--- title: "KONG vs Ruffwear: Which is searched more in New Zealand?" description: "Is KONG or Ruffwear more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Dog collar brands 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/kong-vs-ruffwear" publisher: "Brandwave" --- # KONG vs Ruffwear: Which is searched more in New Zealand? Is KONG or Ruffwear more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Dog collar brands 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**: KONG and Ruffwear - **Competitive set**: Dog collar brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **KONG Share of Search**: 54.3% - **Ruffwear Share of Search**: 29.3% ## Is KONG or Ruffwear more popular in search? - In September 2026, KONG had more branded searches than Ruffwear among dog collar brands in New Zealand. KONG had about 890 branded searches, while Ruffwear had 480. KONG made up 54.3% of all dog collar brand searches we track, and Ruffwear accounted for 29.3%. - KONG was ahead of Ruffwear in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, KONG’s share of searches among dog collar brands in New Zealand moved from 52.9% to 54.3%, and its estimated monthly branded searches moved from 730 to 890. - Across the 12 months ending September 2026, Ruffwear’s share of searches among dog collar brands in New Zealand moved from 23.2% to 29.3%, and its estimated monthly branded searches moved from 320 to 480. ## Top dog collar brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Ruffwear was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. KONG did not appear in any of the five 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 | | --- | --- | --- | --- | --- | | EzyDog | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | Rogz | 2nd | 2 of 3 | 0 of 2 | 2 of 5 | | Ruffwear | 3rd | 3 of 3 | 0 of 2 | 3 of 5 | | KONG | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Julius-K9 | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about dog collar brands - Asked ChatGPT "Which dog collar brand should I buy in New Zealand?": 1. EzyDog, 2. Rogz, 3. Ruffwear - Asked ChatGPT "What are the best dog collar brands in New Zealand?": 1. EzyDog, 2. Rogz, 3. Ruffwear - Asked ChatGPT "What's the best dog collar brand in New Zealand for a strong puller?": 1. EzyDog, 2. Ruffwear - Searched Google, AI Overview "dog collars nz": 1. EzyDog - Searched Google, AI Overview "dog lead and collar": named none of the brands we track Not named in any answer: KONG and Julius-K9. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## How did search popularity change for New Zealand dog collar brands in September 2026? - In September 2026, KONG gained share of searches among dog collar brands in New Zealand, from 53% to 54.3%. - In September 2026, Ruffwear gained share of searches among dog collar brands in New Zealand, from 28.6% to 29.3%. ## Month by month | Month | KONG estimated searches | KONG Share of Search | KONG rank | Ruffwear estimated searches | Ruffwear Share of Search | Ruffwear rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 730 | 52.9% | 1 | 320 | 23.2% | 2 | | Nov 2025 | 730 | 52.1% | 1 | 390 | 27.9% | 2 | | Dec 2025 | 730 | 51% | 1 | 390 | 27.3% | 2 | | Jan 2026 | 730 | 46.5% | 1 | 480 | 30.6% | 2 | | Feb 2026 | 730 | 52.5% | 1 | 390 | 28.1% | 2 | | Mar 2026 | 890 | 58.2% | 1 | 390 | 25.5% | 2 | | Apr 2026 | 890 | 53.6% | 1 | 480 | 28.9% | 2 | | May 2026 | 890 | 53% | 1 | 480 | 28.6% | 2 | | Jun 2026 | 890 | 57.4% | 1 | 390 | 25.2% | 2 | | Jul 2026 | 1K | 59.4% | 1 | 390 | 22.9% | 2 | | Aug 2026 | 890 | 53% | 1 | 480 | 28.6% | 2 | | Sep 2026 | 890 | 54.3% | 1 | 480 | 29.3% | 2 | ## How each brand is measured Brandwave collects information about searches that people make online using KONG’s and Ruffwear’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. - **KONG**: Measured on the search terms “kong dog bed” and “kong dog toy”, summed into one figure. - **Ruffwear**: Measured on the search term “ruffwear”. - [KONG profile](/demand/nz/brands/kong) - [Ruffwear profile](/demand/nz/brands/ruffwear) - [All dog collar brands in New Zealand](/demand/nz/categories/nz-dog-collar-brands): The set both shares are measured inside, 5 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 KONG or Ruffwear more popular in search? In September 2026, KONG had more branded searches than Ruffwear among dog collar brands in New Zealand. KONG had about 890 branded searches, while Ruffwear had 480. KONG made up 54.3% of all dog collar brand searches we track, and Ruffwear accounted for 29.3%. ## Cite this page Brandwave. "KONG vs Ruffwear: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/kong-vs-ruffwear This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/kong-vs-ruffwear. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.