--- title: "First Lite: search popularity in New Zealand" description: "First Lite makes hunting clothing for backcountry hunters. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/nz/brands/first-lite" publisher: "Brandwave" --- # First Lite: search popularity in New Zealand First Lite makes hunting clothing for backcountry hunters. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: First Lite - **Market**: New Zealand - **Measured month**: Sep 2026 - **Share of Search among base layer brands**: 0.23% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Base layer brands | 8 | 0.23% | 140 | | Hunting clothing brands | 9 | 0.47% | 140 | | Merino wool sock brands | 5 | 2.6% | 140 | - [Base layer brands](/demand/nz/categories/nz-base-layer-brands) - [Hunting clothing brands](/demand/nz/categories/nz-hunting-clothing-brands) - [Merino wool sock brands](/demand/nz/categories/nz-merino-wool-sock-brands) ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Icebreaker | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | Mons Royale | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | Macpac | 3rd | 3 of 3 | 2 of 2 | 5 of 5 | | Devold | 4th | 2 of 3 | 0 of 2 | 2 of 5 | | Columbia | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Burton | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Castelli | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | First Lite | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about base layer brands - Asked ChatGPT "Which base layer brand should I buy in New Zealand?": 1. Icebreaker, 2. Macpac, 3. Mons Royale - Asked ChatGPT "What are the best base layer brands in New Zealand?": 1. Icebreaker, 2. Mons Royale, 3. Macpac, 4. Devold - Asked ChatGPT "What's the best base layer brand in New Zealand for cold weather?": 1. Icebreaker, 2. Mons Royale, 3. Macpac, 4. Devold - Searched Google, AI Overview "thermal base layer": 1. Mons Royale, 2. Macpac - Searched Google, AI Overview "merino base layer nz": 1. Icebreaker, 2. Mons Royale, 3. Macpac Not named in any answer: Columbia, Burton, Castelli and First Lite. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 20, 2026. ## How has branded search demand for First Lite changed in New Zealand over the last 12 months? - 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. - Across the 12 months ending September 2026, First Lite’s share of searches among hunting clothing brands in New Zealand held steady, from 0.82% to 0.47%. - Across the 12 months ending September 2026, First Lite’s share of searches among merino wool sock brands in New Zealand decreased from 5.3% to 2.6%. - Across the 12 months ending September 2026, First Lite’s share of searches among merino wool sock brands in New Zealand peaked at 5.5% in February 2026 and was lowest at 1.7% in July 2026. ## How did search popularity change for New Zealand base layer brands in September 2026? - 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 did search popularity change for New Zealand hunting clothing brands in September 2026? - In September 2026, Kuiu overtook Huntech to rank 6th among hunting clothing brands in New Zealand, with 3.1% of the searches. - In September 2026, Stoney Creek gained share of searches among hunting clothing brands in New Zealand, from 29.4% to 33.4%. - In September 2026, Gamegear gained share of searches among hunting clothing brands in New Zealand, from 7.8% to 9.8%. - In September 2026, Hunters Element lost share of searches among hunting clothing brands in New Zealand, from 22.9% to 18.2%. - In September 2026, Bushbuck lost share of searches among hunting clothing brands in New Zealand, from 19.6% to 18.2%. - In September 2026, Swazi lost share of searches among hunting clothing brands in New Zealand, from 