Brandwave

Capital Fishing vs Kilwell Sports:Which is more popular?

In September 2026, Kilwell Sports had more branded searches than Capital Fishing among hunting and fishing retailers in New Zealand. Kilwell Sports had about 720 branded searches, while Capital Fishing had 480. Kilwell Sports made up 0.51% of all hunting and fishing retailer searches we track, and Capital Fishing accounted for 0.34%. When we asked ChatGPT and Google AI Overviews about hunting and fishing retailers, Capital Fishing appeared in two of the three answers and Kilwell Sports in none.

Among hunting and fishing retailers in New Zealand in September 2026

Who do people search for more?

Kilwell Sports, about 50% more searches than Capital Fishing

Kilwell Sports 720 searchesCapital Fishing 480 searches

Who does AI mention more?

Capital Fishing, mentioned in 2 of 3 answers, Kilwell Sports in 0

Capital Fishing in 2 of 3Kilwell Sports in 0 of 3

Who does AI recommend more?

Capital Fishing, the only one of the two named

Capital Fishing first in 2Kilwell Sports never named

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Top hunting and fishing retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions, Capital Fishing was mentioned in two out of three: in two of the three ChatGPT answers. Kilwell Sports did not appear in any of the three answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Hunting & Fishing1st
  2. Marine Deals2nd
  3. Burnsco3rd
  4. Capital Fishing4th
  5. Reloaders Supplies–
  6. Complete Angler–
  7. Kilwell Sports–
  8. Kelly Country–
  9. Shooter Ready–
  10. Wild Outdoorsman–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

See every answer about hunting and fishing retailers

3 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Is Capital Fishing or Kilwell Sports more popular in search?

This chart shows how often people search Google for Capital Fishing and Kilwell Sports by name. Each line represents a brand's share of searches for all ten hunting and fishing retailers we track, month by month, from searches in New Zealand.

Capital Fishing and Kilwell Sports among hunting and fishing retailers in New Zealand, by month

Share of searches by month for Kilwell Sports, Capital Fishing. The figures are in the table below the chart.

View monthly share of searches table
MonthHunting & FishingMarine DealsBurnscoReloaders SuppliesComplete AnglerKilwell SportsCapital FishingKelly CountryShooter ReadyWild Outdoorsman
Oct 202541.7%33.6%21.4%0.88%0.59%0.59%0.26%0.4%0.32%0.26%
Nov 202546.6%30.8%19.6%0.66%0.66%0.45%0.36%0.3%0.3%0.3%
Dec 202549.8%27.1%20.7%0.36%0.58%0.36%0.36%0.17%0.17%0.32%
Jan 202641.9%34%21.3%0.4%0.59%0.46%0.46%0.27%0.22%0.42%
Feb 202641.8%33.8%21.1%0.49%0.68%0.6%0.4%0.4%0.32%0.43%
Mar 202646.7%30.9%19.4%0.55%0.55%0.55%0.3%0.37%0.3%0.4%
Apr 202656.3%25%15.8%0.61%0.44%0.44%0.29%0.44%0.29%0.32%
May 202653.3%28.8%14.9%0.62%0.51%0.51%0.34%0.42%0.34%0.22%
Jun 202649.9%32.9%14.1%0.81%0.39%0.58%0.26%0.58%0.31%0.18%
Jul 202656.2%25%15.8%0.75%0.36%0.44%0.36%0.54%0.36%0.25%
Aug 202651.1%27.8%17.8%0.83%0.49%0.6%0.27%0.6%0.32%0.2%
Sep 202643.2%28.7%25.2%0.7%0.51%0.51%0.34%0.34%0.34%0.23%

How has the Capital Fishing and Kilwell Sports comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand hunting and fishing retailers in September 2026?

2 changes

  1. In September 2026, Capital Fishing rose from 9th to 7th among hunting and fishing retailers in New Zealand.

  2. Estimated monthly branded searches for Kilwell Sports in New Zealand fell 18.2% over 12 measured months, from 880 to 720 in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Capital Fishing’s and Kilwell Sports’ 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.

Capital Fishing

1 branded search term

  • capital fishing

Kilwell Sports

1 branded search term

  • kilwell sports

How the Brand Demand Index is measured

Other head-to-heads among hunting and fishing retailers

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