Brandwave

How popular isBurton in search?

In September 2026, there were an estimated 116K branded searches for Burton worldwide which is down 27% over the last 12 months. Burton holds 7.9% estimated Share of Search among snow pants brands worldwide and is ranked 4th of 4 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Helly Hansen38.9%
  2. Roxy38.9%
  3. Volcom14.2%
  4. Burton7.9%
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Which snow pants brands compete with Burton?

Burton against snow pants brands worldwide, by month

Share of Search by month for Helly Hansen, Roxy, Volcom, Burton. The figures are in the table below the chart.

View monthly share of search table
MonthHelly HansenRoxyVolcomBurton
Oct 202549.3%26.9%14.7%9.1%
Nov 202551.6%23.3%12.7%12.3%
Dec 202542.7%23.5%12.9%20.9%
Jan 202640.5%27.3%12.2%20%
Feb 202639.8%26.6%11.9%21.6%
Mar 202633.3%40.7%14.9%11%
Apr 202631.1%46.5%17%5.3%
May 202635.9%43.8%16%4.3%
Jun 202631.4%46.9%17.1%4.6%
Jul 202628.2%51.6%15.4%4.8%
Aug 202634.9%42.6%15.6%6.9%
Sep 202638.9%38.9%14.2%7.9%

  1. 1.Helly Hansen

    38.9%

    Moved from 2nd to 1st. 550K estimated branded searches, +22.2% vs prior month. Share +4.1 points.

  2. 2.Roxy

    38.9%

    Moved from 1st to 2nd. 550K estimated branded searches, 0% vs prior month. Share -3.7 points.

  3. 3.Volcom

    14.2%

    Held 3rd. 201K estimated branded searches, 0% vs prior month. Share -1.3 points.

  4. 4.Burton

    7.9%

    Held 4th. 112K estimated branded searches, +24.9% vs prior month. Share +1 points.

Compare search popularity between Burton and its closest rivals

Every comparison with Burton

How has branded search demand for Burton changed worldwide over the last 12 months?

  • Across the 12 months ending September 2026, estimated monthly branded searches for Burton worldwide fell from 160K to 116K.
  • Across the 12 months ending September 2026, Burton’s estimated Share of Search among snow pants brands worldwide decreased from 9.1% to 7.9%.
  • Across the 12 months ending September 2026, Burton’s estimated Share of Search among snow pants brands worldwide peaked at 21.6% in February 2026 and was lowest at 4.3% in May 2026.

How did search popularity change for snow pants brands worldwide in September 2026?

  1. In September 2026, Helly Hansen overtook Roxy to become the leader among snow pants brands worldwide, with 38.9% estimated Share of Search.

  2. In September 2026, Burton gained estimated Share of Search among snow pants brands worldwide, from 6.9% to 7.9%.

  3. In September 2026, Roxy lost estimated Share of Search among snow pants brands worldwide, from 42.6% to 38.9%.

  4. In September 2026, Volcom lost estimated Share of Search among snow pants brands worldwide, from 15.6% to 14.2%.

Where does Burton compete?

Burton is ranked in six competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Snowboard boots3rd of 61.9%Show ranking
Base layer brands6th of 60.77%Show ranking
Snow pants brands4th of 47.9%Shown above
Ski and snowboard brands2nd of 711.3%Show ranking
Snowboard brands3rd of 512.9%Show ranking
Bindings brands3rd of 526.4%Show ranking

How is Burton measured?

Brandwave collects information about searches that people make online using Burton’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

7 branded search terms

  • burton binding
  • burton boot
  • burton jacket
  • burton ski
  • burton snow
  • burton snowboard boot
  • burton snowboard boots

Do you work for Burton? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

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