How popular isFirst Lite in search?
In September 2026, there were an estimated 90.5K branded searches for First Lite worldwide which is down 33% over the last 12 months. First Lite holds 5.4% estimated Share of Search among base layer brands worldwide and is ranked 6th of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.
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Which base layer brands compete with First Lite?
Share of Search by month for Ariat, Carhartt, Columbia, Castelli, Burton, First Lite. The figures are in the table below the chart.
View monthly share of search table
| Month | Ariat | Carhartt | Columbia | Castelli | Burton | First Lite |
|---|---|---|---|---|---|---|
| Oct 2025 | 29.8% | 36.4% | 16.2% | 6% | 5.6% | 6% |
| Nov 2025 | 26.1% | 39.2% | 19.7% | 3.5% | 6.2% | 5.3% |
| Dec 2025 | 26.6% | 39.9% | 18.5% | 2.9% | 9.1% | 2.9% |
| Jan 2026 | 26.6% | 32.5% | 18.4% | 5.3% | 14.8% | 2.4% |
| Feb 2026 | 30.6% | 25% | 16.7% | 7.5% | 17.3% | 2.8% |
| Mar 2026 | 45.2% | 20.2% | 14.8% | 9.1% | 8% | 2.7% |
| Apr 2026 | 50.5% | 15.1% | 15.1% | 12.4% | 3.9% | 3% |
| May 2026 | 52.6% | 12.9% | 14.4% | 12.9% | 3.4% | 3.9% |
| Jun 2026 | 54.8% | 13.4% | 13.9% | 11% | 3.5% | 3.3% |
| Jul 2026 | 49% | 14.7% | 15.3% | 12% | 4.6% | 4.4% |
| Aug 2026 | 45.5% | 16.6% | 14.2% | 11.1% | 5.2% | 7.4% |
| Sep 2026 | 40.4% | 27% | 14.8% | 6.6% | 5.8% | 5.4% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 40.4% | 673K | 0% | -5 points | |
| 2, held 2nd | 27% | 450K | +82.9% | +10.4 points | |
| 3, held 3rd | 14.8% | 246K | +17% | +0.6 points | |
| 4, held 4th | 6.6% | 110K | -33.3% | -4.5 points | |
| 5, moved from 6th to 5th | 5.8% | 95.8K | +25.2% | +0.6 pointsmoved from 6th to 5th | |
| 6, moved from 5th to 6th | 5.4% | 90.5K | -17.7% | -2 pointsmoved from 5th to 6th |
1.
Ariat40.4%
Held 1st. 673K estimated branded searches, 0% vs prior month. Share -5 points.
2.
Carhartt27%
Held 2nd. 450K estimated branded searches, +82.9% vs prior month. Share +10.4 points.
3.
Columbia14.8%
Held 3rd. 246K estimated branded searches, +17% vs prior month. Share +0.6 points.
4.
Castelli6.6%
Held 4th. 110K estimated branded searches, -33.3% vs prior month. Share -4.5 points.
5.
Burton5.8%
Moved from 6th to 5th. 95.8K estimated branded searches, +25.2% vs prior month. Share +0.6 points.
5.4%
Moved from 5th to 6th. 90.5K estimated branded searches, -17.7% vs prior month. Share -2 points.
Compare search popularity between First Lite and its closest rivals
Every comparison with First Lite
14 comparisons
- Ariat vs First Lite
- Bombas vs First Lite
- Burton vs First Lite
- Carhartt vs First Lite
- Castelli vs First Lite
- Columbia vs First Lite
- First Lite vs Kuiu
- First Lite vs Ridgeline
- Darn Tough vs First Lite
- Feetures vs First Lite
- First Lite vs Hunters Element
- First Lite vs Sitka
- First Lite vs Wigwam
- First Lite vs Icebreaker
How has branded search demand for First Lite changed worldwide over the last 12 months?
4 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for First Lite worldwide fell from 135K to 90.5K.
- Across the 12 months ending September 2026, First Lite’s estimated Share of Search among base layer brands worldwide decreased from 6% to 5.4%.
- Across the 12 months ending September 2026, First Lite’s estimated Share of Search among base layer brands worldwide peaked at 7.4% in August 2026 and was lowest at 2.4% in January 2026.
- Across the 12 months ending September 2026, First Lite fell from 5th to 6th among base layer brands worldwide.
How did search popularity change for base layer brands worldwide in September 2026?
6 changes
In September 2026, Burton overtook First Lite to rank 5th among base layer brands worldwide, with 5.8% estimated Share of Search.
In September 2026, Carhartt gained estimated Share of Search among base layer brands worldwide, from 16.6% to 27%.
In September 2026, Columbia gained estimated Share of Search among base layer brands worldwide, from 14.2% to 14.8%.
In September 2026, Ariat lost estimated Share of Search among base layer brands worldwide, from 45.5% to 40.4%.
In September 2026, Castelli lost estimated Share of Search among base layer brands worldwide, from 11.1% to 6.6%.
In September 2026, First Lite lost estimated Share of Search among base layer brands worldwide, from 7.4% to 5.4%.
Where does First Lite compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Base layer brands | 6th of 6 | 5.4% | Shown above |
| Merino wool sock brands | 2nd of 6 | 10.3% | Show ranking |
| Hunting clothing brands | 2nd of 5 | 16.9% | Show ranking |
How is First Lite measured?
Brandwave collects information about searches that people make online using First Lite’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.
1 branded search term
- first lite
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Is First Lite your brand?
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