Brandwave

Burton vs Outdoor Research:Which is more popular?

In September 2026, Burton had more branded searches than Outdoor Research among snow pants brands worldwide. Burton had about 95,800 branded searches, while Outdoor Research had 74,000. Burton made up 25.3% of all snow pants brand searches we track, and Outdoor Research accounted for 19.6%. When we asked ChatGPT and Google AI Overviews about snow pants brands, Burton appeared in three of the five answers and Outdoor Research in two. Burton and Outdoor Research were each mentioned first in two of the four answers.

Among snow pants brands worldwide in September 2026

Who do people search for more?

Burton, about 29% more searches than Outdoor Research

Burton 95.8K searchesOutdoor Research 74K searches

Who does AI mention more?

Burton, mentioned in 3 of 5 answers, Outdoor Research in 2

Burton in 3 of 5Outdoor Research in 2 of 5

Who does AI recommend more?

Each is named first in 2 of 4 answers.

Burton first in 2Outdoor Research first in 2

Follow Burton vs Outdoor Research 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 snow pants brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Burton was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Outdoor Research was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Burton and Outdoor Research were each listed first in two of the four answers.

Most recommended by AI

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

  1. Patagonia1st
  2. The North Face2nd
  3. Arc'teryx3rd
  4. Burton4th
  5. Helly Hansen5th
  6. Outdoor Research6th
  7. Columbia7th
  8. Volcom8th
  9. Roxy–

Mentioned by AI

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

  • Burton3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Columbia3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Arc'teryx3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Patagonia3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • The North Face3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Volcom2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Outdoor Research2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Helly Hansen2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Roxy0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about snow pants 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 Burton or Outdoor Research more popular in search?

This chart shows how often people search Google for Burton and Outdoor Research by name. Each line represents a brand's share of searches for all nine snow pants brands we track, month by month, from English-language searches worldwide.

Burton and Outdoor Research among snow pants brands worldwide, by month

Share of searches by month for Burton, Outdoor Research. The figures are in the table below the chart.

View monthly share of searches table
MonthVolcomBurtonOutdoor ResearchColumbiaArc'teryxHelly HansenPatagoniaRoxyThe North Face
Oct 202551.6%26.7%19%0.76%0.4%0.34%0.61%0.4%0.21%
Nov 202542.7%33.7%19.2%1.4%0.62%0.51%0.77%0.77%0.34%
Dec 202536.2%41%16.2%1.8%1.2%0.65%0.97%0.97%0.97%
Jan 202636%44.7%13.2%2.2%0.79%0.53%0.65%0.97%0.97%
Feb 202631.1%48.3%17%1.3%0.56%0.45%0.45%0.56%0.29%
Mar 202649.3%29.2%18.1%1.6%0.39%0.25%0.59%0.32%0.18%
Apr 202660.7%15.7%22.4%0.57%0.18%0.12%0.12%0.12%0.08%
May 202662.6%13.5%23.1%0.22%0.12%0.1%0.12%0.15%0.07%
Jun 202662.7%13.5%23.1%0.22%0.12%0.08%0.08%0.15%0.08%
Jul 202660.8%15.7%22.4%0.27%0.22%0.12%0.12%0.18%0.12%
Aug 202656.4%21.5%20.8%0.36%0.28%0.2%0.2%0.2%0.13%
Sep 202653.1%25.3%19.6%0.63%0.42%0.26%0.23%0.23%0.19%

How has the Burton and Outdoor Research comparison changed over the last 12 months?

3 findings
  • The lead changed hands 2 times in the 12 months ending September 2026: Outdoor Research took it in April 2026, Burton took it in August 2026.
  • Across the 12 months ending September 2026, Burton’s share of searches among snow pants brands worldwide moved from 26.7% to 25.3%, and its estimated monthly branded searches moved from 127K to 95.8K.
  • Across the 12 months ending September 2026, Outdoor Research’s share of searches among snow pants brands worldwide moved from 19% to 19.6%, and its estimated monthly branded searches moved from 90.5K to 74K.

How did search popularity change for snow pants brands worldwide in September 2026?

2 changes

  1. In September 2026, Burton gained share of searches among snow pants brands worldwide, from 21.5% to 25.3%.

  2. In September 2026, Outdoor Research lost share of searches among snow pants brands worldwide, from 20.8% to 19.6%.

How are branded searches counted?

7 search terms

Brandwave collects information about searches that people make online using Burton’s and Outdoor Research’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.

Burton

6 branded search terms

  • burton boot
  • burton jacket
  • burton ski
  • burton snow
  • burton snowboard boot
  • burton snowboard boots

Outdoor Research

1 branded search term

  • outdoor research

How the Brand Demand Index is measured

Other head-to-heads among snow pants 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