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 1.8% of all New Zealand snow pants brand searches, placing Burton sixth out of eight brands. When we asked both ChatGPT and Google AI Overviews about snow pants brands, Burton appeared in three of the five answers and was the second most recommended of the eight.

Search and AI answers in September 2026

Burton is the sixth most searched of 8 competitors and the second most recommended in AI answers.

  1. MacpacShare of searches 49.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 6th
  2. Arc'teryxShare of searches 19.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  3. PatagoniaShare of searches 18.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  4. The North FaceShare of searches 7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  5. BurtonShare of searches 1.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd

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Top snow pants brands in ChatGPT and Google AI Overviews

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

Most recommended by AI

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

  1. Patagonia1st
  2. Burton2nd
  3. The North Face3rd
  4. Helly Hansen4th
  5. Arc'teryx5th
  6. Macpac6th
  7. Volcom–
  8. Roxy–

Mentioned by AI

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

  • Patagonia5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Macpac3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • The North Face3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Burton3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Helly Hansen3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Arc'teryx2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Roxy1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Volcom0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about snow pants brands

5 answers

Not named in any answer:

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

Which snow pants brands compete with Burton?

Burton against snow pants brands in New Zealand, by month

Share of searches by month for Macpac, Arc'teryx, Patagonia, The North Face, Burton. The figures are in the table below the chart.

View monthly share of searches table
MonthMacpacArc'teryxPatagoniaThe North FaceVolcomBurtonHelly HansenRoxy
Oct 202559.6%13.1%17.8%5.5%1.7%0.76%1.6%0.01%
Nov 202560.4%12.7%18.1%5.2%1.5%0.53%1.6%<0.01%
Dec 202564.3%11.4%15.7%4.7%1.4%0.44%2.1%<0.01%
Jan 202656.8%12.2%20.8%6.3%1.4%0.56%1.8%0.02%
Feb 202657.3%12.1%20.9%5.4%1.4%1.4%1.5%0.01%
Mar 202661.2%11.3%18.3%5.7%1.5%0.67%1.3%0.01%
Apr 202656.5%12.8%20.7%6.3%1.5%0.67%1.5%<0.01%
May 202658.5%12.6%17.5%7.1%1.7%0.9%1.5%0.02%
Jun 202660%13.6%14.7%7.9%1.5%1.1%1.3%0.03%
Jul 202654.1%15.9%16.2%8.2%1.9%2.3%1.4%0.08%
Aug 202646.3%18.7%20.8%8%1.8%2.5%1.8%0.04%
Sep 202649.9%19.5%18.2%7%2%1.8%1.6%0.01%

  1. 1.Macpac

    49.9%

    Held 1st. 40.5K estimated branded searches, -18.2% vs prior month. Share +3.6 points.

  2. 2.Arc'teryx

    19.5%

    Moved from 3rd to 2nd. 15.8K estimated branded searches, -20.9% vs prior month. Share +0.8 points.

  3. 3.Patagonia

    18.2%

    Moved from 2nd to 3rd. 14.8K estimated branded searches, -33.3% vs prior month. Share -2.5 points.

  4. 4.The North Face

    7%

    Held 4th. 5.7K estimated branded searches, -33.6% vs prior month. Share -1 points.

  5. 5.Volcom

    2%

    Moved from 6th to 5th. 1.6K estimated branded searches, -18.4% vs prior month. Share +0.1 points.

  6. 6.Burton

    1.8%

    Moved from 5th to 6th. 1.5K estimated branded searches, -45.9% vs prior month. Share -0.7 points.

  7. 7.Helly Hansen

    1.6%

    Held 7th. 1.3K estimated branded searches, -31.6% vs prior month. Share -0.2 points.

  8. 8.Roxy

    0.01%

    Held 8th. 10 estimated branded searches, -75% vs prior month. Share 0 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 snow pants brands in New Zealand increased from 0.76% to 1.8%.
  • Across the 12 months ending September 2026, Burton’s share of searches among snow pants brands in New Zealand peaked at 2.5% in August 2026 and was lowest at 0.44% in December 2025.
  • Across the 12 months ending September 2026, Burton rose from 7th to 6th among snow pants brands in New Zealand.

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

6 changes

  1. In September 2026, Arc'teryx overtook Patagonia to rank 2nd among snow pants brands in New Zealand, with 19.5% of the searches.

  2. In September 2026, Macpac gained share of searches among snow pants brands in New Zealand, from 46.3% to 49.9%.

  3. In September 2026, Patagonia lost share of searches among snow pants brands in New Zealand, from 20.8% to 18.2%.

  4. In September 2026, The North Face lost share of searches among snow pants brands in New Zealand, from 8% to 7%.

  5. In September 2026, Burton lost share of searches among snow pants brands in New Zealand, from 2.5% to 1.8%.

  6. In September 2026, Volcom rose from 6th to 5th among snow pants brands in New Zealand.

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%Shown above
Base layer brands5th of 80.34%Show ranking
Ski and snowboard brands2nd of 1219.3%Show ranking
Bindings brands2nd of 525%Show ranking
Creator with pink hair and a pink jacket

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