--- title: "Billabong vs Xcel: Which is searched more in Australia?" description: "Is Billabong or Xcel more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Wetsuit brands set in Australia. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/au/compare/billabong-vs-xcel-wetsuits" publisher: "Brandwave" --- # Billabong vs Xcel: Which is searched more in Australia? Is Billabong or Xcel more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Wetsuit brands set in Australia. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: Billabong and Xcel - **Competitive set**: Wetsuit brands - **Market**: Australia - **Month measured**: Sep 2026 - **Billabong Share of Search**: 8% - **Xcel Share of Search**: 8% ## Is Billabong or Xcel more popular in search? - In September 2026, Billabong and Xcel were level in searches among wetsuit brands in Australia, with an estimated 720 branded searches each, at 8% of the total each. - The lead changed hands 2 times in the 12 months ending September 2026: Xcel took it in May 2026, Billabong took it in June 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, Xcel’s share of searches among wetsuit brands in Australia moved from 9.1% to 8%, and its estimated monthly branded searches held steady at 720. ## 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. Xcel 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 Xcel in two out of three answers that named either. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | O'Neill | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Rip Curl | 2nd | 2 of 3 | 2 of 2 | 4 of 5 | | Billabong | 3rd | 1 of 3 | 2 of 2 | 3 of 5 | | Quiksilver | 4th | 0 of 3 | 1 of 2 | 1 of 5 | | Xcel | 5th | 1 of 3 | 0 of 2 | 1 of 5 | | Patagonia | 6th | 1 of 3 | 0 of 2 | 1 of 5 | | Need Essentials | 7th | 1 of 3 | 0 of 2 | 1 of 5 | | Roxy | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Cressi | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Zion | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Project Blank | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about wetsuit brands - Asked ChatGPT "Which wetsuit should I buy in Australia?": 1. O'Neill - Asked ChatGPT "What are the best wetsuit brands?": 1. O'Neill, 2. Rip Curl, 3. Xcel, 4. Billabong, 5. Patagonia, 6. Need Essentials - Asked ChatGPT "What is the best wetsuit for surfing in winter?": 1. O'Neill, 2. Rip Curl - Searched Google, AI Overview "wetsuit": 1. O'Neill, 2. Rip Curl, 3. Billabong - Searched Google, AI Overview "mens wetsuit": 1. Quiksilver, 2. Rip Curl, 3. O'Neill, 4. Billabong Not named in any answer: Roxy, Cressi, Zion and Project Blank. Brands are listed in the order each answer named them. The answers were collected in Australia on October 26, 2026. ## How did search popularity change for Australia wetsuit brands in September 2026? - In September 2026, Billabong gained share of searches among wetsuit brands in Australia, from 6.4% to 8%. - In September 2026, Xcel gained share of searches among wetsuit brands in Australia, from 6.4% to 8%. ## Month by month | Month | Billabong estimated searches | Billabong Share of Search | Billabong rank | Xcel estimated searches | Xcel Share of Search | Xcel rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 880 | 11.2% | 4 | 720 | 9.1% | 5 | | Nov 2025 | 1.3K | 10.7% | 4 | 880 | 7.3% | 5 | | Dec 2025 | 1K | 10.1% | 4 | 590 | 5.9% | 8 | | Jan 2026 | 880 | 9.9% | 4 | 590 | 6.6% | 6 | | Feb 2026 | 590 | 8.2% | 4 | 480 | 6.7% | 5 | | Mar 2026 | 880 | 9.7% | 4 | 720 | 8% | 5 | | Apr 2026 | 1.3K | 9.8% | 4 | 1.3K | 9.8% | 5 | | May 2026 | 1K | 7.2% | 5 | 1.3K | 9.3% | 4 | | Jun 2026 | 1K | 7.4% | 4 | 880 | 6.5% | 5 | | Jul 2026 | 880 | 6% | 4 | 880 | 6% | 5 | | Aug 2026 | 880 | 6.4% | 4 | 880 | 6.4% | 5 | | Sep 2026 | 720 | 8% | 4 | 720 | 8% | 5 | ## How each brand is measured Brandwave collects information about searches that people make online using Billabong’s and Xcel’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. - **Billabong**: Measured on the search term “billabong wetsuit”. - **Xcel**: Measured on the search term “xcel wetsuit”. - [Billabong profile](/demand/au/brands/billabong) - [Xcel profile](/demand/au/brands/xcel-wetsuits) - [All wetsuit brands in Australia](/demand/au/categories/au-wetsuit-brands): The set both shares are measured inside, 11 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Billabong or Xcel more popular in search? In September 2026, Billabong and Xcel were level in searches among wetsuit brands in Australia, with an estimated 720 branded searches each, at 8% of the total each. ## Cite this page Brandwave. "Billabong vs Xcel: Which is searched more in Australia?". https://gobrandwave.com/demand/au/compare/billabong-vs-xcel-wetsuits This page is also available as HTML at https://gobrandwave.com/demand/au/compare/billabong-vs-xcel-wetsuits. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.