Macpac vs Patagonia:Which is more popular?
In September 2026, Macpac had more branded searches than Patagonia among outdoor jacket brands in Australia. Macpac had about 5,400 branded searches, while Patagonia had 2,900. Macpac made up 10.6% of all outdoor jacket brand searches we track, and Patagonia accounted for 5.7%. When we asked ChatGPT and Google AI Overviews about outdoor jacket brands, Patagonia appeared in four of the five answers and Macpac in three. Patagonia was mentioned before Macpac in four out of five answers.
Who do people search for more?
Macpac, about 86% more searches than Patagonia
Who does AI mention more?
Patagonia, mentioned in 4 of 5 answers, Macpac in 3
Who does AI recommend more?
Patagonia, named ahead of Macpac in 4 of 5 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. Macpac was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Patagonia was listed before Macpac in four out of five answers.
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 Macpac or Patagonia more popular in search?
This chart shows how often people search Google for Macpac 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 Macpac, 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% |
Macpac sells other things too, so only its searches that name this product count here, like “macpac jacket”.
How has the Macpac and Patagonia comparison changed over the last 12 months?
3 findings
- Macpac was ahead of Patagonia in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Macpac’s share of searches among outdoor jacket brands in Australia moved from 16.2% to 10.6%, and its estimated monthly branded searches moved from 6.6K to 5.4K.
- 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, Macpac lost share of searches among outdoor jacket brands in Australia, from 14% to 10.6%.
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 Macpac’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.
Other head-to-heads among outdoor jacket brands
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