Canterbury vs Steeden:Which is more popular?

Name: Canterbury vs Steeden: Which is searched more in New Zealand?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Canterbury had more branded searches than Steeden among rugby gear brands in New Zealand. Canterbury had about 4,960 branded searches, while Steeden had 1,040. Canterbury made up 65.3% of all rugby gear brand searches we track, and Steeden accounted for 13.7%. When we asked ChatGPT and Google AI Overviews about rugby gear brands, Canterbury appeared in all five answers and Steeden in none.

Among rugby gear brands in New Zealand in September 2026

Who do people search for more?

Canterbury, about 5 searches for every 1 for Steeden

Canterbury 5K searchesSteeden 1K searches

Who does AI mention more?

Canterbury, mentioned in every answer we collected

Canterbury in 5 of 5Steeden in 0 of 5

Who does AI recommend more?

Canterbury, the only one of the two named

Canterbury first in 5Steeden never named

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Top rugby gear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Canterbury appeared in all five answers. Steeden did not appear in any of the five answers.

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.

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Canterbury	Named in 3 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	5 of 5
Adidas	Named in 3 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	5 of 5
Gilbert	Named in 3 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	5 of 5
BLK	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Steeden	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Kooga	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

Canterbury5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Adidas5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Gilbert5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
BLK1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Steeden0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Kooga0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about rugby gear brands

5 answers

Asked ChatGPT
“Which rugby gear brand should I buy in New Zealand?”
1. 1Canterbury
2. 2Adidas
3. 3Gilbert
Asked ChatGPT
“What are the best rugby gear brands in New Zealand?”
1. 1Canterbury
2. 2Adidas
3. 3Gilbert
4. 4BLK
Asked ChatGPT
“What's the best rugby gear brand in New Zealand for team training?”
1. 1Canterbury
2. 2Gilbert
3. 3Adidas
Searched Google, AI Overview
“rugby gear brands”
1. 1Canterbury
2. 2Gilbert
3. 3Adidas
Searched Google, AI Overview
“best rugby gear”
1. 1Adidas
2. 2Canterbury
3. 3Gilbert

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 Canterbury or Steeden more popular in search?

This chart shows how often people search Google for Canterbury and Steeden by name. Each line represents a brand's share of searches for all six rugby gear brands we track, month by month, from searches in New Zealand.

Canterbury and Steeden among rugby gear brands in New Zealand, by month

Month	Canterbury	Steeden	Adidas	Gilbert	BLK	Kooga
Oct 2025	72.4%	10.6%	6.9%	8.6%	1.1%	0.4%
Nov 2025	79.3%	7.6%	4.9%	6.8%	1.2%	0.19%
Dec 2025	79.4%	7.8%	5.3%	5.9%	1.3%	0.38%
Jan 2026	73.9%	3.7%	14.1%	6.3%	1.7%	0.31%
Feb 2026	57%	6.2%	22.3%	13%	1.3%	0.23%
Mar 2026	46.9%	5.2%	35.2%	11.3%	1.3%	0.24%
Apr 2026	67.1%	8.6%	13.3%	8.8%	1.8%	0.38%
May 2026	63.1%	10.6%	11.6%	13.4%	1%	0.38%
Jun 2026	52.6%	9.8%	14.6%	21.9%	0.96%	0.21%
Jul 2026	62.4%	8%	9.9%	18.3%	1.2%	0.1%
Aug 2026	67%	9.8%	9.9%	12.2%	0.87%	0.33%
Sep 2026	65.3%	13.7%	9.9%	9.5%	1.3%	0.26%

How has the Canterbury and Steeden comparison changed over the last 12 months?

3 findings

Canterbury was ahead of Steeden in every measured month of the 12 months ending September 2026.
Across the 12 months ending September 2026, Canterbury’s share of searches among rugby gear brands in New Zealand moved from 72.4% to 65.3%, and its estimated monthly branded searches moved from 5.5K to 5K.
Across the 12 months ending September 2026, Steeden’s share of searches among rugby gear brands in New Zealand moved from 10.6% to 13.7%, and its estimated monthly branded searches moved from 800 to 1K.

How did search popularity change for New Zealand rugby gear brands in September 2026?

2 changes

In September 2026, Steeden overtook Gilbert and Adidas to rank 2nd among rugby gear brands in New Zealand, with 13.7% of the searches.
In September 2026, Canterbury lost share of searches among rugby gear brands in New Zealand, from 67% to 65.3%.

How are branded searches counted?

12 search terms

Brandwave collects information about searches that people make online using Canterbury’s and Steeden’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.