Billabong vs Need Essentials:Which is more popular?
In September 2026, Need Essentials had more branded searches than Billabong among wetsuit brands in Australia. Need Essentials had about 1,000 branded searches, while Billabong had 720. Need Essentials made up 11.1% of all wetsuit brand searches we track, and Billabong accounted for 8%. When we asked ChatGPT and Google AI Overviews about wetsuit brands, Billabong appeared in three of the five answers and Need Essentials in one. Billabong was mentioned before Need Essentials in every answer that named either.
Who do people search for more?
Need Essentials, about 39% more searches than Billabong
Who does AI mention more?
Billabong, mentioned in 3 of 5 answers, Need Essentials in 1
Who does AI recommend more?
Billabong, named ahead of Need Essentials in 3 of 3 answers
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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. Need Essentials was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Billabong was listed before Need Essentials in every answer that named either.
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.
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
See every answer about wetsuit brands
5 answers
Asked ChatGPT
“Which wetsuit should I buy in Australia?”
Asked ChatGPT
“What are the best wetsuit brands?”
Asked ChatGPT
“What is the best wetsuit for surfing in winter?”
Searched Google, AI Overview
“wetsuit”
Searched Google, AI Overview
“mens wetsuit”
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.
Is Billabong or Need Essentials more popular in search?
This chart shows how often people search Google for Billabong and Need Essentials by name. Each line represents a brand's share of searches for all 11 wetsuit brands we track, month by month, from searches in Australia.
Share of searches by month for Need Essentials, Billabong. The figures are in the table below the chart.
View monthly share of searches table
| Month | O'Neill | Rip Curl | Need Essentials | Billabong | Xcel | Roxy | Patagonia | Quiksilver | Cressi | Zion | Project Blank |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 24.1% | 16.5% | 12.7% | 11.2% | 9.1% | 5% | 5% | 5% | 4.1% | 4.1% | 3.3% |
| Nov 2025 | 23.9% | 19.8% | 13.2% | 10.7% | 7.3% | 5.9% | 4% | 4.9% | 3.2% | 4% | 3.2% |
| Dec 2025 | 24.2% | 19.1% | 13.1% | 10.1% | 5.9% | 5.9% | 3.9% | 5.9% | 5.9% | 3.2% | 2.6% |
| Jan 2026 | 27% | 18% | 11.2% | 9.9% | 6.6% | 6.6% | 4.4% | 5.4% | 5.4% | 3.6% | 1.9% |
| Feb 2026 | 33.5% | 13.9% | 12.3% | 8.2% | 6.7% | 5.4% | 5.4% | 4.5% | 4.5% | 3.6% | 2% |
| Mar 2026 | 26.6% | 14.4% | 14.4% | 9.7% | 8% | 4.3% | 6.5% | 5.3% | 3.5% | 4.3% | 2.9% |
| Apr 2026 | 27.1% | 14.3% | 14.3% | 9.8% | 9.8% | 4.4% | 5.4% | 4.4% | 2.9% | 4.4% | 2.9% |
| May 2026 | 25.8% | 20.8% | 13.6% | 7.2% | 9.3% | 2.8% | 5.2% | 4.2% | 1.9% | 6.3% | 2.8% |
| Jun 2026 | 32.6% | 17.8% | 14.1% | 7.4% | 6.5% | 2.9% | 4.4% | 4.4% | 2.4% | 5.3% | 2.4% |
| Jul 2026 | 24.6% | 36.8% | 10.9% | 6% | 6% | 2.2% | 4% | 2.7% | 1.8% | 3.3% | 1.8% |
| Aug 2026 | 21.2% | 39.4% | 9.5% | 6.4% | 6.4% | 2.8% | 4.3% | 3.5% | 2.3% | 2.8% | 1.2% |
| Sep 2026 | 32.2% | 17.8% | 11.1% | 8% | 8% | 5.3% | 4.3% | 4.3% | 3.6% | 3.6% | 1.9% |
Billabong sells other things too, so only its searches that name this product count here, like “billabong wetsuit”.
How has the Billabong and Need Essentials comparison changed over the last 12 months?
3 findings
- Need Essentials was ahead of Billabong in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Billabong’s share of searches among wetsuit brands in Australia moved from 11.2% to 8%, and its estimated monthly branded searches moved from 880 to 720.
- Across the 12 months ending September 2026, Need Essentials’ share of searches among wetsuit brands in Australia moved from 12.7% to 11.1%, and its estimated monthly branded searches held steady at 1K.
How did search popularity change for Australia wetsuit brands in September 2026?
2 changes
In September 2026, Need Essentials gained share of searches among wetsuit brands in Australia, from 9.5% to 11.1%.
In September 2026, Billabong gained share of searches among wetsuit brands in Australia, from 6.4% to 8%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Billabong’s and Need Essentials’ 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.
Billabong
1 branded search term
- billabong wetsuit
Need Essentials
1 branded search term
- need essentials wetsuit
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