Brandwave

How popular isColumbia?

In September 2026, people searched for Columbia by name about 860 times in New Zealand, about the same as the previous year. These searches made up 56.5% of all New Zealand backpack cooler brand searches, placing Columbia first out of six brands. When we asked both ChatGPT and Google AI Overviews about backpack cooler brands, Columbia did not appear in any of the answers.

Search and AI answers in September 2026

Columbia is the most searched of 6 competitors and not listed in any AI answer.

  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

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Top backpack cooler brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Columbia did not appear in any of the five answers.

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 Columbia?

Columbia against backpack cooler brands in New Zealand, by month

Share of searches by month for Columbia, Igloo, YETI. 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 Columbia and its closest rivals

Every comparison with Columbia

26 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Columbia in New Zealand held steady, from 830 to 860.
  • Across the 12 months ending September 2026, Columbia’s share of searches among backpack cooler brands in New Zealand increased from 42.7% to 56.5%.
  • Across the 12 months ending September 2026, Columbia’s share of searches among backpack cooler brands in New Zealand peaked at 72.6% in June 2026 and was lowest at 26.4% in December 2025.

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 Columbia’s branded searches counted?

8 search terms

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

  • columbia clothing
  • columbia fleece jacket
  • columbia jacket
  • columbia rain jacket
  • columbia ski jacket
  • columbia sportswear
  • columbia sportswear fleece
  • puffy columbia jacket

Do you work for Columbia? 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 Columbia compete?

Columbia is ranked in six competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Outdoor clothing brands10th of 120.44%Show ranking
Waterproof jacket brands6th of 70.33%Show ranking
Base layer brands3rd of 80.57%Show ranking
Waterproof boots brands7th of 80.86%Show ranking
Hiking shoe brands5th of 71.9%Show ranking
Backpack cooler brands1st of 656.5%Shown above
Creator with pink hair and a pink jacket

Is Columbia your brand?

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