Brandwave

How popular isRoxy?

In September 2026, people searched for Roxy by name about 600 times in New Zealand, a 9.1% decrease from the previous year. These searches made up 3.2% of all New Zealand surf brand searches, placing Roxy seventh out of ten brands. When we asked both ChatGPT and Google AI Overviews about surf brands, Roxy appeared in two of the five answers and was the fourth most recommended of the ten.

Search and AI answers in September 2026

Roxy is the seventh most searched of 10 competitors and the fourth most recommended in AI answers.

  1. BillabongShare of searches 35.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  2. Rip CurlShare of searches 33.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. VolcomShare of searches 8.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 7th
  4. Salty CrewShare of searches 6.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. RoxyShare of searches 3.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th

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Top surf brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Roxy was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Roxy is the fourth most recommended of the ten.

Most recommended by AI

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

  1. Rip Curl1st
  2. Billabong2nd
  3. Seventhwave3rd
  4. Roxy4th
  5. JS Industries5th
  6. Gemma Lee6th
  7. Volcom7th
  8. Quiksilver8th
  9. O'Neill9th
  10. Salty Crew–

Mentioned by AI

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

  • Rip Curl5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Billabong3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • JS Industries3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Volcom2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • O'Neill2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Quiksilver2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Roxy2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Seventhwave2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Gemma Lee2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Salty Crew0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about surf 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 21, 2026.

Which surf brands compete with Roxy?

Roxy against surf brands in New Zealand, by month

Share of searches by month for Billabong, Rip Curl, Volcom, Salty Crew, O'Neill, Quiksilver, Roxy. The figures are in the table below the chart.

View monthly share of searches table
MonthBillabongRip CurlVolcomSalty CrewO'NeillQuiksilverRoxySeventhwaveGemma LeeJS Industries
Oct 202530.3%36.7%7.2%9.1%5.9%4.9%3.2%1.6%0.55%0.55%
Nov 202530.9%36.8%5.2%10.7%5.2%4.5%3.8%1.6%0.85%0.46%
Dec 202528.7%38.3%5.6%11.2%5.7%4.1%3.1%2%0.71%0.47%
Jan 202630.3%38.4%6.5%7.5%6.6%4%3.5%2%0.59%0.59%
Feb 202630.7%36%6.8%7.3%7.8%5.1%2.9%1.9%0.82%0.82%
Mar 202629.6%35.7%8.6%7.4%7.6%5.1%2.4%1.9%0.65%1%
Apr 202633.3%33.5%9.1%7%7.1%4.1%2.2%2.1%0.38%1.2%
May 202630.7%30.7%10.3%9.3%7.8%5.2%2.4%1.9%0.83%1%
Jun 202626.6%34.2%11.2%8.4%8.1%6.2%2.2%1.7%0.45%0.89%
Jul 202627%34.2%12.1%8.5%7.9%5%2.5%1.6%0.43%0.68%
Aug 202631.4%32.3%11.2%7.9%7.1%4.3%3.1%1.5%0.65%0.53%
Sep 202635.5%33.6%8.6%6.9%6.5%3.3%3.2%1.2%0.6%0.6%

  1. 1.Billabong

    35.5%

    Moved from 2nd to 1st. 6.5K estimated branded searches, +22% vs prior month. Share +4.2 points.

  2. 2.Rip Curl

    33.6%

    Moved from 1st to 2nd. 6.1K estimated branded searches, +12.1% vs prior month. Share +1.3 points.

  3. 3.Volcom

    8.6%

    Held 3rd. 1.6K estimated branded searches, -17.4% vs prior month. Share -2.6 points.

  4. 4.Salty Crew

    6.9%

    Held 4th. 1.3K estimated branded searches, -6.7% vs prior month. Share -1.1 points.

  5. 5.O'Neill

    6.5%

    Held 5th. 1.2K estimated branded searches, -1.7% vs prior month. Share -0.6 points.

  6. 6.Quiksilver

    3.3%

    Held 6th. 610 estimated branded searches, -15.3% vs prior month. Share -0.9 points.

  7. 7.Roxy

    3.2%

    Held 7th. 590 estimated branded searches, +11.3% vs prior month. Share +0.1 points.

  8. 8.Seventhwave

    1.2%

    Held 8th. 210 estimated branded searches, -19.2% vs prior month. Share -0.4 points.

  9. 9.Gemma Lee

    0.6%

    Held 9th. 110 estimated branded searches, 0% vs prior month. Share 0 points.

  10. 10.JS Industries

    0.6%

    Held 10th. 110 estimated branded searches, +22.2% vs prior month. Share +0.1 points.

Compare popularity between Roxy and its closest rivals

Every comparison with Roxy

11 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Roxy in New Zealand fell from 660 to 600.
  • Across the 12 months ending September 2026, Roxy’s share of searches among surf brands in New Zealand peaked at 3.8% in November 2025 and was lowest at 2.2% in April 2026.

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

6 changes

  1. In September 2026, Billabong overtook Rip Curl to become the leader among surf brands in New Zealand, with 35.5% of the searches.

  2. In September 2026, Rip Curl gained share of searches among surf brands in New Zealand, from 32.3% to 33.6%.

  3. In September 2026, Volcom lost share of searches among surf brands in New Zealand, from 11.2% to 8.6%.

  4. In September 2026, Salty Crew lost share of searches among surf brands in New Zealand, from 7.9% to 6.9%.

  5. In September 2026, Quiksilver lost share of searches among surf brands in New Zealand, from 4.3% to 3.3%.

  6. In September 2026, O'Neill lost share of searches among surf brands in New Zealand, from 7.1% to 6.5%.

How are Roxy’s branded searches counted?

6 search terms

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

  • boardshorts roxy
  • roxy boardshorts
  • roxy clothing
  • roxy snow pants
  • roxy swimwear
  • roxy wetsuit

Do you work for Roxy? 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 Roxy compete?

Roxy is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Snow pants brands8th of 80.01%Show ranking
Swim shorts brands6th of 60.53%Show ranking
Surf brands7th of 103.2%Shown above
Wetsuit brands5th of 82.4%Show ranking
Creator with pink hair and a pink jacket

Is Roxy your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

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