Brandwave

How popular isSnickers Workwear?

In September 2026, people searched for Snickers Workwear by name about 60,500 times worldwide, an 18.2% decrease from the previous year. These searches made up 3.9% of all global work trousers brand searches, placing Snickers Workwear fifth out of eight brands. When we asked both ChatGPT and Google AI Overviews about work trousers brands, Snickers Workwear appeared in three of the five answers and was the fourth most recommended of the eight.

Search and AI answers in September 2026

Snickers Workwear is the fifth most searched of 8 competitors and the fourth most recommended in AI answers.

  1. DeWaltShare of searches 42.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. Helly HansenShare of searches 35.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. Duluth TradingShare of searches 10.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  4. PortwestShare of searches 3.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. Snickers WorkwearShare of searches 3.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th

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Top work trousers brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Snickers Workwear was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Snickers Workwear is the fourth most recommended of the eight.

Most recommended by AI

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

  1. Carhartt1st
  2. Dickies2nd
  3. Duluth Trading3rd
  4. Snickers Workwear4th
  5. DeWalt–
  6. Helly Hansen–
  7. Portwest–
  8. Mascot–

Mentioned by AI

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

  • Carhartt5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Dickies4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Snickers Workwear3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Duluth Trading2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • DeWalt0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Helly Hansen0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Portwest0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Mascot0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about work trousers 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 21, 2026.

Which work trousers brands compete with Snickers Workwear?

Snickers Workwear against work trousers brands worldwide, by month

Share of searches by month for DeWalt, Helly Hansen, Duluth Trading, Portwest, Snickers Workwear. The figures are in the table below the chart.

View monthly share of searches table
MonthDeWaltHelly HansenDuluth TradingPortwestSnickers WorkwearMascotCarharttDickies
Oct 202532.1%39.3%17.6%3.5%3.5%1.6%0.86%1.6%
Nov 202527.9%41.4%22.8%2.5%2.5%1.4%0.75%0.75%
Dec 202530.7%37.3%25.1%1.8%2.3%1%1%0.83%
Jan 202630.3%45%16.5%2.7%2.7%1%1%0.81%
Feb 202638.1%38.1%13.9%3.4%3.4%1.3%1%0.84%
Mar 202642.1%28.1%18.8%3.8%3.8%1.4%1.1%0.92%
Apr 202644.9%24.5%20.1%3.3%4%1.2%0.99%0.99%
May 202643.9%29.3%16%3.2%3.9%1.4%1.2%0.96%
Jun 202648.1%26.3%14.4%4.3%3.5%1.3%1.3%0.86%
Jul 202643.4%29%15.8%4.8%3.2%1.4%1.4%0.95%
Aug 202646.5%31.1%11.4%3.4%3.4%1.5%1.5%1%
Sep 202642.9%35.1%10.5%3.9%3.9%1.7%1.2%0.94%

  1. 1.DeWalt

    42.9%

    Held 1st. 673K estimated branded searches, 0% vs prior month. Share -3.6 points.

  2. 2.Helly Hansen

    35.1%

    Held 2nd. 550K estimated branded searches, +22.2% vs prior month. Share +3.9 points.

  3. 3.Duluth Trading

    10.5%

    Held 3rd. 165K estimated branded searches, 0% vs prior month. Share -0.9 points.

  4. 4.Portwest

    3.9%

    Held 4th. 60.5K estimated branded searches, +22.2% vs prior month. Share +0.4 points.

  5. 5.Snickers Workwear

    3.9%

    Held 5th. 60.5K estimated branded searches, +22.2% vs prior month. Share +0.4 points.

  6. 6.Mascot

    1.7%

    Moved from 7th to 6th. 27.1K estimated branded searches, +22.1% vs prior month. Share +0.2 points.

  7. 7.Carhartt

    1.2%

    Moved from 6th to 7th. 18.1K estimated branded searches, -18.5% vs prior month. Share -0.4 points.

  8. 8.Dickies

    0.94%

    Held 8th. 14.8K estimated branded searches, 0% vs prior month. Share -0.1 points.

Compare popularity between Snickers Workwear and its closest rivals

Every comparison with Snickers Workwear

9 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Snickers Workwear worldwide fell from 74K to 60.5K.
  • Across the 12 months ending September 2026, Snickers Workwear’s share of searches among work trousers brands worldwide peaked at 4% in April 2026 and was lowest at 2.3% in December 2025.

How did search popularity change for work trousers brands worldwide in September 2026?

6 changes

  1. In September 2026, Helly Hansen gained share of searches among work trousers brands worldwide, from 31.1% to 35.1%.

  2. In September 2026, DeWalt lost share of searches among work trousers brands worldwide, from 46.5% to 42.9%.

  3. In September 2026, Duluth Trading lost share of searches among work trousers brands worldwide, from 11.4% to 10.5%.

  4. In September 2026, Mascot rose from 7th to 6th among work trousers brands worldwide.

  5. In September 2026, Carhartt fell from 6th to 7th among work trousers brands worldwide.

  6. Estimated monthly branded searches for Dickies worldwide fell 55.3% over 12 measured months, from 33.1K to 14.8K in September 2026.

How are Snickers Workwear’s branded searches counted?

1 search term

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

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How the Brand Demand Index is measured

Where does Snickers Workwear compete?

Snickers Workwear is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Work trousers brands5th of 83.9%Shown above
Hi vis workwear2nd of 539.6%Show ranking
Creator with pink hair and a pink jacket

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