Brandwave

Ice axe brands:Which are searched most?

In September 2026, DMM was the most searched among ice axe brands worldwide, with an estimated 3.4M branded searches and 87.5% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. DMM87.5%
  2. Black Diamond9.6%
  3. Petzl2.9%

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Share of SearchLeaderboard

Compare the ice axe brands people buy. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

Share of Search among ice axe brands worldwide, by month

Share of Search by month for DMM, Black Diamond, Petzl. The figures are in the table below the chart.

View monthly share of search table
MonthDMMBlack DiamondPetzl
Oct 202587.5%9.6%2.9%
Nov 202585.1%11.4%3.4%
Dec 202585.7%11.5%2.8%
Jan 202687.5%9.6%2.9%
Feb 202687.5%9.6%2.9%
Mar 202687.5%9.6%2.9%
Apr 202687.5%9.6%2.9%
May 202687.5%9.6%2.9%
Jun 202689.5%8%2.4%
Jul 202688%9.7%2.4%
Aug 202687.5%9.6%2.9%
Sep 202687.5%9.6%2.9%

This month’s ranking, September 2026

  1. 1.DMM

    87.5%

    Held 1st. 3.4M estimated branded searches, 0% vs prior month. Share 0 points.

  2. 2.Black Diamond

    9.6%

    Held 2nd. 368K estimated branded searches, 0% vs prior month. Share 0 points.

  3. 3.Petzl

    2.9%

    Held 3rd. 110K estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between leading brands

Which brand is most popular in search among ice axe brands worldwide?

In September 2026, DMM was the most searched among ice axe brands worldwide, with an estimated 3.4M branded searches and 87.5% estimated Share of Search within this set. Black Diamond is in 2nd place, 77.9 percentage points behind at 9.6% Share of Search.

Global ice axe brands, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
DMM87.5%89.5%Jun 202685.1%Nov 20251st
Black Diamond9.6%11.5%Dec 20258%Jun 20262nd
Petzl2.9%3.4%Nov 20252.4%Jul 20263rd

Each finding as a sentence

  • Across the 12 months ending September 2026, DMM’s estimated Share of Search among ice axe brands worldwide peaked at 89.5% in June 2026 and was lowest at 85.1% in November 2025.
  • Across the 12 months ending September 2026, Black Diamond’s estimated Share of Search among ice axe brands worldwide peaked at 11.5% in December 2025 and was lowest at 8% in June 2026.
  • Across the 12 months ending September 2026, Petzl’s estimated Share of Search among ice axe brands worldwide peaked at 3.4% in November 2025 and was lowest at 2.4% in July 2026.
  • Across the 12 months ending September 2026, DMM, Black Diamond and Petzl held steady: their estimated Share of Search among ice axe brands worldwide each moved less than 0.5 percentage points.

How did search popularity change for ice axe brands worldwide in September 2026?

Nothing among ice axe brands moved beyond provider rounding in September 2026.

How the Brand Demand Index is measured

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