Brandwave

How popular isColumbia?

In September 2026, people searched for Columbia by name about 272,000 times worldwide, a 29.9% decrease from the previous year. These searches made up 0.53% of all global puffer jacket brand searches, placing Columbia ninth out of nine brands. When we asked both ChatGPT and Google AI Overviews about puffer jacket brands, Columbia appeared in three of the five answers and was the eighth most recommended of the nine.

Search and AI answers in September 2026

Columbia is the ninth most searched of 9 competitors and the eighth most recommended in AI answers.

  1. UniqloShare of searches 52.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  2. The North FaceShare of searches 15.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  3. PatagoniaShare of searches 10.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  4. Arc'teryxShare of searches 8.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  5. ColumbiaShare of searches 0.53%Mentioned in 3 of 5 AI answersPlace in AI recommendations 8th

+4 more

Columbia website (opens in a new tab)

Follow Columbia and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top puffer jacket brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Columbia was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Columbia is the eighth most recommended of the nine.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Patagonia1st
  2. The North Face2nd
  3. Arc'teryx3rd
  4. Rab4th
  5. Canada Goose5th
  6. Uniqlo6th
  7. Moncler7th
  8. Columbia8th
  9. Kathmandu–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • The North Face4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Patagonia4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Arc'teryx3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Canada Goose3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Rab3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Columbia3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Uniqlo2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Moncler1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Kathmandu0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about puffer jacket brands

5 answers

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 19, 2026.

Which puffer jacket brands compete with Columbia?

Columbia against puffer jacket brands worldwide, by month

Share of searches by month for Uniqlo, The North Face, Patagonia, Arc'teryx, Canada Goose, Moncler, Kathmandu, Columbia. The figures are in the table below the chart.

View monthly share of searches table
MonthUniqloThe North FacePatagoniaArc'teryxCanada GooseMonclerKathmanduRabColumbia
Oct 202547.5%19.2%11.7%7.8%5.2%5.2%1.9%0.86%0.47%
Nov 202542.8%23.3%10.5%8.6%7%4.7%1.7%0.77%0.63%
Dec 202541.3%22.6%10.2%10.2%6.8%5.6%2%0.75%0.61%
Jan 202645.2%20.2%11.1%9.1%6.1%5%1.8%1%0.45%
Feb 202644.1%19.8%13.3%8.9%4.8%4.8%2.2%1.5%0.54%
Mar 202653.5%14.7%13.2%7.2%3.2%3.2%3.2%1.2%0.43%
Apr 202659.1%11.8%11.9%6.5%2.4%2.9%3.6%1.3%0.48%
May 202657.6%14.1%11.6%6.3%2.3%2.8%3.5%1.3%0.47%
Jun 202654.2%13.3%13.4%7.3%2.2%2.7%4.9%1.5%0.54%
Jul 202652.9%15.9%13.1%7.2%2.1%2.6%3.9%1.8%0.52%
Aug 202654.8%14.8%11%7.4%3.3%3.3%3.3%1.5%0.54%
Sep 202652.9%15.8%10.7%8.7%3.9%3.9%2.1%1.4%0.53%

  1. 1.Uniqlo

    52.9%

    Held 1st. 13.6M estimated branded searches, 0% vs prior month. Share -1.9 points.

  2. 2.The North Face

    15.8%

    Held 2nd. 4.1M estimated branded searches, +11.2% vs prior month. Share +1.1 points.

  3. 3.Patagonia

    10.7%

    Held 3rd. 2.7M estimated branded searches, 0% vs prior month. Share -0.4 points.

  4. 4.Arc'teryx

    8.7%

    Held 4th. 2.2M estimated branded searches, +22.4% vs prior month. Share +1.3 points.

  5. 5.Canada Goose

    3.9%

    Held 5th. 1M estimated branded searches, +21.5% vs prior month. Share +0.6 points.

  6. 6.Moncler

    3.9%

    Moved from 7th to 6th. 1M estimated branded searches, +21.5% vs prior month. Share +0.6 points.

  7. 7.Kathmandu

    2.1%

    Moved from 6th to 7th. 550K estimated branded searches, -33.2% vs prior month. Share -1.2 points.

  8. 8.Rab

    1.4%

    Held 8th. 368K estimated branded searches, 0% vs prior month. Share -0.1 points.

  9. 9.Columbia

    0.53%

    Held 9th. 135K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Columbia and its closest rivals

Every comparison with Columbia

50 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Columbia worldwide fell from 388K to 272K.
  • Across the 12 months ending September 2026, Columbia’s share of searches among puffer jacket brands worldwide held steady, from 0.47% to 0.53%.

How did search popularity change for puffer jacket brands worldwide in September 2026?

6 changes

  1. In September 2026, Moncler overtook Kathmandu to rank 6th among puffer jacket brands worldwide, with 3.9% of the searches.

  2. In September 2026, Arc'teryx gained share of searches among puffer jacket brands worldwide, from 7.4% to 8.7%.

  3. In September 2026, The North Face gained share of searches among puffer jacket brands worldwide, from 14.8% to 15.8%.

  4. In September 2026, Canada Goose gained share of searches among puffer jacket brands worldwide, from 3.3% to 3.9%.

  5. In September 2026, Uniqlo lost share of searches among puffer jacket brands worldwide, from 54.8% to 52.9%.

  6. In September 2026, Kathmandu lost share of searches among puffer jacket brands worldwide, from 3.3% to 2.1%.

How are Columbia’s branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Columbia’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.

  • columbia hiking boots
  • columbia hiking shoes
  • columbia jacket
  • columbia sportswear

Do you work for Columbia? 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

Where does Columbia compete?

Columbia is ranked in 15 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Puffer jacket brands9th of 90.53%Shown above
Waterproof jacket brands8th of 92%Show ranking
Jackets6th of 62.1%Show ranking
Waterproof boots brands6th of 102.2%Show ranking
Outdoor clothing brands7th of 112.2%Show ranking
Snow pants brands7th of 91%Show ranking
Ski jackets7th of 91.3%Show ranking
Fleece brands5th of 52.5%Show ranking
Base layer brands3rd of 86.2%Show ranking
Softshell jacket brands4th of 67.2%Show ranking
Hiking shoe brands4th of 74.2%Show ranking
Hiking footwear brands8th of 101.7%Show ranking
Backpack cooler brands2nd of 917.2%Show ranking
Cargo shorts brands3rd of 610.6%Show ranking
Hiking boots2nd of 821.9%Show ranking
Creator with pink hair and a pink jacket

Is Columbia 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.

Start free