Brandwave

How popular isBurton?

In September 2026, people searched for Burton by name about 1,890 times in New Zealand, an 119.8% increase from the previous year. These searches made up 25% of all New Zealand bindings brand searches, placing Burton second out of five brands. When we asked both ChatGPT and Google AI Overviews about bindings brands, Burton appeared in all answers and was the second most recommended of the five.

Search and AI answers in September 2026

Burton is the second most searched of 5 competitors and the second most recommended in AI answers.

  1. UnionShare of searches 33.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. BurtonShare of searches 25%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  3. HyperliteShare of searches 22.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. SalomonShare of searches 11.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  5. RonixShare of searches 7.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top bindings brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Burton appeared in all five answers. Burton is the second most recommended of the five.

Most recommended by AI

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

  1. Union1st
  2. Burton2nd
  3. Salomon3rd
  4. Hyperlite–
  5. Ronix–

Mentioned by AI

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

  • Union5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Burton5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Salomon3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Hyperlite0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ronix0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about bindings brands

5 answers

  • Asked ChatGPT

    “Which bindings brand should I buy in New Zealand?”

    1. 1Union
    2. 2Burton

  • Asked ChatGPT

    “What are the best bindings brands in New Zealand?”

    1. 1Union
    2. 2Burton
    3. 3Salomon

  • Asked ChatGPT

    “What's the best bindings brand in New Zealand for snow sports?”

    1. 1Union
    2. 2Burton
    3. 3Salomon

  • Searched Google, AI Overview

    “best snowboard bindings”

    1. 1Burton
    2. 2Salomon
    3. 3Union

  • Searched Google, AI Overview

    “binding brand”

    1. 1Union
    2. 2Burton

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Which bindings brands compete with Burton?

Burton against bindings brands in New Zealand, by month

Share of searches by month for Union, Burton, Hyperlite, Salomon, Ronix. The figures are in the table below the chart.

View monthly share of searches table
MonthUnionBurtonHyperliteSalomonRonix
Oct 202520.7%15.5%34.5%8.6%20.7%
Nov 202516.9%11.9%47.5%3.4%20.3%
Dec 202511.6%10.1%53.6%4.3%20.3%
Jan 202610.8%14.9%50%5.4%18.9%
Feb 202621.9%17.2%37.5%6.3%17.2%
Mar 202620.3%15.3%42.4%6.8%15.3%
Apr 202619.6%25%33.9%10.7%10.7%
May 202631.7%23.3%26.7%10%8.3%
Jun 202624.6%34.4%21.3%11.5%8.2%
Jul 202627.4%34.5%16.8%14.2%7.1%
Aug 202631.4%33.1%14.4%17.8%3.4%
Sep 202633.3%25%22.6%11.9%7.1%

  1. 1.Union

    33.3%

    Moved from 2nd to 1st. 280 estimated branded searches, -24.3% vs prior month. Share +2 points.

  2. 2.Burton

    25%

    Moved from 1st to 2nd. 210 estimated branded searches, -46.2% vs prior month. Share -8.1 points.

  3. 3.Hyperlite

    22.6%

    Moved from 4th to 3rd. 190 estimated branded searches, +11.8% vs prior month. Share +8.2 points.

  4. 4.Salomon

    11.9%

    Moved from 3rd to 4th. 100 estimated branded searches, -52.4% vs prior month. Share -5.9 points.

  5. 5.Ronix

    7.1%

    Held 5th. 60 estimated branded searches, +50% vs prior month. Share +3.8 points.

Compare popularity between Burton and its closest rivals

Every comparison with Burton

27 comparisons

How has branded search demand for Burton changed in New Zealand over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Burton in New Zealand rose from 860 to 1.9K.
  • Across the 12 months ending September 2026, Burton’s share of searches among bindings brands in New Zealand increased from 15.5% to 25%.
  • Across the 12 months ending September 2026, Burton’s share of searches among bindings brands in New Zealand peaked at 34.5% in July 2026 and was lowest at 10.1% in December 2025.
  • Across the 12 months ending September 2026, Burton rose from 4th to 2nd among bindings brands in New Zealand.

How did search popularity change for New Zealand bindings brands in September 2026?

5 changes

  1. In September 2026, Union overtook Burton to become the leader among bindings brands in New Zealand, with 33.3% of the searches.

  2. In September 2026, Hyperlite overtook Salomon to rank 3rd among bindings brands in New Zealand, with 22.6% of the searches.

  3. In September 2026, Ronix gained share of searches among bindings brands in New Zealand, from 3.4% to 7.1%.

  4. In September 2026, Burton lost share of searches among bindings brands in New Zealand, from 33.1% to 25%.

  5. In September 2026, Salomon lost share of searches among bindings brands in New Zealand, from 17.8% to 11.9%.

How are Burton’s branded searches counted?

11 search terms

Brandwave collects information about searches that people make online using Burton’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • burton jacket
  • burton ripcord snowboard
  • burton ski
  • burton ski boots
  • burton ski gear
  • burton snow
  • burton snow backpack
  • burton snow boots
  • burton snow gloves
  • burton snowboard bindings
  • snowboard burton process

Do you work for Burton? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Burton compete?

Burton is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Snow pants brands6th of 81.8%Show ranking
Base layer brands5th of 80.34%Show ranking
Ski and snowboard brands2nd of 1219.3%Show ranking
Bindings brands2nd of 525%Shown above
Creator with pink hair and a pink jacket

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