Brandwave

How popular isSmith?

In September 2026, people searched for Smith by name about 450 times in New Zealand, an 80% increase from the previous year. These searches made up 3.1% of all New Zealand snow helmet brand searches, placing Smith fourth out of five brands. When we asked both ChatGPT and Google AI Overviews about snow helmet brands, Smith appeared in all answers and was the most recommended of the five.

Search and AI answers in September 2026

Smith is the fourth most searched of 5 competitors and the most recommended in AI answers.

  1. OakleyShare of searches 80.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  2. GiroShare of searches 8.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  3. POCShare of searches 4.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  4. SmithShare of searches 3.1%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  5. AnonShare of searches 2.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
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Top snow helmet brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Smith appeared in all five answers. Smith 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. Smith1st
  2. Giro2nd
  3. POC3rd
  4. Anon4th
  5. Oakley5th

Mentioned by AI

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

  • Giro5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • POC5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Smith5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Anon2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Oakley1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about snow helmet brands

5 answers

  • Asked ChatGPT

    “Which snow helmet brand should I buy in New Zealand?”

    1. 1Smith
    2. 2Giro
    3. 3POC
    4. 4Anon

  • Asked ChatGPT

    “What are the best snow helmet brands in New Zealand?”

    1. 1Smith
    2. 2Giro
    3. 3Anon
    4. 4Oakley
    5. 5POC

  • Asked ChatGPT

    “What's the best snow helmet brand in New Zealand for a day on the mountain?”

    1. 1Smith
    2. 2Giro
    3. 3POC

  • Searched Google, AI Overview

    “ski helmet nz”

    1. 1Smith
    2. 2Giro
    3. 3POC

  • Searched Google, AI Overview

    “helmet for skiing”

    1. 1Smith
    2. 2POC
    3. 3Giro

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

Which snow helmet brands compete with Smith?

Smith against snow helmet brands in New Zealand, by month

Share of searches by month for Oakley, Giro, POC, Smith, Anon. The figures are in the table below the chart.

View monthly share of searches table
MonthOakleyGiroPOCSmithAnon
Oct 202582.9%8.9%5.2%1.8%1.1%
Nov 202585.4%8.1%5.4%0.91%0.28%
Dec 202586.8%7.3%4.5%1%0.43%
Jan 202685%7.6%4.9%1.6%0.86%
Feb 202683.5%7.9%5.1%2.5%0.99%
Mar 202682.7%9.3%5.3%2.1%0.5%
Apr 202683.3%9.6%5%1.5%0.57%
May 202681.5%8.9%6%2.2%1.3%
Jun 202681.3%8.1%5.4%3.6%1.6%
Jul 202675%8.9%5.4%7%3.7%
Aug 202675.1%9.1%4.8%6.7%4.3%
Sep 202680.6%8.9%4.9%3.1%2.4%

  1. 1.Oakley

    80.6%

    Held 1st. 10.3K estimated branded searches, +5.2% vs prior month. Share +5.5 points.

  2. 2.Giro

    8.9%

    Held 2nd. 1.1K estimated branded searches, -4.2% vs prior month. Share -0.2 points.

  3. 3.POC

    4.9%

    Moved from 4th to 3rd. 630 estimated branded searches, 0% vs prior month. Share +0.1 points.

  4. 4.Smith

    3.1%

    Moved from 3rd to 4th. 400 estimated branded searches, -54% vs prior month. Share -3.5 points.

  5. 5.Anon

    2.4%

    Held 5th. 310 estimated branded searches, -44.6% vs prior month. Share -1.9 points.

Compare popularity between Smith and its closest rivals

Every comparison with Smith

8 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Smith in New Zealand rose from 250 to 450.
  • Across the 12 months ending September 2026, Smith’s share of searches among snow helmet brands in New Zealand increased from 1.8% to 3.1%.
  • Across the 12 months ending September 2026, Smith’s share of searches among snow helmet brands in New Zealand peaked at 7% in July 2026 and was lowest at 0.91% in November 2025.

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

5 changes

  1. In September 2026, Oakley gained share of searches among snow helmet brands in New Zealand, from 75.1% to 80.6%.

  2. In September 2026, Smith lost share of searches among snow helmet brands in New Zealand, from 6.7% to 3.1%.

  3. In September 2026, Anon lost share of searches among snow helmet brands in New Zealand, from 4.3% to 2.4%.

  4. In September 2026, POC rose from 4th to 3rd among snow helmet brands in New Zealand.

  5. Estimated monthly branded searches for Giro in New Zealand rose 31% over 12 measured months, from 870 to 1.1K in September 2026.

How are Smith’s branded searches counted?

3 search terms

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

  • smith goggles
  • smith mtb helmet
  • smith ski goggles

Do you work for Smith? 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 Smith compete?

Smith is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Snow helmet brands4th of 53.1%Shown above
Ski goggle brands3rd of 53.3%Show ranking
MTB helmet brands5th of 51.3%Show ranking
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Is Smith your brand?

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