MSR vs Zpacks:Which is more popular?
In September 2026, Zpacks had more branded searches than MSR among ultralight tent brands worldwide. Zpacks had about 60,500 branded searches, while MSR had 210. Zpacks made up 47.3% of all ultralight tent brand searches we track, and MSR accounted for 0.16%. When we asked ChatGPT and Google AI Overviews about ultralight tent brands, Zpacks appeared in all four answers and MSR in one. Zpacks was mentioned before MSR in every answer.
Who do people search for more?
Zpacks, about 288 searches for every 1 for MSR
Who does AI mention more?
Zpacks, mentioned in every answer we collected
Who does AI recommend more?
Zpacks, named ahead of MSR in every answer
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Top ultralight tent brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Zpacks appeared in all four answers. MSR was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Zpacks was listed before MSR in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Big Agnes1st
Durston Gear2nd- Zpacks3rd
Nemo4th- Six Moon Designs5th
MSR6th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Zpacks4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Big Agnes4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Durston Gear4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Nemo2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Six Moon Designs2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- MSR1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about ultralight tent brands
4 answers
Asked ChatGPT
“Which ultralight tent brand should I buy?”
Asked ChatGPT
“What are the best ultralight tent brands?”
Asked ChatGPT
“What's the best ultralight tent brand for backpacking trips?”
Searched Google, AI Overview
“best ultralight tent”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“lightweight tent”
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is MSR or Zpacks more popular in search?
This chart shows how often people search Google for MSR and Zpacks by name. Each line represents a brand's share of searches for all six ultralight tent brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Zpacks, MSR. The figures are in the table below the chart.
View monthly share of searches table
| Month | Zpacks | Big Agnes | Nemo | Durston Gear | Six Moon Designs | MSR |
|---|---|---|---|---|---|---|
| Oct 2025 | 50% | 22.4% | 14% | 9.9% | 3.6% | 0.14% |
| Nov 2025 | 54.5% | 19.9% | 12.7% | 8.8% | 4% | 0.1% |
| Dec 2025 | 63.1% | 15.5% | 11.4% | 6.8% | 3.1% | 0.08% |
| Jan 2026 | 53.9% | 19.7% | 12.5% | 9.8% | 3.9% | 0.12% |
| Feb 2026 | 55.3% | 20.3% | 12% | 9% | 3.3% | 0.13% |
| Mar 2026 | 43.9% | 24% | 15.2% | 12% | 4.8% | 0.15% |
| Apr 2026 | 43.4% | 23.8% | 15% | 12.9% | 4.7% | 0.19% |
| May 2026 | 39.5% | 26.4% | 18% | 10.6% | 5.3% | 0.21% |
| Jun 2026 | 37.2% | 24.9% | 19.2% | 13.5% | 5% | 0.24% |
| Jul 2026 | 34.3% | 28% | 18.9% | 14% | 4.6% | 0.22% |
| Aug 2026 | 39.3% | 26.3% | 18.1% | 11.7% | 4.3% | 0.25% |
| Sep 2026 | 47.3% | 21.2% | 17.7% | 9.4% | 4.2% | 0.16% |
How has the MSR and Zpacks comparison changed over the last 12 months?
3 findings
- Zpacks was ahead of MSR in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, MSR’s share of searches among ultralight tent brands worldwide moved from 0.14% to 0.16%, and its estimated monthly branded searches moved from 170 to 210.
- Across the 12 months ending September 2026, Zpacks’ share of searches among ultralight tent brands worldwide moved from 50% to 47.3%, and its estimated monthly branded searches held steady at 60.5K.
How did search popularity change for ultralight tent brands worldwide in September 2026?
2 changes
In September 2026, Zpacks gained share of searches among ultralight tent brands worldwide, from 39.3% to 47.3%.
Estimated monthly branded searches for MSR worldwide rose 23.5% over 12 measured months, from 170 to 210 in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using MSR’s and Zpacks’ 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.
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