KONG vs Ruffwear:Which is more popular?
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%. When we asked ChatGPT and Google AI Overviews about dog collar brands, Ruffwear appeared in three of the five answers and KONG in none.
Who do people search for more?
KONG, about 85% more searches than Ruffwear
Who does AI mention more?
Ruffwear, mentioned in 3 of 5 answers, KONG in 0
Who does AI recommend more?
Ruffwear, the only one of the two named
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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.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
EzyDog4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Ruffwear3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Rogz2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers- KONG0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Julius-K90 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about dog collar brands
5 answers
Asked ChatGPT
“Which dog collar brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best dog collar brands in New Zealand?”
Asked ChatGPT
“What's the best dog collar brand in New Zealand for a strong puller?”
Searched Google, AI Overview
“dog collars nz”
Searched Google, AI Overview
“dog lead and collar”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is KONG or Ruffwear more popular in search?
This chart shows how often people search Google for KONG and Ruffwear by name. Each line represents a brand's share of searches for all five dog collar brands we track, month by month, from searches in New Zealand.
Share of searches by month for KONG, Ruffwear. The figures are in the table below the chart.
View monthly share of searches table
| Month | KONG | Ruffwear | EzyDog | Julius-K9 | Rogz |
|---|---|---|---|---|---|
| Oct 2025 | 52.9% | 23.2% | 18.8% | 5.1% | 0% |
| Nov 2025 | 52.1% | 27.9% | 11.4% | 7.9% | 0.71% |
| Dec 2025 | 51% | 27.3% | 16.8% | 4.9% | 0% |
| Jan 2026 | 46.5% | 30.6% | 15.3% | 7% | 0.64% |
| Feb 2026 | 52.5% | 28.1% | 13.7% | 5% | 0.72% |
| Mar 2026 | 58.2% | 25.5% | 12.4% | 3.3% | 0.65% |
| Apr 2026 | 53.6% | 28.9% | 12.7% | 4.2% | 0.6% |
| May 2026 | 53% | 28.6% | 14.3% | 4.2% | 0% |
| Jun 2026 | 57.4% | 25.2% | 12.3% | 4.5% | 0.65% |
| Jul 2026 | 59.4% | 22.9% | 14.1% | 2.9% | 0.59% |
| Aug 2026 | 53% | 28.6% | 15.5% | 3% | 0% |
| Sep 2026 | 54.3% | 29.3% | 11.6% | 4.3% | 0.61% |
How has the KONG and Ruffwear comparison changed over the last 12 months?
3 findings
- 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.
How did search popularity change for New Zealand dog collar brands in September 2026?
2 changes
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%.
How are branded searches counted?
3 search terms
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.
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