Brandwave

How popular isDevold?

In September 2026, people searched for Devold by name about 210 times in New Zealand, a 23.5% increase from the previous year. These searches made up 0.34% of all New Zealand base layer brand searches, placing Devold sixth out of eight brands. When we asked both ChatGPT and Google AI Overviews about base layer brands, Devold appeared in two of the five answers and was the fourth most recommended of the eight.

Search and AI answers in September 2026

Devold is the sixth most searched of 8 competitors and the fourth most recommended in AI answers.

  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. DevoldShare of searches 0.34%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th

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Top base layer brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Devold was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Devold is the fourth most recommended of the eight.

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 Devold?

Devold against base layer brands in New Zealand, by month

Share of searches by month for Macpac, Mons Royale, Devold. 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 Devold and its closest rivals

Every comparison with Devold

7 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Devold in New Zealand rose from 170 to 210.
  • Across the 12 months ending September 2026, Devold rose from 7th to 6th 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 Devold’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Devold’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • devold

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How the Brand Demand Index is measured

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