Brandwave

Penn vs Rapala:Which is more popular?

In September 2026, Penn had more branded searches than Rapala among fishing tackle brands in New Zealand. Penn had about 540 branded searches, while Rapala had 370. Penn made up 7.1% of all fishing tackle brand searches we track, and Rapala accounted for 4.9%. When we asked ChatGPT and Google AI Overviews about fishing tackle brands, Penn appeared in three of the four answers and Rapala in none.

Among fishing tackle brands in New Zealand in September 2026

Who do people search for more?

Penn, about 46% more searches than Rapala

Penn 540 searchesRapala 370 searches

Who does AI mention more?

Penn, mentioned in 3 of 4 answers, Rapala in 0

Penn in 3 of 4Rapala in 0 of 4

Who does AI recommend more?

Penn, the only one of the two named

Penn first in 3Rapala never named

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Top fishing tackle brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Penn was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Rapala did not appear in any of the four answers.

Most recommended by AI

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

  1. Shimano Fishing1st
  2. Daiwa2nd
  3. Penn3rd
  4. Okuma4th
  5. Abu Garcia5th
  6. Berkley6th
  7. Black Magic7th
  8. Rapala–

Mentioned by AI

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

  • Daiwa4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Okuma4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Shimano Fishing4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Penn3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Abu Garcia2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Black Magic1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Berkley1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Rapala0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about fishing tackle brands

4 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 21, 2026.

Is Penn or Rapala more popular in search?

This chart shows how often people search Google for Penn and Rapala by name. Each line represents a brand's share of searches for all eight fishing tackle brands we track, month by month, from searches in New Zealand.

Penn and Rapala among fishing tackle brands in New Zealand, by month

Share of searches by month for Penn, Rapala. The figures are in the table below the chart.

View monthly share of searches table
MonthDaiwaBlack MagicBerkleyOkumaShimano FishingPennAbu GarciaRapala
Oct 202524.8%19.3%12.5%16.3%10.3%7.2%4.8%4.7%
Nov 202526.1%16.9%11.1%15.4%12.3%7.2%5.8%5.2%
Dec 202528.1%13.8%9.3%16.7%12.3%8.5%5.1%6.3%
Jan 202627.9%12.9%9.9%17.1%12.7%7.9%5.9%5.7%
Feb 202625.5%12.7%13.5%15.4%14.1%8.2%5%5.7%
Mar 202624.9%14.2%15.3%12.9%12.1%9.5%5.3%5.8%
Apr 202624.8%19.1%13.8%13.6%12%7%4.6%5.1%
May 202625.9%15.3%17.7%13.3%11.8%7.2%4.6%4.2%
Jun 202627.2%17.2%15.3%12.5%12.5%6.5%4.6%4.2%
Jul 202624.8%18.1%15.4%13.1%12.2%7.4%5.2%3.7%
Aug 202625.4%16.7%19.1%12.2%10.8%7.5%4.1%4.2%
Sep 202625.7%17.6%15.1%13.3%11.4%7.1%4.9%4.9%

How has the Penn and Rapala comparison changed over the last 12 months?

3 findings
  • Penn was ahead of Rapala in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Penn’s share of searches among fishing tackle brands in New Zealand moved from 7.2% to 7.1%, and its estimated monthly branded searches moved from 670 to 540.
  • Across the 12 months ending September 2026, Rapala’s share of searches among fishing tackle brands in New Zealand moved from 4.7% to 4.9%, and its estimated monthly branded searches moved from 440 to 370.

How did search popularity change for New Zealand fishing tackle brands in September 2026?

3 changes

  1. In September 2026, Abu Garcia overtook Rapala to rank 7th among fishing tackle brands in New Zealand, with 4.9% of the searches.

  2. In September 2026, Rapala gained share of searches among fishing tackle brands in New Zealand, from 4.2% to 4.9%.

  3. Estimated monthly branded searches for Penn in New Zealand fell 19.4% over 12 measured months, from 670 to 540 in September 2026.

How are branded searches counted?

18 search terms

Brandwave collects information about searches that people make online using Penn’s and Rapala’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.

Penn

7 branded search terms

  • 950ssm penn reel
  • penn electric reel
  • penn lures
  • penn pursuit reel
  • penn reel
  • penn rod
  • penn slammer reel

Rapala

11 branded search terms

  • rapala
  • rapala aerator
  • rapala baits
  • rapala countdown
  • rapala fishing
  • rapala fishing lures
  • rapala lures
  • rapala trolling lures
  • rapala trout lures
  • rapala x rap
  • rapalas for trout

How the Brand Demand Index is measured

Other head-to-heads among fishing tackle brands

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