Brandwave

How popular isSimms?

In October 2026, people searched for Simms by name about 88,800 times worldwide, about the same as the previous year. These searches made up 81.1% of all global fishing wader brand searches, placing Simms first out of five brands. When we asked both ChatGPT and Google AI Overviews about fishing wader brands, Simms appeared in all answers and was the most recommended of the five.

Search and AI answers in October 2026

Simms is the most searched of 5 competitors and the most recommended in the AI answers we collected.

  1. SimmsShare of searches 81.1%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. Frogg ToggsShare of searches 11.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  3. OrvisShare of searches 4.9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  4. RedingtonShare of searches 1.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. CaddisShare of searches 1.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top fishing wader brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Simms appeared in all five answers. Simms is the most recommended of the five.

Most recommended by AI

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

  1. Simms1st
  2. Orvis2nd
  3. Frogg Toggs3rd
  4. Redington–
  5. Caddis–

Mentioned by AI

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

  • Simms5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Orvis4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Frogg Toggs2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Redington0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Caddis0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about fishing wader brands

5 answers

  • Asked ChatGPT

    “What are the best fishing waders?”

    1. 1Orvis
    2. 2Frogg Toggs
    3. 3Simms

  • Asked ChatGPT

    “Which waders last longest for fly fishing?”

    1. 1Simms
    2. 2Orvis

  • Asked ChatGPT

    “What breathable waders are worth buying?”

    1. 1Simms
    2. 2Orvis
    3. 3Frogg Toggs

  • Searched Google, AI Overview

    “waders”

    1. 1Simms

  • Searched Google, AI Overview

    “best waders”

    1. 1Simms
    2. 2Orvis

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 27, 2026.

How often do people search for Simms compared with other fishing wader brands worldwide?

Simms against fishing wader brands worldwide, by month

Share of searches by month for Simms, Frogg Toggs, Orvis. The figures are in the table below the chart.

View monthly share of searches table
MonthSimmsFrogg ToggsOrvisRedingtonCaddis
Nov 202578.4%12.6%5.6%2.5%0.85%
Dec 202580.4%12.4%4.5%2%0.74%
Jan 202685%9.1%3.3%1.8%0.81%
Feb 202685.5%7.5%4.1%2.2%0.82%
Mar 202684.9%6.3%5.2%2.8%0.84%
Apr 202683.6%7.6%5.1%2.7%0.94%
May 202685.3%6.3%5.2%2.3%0.85%
Jun 202688%5.2%4.2%1.8%0.84%
Jul 202687%6%4%2.1%0.97%
Aug 202687.6%6.5%3.6%1.6%0.71%
Sep 202685.3%7.8%4.2%1.8%0.85%
Oct 202681.1%11.1%4.9%1.7%1.2%

  1. 1.Simms

    81.1%

    Held 1st. 88.8K estimated branded searches, 0% vs prior month. Share -4.2 points.

  2. 2.Frogg Toggs

    11.1%

    Held 2nd. 12.1K estimated branded searches, +49.4% vs prior month. Share +3.3 points.

  3. 3.Orvis

    4.9%

    Held 3rd. 5.4K estimated branded searches, +22.7% vs prior month. Share +0.7 points.

  4. 4.Redington

    1.7%

    Held 4th. 1.9K estimated branded searches, 0% vs prior month. Share -0.1 points.

  5. 5.Caddis

    1.2%

    Held 5th. 1.3K estimated branded searches, +47.7% vs prior month. Share +0.3 points.

Compare popularity between Simms and its closest rivals

Every comparison with Simms

4 comparisons

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

3 findings
  • Across the 12 months ending October 2026, estimated monthly branded searches for Simms worldwide held steady, from 92.1K to 88.8K.
  • Across the 12 months ending October 2026, Simms’ share of searches among fishing wader brands worldwide increased from 78.4% to 81.1%.
  • Across the 12 months ending October 2026, Simms’ share of searches among fishing wader brands worldwide peaked at 88% in June 2026 and was lowest at 78.4% in November 2025.

How did search popularity change for fishing wader brands worldwide in October 2026?

5 changes

  1. In October 2026, Frogg Toggs gained share of searches among fishing wader brands worldwide, from 7.8% to 11.1%.

  2. In October 2026, Orvis gained share of searches among fishing wader brands worldwide, from 4.2% to 4.9%.

  3. In October 2026, Simms lost share of searches among fishing wader brands worldwide, from 85.3% to 81.1%.

  4. Estimated monthly branded searches for Caddis worldwide rose 30% over 12 measured months, from 1K to 1.3K in October 2026.

  5. Estimated monthly branded searches for Redington worldwide fell 34.5% over 12 measured months, from 2.9K to 1.9K in October 2026.

How are Simms’ branded searches counted?

2 search terms

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

  • simms
  • simms waders

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How the Brand Demand Index is measured

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