--- title: "Hunting & Fishing vs JD Sports: Which is searched more in New Zealand?" description: "Is Hunting & Fishing or JD Sports more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the sporting goods retailers set in New Zealand. 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." canonical: "https://gobrandwave.com/demand/nz/compare/hunting-and-fishing-vs-jd-sports" publisher: "Brandwave" --- # Hunting & Fishing vs JD Sports: Which is searched more in New Zealand? Is Hunting & Fishing or JD Sports more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the sporting goods retailers set in New Zealand. 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. ## Key facts - **Compared**: Hunting & Fishing and JD Sports - **Competitive set**: sporting goods retailers - **Market**: New Zealand - **Month measured**: Sep 2026 - **Hunting & Fishing Share of Search**: 16.3% - **JD Sports Share of Search**: 19.6% ## Is Hunting & Fishing or JD Sports more popular in search? - In September 2026, JD Sports had more branded searches than Hunting & Fishing among sporting goods retailers in New Zealand. JD Sports had about 74,000 branded searches, while Hunting & Fishing had 61,500. JD Sports made up 19.6% of all sporting goods retailer searches we track, and Hunting & Fishing accounted for 16.3%. - The lead changed hands 4 times in the 12 months ending September 2026: Hunting & Fishing took it in December 2025, JD Sports took it in February 2026, Hunting & Fishing took it in April 2026, JD Sports took it in May 2026. - Across the 12 months ending September 2026, Hunting & Fishing’s share of searches among sporting goods retailers in New Zealand moved from 13.8% to 16.3%, and its estimated monthly branded searches moved from 61.8K to 61.5K. - Across the 12 months ending September 2026, JD Sports’ share of searches among sporting goods retailers in New Zealand moved from 20.2% to 19.6%, and its estimated monthly branded searches moved from 90.5K to 74K. ## Top sporting goods retailers in ChatGPT and Google AI Overviews In three ChatGPT questions and one Google AI Overview, Hunting & Fishing was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. JD Sports did not appear in any of the four answers. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Rebel Sport | 1st | 3 of 3 | 1 of 1 | 4 of 4 | | Stirling Sports | 2nd | 2 of 3 | 1 of 1 | 3 of 4 | | Hunting & Fishing | 3rd | 2 of 3 | 0 of 1 | 2 of 4 | | JD Sports | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Smith's Sports Shoes | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Elite Fitness | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | ## Every AI answer about sporting goods retailers - Asked ChatGPT "Which sporting goods retailer should I shop at in New Zealand?": 1. Rebel Sport, 2. Stirling Sports, 3. Hunting & Fishing - Asked ChatGPT "What are the best sporting goods retailers in New Zealand?": 1. Rebel Sport, 2. Hunting & Fishing - Asked ChatGPT "What's the best sporting goods retailer in New Zealand for sports gear?": 1. Rebel Sport, 2. Stirling Sports - Searched Google, AI Overview "sporting goods nz": 1. Rebel Sport, 2. Stirling Sports Not named in any answer: JD Sports, Smith's Sports Shoes and Elite Fitness. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 19, 2026. ## How did search popularity change for New Zealand sporting goods retailers in September 2026? - In September 2026, Hunting & Fishing gained share of searches among sporting goods retailers in New Zealand, from 15.3% to 16.3%. - In September 2026, JD Sports lost share of searches among sporting goods retailers in New Zealand, from 22.5% to 19.6%. ## Month by month | Month | Hunting & Fishing estimated searches | Hunting & Fishing Share of Search | Hunting & Fishing rank | JD Sports estimated searches | JD Sports Share of Search | JD Sports rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 61.8K | 13.8% | 3 | 90.5K | 20.2% | 2 | | Nov 2025 | 92.1K | 15.6% | 3 | 135K | 22.9% | 2 | | Dec 2025 | 137K | 19% | 2 | 135K | 18.7% | 3 | | Jan 2026 | 92.1K | 19.9% | 2 | 74K | 16% | 3 | | Feb 2026 | 61.8K | 16.3% | 3 | 74K | 19.5% | 2 | | Mar 2026 | 75.3K | 18% | 3 | 90.5K | 21.7% | 2 | | Apr 2026 | 92.1K | 17.2% | 2 | 90.5K | 17% | 3 | | May 2026 | 75.6K | 16.3% | 3 | 90.5K | 19.6% | 2 | | Jun 2026 | 61.8K | 15.3% | 3 | 90.5K | 22.4% | 2 | | Jul 2026 | 75.3K | 16% | 3 | 90.5K | 19.2% | 2 | | Aug 2026 | 61.5K | 15.3% | 3 | 90.5K | 22.5% | 2 | | Sep 2026 | 61.5K | 16.3% | 3 | 74K | 19.6% | 2 | ## How each brand is measured Brandwave collects information about searches that people make online using Hunting & Fishing’s and JD 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. - **Hunting & Fishing**: Measured on the search terms “Hunting & Fishing” and “hunting fishing”, summed into one figure. - **JD Sports**: Measured on the search terms “JD Sports” and “jd sports sportswear”, summed into one figure. - [Hunting & Fishing profile](/demand/nz/brands/hunting-and-fishing) - [JD Sports profile](/demand/nz/brands/jd-sports) - [All sporting goods retailers in New Zealand](/demand/nz/categories/nz-sporting-goods-retailers): The set both shares are measured inside, 6 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Hunting & Fishing or JD Sports more popular in search? In September 2026, JD Sports had more branded searches than Hunting & Fishing among sporting goods retailers in New Zealand. JD Sports had about 74,000 branded searches, while Hunting & Fishing had 61,500. JD Sports made up 19.6% of all sporting goods retailer searches we track, and Hunting & Fishing accounted for 16.3%. ## Cite this page Brandwave. "Hunting & Fishing vs JD Sports: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/hunting-and-fishing-vs-jd-sports This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/hunting-and-fishing-vs-jd-sports. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.