Brandwave

How popular isMacpac?

In September 2026, people searched for Macpac by name about 54,300 times in New Zealand, a 15% decrease from the previous year. These searches made up 82.4% of all New Zealand base layer brand searches, placing Macpac first out of eight brands. When we asked both ChatGPT and Google AI Overviews about base layer brands, Macpac appeared in all answers and was the third most recommended of the eight.

Search and AI answers in September 2026

Macpac is the most searched of 8 competitors and the third most recommended in AI answers.

  1. MacpacShare of searches 82.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  2. Mons RoyaleShare of searches 15.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  3. ColumbiaShare of searches 0.57%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. IcebreakerShare of searches 0.57%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  5. BurtonShare of searches 0.34%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, Macpac appeared in all five answers. Macpac is the third most recommended of the eight.

Most recommended by AI

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

  1. Icebreaker1st
  2. Mons Royale2nd
  3. Macpac3rd
  4. Devold4th
  5. Columbia–
  6. Burton–
  7. Castelli–
  8. First Lite–

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

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 Macpac?

Macpac against base layer brands in New Zealand, by month

Share of searches by month for Macpac, Mons Royale. The figures are in the table below the chart.

View monthly share of searches table
MonthMacpacMons RoyaleColumbiaIcebreakerBurtonDevoldCastelliFirst Lite
Oct 202590%7.9%0.48%0.56%0.14%0.26%0.32%0.32%
Nov 202589%9.4%0.34%0.49%0.09%0.26%0.26%0.21%
Dec 202591.1%7.6%0.43%0.28%0.07%0.21%0.17%0.14%
Jan 202690.6%7.7%0.52%0.34%0.13%0.31%0.21%0.21%
Feb 202688.9%9%0.53%0.46%0.16%0.38%0.3%0.3%
Mar 202687.3%10.9%0.44%0.46%0.11%0.31%0.25%0.25%
Apr 202686.9%11%0.58%0.37%0.16%0.3%0.3%0.3%
May 202686.7%11.2%0.62%0.41%0.16%0.25%0.38%0.31%
Jun 202688.6%9.5%0.55%0.36%0.22%0.22%0.27%0.22%
Jul 202684.3%13.4%0.57%0.54%0.46%0.3%0.25%0.2%
Aug 202681.8%15.5%0.72%0.59%0.53%0.29%0.23%0.29%
Sep 202682.4%15.2%0.57%0.57%0.34%0.34%0.28%0.23%

  1. 1.Macpac

    82.4%

    Held 1st. 50.4K estimated branded searches, -16.1% vs prior month. Share +0.6 points.

  2. 2.Mons Royale

    15.2%

    Held 2nd. 9.3K estimated branded searches, -18.3% vs prior month. Share -0.3 points.

  3. 3.Columbia

    0.57%

    Held 3rd. 350 estimated branded searches, -34% vs prior month. Share -0.1 points.

  4. 4.Icebreaker

    0.57%

    Held 4th. 350 estimated branded searches, -18.6% vs prior month. Share 0 points.

  5. 5.Burton

    0.34%

    Held 5th. 210 estimated branded searches, -46.2% vs prior month. Share -0.2 points.

  6. 6.Devold

    0.34%

    Held 6th. 210 estimated branded searches, 0% vs prior month. Share +0.1 points.

  7. 7.Castelli

    0.28%

    Moved from 8th to 7th. 170 estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.First Lite

    0.23%

    Moved from 7th to 8th. 140 estimated branded searches, -33.3% vs prior month. Share -0.1 points.

Compare popularity between Macpac and its closest rivals

Every comparison with Macpac

42 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Macpac in New Zealand fell from 64K to 54.3K.
  • Across the 12 months ending September 2026, Macpac’s share of searches among base layer brands in New Zealand decreased from 90% to 82.4%.
  • Across the 12 months ending September 2026, Macpac’s share of searches among base layer brands in New Zealand peaked at 91.1% in December 2025 and was lowest at 81.8% in August 2026.

How did search popularity change for New Zealand base layer brands in September 2026?

6 changes

  1. In September 2026, Macpac gained share of searches among base layer brands in New Zealand, from 81.8% to 82.4%.

  2. In September 2026, Castelli rose from 8th to 7th among base layer brands in New Zealand.

  3. In September 2026, First Lite fell from 7th to 8th among base layer brands in New Zealand.

  4. Estimated monthly branded searches for Burton in New Zealand rose 133.3% over 12 measured months, from 90 to 210 in September 2026.

  5. 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.

  6. 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 Macpac’s branded searches counted?

22 search terms

Brandwave collects information about searches that people make online using Macpac’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.

  • Macpac
  • macpac bags
  • macpac camping gear
  • macpac colombo st
  • macpac fleece
  • macpac jacket
  • macpac merino
  • macpac outdoor clothing
  • macpac outdoor gear
  • macpac outlet
  • macpac packs
  • macpac queen st
  • macpac queensgate
  • macpac rain jacket
  • macpac sale
  • macpac sleeping bags
  • macpac st lukes
  • macpac te rapa
  • macpac tents
  • macpac tower junction
  • macpac vest
  • macpac westgate

Do you work for Macpac? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Macpac compete?

Macpac is ranked in 11 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Outdoor clothing brands2nd of 1226.9%Show ranking
outdoor equipment retailers3rd of 527.2%Show ranking
Waterproof jacket brands2nd of 731.6%Show ranking
Backpack brands2nd of 841.7%Show ranking
Camping gear brands2nd of 941.9%Show ranking
Tramping pack brands2nd of 844.9%Show ranking
Camping chair brands2nd of 845.1%Show ranking
Sleeping bag brands2nd of 846.3%Show ranking
Snow pants brands1st of 849.9%Show ranking
Base layer brands1st of 882.4%Shown above
Merino clothing brands7th of 81.1%Show ranking
Creator with pink hair and a pink jacket

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