Brandwave

MSR vs The North Face:Which is more popular?

In September 2026, The North Face had more branded searches than MSR among camping tent brands worldwide. The North Face had about 4.1 million branded searches, while MSR had 5,400. The North Face made up 79.3% of all camping tent brand searches we track, and MSR accounted for 0.11%. When we asked ChatGPT and Google AI Overviews about camping tent brands, The North Face appeared in all five answers and MSR in one. The North Face was mentioned before MSR in four out of five answers.

Among camping tent brands worldwide in September 2026

Who do people search for more?

The North Face, about 754 searches for every 1 for MSR

The North Face 4.1M searchesMSR 5.4K searches

Who does AI mention more?

The North Face, mentioned in every answer we collected

The North Face in 5 of 5MSR in 1 of 5

Who does AI recommend more?

The North Face, named ahead of MSR in 4 of 5 answers

The North Face first in 4MSR first in 1

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Top camping tent brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, The North Face appeared in all five answers. MSR was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. The North Face was listed before MSR in four out of five answers.

Most recommended by AI

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

  1. REI Co-op1st
  2. The North Face2nd
  3. Big Agnes3rd
  4. Coleman4th
  5. Nemo5th
  6. MSR6th
  7. Hilleberg7th
  8. Kathmandu–
  9. Macpac–

Mentioned by AI

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

  • The North Face5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Coleman4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • REI Co-op3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Big Agnes3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Nemo3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Hilleberg2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • MSR1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Kathmandu0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Macpac0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about camping tent 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 MSR or The North Face more popular in search?

This chart shows how often people search Google for MSR and The North Face by name. Each line represents a brand's share of searches for all nine camping tent brands we track, month by month, from English-language searches worldwide.

MSR and The North Face among camping tent brands worldwide, by month

Share of searches by month for The North Face, MSR. The figures are in the table below the chart.

View monthly share of searches table
MonthThe North FaceKathmanduColemanMacpacREI Co-opBig AgnesHillebergNemoMSR
Oct 202584.6%8.5%3.5%1.7%0.93%0.34%0.15%0.13%0.07%
Nov 202588.3%6.5%2.2%1.6%0.87%0.22%0.12%0.08%0.04%
Dec 202586.2%7.8%2.6%1.9%1%0.21%0.11%0.09%0.05%
Jan 202685.4%7.7%3.3%1.9%1%0.31%0.17%0.11%0.06%
Feb 202682.7%9.1%3.8%2.2%1.2%0.45%0.2%0.16%0.07%
Mar 202672.4%15.9%5.5%3.2%1.8%0.64%0.29%0.23%0.1%
Apr 202665.2%19.7%6.9%4.8%1.8%0.79%0.35%0.29%0.13%
May 202669.1%17.1%6.2%4.2%1.9%0.84%0.31%0.31%0.14%
Jun 202661.6%22.6%7%5.6%1.7%0.75%0.34%0.34%0.12%
Jul 202669.1%17.1%6.4%4.2%1.5%0.84%0.38%0.31%0.14%
Aug 202671.4%16.1%6%3.2%1.8%0.79%0.35%0.29%0.13%
Sep 202679.3%10.7%4.7%2.6%1.4%0.53%0.29%0.24%0.11%

How has the MSR and The North Face comparison changed over the last 12 months?

3 findings
  • The North Face 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 camping tent brands worldwide moved from 0.07% to 0.11%, and its estimated monthly branded searches held steady at 5.4K.
  • Across the 12 months ending September 2026, The North Face’s share of searches among camping tent brands worldwide moved from 84.6% to 79.3%, and its estimated monthly branded searches moved from 6.7M to 4.1M.

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

1 change

  1. In September 2026, The North Face gained share of searches among camping tent brands worldwide, from 71.4% to 79.3%.

How are branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using MSR’s and The North Face’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.

MSR

1 branded search term

  • msr stove

The North Face

3 branded search terms

  • north face
  • the north face
  • thenorthface

How the Brand Demand Index is measured

Other head-to-heads among camping tent brands

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