Brandwave

Guide Dogs NZ vs HUHA:Which is more popular?

In September 2026, HUHA had more branded searches than Guide Dogs NZ among animal welfare charities in New Zealand. HUHA had about 630 branded searches, while Guide Dogs NZ had 240. HUHA made up 1.5% of all animal welfare charity searches we track, and Guide Dogs NZ accounted for 0.57%. When we asked ChatGPT and Google AI Overviews about animal welfare charities, HUHA appeared in all five answers and Guide Dogs NZ in one. HUHA was mentioned before Guide Dogs NZ in every answer.

Among animal welfare charities in New Zealand in September 2026

Who do people search for more?

HUHA, about 3 searches for every 1 for Guide Dogs NZ

HUHA 630 searchesGuide Dogs NZ 240 searches

Who does AI mention more?

HUHA, mentioned in every answer we collected

HUHA in 5 of 5Guide Dogs NZ in 1 of 5

Who does AI recommend more?

HUHA, named ahead of Guide Dogs NZ in every answer

HUHA first in 5Guide Dogs NZ never first

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Top animal welfare charities in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, HUHA appeared in all five answers. Guide Dogs NZ was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. HUHA was listed before Guide Dogs NZ in every answer.

Most recommended by AI

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

  1. SPCA1st
  2. HUHA2nd
  3. SAFE3rd
  4. Paw Justice4th
  5. Guide Dogs NZ5th
  6. Bird Rescue–

Mentioned by AI

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

  • SPCA5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • HUHA5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • SAFE3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Guide Dogs NZ1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Paw Justice1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bird Rescue0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about animal welfare charities

5 answers

  • Asked ChatGPT

    “Which animal welfare charity should I join in New Zealand?”

    1. 1SPCA
    2. 2SAFE
    3. 3HUHA

  • Asked ChatGPT

    “What are the best animal welfare charities in New Zealand?”

    1. 1SPCA
    2. 2SAFE
    3. 3HUHA

  • Asked ChatGPT

    “What's the best animal welfare charity in New Zealand for animal lovers?”

    1. 1SPCA
    2. 2SAFE
    3. 3HUHA

  • Searched Google, AI Overview

    “animal welfare charities”

    1. 1SPCA
    2. 2HUHA
    3. 3Paw Justice
    4. 4Guide Dogs NZ

  • Searched Google, AI Overview

    “charities for animals”

    1. 1SPCA
    2. 2HUHA

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Is Guide Dogs NZ or HUHA more popular in search?

This chart shows how often people search Google for Guide Dogs NZ and HUHA by name. Each line represents a brand's share of searches for all six animal welfare charities we track, month by month, from searches in New Zealand.

Guide Dogs NZ and HUHA among animal welfare charities in New Zealand, by month

Share of searches by month for HUHA, Guide Dogs NZ. The figures are in the table below the chart.

View monthly share of searches table
MonthSPCAHUHASAFEGuide Dogs NZBird RescuePaw Justice
Oct 202596.6%0.55%1.2%0.53%0.96%0.22%
Nov 202595.8%0.67%1.2%0.74%1.5%0.17%
Dec 202596.2%0.57%0.96%0.62%1.5%0.17%
Jan 202696.6%0.42%1.1%0.6%0.99%0.25%
Feb 202696.6%0.62%1.1%0.73%0.65%0.25%
Mar 202696.8%0.52%1.2%0.85%0.45%0.26%
Apr 202696.9%0.66%0.94%0.73%0.38%0.4%
May 202697.2%0.82%0.94%0.61%0.26%0.21%
Jun 202697.3%0.59%0.95%0.62%0.28%0.21%
Jul 202697.5%0.48%0.96%0.5%0.36%0.22%
Aug 202696%1.3%1.4%0.62%0.36%0.26%
Sep 202696.1%1.5%1.2%0.57%0.45%0.17%

How has the Guide Dogs NZ and HUHA comparison changed over the last 12 months?

3 findings
  • The lead changed hands 4 times in the 12 months ending September 2026: Guide Dogs NZ took it in November 2025, HUHA took it in May 2026, Guide Dogs NZ took it in June 2026, HUHA took it in August 2026.
  • Across the 12 months ending September 2026, Guide Dogs NZ’s share of searches among animal welfare charities in New Zealand moved from 0.53% to 0.57%, and its estimated monthly branded searches moved from 220 to 240.
  • Across the 12 months ending September 2026, HUHA’s share of searches among animal welfare charities in New Zealand moved from 0.55% to 1.5%, and its estimated monthly branded searches moved from 230 to 630.

How did search popularity change for New Zealand animal welfare charities in September 2026?

1 change

  1. In September 2026, HUHA rose from 3rd to 2nd among animal welfare charities in New Zealand.

How are branded searches counted?

14 search terms

Brandwave collects information about searches that people make online using Guide Dogs NZ’s and HUHA’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.

Guide Dogs NZ

7 branded search terms

  • failed guide dogs nz
  • guide dog puppy
  • guide dog puppy adoption
  • guide dog training nz
  • guide dogs new zealand
  • guide dogs nz
  • retired guide dogs nz

HUHA

7 branded search terms

  • huha dog adoption
  • huha dog rescue
  • huha dogs for adoption
  • huha otaki dogs for adoption
  • huha otaki shelter
  • huha rescue dogs
  • huha upper hutt

How the Brand Demand Index is measured

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