Brandwave

How popular isColeman?

In September 2026, people searched for Coleman by name about 1,320 times in New Zealand, a 34.3% decrease from the previous year. These searches made up 1.6% of all New Zealand backpack cooler brand searches, placing Coleman fourth out of six brands. When we asked both ChatGPT and Google AI Overviews about backpack cooler brands, Coleman appeared in three of the five answers and was the third most recommended of the six.

Search and AI answers in September 2026

Coleman is the fourth most searched of 6 competitors and the third most recommended in AI answers.

  1. ColumbiaShare of searches 56.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. IglooShare of searches 33.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. YETIShare of searches 6.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  4. ColemanShare of searches 1.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  5. IceMuleShare of searches 1.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd

+1 more

Coleman website (opens in a new tab)

Follow Coleman 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 backpack cooler brands in ChatGPT and Google AI Overviews

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

Most recommended by AI

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

  1. YETI1st
  2. IceMule2nd
  3. Coleman3rd
  4. Engel4th
  5. Columbia–
  6. Igloo–

Mentioned by AI

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

  • IceMule5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • YETI4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Coleman3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Engel2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Columbia0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Igloo0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about backpack cooler brands

5 answers

  • Asked ChatGPT

    “Which backpack cooler brand should I buy in New Zealand?”

    1. 1YETI
    2. 2IceMule
    3. 3Engel

  • Asked ChatGPT

    “What are the best backpack cooler brands in New Zealand?”

    1. 1YETI
    2. 2IceMule
    3. 3Engel
    4. 4Coleman

  • Asked ChatGPT

    “What's the best backpack cooler brand in New Zealand for picnics and trips?”

    1. 1YETI
    2. 2Coleman
    3. 3IceMule

  • Searched Google, AI Overview

    “best backpack cooler”

    1. 1IceMule
    2. 2Coleman

  • Searched Google, AI Overview

    “insulated backpack cooler”

    1. 1YETI
    2. 2IceMule

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 backpack cooler brands compete with Coleman?

Coleman against backpack cooler brands in New Zealand, by month

Share of searches by month for Columbia, Igloo, YETI, Coleman. The figures are in the table below the chart.

View monthly share of searches table
MonthColumbiaIglooYETIColemanIceMuleEngel
Oct 202542.7%42.7%6.7%1.3%2.7%4%
Nov 202530.4%52.2%9.8%1.1%2.2%4.3%
Dec 202526.4%61.3%8.6%1.8%1.2%0.61%
Jan 202637.4%51.3%7.8%0.87%1.7%0.87%
Feb 202650%35.1%9.5%1.4%2.7%1.4%
Mar 202655.2%31.3%7.5%1.5%3%1.5%
Apr 202671.4%20%5.7%0%1.4%1.4%
May 202671.6%14.9%9.5%0%2.7%1.4%
Jun 202672.6%19.2%5.5%0%2.7%0%
Jul 202666.2%23%6.8%1.4%1.4%1.4%
Aug 202667.9%21.8%5.1%1.3%2.6%1.3%
Sep 202656.5%33.9%6.5%1.6%1.6%0%

  1. 1.Columbia

    56.5%

    Held 1st. 350 estimated branded searches, -34% vs prior month. Share -11.5 points.

  2. 2.Igloo

    33.9%

    Held 2nd. 210 estimated branded searches, +23.5% vs prior month. Share +12.1 points.

  3. 3.YETI

    6.5%

    Held 3rd. 40 estimated branded searches, 0% vs prior month. Share +1.3 points.

  4. 4.Coleman

    1.6%

    Moved from 5th to 4th. 10 estimated branded searches, 0% vs prior month. Share +0.3 points.

  5. 5.IceMule

    1.6%

    Moved from 4th to 5th. 10 estimated branded searches, -50% vs prior month. Share -1 points.

  6. 6.Engel

    0%

    Held 6th. 0 estimated branded searches, -100% vs prior month. Share -1.3 points.

Compare popularity between Coleman and its closest rivals

Every comparison with Coleman

16 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Coleman in New Zealand fell from 2K to 1.3K.
  • Across the 12 months ending September 2026, Coleman’s share of searches among backpack cooler brands in New Zealand peaked at 1.8% in December 2025 and was lowest at 0% in April 2026.
  • Across the 12 months ending September 2026, Coleman rose from 6th to 4th among backpack cooler brands in New Zealand.

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

6 changes

  1. In September 2026, Igloo gained share of searches among backpack cooler brands in New Zealand, from 21.8% to 33.9%.

  2. In September 2026, YETI gained share of searches among backpack cooler brands in New Zealand, from 5.1% to 6.5%.

  3. In September 2026, Columbia lost share of searches among backpack cooler brands in New Zealand, from 67.9% to 56.5%.

  4. In September 2026, Engel lost share of searches among backpack cooler brands in New Zealand, from 1.3% to 0%.

  5. In September 2026, IceMule lost share of searches among backpack cooler brands in New Zealand, from 2.6% to 1.6%.

  6. In September 2026, Coleman rose from 5th to 4th among backpack cooler brands in New Zealand.

How are Coleman’s branded searches counted?

15 search terms

Brandwave collects information about searches that people make online using Coleman’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.

  • coleman air mattress
  • coleman backpack cooler
  • coleman camping
  • coleman camping chair
  • coleman chilly bin
  • coleman cool box
  • coleman fuel canister
  • coleman gas canister
  • coleman gas grill
  • coleman gazebo
  • coleman gazebo wall
  • coleman ice box
  • coleman kaimai tent
  • coleman portable grill
  • coleman tent

Do you work for Coleman? 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 Coleman compete?

Coleman is ranked in 12 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Camping gear brands6th of 90.94%Show ranking
Camping chair brands6th of 80.06%Show ranking
Gas grill brands7th of 70%Show ranking
Air mattress brands4th of 41.1%Show ranking
Chilly bin and cooler brands5th of 82.5%Show ranking
Portable grill brands5th of 50.29%Show ranking
Gas canister brands4th of 40.35%Show ranking
Cool box brands5th of 60.47%Show ranking
Camping stove brands3rd of 43.3%Show ranking
Fuel canister brands3rd of 30.5%Show ranking
Ice box brands6th of 61.1%Show ranking
Backpack cooler brands4th of 61.6%Shown above
Creator with pink hair and a pink jacket

Is Coleman 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