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 26.9% of all New Zealand outdoor clothing brand searches, placing Macpac second out of 12 brands. When we asked both ChatGPT and Google AI Overviews about outdoor clothing brands, Macpac appeared in four of the five answers and was the second most recommended of the 12.

Search and AI answers in September 2026

Macpac is the second most searched of 12 competitors and the second most recommended in AI answers.

  1. KathmanduShare of searches 31.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. MacpacShare of searches 26.9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  3. PatagoniaShare of searches 10.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  4. Arc'teryxShare of searches 9.1%Mentioned in 1 of 5 AI answersPlace in AI recommendations 11th
  5. SwanndriShare of searches 8.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations 9th

+7 more

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Top outdoor clothing brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Macpac was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Macpac is the second most recommended of the 12.

Most recommended by AI

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

  1. Kathmandu1st
  2. Macpac2nd
  3. Patagonia3rd
  4. The North Face4th
  5. Cactus Outdoor5th
  6. Icebreaker6th
  7. Earth Sea Sky7th
  8. Mons Royale8th
  9. Swanndri9th
  10. Rab10th
  11. +2 more

Mentioned by AI

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

  • Kathmandu5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Macpac4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Patagonia4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Cactus Outdoor4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • The North Face3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Mons Royale2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Rab2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Icebreaker2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Arc'teryx1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Swanndri1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about outdoor clothing 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 19, 2026.

Which outdoor clothing brands compete with Macpac?

Macpac against outdoor clothing brands in New Zealand, by month

Share of searches by month for Kathmandu, Macpac, Patagonia, Arc'teryx, Swanndri, Mons Royale, The North Face, Cactus Outdoor, Earth Sea Sky. The figures are in the table below the chart.

View monthly share of searches table
MonthKathmanduMacpacPatagoniaArc'teryxSwanndriMons RoyaleThe North FaceCactus OutdoorEarth Sea SkyColumbiaRabIcebreaker
Oct 202531.6%32.7%10.4%6.4%8.1%2.8%2.7%3%1.1%0.44%0.34%0.4%
Nov 202536%30.8%9.3%5.8%9%3.2%2.3%1.9%0.85%0.34%0.23%0.31%
Dec 202534.9%35.2%8.7%5.5%7%2.9%2.2%1.8%0.82%0.39%0.24%0.25%
Jan 202632.6%32.9%11.9%6.5%5.5%2.7%3.2%2.4%1.1%0.51%0.32%0.32%
Feb 202631.4%32.6%12.2%6.2%6.8%3.2%2.7%2.4%1.1%0.59%0.44%0.35%
Mar 202631.5%32.2%10.3%5.6%8.4%3.9%2.6%3%1.1%0.56%0.43%0.43%
Apr 202632.9%28.6%10.4%5.8%10.8%3.5%2.8%2.5%1.1%0.72%0.52%0.37%
May 202630.7%29.9%8.9%5.8%11.6%3.7%3.2%2.7%1.1%1.3%0.51%0.42%
Jun 202631.2%30%7.8%6.5%12.1%3.1%4.1%2.3%1.2%0.89%0.4%0.36%
Jul 202633.4%26.5%8.3%7.2%10.6%4%4.8%2.5%1.3%0.58%0.46%0.42%
Aug 202630.4%25.3%11.4%9%10.3%4.6%4.2%2.3%0.97%0.56%0.45%0.44%
Sep 202631.5%26.9%10.1%9.1%8.6%4.8%3.2%2.5%2.1%0.44%0.43%0.39%

  1. 1.Kathmandu

    31.5%

    Held 1st. 61.2K estimated branded searches, -18.7% vs prior month. Share +1 points.

  2. 2.Macpac

    26.9%

    Held 2nd. 52.3K estimated branded searches, -16.5% vs prior month. Share +1.6 points.

  3. 3.Patagonia

    10.1%

    Held 3rd. 19.6K estimated branded searches, -30.7% vs prior month. Share -1.4 points.

  4. 4.Arc'teryx

    9.1%

    Moved from 5th to 4th. 17.8K estimated branded searches, -20.2% vs prior month. Share +0.1 points.

  5. 5.Swanndri

    8.6%

    Moved from 4th to 5th. 16.8K estimated branded searches, -33.9% vs prior month. Share -1.6 points.

  6. 6.Mons Royale

    4.8%

    Held 6th. 9.3K estimated branded searches, -18.3% vs prior month. Share +0.2 points.

  7. 7.The North Face

    3.2%

    Held 7th. 6.3K estimated branded searches, -40% vs prior month. Share -1 points.

  8. 8.Cactus Outdoor

    2.5%

    Held 8th. 4.8K estimated branded searches, -17.3% vs prior month. Share +0.1 points.

  9. 9.Earth Sea Sky

    2.1%

    Held 9th. 4.1K estimated branded searches, +69.7% vs prior month. Share +1.1 points.

  10. 10.Columbia

    0.44%

    Held 10th. 860 estimated branded searches, -38.1% vs prior month. Share -0.1 points.

  11. 11.Rab

    0.43%

    Held 11th. 830 estimated branded searches, -25.9% vs prior month. Share 0 points.

  12. 12.Icebreaker

    0.39%

    Held 12th. 760 estimated branded searches, -30.3% vs prior month. Share 0 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?

4 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 outdoor clothing brands in New Zealand decreased from 32.7% to 26.9%.
  • Across the 12 months ending September 2026, Macpac’s share of searches among outdoor clothing brands in New Zealand peaked at 35.2% in December 2025 and was lowest at 25.3% in August 2026.
  • Across the 12 months ending September 2026, Macpac fell from 1st to 2nd among outdoor clothing brands in New Zealand.

How did search popularity change for New Zealand outdoor clothing brands in September 2026?

6 changes

  1. In September 2026, Macpac gained share of searches among outdoor clothing brands in New Zealand, from 25.3% to 26.9%.

  2. In September 2026, Earth Sea Sky gained share of searches among outdoor clothing brands in New Zealand, from 0.97% to 2.1%.

  3. In September 2026, Kathmandu gained share of searches among outdoor clothing brands in New Zealand, from 30.4% to 31.5%.

  4. In September 2026, Swanndri lost share of searches among outdoor clothing brands in New Zealand, from 10.3% to 8.6%.

  5. In September 2026, Patagonia lost share of searches among outdoor clothing brands in New Zealand, from 11.4% to 10.1%.

  6. In September 2026, The North Face lost share of searches among outdoor clothing brands in New Zealand, from 4.2% to 3.2%.

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%Shown above
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%Show ranking
Merino clothing brands7th of 81.1%Show ranking
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