Brandwave

How popular isStanley?

In September 2026, people searched for Stanley by name about 11,100 times in New Zealand, a 13.9% increase from the previous year. These searches made up 1.6% of all New Zealand camping cookware brand searches, placing Stanley fourth out of five brands. When we asked both ChatGPT and Google AI Overviews about camping cookware brands, Stanley appeared in two of the four answers and was the fourth most recommended of the five.

Search and AI answers in September 2026

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

  1. Sea to SummitShare of searches 58.5%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st
  2. Snow PeakShare of searches 31.7%Mentioned in 1 of 4 AI answersPlace in AI recommendations 5th
  3. MSRShare of searches 7.3%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
  4. StanleyShare of searches 1.6%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th
  5. GSI OutdoorsShare of searches 0.81%Mentioned in 2 of 4 AI answersPlace in AI recommendations 3rd
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Top camping cookware brands in ChatGPT and Google AI Overviews

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

Most recommended by AI

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

  1. Sea to Summit1st
  2. MSR2nd
  3. GSI Outdoors3rd
  4. Stanley4th
  5. Snow Peak5th

Mentioned by AI

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

  • MSR4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Sea to Summit3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Stanley2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • GSI Outdoors2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Snow Peak1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about camping cookware brands

4 answers

  • Asked ChatGPT

    “Which camping cookware brand should I buy in New Zealand?”

    1. 1Sea to Summit
    2. 2GSI Outdoors
    3. 3MSR
    4. 4Stanley

  • Asked ChatGPT

    “What are the best camping cookware brands in New Zealand?”

    1. 1Sea to Summit
    2. 2MSR
    3. 3GSI Outdoors
    4. 4Stanley
    5. 5Snow Peak

  • Asked ChatGPT

    “What's the best camping cookware brand in New Zealand for lightweight meals?”

    1. 1MSR
    2. 2Sea to Summit

  • Searched Google, AI Overview

    “camping pots nz”

    1. 1MSR

  • Searched Google, AI Overview

    “camping cookware brands nz”

    Google showed no AI Overview for this search.

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Which camping cookware brands compete with Stanley?

Stanley against camping cookware brands in New Zealand, by month

Share of searches by month for Sea to Summit, Snow Peak, MSR, Stanley. The figures are in the table below the chart.

View monthly share of searches table
MonthSea to SummitSnow PeakMSRStanleyGSI Outdoors
Oct 202562%28.2%6.3%2.1%1.4%
Nov 202564.5%25.8%7.1%1.9%0.65%
Dec 202559.9%29.3%5.4%4.2%1.2%
Jan 202659.5%29.2%8.3%1.8%1.2%
Feb 202669%22.8%4.8%2.1%1.4%
Mar 202664.5%25.8%7.1%1.3%1.3%
Apr 202661.1%27.8%7.6%2.1%1.4%
May 202663.3%28.8%5%2.2%0.72%
Jun 202665.5%24.5%6.4%1.8%1.8%
Jul 202662.6%28.7%6.1%1.7%0.87%
Aug 202661.5%28.2%7.7%1.7%0.85%
Sep 202658.5%31.7%7.3%1.6%0.81%

  1. 1.Sea to Summit

    58.5%

    Held 1st. 720 estimated branded searches, 0% vs prior month. Share -3 points.

  2. 2.Snow Peak

    31.7%

    Held 2nd. 390 estimated branded searches, +18.2% vs prior month. Share +3.5 points.

  3. 3.MSR

    7.3%

    Held 3rd. 90 estimated branded searches, 0% vs prior month. Share -0.4 points.

  4. 4.Stanley

    1.6%

    Held 4th. 20 estimated branded searches, 0% vs prior month. Share -0.1 points.

  5. 5.GSI Outdoors

    0.81%

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

Compare popularity between Stanley and its closest rivals

Every comparison with Stanley

9 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Stanley in New Zealand rose from 9.8K to 11.1K.
  • Across the 12 months ending September 2026, Stanley’s share of searches among camping cookware brands in New Zealand peaked at 4.2% in December 2025 and was lowest at 1.3% in March 2026.

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

4 changes

  1. In September 2026, Snow Peak gained share of searches among camping cookware brands in New Zealand, from 28.2% to 31.7%.

  2. In September 2026, Sea to Summit lost share of searches among camping cookware brands in New Zealand, from 61.5% to 58.5%.

  3. GSI Outdoors’ share of searches among camping cookware brands in New Zealand has lost ground for 3 months in a row, from 1.8% to 0.81% in September 2026.

  4. Estimated monthly branded searches for Stanley in New Zealand fell 33.3% over 12 measured months, from 30 to 20 in September 2026.

How are Stanley’s branded searches counted?

5 search terms

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

  • stanley camp cook set
  • stanley cook set
  • stanley cup
  • stanley drink bottle
  • stanley tumbler

Do you work for Stanley? 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 Stanley compete?

Stanley 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
Drink bottle brands4th of 814%Show ranking
Insulated tumbler brands4th of 616.1%Show ranking
Metal straw brands2nd of 644.5%Show ranking
Camping cookware brands4th of 51.6%Shown above
Creator with pink hair and a pink jacket

Is Stanley your brand?

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