2026, Leedsafe lost share of searches among PPE and safety gear suppliers in New Zealand, from 4.3% to 3.6%.
- Estimated monthly branded searches for ProChoice in New Zealand rose 100% over 12 measured months, from 10 to 20 in September 2026.
- Estimated monthly branded searches for Total Safety in New Zealand fell 35.7% over 12 measured months, from 140 to 90 in September 2026.
- Estimated monthly branded searches for RSEA Safety in New Zealand fell 18.2% over 12 measured months, from 880 to 720 in September 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | NZ Safety Blackwoods | 90.9% | 33.1K | 0.0% | NZ Safety Blackwoods |
| 2 | Leedsafe | 3.6% | 1.3K | -18.8% | Leedsafe |
| 3 | RSEA Safety | 2% | 720 | -18.2% | RSEA Safety |
| 4 | Fortus Safety NZ | 1.6% | 590 | 0.0% | Fortus Safety NZ |
| 5 | Steel Blue | 1.6% | 590 | 0.0% | Steel Blue |
| 6 | Total Safety | 0.25% | 90 | 0.0% | Total Safety |
| 7 | ProChoice | 0.05% | 20 | 0.0% | ProChoice |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | NZ Safety Blackwoods | 33.1K | 90.4% | 1 |
| Oct 2025 | Leedsafe | 1.3K | 3.6% | 2 |
| Oct 2025 | RSEA Safety | 880 | 2.4% | 3 |
| Oct 2025 | Fortus Safety NZ | 590 | 1.6% | 4 |
| Oct 2025 | Steel Blue | 590 | 1.6% | 5 |
| Oct 2025 | Total Safety | 140 | 0.38% | 6 |
| Oct 2025 | ProChoice | 10 | 0.03% | 7 |
| Nov 2025 | NZ Safety Blackwoods | 33.1K | 90.5% | 1 |
| Nov 2025 | Leedsafe | 1.3K | 3.6% | 2 |
| Nov 2025 | RSEA Safety | 880 | 2.4% | 3 |
| Nov 2025 | Fortus Safety NZ | 590 | 1.6% | 4 |
| Nov 2025 | Steel Blue | 590 | 1.6% | 5 |
| Nov 2025 | Total Safety | 90 | 0.25% | 6 |
| Nov 2025 | ProChoice | 10 | 0.03% | 7 |
| Dec 2025 | NZ Safety Blackwoods | 27.1K | 91.8% | 1 |
| Dec 2025 | Leedsafe | 880 | 3% | 2 |
| Dec 2025 | RSEA Safety | 590 | 2% | 3 |
| Dec 2025 | Fortus Safety NZ | 480 | 1.6% | 4 |
| Dec 2025 | Steel Blue | 390 | 1.3% | 5 |
| Dec 2025 | Total Safety | 70 | 0.24% | 6 |
| Dec 2025 | ProChoice | 10 | 0.03% | 7 |
| Jan 2026 | NZ Safety Blackwoods | 33.1K | 90.4% | 1 |
| Jan 2026 | Leedsafe | 1.3K | 3.6% | 2 |
| Jan 2026 | RSEA Safety | 880 | 2.4% | 3 |
| Jan 2026 | Fortus Safety NZ | 590 | 1.6% | 4 |
| Jan 2026 | Steel Blue | 590 | 1.6% | 5 |
| Jan 2026 | Total Safety | 140 | 0.38% | 6 |
| Jan 2026 | ProChoice | 10 | 0.03% | 7 |
| Feb 2026 | NZ Safety Blackwoods | 33.1K | 90.4% | 1 |
| Feb 2026 | Leedsafe | 1.6K | 4.4% | 2 |
| Feb 2026 | RSEA Safety | 720 | 2% | 3 |
| Feb 2026 | Fortus Safety NZ | 590 | 1.6% | 4 |
| Feb 2026 | Steel Blue | 480 | 1.3% | 5 |
| Feb 2026 | Total Safety | 110 | 0.3% | 6 |
| Feb 2026 | ProChoice | 10 | 0.03% | 7 |
| Mar 2026 | NZ Safety Blackwoods | 40.5K | 91.1% | 1 |
| Mar 2026 | Leedsafe | 1.6K | 3.6% | 2 |
| Mar 2026 | RSEA Safety | 880 | 2% | 3 |
| Mar 2026 | Fortus Safety NZ | 720 | 1.6% | 4 |
| Mar 2026 | Steel Blue | 590 | 1.3% | 5 |
| Mar 2026 | Total Safety | 140 | 0.31% | 6 |
| Mar 2026 | ProChoice | 20 | 0.04% | 7 |
| Apr 2026 | NZ Safety Blackwoods | 33.1K | 90.1% | 1 |
| Apr 2026 | Leedsafe | 1.3K | 3.5% | 2 |
| Apr 2026 | RSEA Safety | 880 | 2.4% | 3 |
| Apr 2026 | Fortus Safety NZ | 720 | 2% | 4 |
| Apr 2026 | Steel Blue | 590 | 1.6% | 5 |
| Apr 2026 | Total Safety | 140 | 0.38% | 6 |
| Apr 2026 | ProChoice | 10 | 0.03% | 7 |
| May 2026 | NZ Safety Blackwoods | 33.1K | 89.8% | 1 |
| May 2026 | Leedsafe | 1.6K | 4.3% | 2 |
| May 2026 | RSEA Safety | 880 | 2.4% | 3 |
| May 2026 | Fortus Safety NZ | 590 | 1.6% | 4 |
| May 2026 | Steel Blue | 590 | 1.6% | 5 |
| May 2026 | Total Safety | 110 | 0.3% | 6 |
| May 2026 | ProChoice | 10 | 0.03% | 7 |
| Jun 2026 | NZ Safety Blackwoods | 40.5K | 91.5% | 1 |
| Jun 2026 | Leedsafe | 1.6K | 3.6% | 2 |
| Jun 2026 | RSEA Safety | 880 | 2% | 3 |
| Jun 2026 | Fortus Safety NZ | 590 | 1.3% | 4 |
| Jun 2026 | Steel Blue | 590 | 1.3% | 5 |
| Jun 2026 | Total Safety | 110 | 0.25% | 6 |
| Jun 2026 | ProChoice | 10 | 0.02% | 7 |
| Jul 2026 | NZ Safety Blackwoods | 33.1K | 90.7% | 1 |
| Jul 2026 | Leedsafe | 1.6K | 4.4% | 2 |
| Jul 2026 | RSEA Safety | 720 | 2% | 3 |
| Jul 2026 | Fortus Safety NZ | 480 | 1.3% | 4 |
| Jul 2026 | Steel Blue | 480 | 1.3% | 5 |
| Jul 2026 | Total Safety | 110 | 0.3% | 6 |
| Jul 2026 | ProChoice | 10 | 0.03% | 7 |
| Aug 2026 | NZ Safety Blackwoods | 33.1K | 89.8% | 1 |
| Aug 2026 | Leedsafe | 1.6K | 4.3% | 2 |
| Aug 2026 | RSEA Safety | 880 | 2.4% | 3 |
| Aug 2026 | Fortus Safety NZ | 590 | 1.6% | 4 |
| Aug 2026 | Steel Blue | 590 | 1.6% | 5 |
| Aug 2026 | Total Safety | 90 | 0.24% | 6 |
| Aug 2026 | ProChoice | 20 | 0.05% | 7 |
| Sep 2026 | NZ Safety Blackwoods | 33.1K | 90.9% | 1 |
| Sep 2026 | Leedsafe | 1.3K | 3.6% | 2 |
| Sep 2026 | RSEA Safety | 720 | 2% | 3 |
| Sep 2026 | Fortus Safety NZ | 590 | 1.6% | 4 |
| Sep 2026 | Steel Blue | 590 | 1.6% | 5 |
| Sep 2026 | Total Safety | 90 | 0.25% | 6 |
| Sep 2026 | ProChoice | 20 | 0.05% | 7 |

