How popular isFirst Lite?
In September 2026, people searched for First Lite by name about 140 times in New Zealand, a 33.3% decrease from the previous year. These searches made up 0.23% of all New Zealand base layer brand searches, placing First Lite eighth out of eight brands. When we asked both ChatGPT and Google AI Overviews about base layer brands, First Lite did not appear in any of the answers.
First Lite is the eighth most searched of 8 competitors and not listed in any AI answer.
MacpacShare of searches 82.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
Mons RoyaleShare of searches 15.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
ColumbiaShare of searches 0.57%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
IcebreakerShare of searches 0.57%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
First LiteShare of searches 0.23%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, First Lite 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.
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
Asked ChatGPT
“Which base layer brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best base layer brands in New Zealand?”
Asked ChatGPT
“What's the best base layer brand in New Zealand for cold weather?”
Searched Google, AI Overview
“thermal base layer”
Searched Google, AI Overview
“merino base layer nz”
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 First Lite?
Share of searches by month for Macpac, Mons Royale, First Lite. The figures are in the table below the chart.
View monthly share of searches table
| Month | Macpac | Mons Royale | Columbia | Icebreaker | Burton | Devold | Castelli | First Lite |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 90% | 7.9% | 0.48% | 0.56% | 0.14% | 0.26% | 0.32% | 0.32% |
| Nov 2025 | 89% | 9.4% | 0.34% | 0.49% | 0.09% | 0.26% | 0.26% | 0.21% |
| Dec 2025 | 91.1% | 7.6% | 0.43% | 0.28% | 0.07% | 0.21% | 0.17% | 0.14% |
| Jan 2026 | 90.6% | 7.7% | 0.52% | 0.34% | 0.13% | 0.31% | 0.21% | 0.21% |
| Feb 2026 | 88.9% | 9% | 0.53% | 0.46% | 0.16% | 0.38% | 0.3% | 0.3% |
| Mar 2026 | 87.3% | 10.9% | 0.44% | 0.46% | 0.11% | 0.31% | 0.25% | 0.25% |
| Apr 2026 | 86.9% | 11% | 0.58% | 0.37% | 0.16% | 0.3% | 0.3% | 0.3% |
| May 2026 | 86.7% | 11.2% | 0.62% | 0.41% | 0.16% | 0.25% | 0.38% | 0.31% |
| Jun 2026 | 88.6% | 9.5% | 0.55% | 0.36% | 0.22% | 0.22% | 0.27% | 0.22% |
| Jul 2026 | 84.3% | 13.4% | 0.57% | 0.54% | 0.46% | 0.3% | 0.25% | 0.2% |
| Aug 2026 | 81.8% | 15.5% | 0.72% | 0.59% | 0.53% | 0.29% | 0.23% | 0.29% |
| Sep 2026 | 82.4% | 15.2% | 0.57% | 0.57% | 0.34% | 0.34% | 0.28% | 0.23% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 82.4% | 50.4K | -16.1% | +0.6 points | |
| 2, held 2nd | 15.2% | 9.3K | -18.3% | -0.3 points | |
| 3, held 3rd | 0.57% | 350 | -34% | -0.1 points | |
| 4, held 4th | 0.57% | 350 | -18.6% | 0 points | |
| 5, held 5th | 0.34% | 210 | -46.2% | -0.2 points | |
| 6, held 6th | 0.34% | 210 | 0% | +0.1 points | |
| 7, moved from 8th to 7th | 0.28% | 170 | 0% | 0 pointsmoved from 8th to 7th | |
| 8, moved from 7th to 8th | 0.23% | 140 | -33.3% | -0.1 pointsmoved from 7th to 8th |
1.
Macpac82.4%
Held 1st. 50.4K estimated branded searches, -16.1% vs prior month. Share +0.6 points.
15.2%
Held 2nd. 9.3K estimated branded searches, -18.3% vs prior month. Share -0.3 points.
3.
Columbia0.57%
Held 3rd. 350 estimated branded searches, -34% vs prior month. Share -0.1 points.
0.57%
Held 4th. 350 estimated branded searches, -18.6% vs prior month. Share 0 points.
5.
Burton0.34%
Held 5th. 210 estimated branded searches, -46.2% vs prior month. Share -0.2 points.
6.
Devold0.34%
Held 6th. 210 estimated branded searches, 0% vs prior month. Share +0.1 points.
7.
Castelli0.28%
Moved from 8th to 7th. 170 estimated branded searches, 0% vs prior month. Share 0 points.
0.23%
Moved from 7th to 8th. 140 estimated branded searches, -33.3% vs prior month. Share -0.1 points.
Compare popularity between First Lite and its closest rivals
Every comparison with First Lite
20 comparisons
- Bushbuck vs First Lite
- First Lite vs Gamegear
- First Lite vs Huntech
- First Lite vs Hunters Element
- First Lite vs Kuiu
- First Lite vs Lamington
- First Lite vs Norsewear
- First Lite vs Ridgeline
- First Lite vs Stoney Creek
- First Lite vs Swazi
- First Lite vs The Wool Company
- Burton vs First Lite
- Castelli vs First Lite
- Columbia vs First Lite
- Devold vs First Lite
- First Lite vs Icebreaker
- First Lite vs Macpac
- First Lite vs Mons Royale
- First Lite vs Sitka
- Darn Tough vs First Lite
How has branded search demand for First Lite changed in New Zealand over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for First Lite in New Zealand fell from 210 to 140.
- Across the 12 months ending September 2026, First Lite fell from 6th to 8th among base layer brands in New Zealand.
How did search popularity change for New Zealand base layer brands in September 2026?
6 changes
In September 2026, Macpac gained share of searches among base layer brands in New Zealand, from 81.8% to 82.4%.
In September 2026, Castelli rose from 8th to 7th among base layer brands in New Zealand.
In September 2026, First Lite fell from 7th to 8th among base layer brands in New Zealand.
Estimated monthly branded searches for Burton in New Zealand rose 133.3% over 12 measured months, from 90 to 210 in September 2026.
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.
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 First Lite’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using First Lite’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.
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Where does First Lite compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Base layer brands | 8th of 8 | 0.23% | Shown above |
| Hunting clothing brands | 9th of 10 | 0.47% | Show ranking |
| Merino wool sock brands | 5th of 6 | 2.6% | Show ranking |
Is First Lite 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.