How popular isBontrager?
In September 2026, people searched for Bontrager by name about 27,100 times worldwide, an 18.1% decrease from the previous year. These searches made up 5.1% of all global bike helmet brand searches, placing Bontrager sixth out of seven brands. When we asked both ChatGPT and Google AI Overviews about bike helmet brands, Bontrager appeared in two of the five answers and was the fifth most recommended of the seven.
Bontrager is the sixth most searched of 7 competitors and the fifth most recommended in AI answers.
SpecializedShare of searches 37.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
KaskShare of searches 25.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
BellShare of searches 13.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
GiroShare of searches 9.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
BontragerShare of searches 5.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
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Top bike helmet brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Bontrager was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Bontrager is the fifth most recommended of the seven.
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.
- Giro5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Smith5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Specialized4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
POC4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Bontrager2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Bell1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Kask0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about bike helmet brands
5 answers
Asked ChatGPT
“Which bike helmet brand should I buy?”
Asked ChatGPT
“What are the best bike helmet brands?”
Asked ChatGPT
“What's the best bike helmet brand for road cycling?”
Searched Google, AI Overview
“best bike helmet”
Searched Google, AI Overview
“cycling helmet”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.
Which bike helmet brands compete with Bontrager?
Share of searches by month for Specialized, Kask, Bell, Giro, POC, Bontrager. The figures are in the table below the chart.
View monthly share of searches table
| Month | Specialized | Kask | Bell | Giro | POC | Bontrager | Smith |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 31.4% | 25.7% | 17.2% | 10.7% | 7.7% | 6.3% | 1% |
| Nov 2025 | 29.7% | 29.7% | 13.3% | 12.6% | 8.9% | 4.9% | 0.97% |
| Dec 2025 | 28% | 22.8% | 15.3% | 17.6% | 10.3% | 4.6% | 1.4% |
| Jan 2026 | 27.9% | 22.8% | 15.3% | 17.4% | 10.2% | 5.6% | 0.74% |
| Feb 2026 | 29.5% | 24.1% | 16.2% | 12.6% | 10.8% | 5.9% | 0.79% |
| Mar 2026 | 33% | 27.1% | 14.8% | 10.5% | 8.1% | 5.4% | 1.1% |
| Apr 2026 | 37% | 24.8% | 13.6% | 9.9% | 7.4% | 6.1% | 1.2% |
| May 2026 | 36.9% | 24.8% | 13.6% | 10.1% | 7.4% | 6.1% | 1.2% |
| Jun 2026 | 33.9% | 27.9% | 15.3% | 9.1% | 6.8% | 5.6% | 1.4% |
| Jul 2026 | 32.1% | 26.3% | 11.8% | 16.8% | 6.5% | 5.3% | 1.3% |
| Aug 2026 | 34.2% | 23% | 12.6% | 14.8% | 8.4% | 5.6% | 1.4% |
| Sep 2026 | 37.5% | 25.2% | 13.8% | 9.7% | 7.6% | 5.1% | 1.2% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 37.5% | 201K | 0% | +3.3 points | |
| 2, held 2nd | 25.2% | 135K | 0% | +2.2 points | |
| 3, moved from 4th to 3rd | 13.8% | 74K | 0% | +1.2 pointsmoved from 4th to 3rd | |
| 4, moved from 3rd to 4th | 9.7% | 52.2K | -40% | -5.1 pointsmoved from 3rd to 4th | |
| 5, held 5th | 7.6% | 40.5K | -18.2% | -0.9 points | |
| 6, held 6th | 5.1% | 27.1K | -18.1% | -0.6 points | |
| 7, held 7th | 1.2% | 6.6K | -18.5% | -0.1 points |
37.5%
Held 1st. 201K estimated branded searches, 0% vs prior month. Share +3.3 points.
2.
Kask25.2%
Held 2nd. 135K estimated branded searches, 0% vs prior month. Share +2.2 points.
3.
Bell13.8%
Moved from 4th to 3rd. 74K estimated branded searches, 0% vs prior month. Share +1.2 points.
4.
Giro9.7%
Moved from 3rd to 4th. 52.2K estimated branded searches, -40% vs prior month. Share -5.1 points.
5.
POC7.6%
Held 5th. 40.5K estimated branded searches, -18.2% vs prior month. Share -0.9 points.
5.1%
Held 6th. 27.1K estimated branded searches, -18.1% vs prior month. Share -0.6 points.
7.
Smith1.2%
Held 7th. 6.6K estimated branded searches, -18.5% vs prior month. Share -0.1 points.
Compare popularity between Bontrager and its closest rivals
Every comparison with Bontrager
19 comparisons
- Beto vs Bontrager
- Blackburn vs Bontrager
- Bontrager vs Fizik
- Bontrager vs Giro
- Bontrager vs Lezyne
- Bontrager vs Shimano
- Bontrager vs Specialized
- Bontrager vs Topeak
- Bontrager vs Kask
- Bontrager vs POC
- Bontrager vs Exposure
- Bontrager vs Sidi
- Bontrager vs Lake
- Bontrager vs Cateye
- Bontrager vs Fenix
- Bontrager vs Outbound Lighting
- Bontrager vs Smith
- Bell vs Bontrager
- Bontrager vs Dunlop
How has branded search demand for Bontrager changed worldwide over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Bontrager worldwide fell from 33.1K to 27.1K.
- Across the 12 months ending September 2026, Bontrager’s share of searches among bike helmet brands worldwide decreased from 6.3% to 5.1%.
- Across the 12 months ending September 2026, Bontrager’s share of searches among bike helmet brands worldwide peaked at 6.3% in October 2025 and was lowest at 4.6% in December 2025.
How did search popularity change for bike helmet brands worldwide in September 2026?
6 changes
In September 2026, Bell overtook Giro to rank 3rd among bike helmet brands worldwide, with 13.8% of the searches.
In September 2026, Specialized gained share of searches among bike helmet brands worldwide, from 34.2% to 37.5%.
In September 2026, Kask gained share of searches among bike helmet brands worldwide, from 23% to 25.2%.
In September 2026, Giro lost share of searches among bike helmet brands worldwide, from 14.8% to 9.7%.
In September 2026, POC lost share of searches among bike helmet brands worldwide, from 8.4% to 7.6%.
In September 2026, Bontrager lost share of searches among bike helmet brands worldwide, from 5.6% to 5.1%.
How are Bontrager’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Bontrager’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
- bontrager
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Where does Bontrager compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Cycling shoe brands | 5th of 7 | 3.4% | Show ranking |
| Foot pump brands | 4th of 7 | 3.9% | Show ranking |
| Bike helmet brands | 6th of 7 | 5.1% | Shown above |
| Helmet light brands | 1st of 5 | 37.9% | Show ranking |
Is Bontrager your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.