--- title: "IceMule: search popularity in New Zealand" description: "A maker of backpack soft coolers. 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/icemule" publisher: "Brandwave" --- # IceMule: search popularity in New Zealand A maker of backpack soft coolers. 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**: IceMule - **Market**: New Zealand - **Measured month**: Sep 2026 - **Share of Search among backpack cooler brands**: 1.6% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Backpack cooler brands | 5 | 1.6% | 10 | - [Backpack cooler brands](/demand/nz/categories/nz-backpack-cooler-brands) ## Top backpack cooler brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, IceMule appeared in all five answers. IceMule is the second most recommended of the six. 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 | | --- | --- | --- | --- | --- | | YETI | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | IceMule | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | Coleman | 3rd | 2 of 3 | 1 of 2 | 3 of 5 | | Engel | 4th | 2 of 3 | 0 of 2 | 2 of 5 | | Columbia | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Igloo | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about backpack cooler brands - Asked ChatGPT "Which backpack cooler brand should I buy in New Zealand?": 1. YETI, 2. IceMule, 3. Engel - Asked ChatGPT "What are the best backpack cooler brands in New Zealand?": 1. YETI, 2. IceMule, 3. Engel, 4. Coleman - Asked ChatGPT "What's the best backpack cooler brand in New Zealand for picnics and trips?": 1. YETI, 2. Coleman, 3. IceMule - Searched Google, AI Overview "best backpack cooler": 1. IceMule, 2. Coleman - Searched Google, AI Overview "insulated backpack cooler": 1. YETI, 2. IceMule Not named in any answer: Columbia and Igloo. 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 IceMule changed in New Zealand over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for IceMule in New Zealand fell from 20 to 10. - Across the 12 months ending September 2026, IceMule’s share of searches among backpack cooler brands in New Zealand decreased from 2.7% to 1.6%. - Across the 12 months ending September 2026, IceMule’s share of searches among backpack cooler brands in New Zealand peaked at 3% in March 2026 and was lowest at 1.2% in December 2025. ## How did search popularity change for New Zealand backpack cooler brands in September 2026? - In September 2026, Igloo gained share of searches among backpack cooler brands in New Zealand, from 21.8% to 33.9%. - In September 2026, YETI gained share of searches among backpack cooler brands in New Zealand, from 5.1% to 6.5%. - In September 2026, Columbia lost share of searches among backpack cooler brands in New Zealand, from 67.9% to 56.5%. - In September 2026, Engel lost share of searches among backpack cooler brands in New Zealand, from 1.3% to 0%. - In September 2026, IceMule lost share of searches among backpack cooler brands in New Zealand, from 2.6% to 1.6%. - In September 2026, Coleman rose from 5th to 4th among backpack cooler brands in New Zealand. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Backpack cooler brands | 20 | 2.7% | 5 | | Nov 2025 | Backpack cooler brands | 20 | 2.2% | 5 | | Dec 2025 | Backpack cooler brands | 20 | 1.2% | 5 | | Jan 2026 | Backpack cooler brands | 20 | 1.7% | 4 | | Feb 2026 | Backpack cooler brands | 20 | 2.7% | 4 | | Mar 2026 | Backpack cooler brands | 20 | 3% | 4 | | Apr 2026 | Backpack cooler brands | 10 | 1.4% | 5 | | May 2026 | Backpack cooler brands | 20 | 2.7% | 4 | | Jun 2026 | Backpack cooler brands | 20 | 2.7% | 4 | | Jul 2026 | Backpack cooler brands | 10 | 1.4% | 6 | | Aug 2026 | Backpack cooler brands | 20 | 2.6% | 4 | | Sep 2026 | Backpack cooler brands | 10 | 1.6% | 5 | ## How are IceMule’s branded searches counted? Brandwave collects information about searches that people make online using IceMule’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. - “icemule” - “icemule cooler” ## Which backpack cooler brands compete with IceMule? - [Columbia](/demand/nz/brands/columbia): Head-to-head: /demand/nz/compare/columbia-vs-icemule - [Igloo](/demand/nz/brands/igloo): Head-to-head: /demand/nz/compare/icemule-vs-igloo - [YETI](/demand/nz/brands/yeti): Head-to-head: /demand/nz/compare/icemule-vs-yeti - [Coleman](/demand/nz/brands/coleman): Head-to-head: /demand/nz/compare/coleman-vs-icemule - [Engel](/demand/nz/brands/engel): Head-to-head: /demand/nz/compare/engel-vs-icemule ## 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. "IceMule: search popularity in New Zealand". https://gobrandwave.com/demand/nz/brands/icemule This page is also available as HTML at https://gobrandwave.com/demand/nz/brands/icemule. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.