Surf brands in Australia:Which are most popular?

Name: Surf brands in Australia: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Billabong was the most searched surf brand in Australia, accounting for 27.6% of all searches among the 15 brands we track. When we checked with ChatGPT and Google AI Overviews, Billabong and Rip Curl showed up in every answer. Rip Curl was recommended most often, coming first in four out of five responses.

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Top surf brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Billabong and Rip Curl appeared every time. Rip Curl was recommended most often, coming first in four out of five answers. Billabong was second, and Quiksilver was third. Mambo, which ranked eighth in searches, was not mentioned at all.

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.

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Billabong	Named in 3 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	5 of 5
Rip Curl	Named in 3 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	5 of 5
Quiksilver	Named in 2 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	4 of 5
Ocean & Earth	Named in 2 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	3 of 5
Volcom	Named in 0 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	2 of 5
Rhythm	Named in 2 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	2 of 5
O'Neill	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
Rusty	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
Vissla	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
Afends	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Roxy	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Deus Ex Machina	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
The Critical Slide Society	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Mambo	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Salty Crew	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

Billabong5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Rip Curl5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Quiksilver4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Ocean & Earth3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Volcom2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Rhythm2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
O'Neill2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Rusty2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Vissla2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Afends1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Roxy1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Deus Ex Machina1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
The Critical Slide Society1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Mambo0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Salty Crew0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about surf brands

5 answers

Asked ChatGPT
“Which surf brand should I buy from in Australia?”
1. 1Rip Curl
2. 2Rhythm
3. 3Billabong
4. 4Vissla
5. 5Ocean & Earth
Asked ChatGPT
“What are the best surf brands in Australia?”
1. 1Billabong
2. 2Rip Curl
3. 3Quiksilver
4. 4Ocean & Earth
5. 5Afends
6. 6Deus Ex Machina
7. 7Rhythm
8. 8Rusty
9. 9Roxy
10. 10The Critical Slide Society
11. 11O'Neill
Asked ChatGPT
“Which boardshorts are best for surfing?”
1. 1Rip Curl
2. 2Quiksilver
3. 3Billabong
Searched Google, AI Overview
“boardshorts”
1. 1Rip Curl
2. 2Volcom
3. 3Quiksilver
4. 4Billabong
Searched Google, AI Overview
“surf brands”
1. 1Rip Curl
2. 2Quiksilver
3. 3Billabong
4. 4O'Neill
5. 5Vissla
6. 6Volcom
7. 7Rusty
8. 8Ocean & Earth

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 surf brands do people search for most?

This chart shows how often people search Google for each surf brand by name. Each line represents a brand's share of searches for all 15 surf brands we track, month by month, from searches in Australia.

Share of searches among surf brands in Australia, by month

Month	Billabong	Rip Curl	Afends	Roxy	Deus Ex Machina	Volcom	Rhythm	Mambo	O'Neill	Quiksilver	Rusty	Ocean & Earth	Salty Crew	Vissla	The Critical Slide Society
Oct 2025	23.4%	28.6%	15.7%	8.6%	5.7%	3.8%	3.1%	2.1%	1.7%	2.6%	1.1%	1.1%	1.1%	0.62%	0.62%
Nov 2025	21.9%	26.6%	21.9%	8%	4.4%	4.4%	2.4%	1.3%	1.6%	2.9%	1.6%	0.87%	1.1%	0.58%	0.58%
Dec 2025	24.4%	29.7%	13.3%	7.3%	4.9%	3.3%	2.7%	4.9%	1.5%	2.7%	1.8%	1.2%	1.2%	0.65%	0.65%
Jan 2026	24.2%	29.6%	16.2%	7.3%	4.8%	3.2%	3.2%	2.2%	1.8%	2.2%	1.4%	1.4%	0.95%	0.79%	0.62%
Feb 2026	23.7%	23.7%	19.4%	7.1%	5.8%	3.9%	3.9%	3.2%	2.1%	2.6%	1.4%	1.1%	0.91%	0.62%	0.62%
Mar 2026	20.7%	25.3%	20.7%	6.2%	7.6%	3.4%	3.4%	2.8%	2.3%	2.8%	1.8%	1%	1%	0.67%	0.54%
Apr 2026	21.7%	26.6%	17.8%	6.5%	6.5%	3.6%	3.6%	2.9%	2.4%	2.9%	1.9%	1.3%	1.1%	0.83%	0.57%
May 2026	24%	24%	16%	7.2%	7.2%	3.9%	3.9%	3.2%	2.6%	2.6%	1.7%	1.2%	1.2%	0.77%	0.63%
Jun 2026	21.1%	21.1%	25.8%	7.7%	5.2%	4.2%	3.5%	2.3%	2.3%	2.3%	1.5%	1%	0.81%	0.56%	0.43%
Jul 2026	24.5%	24.5%	16.4%	9%	6%	4%	3.3%	2.7%	2.2%	2.7%	1.4%	1.2%	0.94%	0.64%	0.5%
Aug 2026	23.9%	23.9%	16%	8.7%	7.1%	3.9%	3.9%	2.6%	2.1%	2.6%	1.4%	1.2%	1.2%	0.77%	0.63%
Sep 2026	27.6%	22.6%	18.5%	10.1%	5.5%	3%	2.5%	2%	2%	2%	1.3%	0.9%	0.9%	0.6%	0.48%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Billabong	27.6%	74K	+49.5%	+3.7 points
2, held 2nd	Rip Curl	22.6%	60.5K	+22.2%	-1.3 points
3, held 3rd	Afends	18.5%	49.5K	+49.5%	+2.5 points
4, held 4th	Roxy	10.1%	27.1K	+49.7%	+1.4 points
5, held 5th	Deus Ex Machina	5.5%	14.8K	0%	-1.6 points
6, moved from 7th to 6th	Volcom	3%	8.1K	0%	-0.9 pointsmoved from 7th to 6th
7, moved from 6th to 7th	Rhythm	2.5%	6.6K	-18.5%	-1.5 pointsmoved from 6th to 7th
8, held 8th	Mambo	2%	5.4K	0%	-0.6 points
9, moved from 10th to 9th	O'Neill	2%	5.4K	+22.7%	-0.1 pointsmoved from 10th to 9th
10, moved from 9th to 10th	Quiksilver	2%	5.4K	0%	-0.6 pointsmoved from 9th to 10th
11, held 11th	Rusty	1.3%	3.6K	+24.1%	-0.1 points
12, held 12th	Ocean & Earth	0.9%	2.4K	0%	-0.3 points
13, held 13th	Salty Crew	0.9%	2.4K	0%	-0.3 points
14, held 14th	Vissla	0.6%	1.6K	0%	-0.2 points
15, held 15th	The Critical Slide Society	0.48%	1.3K	0%	-0.1 points

