Brandwave

How popular isBillabong?

In September 2026, people searched for Billabong by name about 74,700 times in Australia, a 21.7% increase from the previous year. These searches made up 8% of all Australia wetsuit brand searches, placing Billabong fourth out of 11 brands. When we asked both ChatGPT and Google AI Overviews about wetsuit brands, Billabong appeared in three of the five answers and was the third most recommended of the 11.

Search and AI answers in September 2026

Billabong is the fourth most searched of 11 competitors and the third most recommended in AI answers.

  1. O'NeillShare of searches 32.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. Rip CurlShare of searches 17.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  3. Need EssentialsShare of searches 11.1%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
  4. BillabongShare of searches 8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  5. XcelShare of searches 8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th

+6 more

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Top wetsuit brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Billabong was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Billabong is the third most recommended of the 11.

Most recommended by AI

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

  1. O'Neill1st
  2. Rip Curl2nd
  3. Billabong3rd
  4. Quiksilver4th
  5. Xcel5th
  6. Patagonia6th
  7. Need Essentials7th
  8. Roxy–
  9. Cressi–
  10. Zion–
  11. +1 more

Mentioned by AI

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

  • O'Neill5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Rip Curl4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Billabong3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Need Essentials1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Xcel1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Patagonia1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Quiksilver1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Roxy0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Cressi0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Zion0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about wetsuit brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.

Which wetsuit brands compete with Billabong?

Billabong against wetsuit brands in Australia, by month

Share of searches by month for O'Neill, Rip Curl, Need Essentials, Billabong, Xcel, Roxy, Patagonia, Quiksilver, Cressi, Zion. The figures are in the table below the chart.

View monthly share of searches table
MonthO'NeillRip CurlNeed EssentialsBillabongXcelRoxyPatagoniaQuiksilverCressiZionProject Blank
Oct 202524.1%16.5%12.7%11.2%9.1%5%5%5%4.1%4.1%3.3%
Nov 202523.9%19.8%13.2%10.7%7.3%5.9%4%4.9%3.2%4%3.2%
Dec 202524.2%19.1%13.1%10.1%5.9%5.9%3.9%5.9%5.9%3.2%2.6%
Jan 202627%18%11.2%9.9%6.6%6.6%4.4%5.4%5.4%3.6%1.9%
Feb 202633.5%13.9%12.3%8.2%6.7%5.4%5.4%4.5%4.5%3.6%2%
Mar 202626.6%14.4%14.4%9.7%8%4.3%6.5%5.3%3.5%4.3%2.9%
Apr 202627.1%14.3%14.3%9.8%9.8%4.4%5.4%4.4%2.9%4.4%2.9%
May 202625.8%20.8%13.6%7.2%9.3%2.8%5.2%4.2%1.9%6.3%2.8%
Jun 202632.6%17.8%14.1%7.4%6.5%2.9%4.4%4.4%2.4%5.3%2.4%
Jul 202624.6%36.8%10.9%6%6%2.2%4%2.7%1.8%3.3%1.8%
Aug 202621.2%39.4%9.5%6.4%6.4%2.8%4.3%3.5%2.3%2.8%1.2%
Sep 202632.2%17.8%11.1%8%8%5.3%4.3%4.3%3.6%3.6%1.9%

  1. 1.O'Neill

    32.2%

    Moved from 2nd to 1st. 2.9K estimated branded searches, 0% vs prior month. Share +11 points.

  2. 2.Rip Curl

    17.8%

    Moved from 1st to 2nd. 1.6K estimated branded searches, -70.4% vs prior month. Share -21.7 points.

  3. 3.Need Essentials

    11.1%

    Held 3rd. 1K estimated branded searches, -23.1% vs prior month. Share +1.6 points.

  4. 4.Billabong

    8%

    Held 4th. 720 estimated branded searches, -18.2% vs prior month. Share +1.6 points.

  5. 5.Xcel

    8%

    Held 5th. 720 estimated branded searches, -18.2% vs prior month. Share +1.6 points.

  6. 6.Roxy

    5.3%

    Moved from 8th to 6th. 480 estimated branded searches, +23.1% vs prior month. Share +2.5 points.

  7. 7.Patagonia

    4.3%

    Moved from 6th to 7th. 390 estimated branded searches, -33.9% vs prior month. Share 0 points.

  8. 8.Quiksilver

    4.3%

    Moved from 7th to 8th. 390 estimated branded searches, -18.8% vs prior month. Share +0.8 points.

  9. 9.Cressi

    3.6%

    Moved from 10th to 9th. 320 estimated branded searches, 0% vs prior month. Share +1.2 points.

  10. 10.Zion

    3.6%

    Moved from 9th to 10th. 320 estimated branded searches, -17.9% vs prior month. Share +0.7 points.

  11. 11.Project Blank

    1.9%

    Held 11th. 170 estimated branded searches, 0% vs prior month. Share +0.6 points.

Billabong, O'Neill and 3 other brands sell other things too, so only their searches that name this product count here, like “billabong wetsuit”.

Compare popularity between Billabong and its closest rivals

Every comparison with Billabong

20 comparisons

How has branded search demand for Billabong changed in Australia over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Billabong in Australia rose from 61.4K to 74.7K.
  • Across the 12 months ending September 2026, Billabong’s share of searches among wetsuit brands in Australia decreased from 11.2% to 8%.
  • Across the 12 months ending September 2026, Billabong’s share of searches among wetsuit brands in Australia peaked at 11.2% in October 2025 and was lowest at 6% in July 2026.

How did search popularity change for Australia wetsuit brands in September 2026?

6 changes

  1. In September 2026, O'Neill overtook Rip Curl to become the leader among wetsuit brands in Australia, with 32.2% of the searches.

  2. In September 2026, Roxy overtook Patagonia and Quiksilver to rank 6th among wetsuit brands in Australia, with 5.3% of the searches.

  3. In September 2026, Cressi overtook Zion to rank 9th among wetsuit brands in Australia, with 3.6% of the searches.

  4. In September 2026, Need Essentials gained share of searches among wetsuit brands in Australia, from 9.5% to 11.1%.

  5. In September 2026, Billabong gained share of searches among wetsuit brands in Australia, from 6.4% to 8%.

  6. In September 2026, Xcel gained share of searches among wetsuit brands in Australia, from 6.4% to 8%.

How are Billabong’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Billabong’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • billabong
  • billabong wetsuit

Do you work for Billabong? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Billabong compete?

Billabong is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Surf brands1st of 1527.6%Show ranking
Wetsuit brands4th of 118%Shown above
Creator with pink hair and a pink jacket

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