Columbia vs Patagonia:Which is more popular?
In September 2026, Columbia and Patagonia were level in searches among outdoor jacket brands in Australia, with an estimated 2.9K branded searches each, at 5.7% of the total each. When we asked ChatGPT and Google AI Overviews about outdoor jacket brands, Patagonia appeared in four of the five answers and Columbia in one. Patagonia was mentioned before Columbia in every answer that named either.
Who do people search for more?
Columbia and Patagonia are searched for about as often as each other.
Who does AI mention more?
Patagonia, mentioned in 4 of 5 answers, Columbia in 1
Who does AI recommend more?
Patagonia, named ahead of Columbia in 4 of 4 answers
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Top outdoor jacket brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Patagonia was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Columbia was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Patagonia was listed before Columbia in every answer that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Patagonia1st
Macpac2nd
Kathmandu3rd
The North Face4th
Rab5th
Mont6th
Arc'teryx7th
Columbia7th
Mountain Designs–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Patagonia4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Kathmandu3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Macpac3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- The North Face2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Arc'teryx1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Columbia1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Rab1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Mont1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Mountain Designs0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about outdoor jacket brands
5 answers
Asked ChatGPT
“What's the best rain jacket for hiking in Australia?”
Asked ChatGPT
“Which outdoor jacket brand should I buy in Australia?”
Asked ChatGPT
“What's the best puffer jacket for travel?”
Searched Google, AI Overview
“rain jacket”
Searched Google, AI Overview
“waterproof jacket”
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 Columbia or Patagonia more popular in search?
This chart shows how often people search Google for Columbia and Patagonia by name. Each line represents a brand's share of searches for all nine outdoor jacket brands we track, month by month, from searches in Australia.
Share of searches by month for Columbia, Patagonia. The figures are in the table below the chart.
View monthly share of searches table
| Month | Kathmandu | Arc'teryx | Macpac | Columbia | Patagonia | The North Face | Rab | Mountain Designs | Mont |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 53.2% | 13.2% | 16.2% | 5.9% | 4.7% | 4.7% | 0.78% | 0.78% | 0.64% |
| Nov 2025 | 54.4% | 14% | 14% | 6.2% | 4.1% | 5% | 0.83% | 0.67% | 0.67% |
| Dec 2025 | 54.2% | 14.3% | 14.3% | 5.2% | 5.2% | 5.2% | 0.84% | 0.45% | 0.45% |
| Jan 2026 | 52.4% | 20.2% | 11% | 4.7% | 4.7% | 4.7% | 1.2% | 0.52% | 0.52% |
| Feb 2026 | 49.6% | 19.6% | 10.7% | 5.6% | 5.6% | 5.6% | 2.1% | 0.5% | 0.62% |
| Mar 2026 | 55.5% | 14.3% | 11.6% | 5.1% | 6.3% | 5.1% | 1% | 0.56% | 0.46% |
| Apr 2026 | 57% | 9.8% | 14.6% | 5.3% | 5.3% | 5.3% | 1.2% | 0.58% | 0.87% |
| May 2026 | 56.1% | 11% | 13.5% | 6% | 4.9% | 6% | 1.2% | 0.66% | 0.66% |
| Jun 2026 | 51.8% | 10.6% | 12.9% | 4.7% | 4.7% | 12.9% | 1.1% | 0.71% | 0.51% |
| Jul 2026 | 50.4% | 10.3% | 10.3% | 4.6% | 3.7% | 18.8% | 0.9% | 0.69% | 0.41% |
| Aug 2026 | 45.8% | 14% | 14% | 6.2% | 6.2% | 11.4% | 1.2% | 0.83% | 0.45% |
| Sep 2026 | 50.5% | 19.4% | 10.6% | 5.7% | 5.7% | 5.7% | 1.4% | 0.76% | 0.41% |
How has the Columbia and Patagonia comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: Patagonia took it in March 2026, Columbia took it in May 2026.
- Across the 12 months ending September 2026, Columbia’s share of searches among outdoor jacket brands in Australia moved from 5.9% to 5.7%, and its estimated monthly branded searches moved from 2.4K to 2.9K.
- Across the 12 months ending September 2026, Patagonia’s share of searches among outdoor jacket brands in Australia moved from 4.7% to 5.7%, and its estimated monthly branded searches moved from 1.9K to 2.9K.
How did search popularity change for Australia outdoor jacket brands in September 2026?
2 changes
In September 2026, Columbia lost share of searches among outdoor jacket brands in Australia, from 6.2% to 5.7%.
In September 2026, Patagonia lost share of searches among outdoor jacket brands in Australia, from 6.2% to 5.7%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Columbia’s and Patagonia’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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