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 0.57% of all New Zealand base layer brand searches, placing Columbia third out of eight brands. When we asked both ChatGPT and Google AI Overviews about base layer brands, Columbia did not appear in any of the answers.

Search and AI answers in September 2026

Columbia is the third most searched of 8 competitors and not listed in any AI answer.

  1. MacpacShare of searches 82.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  2. Mons RoyaleShare of searches 15.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  3. ColumbiaShare of searches 0.57%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. IcebreakerShare of searches 0.57%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  5. BurtonShare of searches 0.34%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top base layer 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. Icebreaker1st
  2. Mons Royale2nd
  3. Macpac3rd
  4. Devold4th
  5. Columbia–
  6. Burton–
  7. Castelli–
  8. First Lite–

Mentioned by AI

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

  • Macpac5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Mons Royale5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Icebreaker4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Devold2 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
  • Burton0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Castelli0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • First Lite0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about base layer 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 20, 2026.

Which base layer brands compete with Columbia?

Columbia against base layer brands in New Zealand, by month

Share of searches by month for Macpac, Mons Royale, Columbia. The figures are in the table below the chart.

View monthly share of searches table
MonthMacpacMons RoyaleColumbiaIcebreakerBurtonDevoldCastelliFirst Lite
Oct 202590%7.9%0.48%0.56%0.14%0.26%0.32%0.32%
Nov 202589%9.4%0.34%0.49%0.09%0.26%0.26%0.21%
Dec 202591.1%7.6%0.43%0.28%0.07%0.21%0.17%0.14%
Jan 202690.6%7.7%0.52%0.34%0.13%0.31%0.21%0.21%
Feb 202688.9%9%0.53%0.46%0.16%0.38%0.3%0.3%
Mar 202687.3%10.9%0.44%0.46%0.11%0.31%0.25%0.25%
Apr 202686.9%11%0.58%0.37%0.16%0.3%0.3%0.3%
May 202686.7%11.2%0.62%0.41%0.16%0.25%0.38%0.31%
Jun 202688.6%9.5%0.55%0.36%0.22%0.22%0.27%0.22%
Jul 202684.3%13.4%0.57%0.54%0.46%0.3%0.25%0.2%
Aug 202681.8%15.5%0.72%0.59%0.53%0.29%0.23%0.29%
Sep 202682.4%15.2%0.57%0.57%0.34%0.34%0.28%0.23%

  1. 1.Macpac

    82.4%

    Held 1st. 50.4K estimated branded searches, -16.1% vs prior month. Share +0.6 points.

  2. 2.Mons Royale

    15.2%

    Held 2nd. 9.3K estimated branded searches, -18.3% vs prior month. Share -0.3 points.

  3. 3.Columbia

    0.57%

    Held 3rd. 350 estimated branded searches, -34% vs prior month. Share -0.1 points.

  4. 4.Icebreaker

    0.57%

    Held 4th. 350 estimated branded searches, -18.6% vs prior month. Share 0 points.

  5. 5.Burton

    0.34%

    Held 5th. 210 estimated branded searches, -46.2% vs prior month. Share -0.2 points.

  6. 6.Devold

    0.34%

    Held 6th. 210 estimated branded searches, 0% vs prior month. Share +0.1 points.

  7. 7.Castelli

    0.28%

    Moved from 8th to 7th. 170 estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.First Lite

    0.23%

    Moved from 7th to 8th. 140 estimated branded searches, -33.3% vs prior month. Share -0.1 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?

2 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 rose from 4th to 3rd among base layer brands in New Zealand.

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

6 changes

  1. In September 2026, Macpac gained share of searches among base layer brands in New Zealand, from 81.8% to 82.4%.

  2. In September 2026, Castelli rose from 8th to 7th among base layer brands in New Zealand.

  3. In September 2026, First Lite fell from 7th to 8th among base layer brands in New Zealand.

  4. Estimated monthly branded searches for Burton in New Zealand rose 133.3% over 12 measured months, from 90 to 210 in September 2026.

  5. Estimated monthly branded searches for Mons Royale in New Zealand rose 77.3% over 12 measured months, from 5.3K to 9.3K in September 2026.

  6. Estimated monthly branded searches for Devold in New Zealand rose 23.5% over 12 measured months, from 170 to 210 in September 2026.

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%Shown above
Waterproof boots brands7th of 80.86%Show ranking
Hiking shoe brands5th of 71.9%Show ranking
Backpack cooler brands1st of 656.5%Show ranking
Creator with pink hair and a pink jacket

Is Columbia your brand?

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