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 0.33% of all New Zealand waterproof jacket brand searches, placing Columbia sixth out of seven brands. When we asked both ChatGPT and Google AI Overviews about waterproof jacket brands, Columbia did not appear in any of the answers.

Search and AI answers in September 2026

Columbia is the sixth most searched of 7 competitors and not listed in any AI answer.

  1. KathmanduShare of searches 44.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. MacpacShare of searches 31.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  3. PatagoniaShare of searches 15.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  4. The North FaceShare of searches 4.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  5. ColumbiaShare of searches 0.33%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top waterproof jacket 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. Kathmandu1st
  2. Macpac2nd
  3. Patagonia3rd
  4. The North Face4th
  5. Cactus Outdoor5th
  6. Columbia–
  7. Rab–

Mentioned by AI

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

  • Kathmandu5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Macpac5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Patagonia4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • The North Face2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Cactus Outdoor2 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
  • Rab0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about waterproof jacket 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 waterproof jacket brands compete with Columbia?

Columbia against waterproof jacket brands in New Zealand, by month

Share of searches by month for Kathmandu, Macpac, Patagonia, The North Face, Cactus Outdoor, Columbia. The figures are in the table below the chart.

View monthly share of searches table
MonthKathmanduMacpacPatagoniaThe North FaceCactus OutdoorColumbiaRab
Oct 202541.9%36.1%14.3%3.3%3.9%0.36%0.07%
Nov 202547.7%34%12.6%2.9%2.5%0.25%0.05%
Dec 202545.5%37.6%11.6%2.7%2.2%0.3%0.06%
Jan 202642.3%34.5%15.8%3.9%3.1%0.36%0.06%
Feb 202641.6%34.9%16.6%3.3%3.1%0.36%0.08%
Mar 202641.9%36.1%14.3%3.4%3.9%0.32%0.08%
Apr 202645.2%32.2%15.1%3.6%3.5%0.34%0.09%
May 202642.4%35.5%13.5%4.3%3.9%0.39%0.12%
Jun 202643%36.8%11.6%4.8%3.3%0.37%0.07%
Jul 202646.6%32.2%12.4%4.9%3.5%0.32%0.09%
Aug 202643.1%30.5%17.4%5.2%3.3%0.38%0.09%
Sep 202644.9%31.6%15.3%4.4%3.4%0.33%0.07%

  1. 1.Kathmandu

    44.9%

    Held 1st. 57.6K estimated branded searches, -17.6% vs prior month. Share +1.8 points.

  2. 2.Macpac

    31.6%

    Held 2nd. 40.5K estimated branded searches, -18.2% vs prior month. Share +1.1 points.

  3. 3.Patagonia

    15.3%

    Held 3rd. 19.6K estimated branded searches, -30.7% vs prior month. Share -2.1 points.

  4. 4.The North Face

    4.4%

    Held 4th. 5.7K estimated branded searches, -33.6% vs prior month. Share -0.8 points.

  5. 5.Cactus Outdoor

    3.4%

    Held 5th. 4.4K estimated branded searches, -18.5% vs prior month. Share +0.1 points.

  6. 6.Columbia

    0.33%

    Held 6th. 420 estimated branded searches, -32.3% vs prior month. Share -0.1 points.

  7. 7.Rab

    0.07%

    Held 7th. 90 estimated branded searches, -35.7% vs prior month. Share 0 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’s share of searches among waterproof jacket brands in New Zealand held steady, from 0.36% to 0.33%.

How did search popularity change for New Zealand waterproof jacket brands in September 2026?

6 changes

  1. In September 2026, Kathmandu gained share of searches among waterproof jacket brands in New Zealand, from 43.1% to 44.9%.

  2. In September 2026, Macpac gained share of searches among waterproof jacket brands in New Zealand, from 30.5% to 31.6%.

  3. In September 2026, Patagonia lost share of searches among waterproof jacket brands in New Zealand, from 17.4% to 15.3%.

  4. In September 2026, The North Face lost share of searches among waterproof jacket brands in New Zealand, from 5.2% to 4.4%.

  5. Estimated monthly branded searches for Cactus Outdoor in New Zealand fell 18.5% over 12 measured months, from 5.4K to 4.4K in September 2026.

  6. Estimated monthly branded searches for Columbia in New Zealand fell 14.3% over 12 measured months, from 490 to 420 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%Shown above
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%Show ranking
Creator with pink hair and a pink jacket

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