Norrøna vs Patagonia:Which is more popular?
In September 2026, Patagonia had more branded searches than Norrøna among ski jackets worldwide. Patagonia had about 2.7 million branded searches, while Norrøna had 165,000. Patagonia made up 26.9% of all ski jacket searches we track, and Norrøna accounted for 1.6%. When we asked ChatGPT and Google AI Overviews about ski jackets, Norrøna and Patagonia each appeared in three of the five answers. Norrøna and Patagonia were each mentioned first in two of the four answers that named either.
Who do people search for more?
Patagonia, about 17 searches for every 1 for Norrøna
Who does AI mention more?
Both were mentioned in 3 of 5 answers.
Who does AI recommend more?
Each is named first in 2 of 4 answers.
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Top ski jackets in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Norrøna was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Patagonia was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Norrøna and Patagonia were each listed first in two of the four answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Arc'teryx1st
Helly Hansen2nd
Columbia3rd- Patagonia4th
Norrøna5th
The North Face6th
Outdoor Research7th
Spyder–
Salomon–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Helly Hansen5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Arc'teryx4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Columbia4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- The North Face3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Patagonia3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Norrøna3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Outdoor Research3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Spyder0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Salomon0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about ski jackets
5 answers
Asked ChatGPT
“Which ski jacket brand should I buy?”
Asked ChatGPT
“What are the best ski jacket brands?”
Asked ChatGPT
“What's the best ski jacket brand for cold snowy conditions?”
Searched Google, AI Overview
“best ski jacket”
Searched Google, AI Overview
“waterproof ski jacket”
Brands are shown in the order each answer named them. The survey took place in the United States on October 19, 2026.
Is Norrøna or Patagonia more popular in search?
This chart shows how often people search Google for Norrøna and Patagonia by name. Each line represents a brand's share of searches for all nine ski jackets we track, month by month, from English-language searches worldwide.
Share of searches by month for Patagonia, Norrøna. The figures are in the table below the chart.
View monthly share of searches table
| Month | The North Face | Patagonia | Arc'teryx | Helly Hansen | Spyder | Norrøna | Columbia | Outdoor Research | Salomon |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 44.6% | 27.2% | 18.2% | 5.5% | 1.5% | 1.1% | 1.1% | 0.6% | 0.18% |
| Nov 2025 | 49.8% | 22.4% | 18.3% | 5.5% | 1% | 0.9% | 1.3% | 0.6% | 0.14% |
| Dec 2025 | 47.6% | 21.4% | 21.4% | 5.2% | 1.2% | 0.86% | 1.3% | 0.71% | 0.18% |
| Jan 2026 | 44.7% | 24.6% | 20.1% | 6% | 1.4% | 1.2% | 0.99% | 0.66% | 0.25% |
| Feb 2026 | 41.7% | 28% | 18.7% | 5.6% | 1.5% | 2.1% | 1.1% | 0.92% | 0.27% |
| Mar 2026 | 37.7% | 33.7% | 18.4% | 4.5% | 1.8% | 1.7% | 1.1% | 0.75% | 0.32% |
| Apr 2026 | 34.6% | 34.9% | 19.1% | 4.7% | 2.3% | 1.7% | 1.4% | 0.94% | 0.37% |
| May 2026 | 38.9% | 32% | 17.5% | 5.3% | 2.5% | 1.3% | 1.3% | 0.87% | 0.33% |
| Jun 2026 | 35% | 35.2% | 19.3% | 4.7% | 1.8% | 1.2% | 1.4% | 0.95% | 0.36% |
| Jul 2026 | 39.6% | 32.6% | 17.8% | 4.4% | 1.7% | 1.3% | 1.3% | 0.88% | 0.34% |
| Aug 2026 | 39.5% | 29.6% | 19.7% | 4.9% | 1.9% | 1.8% | 1.5% | 0.8% | 0.38% |
| Sep 2026 | 40% | 26.9% | 22% | 5.4% | 1.7% | 1.6% | 1.3% | 0.73% | 0.29% |
How has the Norrøna and Patagonia comparison changed over the last 12 months?
3 findings
- Patagonia was ahead of Norrøna in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Norrøna’s share of searches among ski jackets worldwide moved from 1.1% to 1.6%, and its estimated monthly branded searches held steady at 165K.
- Across the 12 months ending September 2026, Patagonia’s share of searches among ski jackets worldwide moved from 27.2% to 26.9%, and its estimated monthly branded searches moved from 4.1M to 2.7M.
How did search popularity change for ski jackets worldwide in September 2026?
1 change
In September 2026, Patagonia lost share of searches among ski jackets worldwide, from 29.6% to 26.9%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Norrøna’s and Patagonia’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.
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