Brandwave

First Lite vs ScentLok:Which is more popular?

In October 2026, First Lite had more branded searches than ScentLok among hunting clothing brands worldwide. First Lite had about 110,000 branded searches, while ScentLok had 18,100. First Lite made up 16.8% of all hunting clothing brand searches we track, and ScentLok accounted for 2.8%. When we asked ChatGPT and Google AI Overviews about hunting clothing brands, First Lite appeared in all five answers and ScentLok in one. First Lite was mentioned before ScentLok in every answer.

Among hunting clothing brands worldwide in October 2026

Who do people search for more?

First Lite, about 6 searches for every 1 for ScentLok

First Lite 110K searchesScentLok 18.1K searches

Who does AI mention more?

First Lite, mentioned in every answer we collected

First Lite in 5 of 5ScentLok in 1 of 5

Who does AI recommend more?

First Lite, named ahead of ScentLok in every answer

First Lite first in 5ScentLok never first

Follow First Lite vs ScentLok and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top hunting clothing brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, First Lite appeared in all five answers. ScentLok was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. First Lite was listed before ScentLok in every answer.

Most recommended by AI

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

  1. Sitka1st
  2. Kuiu2nd
  3. First Lite3rd
  4. Stone Glacier4th
  5. Forloh5th
  6. ScentLok6th
  7. Ridgeline–
  8. Hunters Element–
  9. Swazi–
  10. Stoney Creek–

Mentioned by AI

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

  • Kuiu5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • First Lite5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Sitka5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Forloh4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Stone Glacier3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • ScentLok1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Ridgeline0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hunters Element0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Swazi0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Stoney Creek0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about hunting clothing 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.

Is First Lite or ScentLok more popular in search?

This chart shows how often people search Google for First Lite and ScentLok by name. Each line represents a brand's share of searches for all ten hunting clothing brands we track, month by month, from English-language searches worldwide.

First Lite and ScentLok among hunting clothing brands worldwide, by month

Share of searches by month for First Lite, ScentLok. The figures are in the table below the chart.

View monthly share of searches table
MonthKuiuFirst LiteStone GlacierRidgelineScentLokHunters ElementSitkaSwaziStoney CreekForloh
Nov 202557.2%25.5%4.2%2.3%4.2%1.5%2.8%0.73%0.75%0.69%
Dec 202563%18.8%4.6%3.8%2.5%1.7%3.1%0.79%0.84%0.75%
Jan 202664.2%15.8%5.8%3.9%2.1%2.1%2.6%1.2%1.3%0.94%
Feb 202665.3%16.1%5.9%3.3%1.8%2.6%1.8%1%1.3%0.94%
Mar 202661.9%15.2%6.8%3.8%1.7%4.5%2%1.1%2.1%0.9%
Apr 202661.3%15%6.7%3.1%1.3%5.5%2%1.4%2.5%1.1%
May 202663.7%15.7%5.7%2.2%1.4%5.7%1.1%1.4%2.2%0.92%
Jun 202659.5%14.6%8%3.7%1.6%5.3%1.3%1.4%3.7%0.87%
Jul 202663%15.5%7%2.1%2.1%4.6%1.1%1.2%2.3%1.1%
Aug 202661.1%22.3%5.5%1.7%2.5%3%1.1%0.78%1.3%0.73%
Sep 202667.9%16.7%5%2.3%2.7%1.8%1.2%0.85%0.89%0.66%
Oct 202668.7%16.8%4.1%2.8%2.8%1.2%1.2%1.1%0.74%0.55%

How has branded search for First Lite and ScentLok changed worldwide over the last 12 months?

3 findings
  • First Lite was ahead of ScentLok in every measured month of the 12 months ending October 2026.
  • Across the 12 months ending October 2026, First Lite’s share of searches among hunting clothing brands worldwide moved from 25.5% to 16.8%, and its estimated monthly branded searches moved from 201K to 110K.
  • Across the 12 months ending October 2026, ScentLok’s share of searches among hunting clothing brands worldwide moved from 4.2% to 2.8%, and its estimated monthly branded searches moved from 33.1K to 18.1K.

How did search popularity change for hunting clothing brands worldwide in October 2026?

3 changes

  1. In October 2026, Ridgeline overtook ScentLok to rank 4th among hunting clothing brands worldwide, with 2.8% of the searches.

  2. ScentLok’s share of searches among hunting clothing brands worldwide has gained ground for 3 months in a row, from 2.1% to 2.8% in October 2026.

  3. Estimated monthly branded searches for First Lite worldwide fell 45.3% over 12 measured months, from 201K to 110K in October 2026.

How are First Lite’s and ScentLok’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using First Lite’s and ScentLok’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

First Lite

1 branded search term

  • first lite

ScentLok

1 branded search term

  • scentlok

How the Brand Demand Index is measured

Other head-to-heads among hunting clothing brands

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free