Brandwave

How popular isIceMule?

In September 2026, people searched for IceMule by name about 10 times in New Zealand, a 50% decrease from the previous year. These searches made up 1.6% of all New Zealand backpack cooler brand searches, placing IceMule fifth out of six brands. When we asked both ChatGPT and Google AI Overviews about backpack cooler brands, IceMule appeared in all answers and was the second most recommended of the six.

Search and AI answers in September 2026

IceMule is the fifth most searched of 6 competitors and the second most recommended in AI answers.

  1. ColumbiaShare of searches 56.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. IglooShare of searches 33.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. YETIShare of searches 6.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  4. ColemanShare of searches 1.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  5. IceMuleShare of searches 1.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd

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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.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. YETI1st
  2. IceMule2nd
  3. Coleman3rd
  4. Engel4th
  5. Columbia–
  6. Igloo–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • IceMule5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • YETI4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Coleman3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Engel2 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
  • Igloo0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about backpack cooler brands

5 answers

  • Asked ChatGPT

    “Which backpack cooler brand should I buy in New Zealand?”

    1. 1YETI
    2. 2IceMule
    3. 3Engel

  • Asked ChatGPT

    “What are the best backpack cooler brands in New Zealand?”

    1. 1YETI
    2. 2IceMule
    3. 3Engel
    4. 4Coleman

  • Asked ChatGPT

    “What's the best backpack cooler brand in New Zealand for picnics and trips?”

    1. 1YETI
    2. 2Coleman
    3. 3IceMule

  • Searched Google, AI Overview

    “best backpack cooler”

    1. 1IceMule
    2. 2Coleman

  • Searched Google, AI Overview

    “insulated backpack cooler”

    1. 1YETI
    2. 2IceMule

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 backpack cooler brands compete with IceMule?

IceMule against backpack cooler brands in New Zealand, by month

Share of searches by month for Columbia, Igloo, YETI, IceMule. The figures are in the table below the chart.

View monthly share of searches table
MonthColumbiaIglooYETIColemanIceMuleEngel
Oct 202542.7%42.7%6.7%1.3%2.7%4%
Nov 202530.4%52.2%9.8%1.1%2.2%4.3%
Dec 202526.4%61.3%8.6%1.8%1.2%0.61%
Jan 202637.4%51.3%7.8%0.87%1.7%0.87%
Feb 202650%35.1%9.5%1.4%2.7%1.4%
Mar 202655.2%31.3%7.5%1.5%3%1.5%
Apr 202671.4%20%5.7%0%1.4%1.4%
May 202671.6%14.9%9.5%0%2.7%1.4%
Jun 202672.6%19.2%5.5%0%2.7%0%
Jul 202666.2%23%6.8%1.4%1.4%1.4%
Aug 202667.9%21.8%5.1%1.3%2.6%1.3%
Sep 202656.5%33.9%6.5%1.6%1.6%0%

  1. 1.Columbia

    56.5%

    Held 1st. 350 estimated branded searches, -34% vs prior month. Share -11.5 points.

  2. 2.Igloo

    33.9%

    Held 2nd. 210 estimated branded searches, +23.5% vs prior month. Share +12.1 points.

  3. 3.YETI

    6.5%

    Held 3rd. 40 estimated branded searches, 0% vs prior month. Share +1.3 points.

  4. 4.Coleman

    1.6%

    Moved from 5th to 4th. 10 estimated branded searches, 0% vs prior month. Share +0.3 points.

  5. 5.IceMule

    1.6%

    Moved from 4th to 5th. 10 estimated branded searches, -50% vs prior month. Share -1 points.

  6. 6.Engel

    0%

    Held 6th. 0 estimated branded searches, -100% vs prior month. Share -1.3 points.

Compare popularity between IceMule and its closest rivals

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

3 findings
  • 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?

6 changes

  1. In September 2026, Igloo gained share of searches among backpack cooler brands in New Zealand, from 21.8% to 33.9%.

  2. In September 2026, YETI gained share of searches among backpack cooler brands in New Zealand, from 5.1% to 6.5%.

  3. In September 2026, Columbia lost share of searches among backpack cooler brands in New Zealand, from 67.9% to 56.5%.

  4. In September 2026, Engel lost share of searches among backpack cooler brands in New Zealand, from 1.3% to 0%.

  5. In September 2026, IceMule lost share of searches among backpack cooler brands in New Zealand, from 2.6% to 1.6%.

  6. In September 2026, Coleman rose from 5th to 4th among backpack cooler brands in New Zealand.

How are IceMule’s branded searches counted?

2 search terms

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

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How the Brand Demand Index is measured

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