14% to 12.8%. ## How did search popularity change for New Zealand merino wool sock brands in September 2026? - In September 2026, Norsewear gained share of searches among merino wool sock brands in New Zealand, from 30% to 35.2%. - In September 2026, Darn Tough gained share of searches among merino wool sock brands in New Zealand, from 1.4% to 2%. - In September 2026, The Wool Company lost share of searches among merino wool sock brands in New Zealand, from 30% to 24.1%. - In September 2026, Lamington rose from 3rd to 2nd among merino wool sock brands in New Zealand. - Estimated monthly branded searches for First Lite in New Zealand fell 33.3% over 12 measured months, from 210 to 140 in September 2026. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Base layer brands | 210 | 0.32% | 6 | | Nov 2025 | Base layer brands | 170 | 0.21% | 7 | | Dec 2025 | Base layer brands | 140 | 0.14% | 7 | | Jan 2026 | Base layer brands | 170 | 0.21% | 7 | | Feb 2026 | Base layer brands | 210 | 0.3% | 7 | | Mar 2026 | Base layer brands | 210 | 0.25% | 7 | | Apr 2026 | Base layer brands | 260 | 0.3% | 7 | | May 2026 | Base layer brands | 260 | 0.31% | 6 | | Jun 2026 | Base layer brands | 210 | 0.22% | 8 | | Jul 2026 | Base layer brands | 170 | 0.2% | 8 | | Aug 2026 | Base layer brands | 210 | 0.29% | 7 | | Sep 2026 | Base layer brands | 140 | 0.23% | 8 | | Oct 2025 | Hunting clothing brands | 210 | 0.82% | 9 | | Nov 2025 | Hunting clothing brands | 170 | 0.42% | 10 | | Dec 2025 | Hunting clothing brands | 140 | 0.47% | 10 | | Jan 2026 | Hunting clothing brands | 170 | 0.65% | 9 | | Feb 2026 | Hunting clothing brands | 210 | 0.84% | 10 | | Mar 2026 | Hunting clothing brands | 210 | 0.54% | 10 | | Apr 2026 | Hunting clothing brands | 260 | 0.57% | 10 | | May 2026 | Hunting clothing brands | 260 | 0.53% | 10 | | Jun 2026 | Hunting clothing brands | 210 | 0.4% | 10 | | Jul 2026 | Hunting clothing brands | 170 | 0.38% | 10 | | Aug 2026 | Hunting clothing brands | 210 | 0.51% | 9 | | Sep 2026 | Hunting clothing brands | 140 | 0.47% | 9 | | Oct 2025 | Merino wool sock brands | 210 | 5.3% | 5 | | Nov 2025 | Merino wool sock brands | 170 | 1.8% | 5 | | Dec 2025 | Merino wool sock brands | 140 | 3.5% | 6 | | Jan 2026 | Merino wool sock brands | 170 | 3.7% | 5 | | Feb 2026 | Merino wool sock brands | 210 | 5.5% | 5 | | Mar 2026 | Merino wool sock brands | 210 | 3.5% | 5 | | Apr 2026 | Merino wool sock brands | 260 | 3.3% | 5 | | May 2026 | Merino wool sock brands | 260 | 2.4% | 5 | | Jun 2026 | Merino wool sock brands | 210 | 2.1% | 5 | | Jul 2026 | Merino wool sock brands | 170 | 1.7% | 5 | | Aug 2026 | Merino wool sock brands | 210 | 2.6% | 5 | | Sep 2026 | Merino wool sock brands | 140 | 2.6% | 5 | ## How are First Lite’s branded searches counted? 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. - “first lite” ## Which base layer brands compete with First Lite? - [Macpac](/demand/nz/brands/macpac) - [Mons Royale](/demand/nz/brands/mons-royale) - [Columbia](/demand/nz/brands/columbia): Head-to-head: /demand/nz/compare/columbia-vs-first-lite - [Icebreaker](/demand/nz/brands/icebreaker): Head-to-head: /demand/nz/compare/first-lite-vs-icebreaker - [Burton](/demand/nz/brands/burton): Head-to-head: /demand/nz/compare/burton-vs-first-lite - [Devold](/demand/nz/brands/devold): Head-to-head: /demand/nz/compare/devold-vs-first-lite - [Castelli](/demand/nz/brands/castelli): Head-to-head: /demand/nz/compare/castelli-vs-first-lite ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "First Lite: search popularity in New Zealand". https://gobrandwave.com/demand/nz/brands/first-lite This page is also available as HTML at https://gobrandwave.com/demand/nz/brands/first-lite. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.