FXD vs Mongrel:Which is more popular by branded search in New Zealand?
In August 2026, FXD had more branded searches than Mongrel among workwear brands in New Zealand. FXD was estimated to have 1.5K branded searches compared to Mongrel’s 230, and held a 25.3% Share of Search versus Mongrel’s 3.8%.
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Which is more popular in search, FXD or Mongrel?
Compare the workwear brands New Zealand tradies and workers buy. 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.
Share of Search by month for FXD, Mongrel. The figures are in the table below the chart.
View monthly share of search table
| Month | Hard Yakka | FXD | King Gee | Mongrel |
|---|---|---|---|---|
| Oct 2025 | 57.1% | 23.2% | 13.5% | 6.3% |
| Nov 2025 | 60.4% | 22.7% | 14.2% | 2.7% |
| Dec 2025 | 60.7% | 20.6% | 14.5% | 4.2% |
| Jan 2026 | 62.2% | 22.3% | 12.5% | 3% |
| Feb 2026 | 61.8% | 20.2% | 14.3% | 3.7% |
| Mar 2026 | 56.6% | 24.4% | 15.4% | 3.6% |
| Apr 2026 | 57.5% | 24.1% | 14.6% | 3.8% |
| May 2026 | 58.5% | 23.5% | 14.1% | 3.9% |
| Jun 2026 | 61.4% | 23.7% | 11% | 3.9% |
| Jul 2026 | 61.9% | 23.9% | 10.8% | 3.4% |
| Aug 2026 | 55.6% | 25.3% | 15.2% | 3.8% |
| Sep 2026 | — | — | — | — |
How has the FXD and Mongrel comparison changed over the last 12 months?
3 findings
- FXD was ahead of Mongrel in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, FXD’s estimated Share of Search among workwear brands in New Zealand moved from 23.2% to 25.3%, and its estimated monthly branded searches moved from 1.3K to 1.5K.
- Across the 11 months ending August 2026, Mongrel’s estimated Share of Search among workwear brands in New Zealand moved from 6.3% to 3.8%, and its estimated monthly branded searches moved from 350 to 230.
How did search popularity change for New Zealand workwear brands in August 2026?
2 changes
In August 2026, FXD gained estimated Share of Search among workwear brands in New Zealand, from 23.9% to 25.3%.
Estimated monthly branded searches for Mongrel in New Zealand fell 34.3% over 11 measured months, from 350 to 230 in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using FXD’s and Mongrel’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.
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.