How popular isColumbia in search?
In September 2026, there were an estimated 246K branded searches for Columbia worldwide which is down 33% over the last 12 months. Columbia holds 34.5% estimated Share of Search among softshell jacket brands worldwide and is ranked 2nd of 3 competitors for search popularity. These are worldwide searches for English-language branded terms.
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Which softshell jacket brands compete with Columbia?
Share of Search by month for Carhartt, Columbia, Mammut. The figures are in the table below the chart.
View monthly share of search table
| Month | Carhartt | Columbia | Mammut |
|---|---|---|---|
| Oct 2025 | 68.1% | 30.3% | 1.6% |
| Nov 2025 | 65.8% | 33% | 1.2% |
| Dec 2025 | 67.6% | 31.4% | 0.99% |
| Jan 2026 | 62.7% | 35.6% | 1.7% |
| Feb 2026 | 58.4% | 39% | 2.5% |
| Mar 2026 | 56.1% | 41.1% | 2.8% |
| Apr 2026 | 48.2% | 48.3% | 3.5% |
| May 2026 | 45.5% | 51% | 3.5% |
| Jun 2026 | 47.4% | 49.2% | 3.5% |
| Jul 2026 | 47.4% | 49.2% | 3.5% |
| Aug 2026 | 52.3% | 44.7% | 3% |
| Sep 2026 | 63.1% | 34.5% | 2.4% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 63.1% | 450K | +82.9% | +10.8 points | |
| 2, held 2nd | 34.5% | 246K | +17% | -10.2 points | |
| 3, held 3rd | 2.4% | 17.2K | +22% | -0.6 points |
Compare search popularity between Columbia and its closest rivals
Every comparison with Columbia
30 comparisons
- Altra vs Columbia
- Columbia vs HOKA
- Ariat vs Columbia
- Carhartt vs Columbia
- Clarks vs Columbia
- Columbia vs Helly Hansen
- Columbia vs Hydro Flask
- Columbia vs Igloo
- Columbia vs Kathmandu
- Columbia vs La Sportiva
- Columbia vs Merrell
- Columbia vs Rab
- Columbia vs Skechers
- Arc'teryx vs Columbia
- Barbour vs Columbia
- Canada Goose vs Columbia
- Columbia vs Patagonia
- Columbia vs The North Face
- Coleman vs Columbia
- Columbia vs Macpac
- Columbia vs Corkcicle
- Columbia vs Salomon
- Castelli vs Columbia
- Burton vs Columbia
- Columbia vs First Lite
- Columbia vs Hunter
- Columbia vs KEEN
- Columbia vs Mons Royale
- Columbia vs SCARPA
- Columbia vs Icebreaker
How has branded search demand for Columbia changed worldwide over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Columbia worldwide fell from 366K to 246K.
- Across the 12 months ending September 2026, Columbia’s estimated Share of Search among softshell jacket brands worldwide increased from 30.3% to 34.5%.
- Across the 12 months ending September 2026, Columbia’s estimated Share of Search among softshell jacket brands worldwide peaked at 51% in May 2026 and was lowest at 30.3% in October 2025.
How did search popularity change for softshell jacket brands worldwide in September 2026?
3 changes
In September 2026, Carhartt gained estimated Share of Search among softshell jacket brands worldwide, from 52.3% to 63.1%.
In September 2026, Columbia lost estimated Share of Search among softshell jacket brands worldwide, from 44.7% to 34.5%.
In September 2026, Mammut lost estimated Share of Search among softshell jacket brands worldwide, from 3% to 2.4%.
Where does Columbia compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Jackets | 6th of 6 | 2.1% | Show ranking |
| Outdoor clothing brands | 6th of 9 | 2.4% | Show ranking |
| Fleece brands | 5th of 5 | 2.5% | Show ranking |
| Waterproof boots brands | 5th of 7 | 2.6% | Show ranking |
| Waterproof jacket brands | 6th of 6 | 4.4% | Show ranking |
| Hiking shoe brands | 4th of 5 | 4.7% | Show ranking |
| Backpack cooler brands | 3rd of 7 | 13.2% | Show ranking |
| Base layer brands | 3rd of 6 | 14.6% | Show ranking |
| Hiking boots | 3rd of 6 | 16.8% | Show ranking |
| Softshell jacket brands | 2nd of 3 | 34.5% | Shown above |
How is Columbia measured?
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.
3 branded search terms
- columbia jacket
- columbia nz
- columbia sportswear
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Is Columbia your brand?
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