## What is being compared

- **Fortus Safety NZ**: Measured on the search term “fortus safety nz”.
- **Leedsafe**: Measured on the search term “leedsafe”.
- **NZ Safety Blackwoods**: Measured on the search term “nz safety blackwoods”.
- **ProChoice**: Measured on the search term “prochoice”.
- **RSEA Safety**: Measured on the search term “rsea safety”.
- **Steel Blue**: Measured on the search term “steelblue”.
- **Total Safety**: Measured on the search term “total safety”.

- [Fortus Safety NZ](/demand/nz/brands/fortus-safety-nz)
- [Leedsafe](/demand/nz/brands/leedsafe)
- [NZ Safety Blackwoods](/demand/nz/brands/nz-safety-blackwoods)
- [ProChoice](/demand/nz/brands/prochoice)
- [RSEA Safety](/demand/nz/brands/rsea-safety)
- [Steel Blue](/demand/nz/brands/steel-blue)
- [Total Safety](/demand/nz/brands/total-safety)

## 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 PPE and safety gear suppliers in New Zealand?

In September 2026, NZ Safety Blackwoods was the most searched among PPE and safety gear suppliers in New Zealand, with an estimated 33.1K branded searches, 90.9% of all searches for the seven we track.

## Cite this page

Brandwave. "PPE and safety gear suppliers in New Zealand: Which are searched most?". https://gobrandwave.com/demand/nz/categories/nz-ppe-suppliers

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