--- title: "Portwest: search popularity in New Zealand" description: "Portwest makes workwear and safety equipment. 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/portwest" publisher: "Brandwave" --- # Portwest: search popularity in New Zealand Portwest makes workwear and safety equipment. 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**: Portwest - **Market**: New Zealand - **Measured month**: Sep 2026 - **Share of Search among workwear brands**: 0.66% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Workwear brands | 12 | 0.66% | 320 | - [Workwear brands](/demand/nz/categories/nz-workwear-brands) ## Top workwear brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Portwest did not appear in any of the five answers. 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 | | --- | --- | --- | --- | --- | | FXD | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Hard Yakka | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | Bisley | 3rd | 3 of 3 | 2 of 2 | 5 of 5 | | Syzmik | 4th | 2 of 3 | 1 of 2 | 3 of 5 | | Kaiwaka | 5th | 2 of 3 | 1 of 2 | 3 of 5 | | Swanndri | 6th | 1 of 3 | 1 of 2 | 2 of 5 | | Bison | 6th | 1 of 3 | 1 of 2 | 2 of 5 | | King Gee | 8th | 0 of 3 | 1 of 2 | 1 of 5 | | Cactus Outdoor | 9th | 2 of 3 | 0 of 2 | 2 of 5 | | Carhartt WIP | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Dickies | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Portwest | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Caterpillar | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Mongrel | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about workwear brands - Asked ChatGPT "Which workwear brand should I buy in New Zealand?": 1. FXD, 2. Bisley, 3. Hard Yakka, 4. Syzmik, 5. Kaiwaka - Asked ChatGPT "What are the best workwear brands in New Zealand?": 1. FXD, 2. Bisley, 3. Hard Yakka, 4. Syzmik, 5. Kaiwaka, 6. Swanndri, 7. Bison, 8. Cactus Outdoor - Asked ChatGPT "What's the best workwear brand in New Zealand for durable work clothes?": 1. Hard Yakka, 2. Bisley, 3. FXD, 4. Cactus Outdoor - Searched Google, AI Overview "workwear brands": 1. Hard Yakka, 2. Bisley, 3. FXD, 4. Syzmik, 5. King Gee, 6. Bison, 7. Swanndri, 8. Kaiwaka - Searched Google, AI Overview "work trousers nz": 1. FXD, 2. Hard Yakka, 3. Bisley Not named in any answer: Carhartt WIP, Dickies, Portwest, Caterpillar and Mongrel. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## How has branded search demand for Portwest changed in New Zealand over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Portwest in New Zealand rose from 290 to 320. - Across the 12 months ending September 2026, Portwest’s share of searches among workwear brands in New Zealand held steady, from 0.59% to 0.66%. ## How did search popularity change for New Zealand workwear brands in September 2026? - In September 2026, Kaiwaka overtook Carhartt WIP to rank 2nd among workwear brands in New Zealand, with 19.4% of the searches. - In September 2026, Bison gained share of searches among workwear brands in New Zealand, from 3.9% to 5%. - In September 2026, Carhartt WIP gained share of searches among workwear brands in New Zealand, from 18.2% to 19.2%. - In September 2026, Hard Yakka gained share of searches among workwear brands in New Zealand, from 2.8% to 3.6%. - In September 2026, Swanndri lost share of searches among workwear brands in New Zealand, from 40.8% to 34%. - FXD’s share of searches among workwear brands in New Zealand has gained ground for 3 months in a row, from 2% to 2.8% in September 2026. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Workwear brands | 290 | 0.59% | 12 | | Nov 2025 | Workwear brands | 280 | 0.5% | 12 | | Dec 2025 | Workwear brands | 160 | 0.29% | 12 | | Jan 2026 | Workwear brands | 200 | 0.4% | 12 | | Feb 2026 | Workwear brands | 230 | 0.51% | 12 | | Mar 2026 | Workwear brands | 350 | 0.61% | 12 | | Apr 2026 | Workwear brands | 410 | 0.59% | 12 | | May 2026 | Workwear brands | 430 | 0.62% | 12 | | Jun 2026 | Workwear brands | 420 | 0.56% | 11 | | Jul 2026 | Workwear brands | 360 | 0.52% | 12 | | Aug 2026 | Workwear brands | 440 | 0.72% | 12 | | Sep 2026 | Workwear brands | 320 | 0.66% | 12 | ## How are Portwest’s branded searches counted? Brandwave collects information about searches that people make online using Portwest’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. - “portwest” - “portwest nz” - “portwest workwear” ## Which workwear brands compete with Portwest? - [Swanndri](/demand/nz/brands/swanndri) - [Kaiwaka](/demand/nz/brands/kaiwaka) - [Carhartt WIP](/demand/nz/brands/carhartt-wip) - [Cactus Outdoor](/demand/nz/brands/cactus-outdoor) - [Bison](/demand/nz/brands/bison) - [Hard Yakka](/demand/nz/brands/hard-yakka) - [FXD](/demand/nz/brands/fxd) - [Bisley](/demand/nz/brands/bisley) - [Syzmik](/demand/nz/brands/syzmik): Head-to-head: /demand/nz/compare/portwest-vs-syzmik - [Dickies](/demand/nz/brands/dickies): Head-to-head: /demand/nz/compare/dickies-vs-portwest - [King Gee](/demand/nz/brands/king-gee): Head-to-head: /demand/nz/compare/king-gee-vs-portwest - [Caterpillar](/demand/nz/brands/caterpillar): Head-to-head: /demand/nz/compare/caterpillar-vs-portwest - [Mongrel](/demand/nz/brands/mongrel): Head-to-head: /demand/nz/compare/mongrel-vs-portwest ## 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. "Portwest: search popularity in New Zealand". https://gobrandwave.com/demand/nz/brands/portwest This page is also available as HTML at https://gobrandwave.com/demand/nz/brands/portwest. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.