Brandwave

DUI vs O'Neill:Which is more popular?

In September 2026, O'Neill had more branded searches than DUI among drysuit brands worldwide. O'Neill had about 246,000 branded searches, while DUI had 1,000. O'Neill made up 87.4% of all drysuit brand searches we track, and DUI accounted for 0.36%. When we asked ChatGPT and Google AI Overviews about drysuit brands, DUI appeared in three of the five answers and O'Neill in none.

Among drysuit brands worldwide in September 2026

Who do people search for more?

O'Neill, about 246 searches for every 1 for DUI

O'Neill 246K searchesDUI 1K searches

Who does AI mention more?

DUI, mentioned in 3 of 5 answers, O'Neill in 0

DUI in 3 of 5O'Neill in 0 of 5

Who does AI recommend more?

DUI, the only one of the two named

DUI first in 3O'Neill never named

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Top drysuit brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, DUI was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. O'Neill did not appear in any of the five answers.

Most recommended by AI

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

  1. Kokatat1st
  2. NRS2nd
  3. Santi3rd
  4. DUI4th
  5. Level Six5th
  6. O'Neill–
  7. Scubapro–
  8. Crewsaver–
  9. Stohlquist–

Mentioned by AI

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

  • Kokatat3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • DUI3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Level Six3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • NRS3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Santi2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Scubapro1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • O'Neill0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Crewsaver0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Stohlquist0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about drysuit 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 20, 2026.

Is DUI or O'Neill more popular in search?

This chart shows how often people search Google for DUI and O'Neill by name. Each line represents a brand's share of searches for all nine drysuit brands we track, month by month, from English-language searches worldwide.

DUI and O'Neill among drysuit brands worldwide, by month

Share of searches by month for O'Neill, DUI. The figures are in the table below the chart.

View monthly share of searches table
MonthO'NeillScubaproKokatatCrewsaverDUISantiStohlquistLevel SixNRS
Oct 202587.1%9.6%1.3%0.67%0.57%0.35%0.25%0.14%0.05%
Nov 202589.3%8%1.1%0.47%0.39%0.39%0.18%0.12%0.02%
Dec 202589.5%8.1%1.1%0.39%0.3%0.3%0.21%0.1%0.03%
Jan 202689.5%8.1%1.1%0.48%0.3%0.3%0.21%0.08%0.03%
Feb 202689%8%1.3%0.58%0.36%0.26%0.26%0.12%0.05%
Mar 202689.3%8%1.1%0.56%0.3%0.3%0.3%0.14%0.05%
Apr 202687.2%9.6%1.3%0.67%0.35%0.31%0.35%0.17%0.06%
May 202687.3%9.6%1.3%0.55%0.38%0.29%0.38%0.14%0.05%
Jun 202687.4%9.6%1.3%0.55%0.29%0.29%0.46%0.09%0.05%
Jul 202689.6%8.1%0.88%0.46%0.24%0.21%0.39%0.08%0.04%
Aug 202687.3%9.6%1.6%0.55%0.29%0.26%0.29%0.09%0.04%
Sep 202687.4%9.6%1.3%0.57%0.36%0.31%0.26%0.14%0.05%

How has the DUI and O'Neill comparison changed over the last 12 months?

3 findings
  • O'Neill was ahead of DUI in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, DUI’s share of searches among drysuit brands worldwide moved from 0.57% to 0.36%, and its estimated monthly branded searches moved from 1.6K to 1K.
  • Across the 12 months ending September 2026, O'Neill’s share of searches among drysuit brands worldwide moved from 87.1% to 87.4%, and its estimated monthly branded searches held steady at 246K.

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

1 change

  1. Estimated monthly branded searches for DUI worldwide fell 37.5% over 12 measured months, from 1.6K to 1K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using DUI’s and O'Neill’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.

DUI

1 branded search term

  • dui drysuit

O'Neill

1 branded search term

  • o neill

How the Brand Demand Index is measured

Other head-to-heads among drysuit brands

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