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 19.3% of all New Zealand ski and snowboard brand searches, placing Burton second out of 12 brands. When we asked both ChatGPT and Google AI Overviews about ski and snowboard brands, Burton appeared in four of the five answers and was the most recommended of the 12.

Search and AI answers in September 2026

Burton is the second most searched of 12 competitors and the most recommended in AI answers.

  1. BlizzardShare of searches 29.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 7th
  2. BurtonShare of searches 19.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  3. Salomon SkiShare of searches 9.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  4. GNUShare of searches 7.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 6th
  5. VölklShare of searches 6.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 10th

+7 more

Burton website (opens in a new tab)

Follow Burton and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top ski and snowboard brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Burton was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Burton is the most recommended of the 12.

Most recommended by AI

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

  1. Burton1st
  2. Jones Snowboards2nd
  3. Salomon Ski3rd
  4. Atomic4th
  5. Rossignol5th
  6. GNU6th
  7. Blizzard7th
  8. Capita8th
  9. Nordica9th
  10. Völkl10th
  11. +2 more

Mentioned by AI

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

  • Burton4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Atomic4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Jones Snowboards4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Blizzard3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Salomon Ski3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • GNU3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • K23 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Rossignol3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Capita3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Völkl2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers

+2 more

See every answer about ski and snowboard brands

5 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which ski and snowboard brands compete with Burton?

Burton against ski and snowboard brands in New Zealand, by month

Share of searches by month for Blizzard, Burton, Salomon Ski, GNU, Völkl, K2, Atomic, Rossignol, Lib Tech, Capita, Jones Snowboards. The figures are in the table below the chart.

View monthly share of searches table
MonthBlizzardBurtonSalomon SkiGNUVölklK2AtomicRossignolLib TechCapitaJones SnowboardsNordica
Oct 202532%14.5%6.6%14.8%5.6%6.1%4.2%4%4.9%3.5%2.9%0.84%
Nov 202542.8%15.1%5%13.3%3.8%4.1%3.4%3.4%2.5%3.8%2%0.9%
Dec 202541.7%14.3%5.3%12.9%4.4%4.2%3.5%4.4%3.1%3.1%2.4%0.88%
Jan 202637%15.6%7.6%14%4.7%4.1%3.3%3.7%3.5%3.3%2.7%0.58%
Feb 202634.1%20.7%6%14.2%4.7%4.1%4.5%3.3%2.8%3%2%0.57%
Mar 202634.8%17.2%6.6%10.8%5.9%5.5%4.2%3.7%3.3%4.8%2.6%0.73%
Apr 202634.3%17.3%6.7%13%6%6%4.5%4.5%2.2%3.1%1.6%0.9%
May 202634.3%17.7%7%10.3%6.7%6.6%4.3%4.7%2.9%3%1.6%1%
Jun 202639.6%19.4%6.1%9.7%4.6%5.7%3.7%4.4%2.1%2.3%1.9%0.44%
Jul 202613.9%30.2%11.4%6.2%7.5%8.8%6.7%6.1%3.6%2.3%2.8%0.78%
Aug 202614.5%26.9%10.6%9.9%7.3%7.7%6.9%5.9%3.9%2.4%3%0.84%
Sep 202629.7%19.3%9.8%7.4%6.8%6.3%6.2%5.1%3.3%2.7%2.7%0.72%

  1. 1.Blizzard

    29.7%

    Moved from 2nd to 1st. 2.9K estimated branded searches, +52.6% vs prior month. Share +15.2 points.

  2. 2.Burton

    19.3%

    Moved from 1st to 2nd. 1.9K estimated branded searches, -46.5% vs prior month. Share -7.6 points.

  3. 3.Salomon Ski

    9.8%

    Held 3rd. 960 estimated branded searches, -30.9% vs prior month. Share -0.8 points.

  4. 4.GNU

    7.4%

    Held 4th. 720 estimated branded searches, -44.6% vs prior month. Share -2.5 points.

  5. 5.Völkl

    6.8%

    Moved from 6th to 5th. 660 estimated branded searches, -31.3% vs prior month. Share -0.6 points.

  6. 6.K2

    6.3%

    Moved from 5th to 6th. 620 estimated branded searches, -38.6% vs prior month. Share -1.4 points.

  7. 7.Atomic

    6.2%

    Held 7th. 610 estimated branded searches, -33% vs prior month. Share -0.7 points.

  8. 8.Rossignol

    5.1%

    Held 8th. 500 estimated branded searches, -35.9% vs prior month. Share -0.8 points.

  9. 9.Lib Tech

    3.3%

    Held 9th. 320 estimated branded searches, -37.3% vs prior month. Share -0.6 points.

  10. 10.Capita

    2.7%

    Moved from 11th to 10th. 260 estimated branded searches, -18.8% vs prior month. Share +0.2 points.

  11. 11.Jones Snowboards

    2.7%

    Moved from 10th to 11th. 260 estimated branded searches, -33.3% vs prior month. Share -0.3 points.

  12. 12.Nordica

    0.72%

    Held 12th. 70 estimated branded searches, -36.4% vs prior month. Share -0.1 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 ski and snowboard brands in New Zealand increased from 14.5% to 19.3%.
  • Across the 12 months ending September 2026, Burton’s share of searches among ski and snowboard brands in New Zealand peaked at 30.2% in July 2026 and was lowest at 14.3% in December 2025.
  • Across the 12 months ending September 2026, Burton rose from 3rd to 2nd among ski and snowboard brands in New Zealand.

How did search popularity change for New Zealand ski and snowboard brands in September 2026?

6 changes

  1. In September 2026, Blizzard overtook Burton to become the leader among ski and snowboard brands in New Zealand, with 29.7% of the searches.

  2. In September 2026, Burton lost share of searches among ski and snowboard brands in New Zealand, from 26.9% to 19.3%.

  3. In September 2026, GNU lost share of searches among ski and snowboard brands in New Zealand, from 9.9% to 7.4%.

  4. In September 2026, K2 lost share of searches among ski and snowboard brands in New Zealand, from 7.7% to 6.3%.

  5. In September 2026, Rossignol lost share of searches among ski and snowboard brands in New Zealand, from 5.9% to 5.1%.

  6. In September 2026, Salomon Ski lost share of searches among ski and snowboard brands in New Zealand, from 10.6% to 9.8%.

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%Shown above
Bindings brands2nd of 525%Show ranking
Creator with pink hair and a pink jacket

Is Burton your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

Start free