How popular isNRS?
In September 2026, people searched for NRS by name about 4,330 times worldwide, a 43.4% increase from the previous year. These searches made up 10% of all global life jacket searches, placing NRS third out of eight jackets. When we asked both ChatGPT and Google AI Overviews about life jackets, NRS appeared in two of the five answers and was the fifth most recommended of the eight.
NRS is the third most searched of 8 competitors and the fifth most recommended in AI answers.
- StearnsShare of searches 50.1%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
MustangShare of searches 15.3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
NRSShare of searches 10%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
OnyxShare of searches 9.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
AstralShare of searches 8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
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Top life jackets in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, NRS was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. NRS is the fifth most recommended of the eight.
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.
- Onyx3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Stohlquist3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Mustang2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- NRS2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Astral2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Stearns1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Crewsaver0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Baltic0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about life jackets
5 answers
Asked ChatGPT
“Which life jacket brand should I buy?”
Asked ChatGPT
“What are the best life jacket brands?”
Asked ChatGPT
“What's the best life jacket brand for boating safety?”
Searched Google, AI Overview
“life jackets”
Searched Google, AI Overview
“adult life jacket”
- 1NRS
- 1
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Which life jackets compete with NRS?
Share of searches by month for Stearns, Mustang, NRS, Onyx, Astral, Crewsaver. The figures are in the table below the chart.
View monthly share of searches table
| Month | Stearns | Mustang | NRS | Onyx | Astral | Crewsaver | Stohlquist | Baltic |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 38.5% | 22.7% | 9.3% | 11.6% | 7.4% | 7.4% | 2.8% | 0.27% |
| Nov 2025 | 32.5% | 32.3% | 7.6% | 10.7% | 7.6% | 6.4% | 2.4% | 0.44% |
| Dec 2025 | 37.9% | 28.1% | 7.3% | 12.6% | 6.1% | 5% | 2.8% | 0.34% |
| Jan 2026 | 49.6% | 19.6% | 6.4% | 11% | 5.4% | 5.4% | 2.4% | 0.23% |
| Feb 2026 | 51.9% | 15.9% | 5.4% | 14.4% | 5.4% | 4.6% | 2.1% | 0.26% |
| Mar 2026 | 46.2% | 17.9% | 9.2% | 11.7% | 7.4% | 4.8% | 2.6% | 0.23% |
| Apr 2026 | 39.9% | 12.7% | 6.5% | 29.1% | 6.5% | 3.4% | 1.8% | 0.2% |
| May 2026 | 29.5% | 15.9% | 10.8% | 26.4% | 10.8% | 3.8% | 2.6% | 0.28% |
| Jun 2026 | 23.9% | 19.1% | 19.5% | 15.6% | 13% | 4.6% | 3.9% | 0.34% |
| Jul 2026 | 24.2% | 18.6% | 16.1% | 16% | 16.1% | 4.6% | 3.9% | 0.41% |
| Aug 2026 | 37% | 16.9% | 13.5% | 13.9% | 11% | 4.8% | 2.5% | 0.35% |
| Sep 2026 | 50.1% | 15.3% | 10% | 9.9% | 8% | 4.4% | 2% | 0.25% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 50.1% | 18.1K | +22.3% | +13.1 points | |
| 2, held 2nd | 15.3% | 5.5K | -17.9% | -1.6 points | |
| 3, moved from 4th to 3rd | 10% | 3.6K | -33.3% | -3.5 pointsmoved from 4th to 3rd | |
| 4, moved from 3rd to 4th | 9.9% | 3.6K | -35.9% | -4.1 pointsmoved from 3rd to 4th | |
| 5, held 5th | 8% | 2.9K | -34.1% | -3 points | |
| 6, held 6th | 4.4% | 1.6K | -15.8% | -0.3 points | |
| 7, held 7th | 2% | 720 | -28% | -0.5 points | |
| 8, held 8th | 0.25% | 90 | -35.7% | -0.1 points |
1.Stearns
50.1%
Held 1st. 18.1K estimated branded searches, +22.3% vs prior month. Share +13.1 points.
2.
Mustang15.3%
Held 2nd. 5.5K estimated branded searches, -17.9% vs prior month. Share -1.6 points.
3.
NRS10%
Moved from 4th to 3rd. 3.6K estimated branded searches, -33.3% vs prior month. Share -3.5 points.
4.
Onyx9.9%
Moved from 3rd to 4th. 3.6K estimated branded searches, -35.9% vs prior month. Share -4.1 points.
5.
Astral8%
Held 5th. 2.9K estimated branded searches, -34.1% vs prior month. Share -3 points.
4.4%
Held 6th. 1.6K estimated branded searches, -15.8% vs prior month. Share -0.3 points.
2%
Held 7th. 720 estimated branded searches, -28% vs prior month. Share -0.5 points.
8.
Baltic0.25%
Held 8th. 90 estimated branded searches, -35.7% vs prior month. Share -0.1 points.
Compare popularity between NRS and its closest rivals
Every comparison with NRS
25 comparisons
- Mustang vs NRS
- NRS vs Stearns
- NRS vs Onyx
- Astral vs NRS
- Earth Pak vs NRS
- Exped vs NRS
- NRS vs Ortlieb
- NRS vs Osprey
- NRS vs Sea to Summit
- NRS vs SealLine
- NRS vs Palm
- NRS vs Railblaza
- NRS vs Scotty
- NRS vs Seattle Sports
- NRS vs YakAttack
- Crewsaver vs NRS
- DUI vs NRS
- Kokatat vs NRS
- Level Six vs NRS
- NRS vs O'Neill
- NRS vs Santi
- NRS vs Scubapro
- NRS vs Stohlquist
- Baltic vs NRS
- Harmony vs NRS
How has branded search demand for NRS changed worldwide over the last 12 months?
4 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for NRS worldwide rose from 3K to 4.3K.
- Across the 12 months ending September 2026, NRS’s share of searches among life jackets worldwide increased from 9.3% to 10%.
- Across the 12 months ending September 2026, NRS’s share of searches among life jackets worldwide peaked at 19.5% in June 2026 and was lowest at 5.4% in February 2026.
- Across the 12 months ending September 2026, NRS rose from 4th to 3rd among life jackets worldwide.
How did search popularity change for life jackets worldwide in September 2026?
6 changes
In September 2026, Stearns gained share of searches among life jackets worldwide, from 37% to 50.1%.
In September 2026, Onyx lost share of searches among life jackets worldwide, from 13.9% to 9.9%.
In September 2026, NRS lost share of searches among life jackets worldwide, from 13.5% to 10%.
In September 2026, Astral lost share of searches among life jackets worldwide, from 11% to 8%.
In September 2026, Mustang lost share of searches among life jackets worldwide, from 16.9% to 15.3%.
In September 2026, Stohlquist lost share of searches among life jackets worldwide, from 2.5% to 2%.
How are NRS’s branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using NRS’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.
- nrs dry bag
- nrs gear
- nrs life jacket
- nrs pfd
Do you work for NRS? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does NRS compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Drysuit brands | 9th of 9 | 0.05% | Show ranking |
| Dry bag brands | 6th of 7 | 0.3% | Show ranking |
| Life jackets | 3rd of 8 | 10% | Shown above |
| Kayak accessories | 5th of 6 | 0.49% | Show ranking |
| Buoyancy aid brands | 5th of 5 | 2% | Show ranking |
Is NRS 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.