1.Billabong
27.6%
Held 1st. 74K estimated branded searches, +49.5% vs prior month. Share +3.7 points.
2.Rip Curl
22.6%
Held 2nd. 60.5K estimated branded searches, +22.2% vs prior month. Share -1.3 points.
3.Afends
18.5%
Held 3rd. 49.5K estimated branded searches, +49.5% vs prior month. Share +2.5 points.
4.Roxy
10.1%
Held 4th. 27.1K estimated branded searches, +49.7% vs prior month. Share +1.4 points.
5.Deus Ex Machina
5.5%
Held 5th. 14.8K estimated branded searches, 0% vs prior month. Share -1.6 points.
6.Volcom
3%
Moved from 7th to 6th. 8.1K estimated branded searches, 0% vs prior month. Share -0.9 points.
7.Rhythm
2.5%
Moved from 6th to 7th. 6.6K estimated branded searches, -18.5% vs prior month. Share -1.5 points.
8.Mambo
2%
Held 8th. 5.4K estimated branded searches, 0% vs prior month. Share -0.6 points.
9.O'Neill
2%
Moved from 10th to 9th. 5.4K estimated branded searches, +22.7% vs prior month. Share -0.1 points.
10.Quiksilver
2%
Moved from 9th to 10th. 5.4K estimated branded searches, 0% vs prior month. Share -0.6 points.
11.Rusty
1.3%
Held 11th. 3.6K estimated branded searches, +24.1% vs prior month. Share -0.1 points.
12.Ocean & Earth
0.9%
Held 12th. 2.4K estimated branded searches, 0% vs prior month. Share -0.3 points.
13.Salty Crew
0.9%
Held 13th. 2.4K estimated branded searches, 0% vs prior month. Share -0.3 points.
14.Vissla
0.6%
Held 14th. 1.6K estimated branded searches, 0% vs prior month. Share -0.2 points.
15.The Critical Slide Society
0.48%
Held 15th. 1.3K estimated branded searches, 0% vs prior month. Share -0.1 points.

Which brand is most popular in search among surf brands in Australia?

15 brands

In September 2026, Billabong was the most searched among surf brands in Australia, with an estimated 74K branded searches, 27.6% of all searches for the 15 we track. Rip Curl is in 2nd place, 5 percentage points behind at 22.6%.

Australia surf brands, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Billabong	23.4% → 27.6%	27.6%Sep 2026	20.7%Mar 2026	2nd → 1st
Rip Curl	28.6% → 22.6%	29.7%Dec 2025	21.1%Jun 2026	1st → 2nd
Afends	15.7% → 18.5%	25.8%Jun 2026	13.3%Dec 2025	3rd
Roxy	8.6% → 10.1%	10.1%Sep 2026	6.2%Mar 2026	4th
Deus Ex Machina	5.7% → 5.5%	7.6%Mar 2026	4.4%Nov 2025	5th
Volcom	3.8% → 3%	4.4%Nov 2025	3%Sep 2026	6th
Rhythm	3.1% → 2.5%	3.9%May 2026	2.4%Nov 2025	7th
Mambo	2.1% → 2%	4.9%Dec 2025	1.3%Nov 2025	9th → 8th
O'Neill	1.7% → 2%	2.6%May 2026	1.5%Dec 2025	10th → 9th
Quiksilver	2.6% → 2%	2.9%Nov 2025	2%Sep 2026	8th → 10th
Rusty	1.1% → 1.3%	1.9%Apr 2026	1.1%Oct 2025	12th → 11th
Ocean & Earth	1.1% → 0.9%	1.4%Jan 2026	0.87%Nov 2025	11th → 12th
Salty Crew	1.1% → 0.9%	1.2%Dec 2025	0.81%Jun 2026	13th
Vissla	0.62% → 0.6%	0.83%Apr 2026	0.56%Jun 2026	15th → 14th
The Critical Slide Society	0.62% → 0.48%	0.65%Dec 2025	0.43%Jun 2026	14th → 15th

