Brandwave

How popular isSpinlock?

In September 2026, people searched for Spinlock by name about 100 times in New Zealand, a 25% increase from the previous year. These searches made up 7.4% of all New Zealand life jacket brand searches, placing Spinlock second out of five brands. When we asked both ChatGPT and Google AI Overviews about life jacket brands, Spinlock appeared in two of the four answers and was the third most recommended of the five.

Search and AI answers in September 2026

Spinlock is the second most searched of 5 competitors and the third most recommended in AI answers.

  1. HutchwilcoShare of searches 86.8%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  2. SpinlockShare of searches 7.4%Mentioned in 2 of 4 AI answersPlace in AI recommendations 3rd
  3. BalticShare of searches 4.4%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
  4. Line 7Share of searches 0.74%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th
  5. StormyShare of searches 0.74%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
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Top life jacket brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Spinlock was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Spinlock is the third most recommended of the five.

Most recommended by AI

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

  1. Hutchwilco1st
  2. Baltic2nd
  3. Spinlock3rd
  4. Line 74th
  5. Stormy–

Mentioned by AI

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

  • Hutchwilco4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Baltic3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Spinlock2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Line 72 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Stormy0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about life jacket brands

4 answers

  • Asked ChatGPT

    “Which life jacket brand should I buy in New Zealand?”

    1. 1Hutchwilco
    2. 2Baltic
    3. 3Line 7

  • Asked ChatGPT

    “What are the best life jacket brands in New Zealand?”

    1. 1Hutchwilco
    2. 2Spinlock
    3. 3Baltic
    4. 4Line 7

  • Asked ChatGPT

    “What's the best life jacket brand in New Zealand for boating safety?”

    1. 1Hutchwilco
    2. 2Spinlock
    3. 3Baltic

  • Searched Google, AI Overview

    “life vest nz”

    1. 1Hutchwilco

  • Searched Google, AI Overview

    “safety vest nz”

    Google showed no AI Overview for this search.

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 life jacket brands compete with Spinlock?

Spinlock against life jacket brands in New Zealand, by month

Share of searches by month for Hutchwilco, Spinlock, Baltic. The figures are in the table below the chart.

View monthly share of searches table
MonthHutchwilcoSpinlockBalticLine 7Stormy
Oct 202587%6.5%4.9%0.81%0.81%
Nov 202587.4%6.6%4.4%1.1%0.55%
Dec 202591%3.6%3.6%1.4%0.45%
Jan 202691%3.2%3.6%1.8%0.45%
Feb 202690.2%5.3%3%0.75%0.75%
Mar 202684.9%9.5%4%0.79%0.79%
Apr 202682.4%10.9%5%0.84%0.84%
May 202684.7%9.9%3.8%0.76%0.76%
Jun 202682.2%11.1%4.4%1.1%1.1%
Jul 202682.3%8.9%6.3%1.3%1.3%
Aug 202681.6%10.2%6.1%1%1%
Sep 202686.8%7.4%4.4%0.74%0.74%

  1. 1.Hutchwilco

    86.8%

    Held 1st. 1.2K estimated branded searches, +47.5% vs prior month. Share +5.1 points.

  2. 2.Spinlock

    7.4%

    Held 2nd. 100 estimated branded searches, 0% vs prior month. Share -2.9 points.

  3. 3.Baltic

    4.4%

    Held 3rd. 60 estimated branded searches, 0% vs prior month. Share -1.7 points.

  4. 4.Line 7

    0.74%

    Held 4th. 10 estimated branded searches, 0% vs prior month. Share -0.3 points.

  5. 5.Stormy

    0.74%

    Held 5th. 10 estimated branded searches, 0% vs prior month. Share -0.3 points.

Compare popularity between Spinlock and its closest rivals

Every comparison with Spinlock

2 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Spinlock in New Zealand rose from 80 to 100.
  • Across the 12 months ending September 2026, Spinlock’s share of searches among life jacket brands in New Zealand increased from 6.5% to 7.4%.
  • Across the 12 months ending September 2026, Spinlock’s share of searches among life jacket brands in New Zealand peaked at 11.1% in June 2026 and was lowest at 3.2% in January 2026.

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

3 changes

  1. In September 2026, Hutchwilco gained share of searches among life jacket brands in New Zealand, from 81.6% to 86.8%.

  2. In September 2026, Spinlock lost share of searches among life jacket brands in New Zealand, from 10.2% to 7.4%.

  3. In September 2026, Baltic lost share of searches among life jacket brands in New Zealand, from 6.1% to 4.4%.

How are Spinlock’s branded searches counted?

2 search terms

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

  • spinlock
  • spinlock life jacket

Do you work for Spinlock? 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

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