Bontrager vs Specialized:Which is more popular?
In September 2026, Specialized had more branded searches than Bontrager among cycling helmet brands in New Zealand. Specialized had about 110 branded searches, while Bontrager had 90. Specialized made up 3.6% of all cycling helmet brand searches we track, and Bontrager accounted for 3%. When we asked ChatGPT and Google AI Overviews about cycling helmet brands, Specialized appeared in four of the five answers and Bontrager in two. Specialized was mentioned before Bontrager in every answer.
Who do people search for more?
Specialized, about 22% more searches than Bontrager
Who does AI mention more?
Specialized, mentioned in 4 of 5 answers, Bontrager in 2
Who does AI recommend more?
Specialized, named ahead of Bontrager in every answer
Follow Bontrager vs Specialized and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top cycling helmet brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Specialized was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Bontrager was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Specialized was listed before Bontrager in every answer.
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.
Giro5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Specialized4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Bell3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
POC2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Lazer2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
MET2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Bontrager2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about cycling helmet brands
5 answers
Asked ChatGPT
“Which cycling helmet brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best cycling helmet brands in New Zealand?”
Asked ChatGPT
“What's the best cycling helmet brand in New Zealand for road riding?”
Searched Google, AI Overview
“bike helmet nz”
Searched Google, AI Overview
“road cycling helmet”
- 1Giro
- 1
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Bontrager or Specialized more popular in search?
This chart shows how often people search Google for Bontrager and Specialized by name. Each line represents a brand's share of searches for all seven cycling helmet brands we track, month by month, from searches in New Zealand.
Share of searches by month for Specialized, Bontrager. The figures are in the table below the chart.
View monthly share of searches table
| Month | Giro | Bell | POC | Lazer | MET | Specialized | Bontrager |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 32.6% | 31.1% | 19.1% | 4.1% | 5.2% | 2.6% | 5.2% |
| Nov 2025 | 36% | 26.7% | 23.9% | 3.4% | 3.4% | 2.2% | 4.3% |
| Dec 2025 | 33.8% | 28.8% | 21.1% | 4.7% | 4.7% | 2.3% | 4.7% |
| Jan 2026 | 32.9% | 28.1% | 21.4% | 4.7% | 4.7% | 2.4% | 5.8% |
| Feb 2026 | 29.2% | 38% | 18.6% | 3.3% | 4% | 1.8% | 5.1% |
| Mar 2026 | 30.1% | 35.9% | 17.2% | 4.5% | 4.5% | 2.3% | 5.5% |
| Apr 2026 | 34.8% | 28.9% | 18.1% | 5.9% | 4.9% | 2.4% | 4.9% |
| May 2026 | 32.1% | 28% | 21.6% | 5.7% | 5.7% | 3% | 3.7% |
| Jun 2026 | 30.2% | 31.4% | 20.2% | 5.4% | 6.6% | 2.7% | 3.5% |
| Jul 2026 | 35.3% | 28% | 21.5% | 4.8% | 4.8% | 2.4% | 3.1% |
| Aug 2026 | 37.8% | 25.1% | 20% | 4.4% | 5.4% | 2.9% | 4.4% |
| Sep 2026 | 37.5% | 26% | 20.7% | 4.6% | 4.6% | 3.6% | 3% |
How has the Bontrager and Specialized comparison changed over the last 12 months?
3 findings
- The lead changed hands once in the 12 months ending September 2026: Specialized took it in September 2026.
- Across the 12 months ending September 2026, Bontrager’s share of searches among cycling helmet brands in New Zealand moved from 5.2% to 3%, and its estimated monthly branded searches moved from 140 to 90.
- Across the 12 months ending September 2026, Specialized’s share of searches among cycling helmet brands in New Zealand moved from 2.6% to 3.6%, and its estimated monthly branded searches moved from 70 to 110.
How did search popularity change for New Zealand cycling helmet brands in September 2026?
2 changes
In September 2026, Specialized overtook Bontrager to rank 6th among cycling helmet brands in New Zealand, with 3.6% of the searches.
In September 2026, Bontrager lost share of searches among cycling helmet brands in New Zealand, from 4.4% to 3%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Bontrager’s and Specialized’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.
Bontrager
1 branded search term
- bontrager
Specialized
1 branded search term
- specialized helmet
Other head-to-heads among cycling helmet brands
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.