Each finding as a sentence

Across the 12 months ending September 2026, Billabong’s share of searches among surf brands in Australia increased from 23.4% to 27.6%.
Across the 12 months ending September 2026, Rip Curl’s share of searches among surf brands in Australia decreased from 28.6% to 22.6%.
Across the 12 months ending September 2026, Afends’ share of searches among surf brands in Australia increased from 15.7% to 18.5%.
Across the 12 months ending September 2026, Roxy’s share of searches among surf brands in Australia increased from 8.6% to 10.1%.
Across the 12 months ending September 2026, Volcom’s share of searches among surf brands in Australia decreased from 3.8% to 3%.
Across the 12 months ending September 2026, Rhythm’s share of searches among surf brands in Australia decreased from 3.1% to 2.5%.
Across the 12 months ending September 2026, Quiksilver’s share of searches among surf brands in Australia decreased from 2.6% to 2%.
Across the 12 months ending September 2026, Billabong’s share of searches among surf brands in Australia peaked at 27.6% in September 2026 and was lowest at 20.7% in March 2026.
Across the 12 months ending September 2026, Rip Curl’s share of searches among surf brands in Australia peaked at 29.7% in December 2025 and was lowest at 21.1% in June 2026.
Across the 12 months ending September 2026, Afends’ share of searches among surf brands in Australia peaked at 25.8% in June 2026 and was lowest at 13.3% in December 2025.
Across the 12 months ending September 2026, Roxy’s share of searches among surf brands in Australia peaked at 10.1% in September 2026 and was lowest at 6.2% in March 2026.
Across the 12 months ending September 2026, Deus Ex Machina’s share of searches among surf brands in Australia peaked at 7.6% in March 2026 and was lowest at 4.4% in November 2025.
Across the 12 months ending September 2026, Volcom’s share of searches among surf brands in Australia peaked at 4.4% in November 2025 and was lowest at 3% in September 2026.
Across the 12 months ending September 2026, Rhythm’s share of searches among surf brands in Australia peaked at 3.9% in May 2026 and was lowest at 2.4% in November 2025.
Across the 12 months ending September 2026, Mambo’s share of searches among surf brands in Australia peaked at 4.9% in December 2025 and was lowest at 1.3% in November 2025.
Across the 12 months ending September 2026, O'Neill’s share of searches among surf brands in Australia peaked at 2.6% in May 2026 and was lowest at 1.5% in December 2025.
Across the 12 months ending September 2026, Billabong rose from 2nd to 1st among surf brands in Australia.
Across the 12 months ending September 2026, Rip Curl fell from 1st to 2nd among surf brands in Australia.
Across the 12 months ending September 2026, Mambo rose from 9th to 8th among surf brands in Australia.
Across the 12 months ending September 2026, O'Neill rose from 10th to 9th among surf brands in Australia.
Across the 12 months ending September 2026, Quiksilver fell from 8th to 10th among surf brands in Australia.
Across the 12 months ending September 2026, Rusty rose from 12th to 11th among surf brands in Australia.
Across the 12 months ending September 2026, Ocean & Earth fell from 11th to 12th among surf brands in Australia.
Across the 12 months ending September 2026, Vissla rose from 15th to 14th among surf brands in Australia.
Across the 12 months ending September 2026, The Critical Slide Society fell from 14th to 15th among surf brands in Australia.
Across the 12 months ending September 2026, Deus Ex Machina and Salty Crew held steady: their share of searches among surf brands in Australia each moved less than 0.5 percentage points.

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

8 changes

In September 2026, Billabong gained share of searches among surf brands in Australia, from 23.9% to 27.6%.
In September 2026, Afends gained share of searches among surf brands in Australia, from 16% to 18.5%.
In September 2026, Roxy gained share of searches among surf brands in Australia, from 8.7% to 10.1%.
In September 2026, Deus Ex Machina lost share of searches among surf brands in Australia, from 7.1% to 5.5%.
In September 2026, Rhythm lost share of searches among surf brands in Australia, from 3.9% to 2.5%.
In September 2026, Rip Curl lost share of searches among surf brands in Australia, from 23.9% to 22.6%.
In September 2026, Volcom lost share of searches among surf brands in Australia, from 3.9% to 3%.
In September 2026, Mambo lost share of searches among surf brands in Australia, from 2.6% to 2%.

How are branded searches counted for surf brands?

15 search terms

Each brand's share of searches among surf brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.