Brandwave

How popular isPetzl?

In September 2026, people searched for Petzl by name about 320 times in New Zealand, about the same as the previous year. These searches made up 7.8% of all New Zealand head torch brand searches, placing Petzl fifth out of five brands. When we asked both ChatGPT and Google AI Overviews about head torch brands, Petzl appeared in three of the five answers and was the most recommended of the five.

Search and AI answers in September 2026

Petzl is the fifth most searched of 5 competitors and the most recommended in AI answers.

  1. Black DiamondShare of searches 52.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  2. LedlenserShare of searches 17.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  3. NitecoreShare of searches 13.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  4. FenixShare of searches 8.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  5. PetzlShare of searches 7.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
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Top head torch brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Petzl was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Petzl is the most recommended of the five.

Most recommended by AI

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

  1. Petzl1st
  2. Black Diamond2nd
  3. Nitecore3rd
  4. Fenix4th
  5. Ledlenser5th

Mentioned by AI

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

  • Black Diamond5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Ledlenser3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Nitecore3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Fenix3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Petzl3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about head torch brands

5 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which head torch brands compete with Petzl?

Petzl against head torch brands in New Zealand, by month

Share of searches by month for Black Diamond, Ledlenser, Nitecore, Fenix, Petzl. The figures are in the table below the chart.

View monthly share of searches table
MonthBlack DiamondLedlenserNitecoreFenixPetzl
Oct 202545.2%20.9%15.9%8.7%9.3%
Nov 202544.8%19.9%15.7%8.8%10.8%
Dec 202548.3%20.6%15.7%8%7.4%
Jan 202648.5%17.7%16.5%7.8%9.6%
Feb 202650.2%18.3%14.2%9.3%8%
Mar 202642.5%23.1%14.4%13.1%6.8%
Apr 202637.6%27.4%17.1%12.4%5.5%
May 202641.4%20.8%16.8%14.3%6.7%
Jun 202642.2%21.2%14.8%15%6.8%
Jul 202639.1%25.5%13.4%15.7%6.3%
Aug 202645%20.3%13.8%14.4%6.5%
Sep 202652.7%17.6%13.4%8.5%7.8%

  1. 1.Black Diamond

    52.7%

    Held 1st. 2.2K estimated branded searches, -2.7% vs prior month. Share +7.7 points.

  2. 2.Ledlenser

    17.6%

    Held 2nd. 720 estimated branded searches, -28% vs prior month. Share -2.7 points.

  3. 3.Nitecore

    13.4%

    Moved from 4th to 3rd. 550 estimated branded searches, -19.1% vs prior month. Share -0.4 points.

  4. 4.Fenix

    8.5%

    Moved from 3rd to 4th. 350 estimated branded searches, -50.7% vs prior month. Share -5.9 points.

  5. 5.Petzl

    7.8%

    Held 5th. 320 estimated branded searches, 0% vs prior month. Share +1.3 points.

Compare popularity between Petzl and its closest rivals

Every comparison with Petzl

8 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Petzl in New Zealand held steady at 320.
  • Across the 12 months ending September 2026, Petzl’s share of searches among head torch brands in New Zealand decreased from 9.3% to 7.8%.
  • Across the 12 months ending September 2026, Petzl’s share of searches among head torch brands in New Zealand peaked at 10.8% in November 2025 and was lowest at 5.5% in April 2026.
  • Across the 12 months ending September 2026, Petzl fell from 4th to 5th among head torch brands in New Zealand.

How did search popularity change for New Zealand head torch brands in September 2026?

5 changes

  1. In September 2026, Black Diamond gained share of searches among head torch brands in New Zealand, from 45% to 52.7%.

  2. In September 2026, Petzl gained share of searches among head torch brands in New Zealand, from 6.5% to 7.8%.

  3. In September 2026, Fenix lost share of searches among head torch brands in New Zealand, from 14.4% to 8.5%.

  4. In September 2026, Ledlenser lost share of searches among head torch brands in New Zealand, from 20.3% to 17.6%.

  5. In September 2026, Nitecore rose from 4th to 3rd among head torch brands in New Zealand.

How are Petzl’s branded searches counted?

1 search term

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

  • petzl

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How the Brand Demand Index is measured

Where does Petzl compete?

Petzl is ranked in five competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Climbing harness brands3rd of 41.7%Show ranking
Rope bag brands3rd of 31.8%Show ranking
Head torch brands5th of 57.8%Shown above
Torch brands4th of 511.9%Show ranking
Safety harness brands2nd of 427.8%Show ranking
Creator with pink hair and a pink jacket

Is Petzl your brand?

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