How popular isGemma Lee?
In September 2026, people searched for Gemma Lee by name about 110 times in New Zealand, about the same as the previous year. These searches made up 0.6% of all New Zealand surf brand searches, placing Gemma Lee ninth out of ten brands. When we asked both ChatGPT and Google AI Overviews about surf brands, Gemma Lee appeared in two of the five answers and was the sixth most recommended of the ten.
Gemma Lee is the ninth most searched of 10 competitors and the sixth most recommended in AI answers.
BillabongShare of searches 35.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
Rip CurlShare of searches 33.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
VolcomShare of searches 8.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 7th
Salty CrewShare of searches 6.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –- Gemma LeeShare of searches 0.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
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Top surf brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Gemma Lee was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Gemma Lee is the sixth most recommended of the ten.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Rip Curl1st
- Billabong2nd
- Seventhwave3rd
Roxy4th- JS Industries5th
- Gemma Lee6th
- Volcom7th
Quiksilver8th
O'Neill9th- Salty Crew–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Rip Curl5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Billabong3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- JS Industries3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Volcom2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- O'Neill2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Quiksilver2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Roxy2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Seventhwave2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Gemma Lee2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Salty Crew0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about surf brands
5 answers
Asked ChatGPT
“Which surf brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best surf brands in New Zealand?”
Asked ChatGPT
“What's the best surf brand in New Zealand for beachwear?”
Searched Google, AI Overview
“surf brands”
Searched Google, AI Overview
“surf clothing 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 21, 2026.
Which surf brands compete with Gemma Lee?
Share of searches by month for Billabong, Rip Curl, Volcom, Salty Crew, O'Neill, Quiksilver, Roxy, Gemma Lee. The figures are in the table below the chart.
View monthly share of searches table
| Month | Billabong | Rip Curl | Volcom | Salty Crew | O'Neill | Quiksilver | Roxy | Seventhwave | Gemma Lee | JS Industries |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 30.3% | 36.7% | 7.2% | 9.1% | 5.9% | 4.9% | 3.2% | 1.6% | 0.55% | 0.55% |
| Nov 2025 | 30.9% | 36.8% | 5.2% | 10.7% | 5.2% | 4.5% | 3.8% | 1.6% | 0.85% | 0.46% |
| Dec 2025 | 28.7% | 38.3% | 5.6% | 11.2% | 5.7% | 4.1% | 3.1% | 2% | 0.71% | 0.47% |
| Jan 2026 | 30.3% | 38.4% | 6.5% | 7.5% | 6.6% | 4% | 3.5% | 2% | 0.59% | 0.59% |
| Feb 2026 | 30.7% | 36% | 6.8% | 7.3% | 7.8% | 5.1% | 2.9% | 1.9% | 0.82% | 0.82% |
| Mar 2026 | 29.6% | 35.7% | 8.6% | 7.4% | 7.6% | 5.1% | 2.4% | 1.9% | 0.65% | 1% |
| Apr 2026 | 33.3% | 33.5% | 9.1% | 7% | 7.1% | 4.1% | 2.2% | 2.1% | 0.38% | 1.2% |
| May 2026 | 30.7% | 30.7% | 10.3% | 9.3% | 7.8% | 5.2% | 2.4% | 1.9% | 0.83% | 1% |
| Jun 2026 | 26.6% | 34.2% | 11.2% | 8.4% | 8.1% | 6.2% | 2.2% | 1.7% | 0.45% | 0.89% |
| Jul 2026 | 27% | 34.2% | 12.1% | 8.5% | 7.9% | 5% | 2.5% | 1.6% | 0.43% | 0.68% |
| Aug 2026 | 31.4% | 32.3% | 11.2% | 7.9% | 7.1% | 4.3% | 3.1% | 1.5% | 0.65% | 0.53% |
| Sep 2026 | 35.5% | 33.6% | 8.6% | 6.9% | 6.5% | 3.3% | 3.2% | 1.2% | 0.6% | 0.6% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, moved from 2nd to 1st | 35.5% | 6.5K | +22% | +4.2 pointsmoved from 2nd to 1st | |
| 2, moved from 1st to 2nd | 33.6% | 6.1K | +12.1% | +1.3 pointsmoved from 1st to 2nd | |
| 3, held 3rd | 8.6% | 1.6K | -17.4% | -2.6 points | |
| 4, held 4th | 6.9% | 1.3K | -6.7% | -1.1 points | |
| 5, held 5th | 6.5% | 1.2K | -1.7% | -0.6 points | |
| 6, held 6th | 3.3% | 610 | -15.3% | -0.9 points | |
| 7, held 7th | 3.2% | 590 | +11.3% | +0.1 points | |
| 8, held 8th | 1.2% | 210 | -19.2% | -0.4 points | |
| 9, held 9th | 0.6% | 110 | 0% | 0 points | |
| 10, held 10th | 0.6% | 110 | +22.2% | +0.1 points |
35.5%
Moved from 2nd to 1st. 6.5K estimated branded searches, +22% vs prior month. Share +4.2 points.
2.
Rip Curl33.6%
Moved from 1st to 2nd. 6.1K estimated branded searches, +12.1% vs prior month. Share +1.3 points.
3.
Volcom8.6%
Held 3rd. 1.6K estimated branded searches, -17.4% vs prior month. Share -2.6 points.
6.9%
Held 4th. 1.3K estimated branded searches, -6.7% vs prior month. Share -1.1 points.
5.
O'Neill6.5%
Held 5th. 1.2K estimated branded searches, -1.7% vs prior month. Share -0.6 points.
3.3%
Held 6th. 610 estimated branded searches, -15.3% vs prior month. Share -0.9 points.
7.
Roxy3.2%
Held 7th. 590 estimated branded searches, +11.3% vs prior month. Share +0.1 points.
1.2%
Held 8th. 210 estimated branded searches, -19.2% vs prior month. Share -0.4 points.
0.6%
Held 9th. 110 estimated branded searches, 0% vs prior month. Share 0 points.
0.6%
Held 10th. 110 estimated branded searches, +22.2% vs prior month. Share +0.1 points.
Compare popularity between Gemma Lee and its closest rivals
Every comparison with Gemma Lee
9 comparisons
How has branded search demand for Gemma Lee changed in New Zealand over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Gemma Lee in New Zealand held steady at 110.
- Across the 12 months ending September 2026, Gemma Lee’s share of searches among surf brands in New Zealand held steady, from 0.55% to 0.6%.
How did search popularity change for New Zealand surf brands in September 2026?
6 changes
In September 2026, Billabong overtook Rip Curl to become the leader among surf brands in New Zealand, with 35.5% of the searches.
In September 2026, Rip Curl gained share of searches among surf brands in New Zealand, from 32.3% to 33.6%.
In September 2026, Volcom lost share of searches among surf brands in New Zealand, from 11.2% to 8.6%.
In September 2026, Salty Crew lost share of searches among surf brands in New Zealand, from 7.9% to 6.9%.
In September 2026, Quiksilver lost share of searches among surf brands in New Zealand, from 4.3% to 3.3%.
In September 2026, O'Neill lost share of searches among surf brands in New Zealand, from 7.1% to 6.5%.
How are Gemma Lee’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Gemma Lee’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.
- gemma lee
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