Brandwave

How popular isThule?

In September 2026, people searched for Thule by name about 4,160 times in New Zealand, a 19.2% decrease from the previous year. These searches made up 77.5% of all New Zealand boot bag brand searches, placing Thule first out of five brands. When we asked both ChatGPT and Google AI Overviews about boot bag brands, Thule appeared in two of the five answers and was the second most recommended of the five.

Search and AI answers in September 2026

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

  1. ThuleShare of searches 77.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
  2. DakineShare of searches 9.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. OgioShare of searches 6.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. LangeShare of searches 5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  5. AtomicShare of searches 1.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
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Top boot bag brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Thule was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Thule is the second most recommended of the five.

Most recommended by AI

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

  1. Dakine1st
  2. Thule2nd
  3. Atomic3rd
  4. Lange4th
  5. Ogio–

Mentioned by AI

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

  • Dakine5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Lange3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Thule2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Atomic2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ogio0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about boot bag brands

5 answers

  • Asked ChatGPT

    “Which boot bag brand should I buy in New Zealand?”

    1. 1Dakine
    2. 2Thule
    3. 3Lange

  • Asked ChatGPT

    “What are the best boot bag brands in New Zealand?”

    1. 1Dakine
    2. 2Atomic
    3. 3Lange

  • Asked ChatGPT

    “What's the best boot bag brand in New Zealand for ski boots?”

    1. 1Thule
    2. 2Dakine
    3. 3Atomic
    4. 4Lange

  • Searched Google, AI Overview

    “boot bag nz”

    1. 1Dakine

  • Searched Google, AI Overview

    “ski boot bag”

    1. 1Dakine

Not named in any answer:

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

Which boot bag brands compete with Thule?

Thule against boot bag brands in New Zealand, by month

Share of searches by month for Thule, Dakine, Ogio, Lange. The figures are in the table below the chart.

View monthly share of searches table
MonthThuleDakineOgioLangeAtomic
Oct 202581.7%8.2%7.8%1.9%0.39%
Nov 202583.1%7.1%8.1%1.4%0.34%
Dec 202583.3%8%6.8%1.5%0.38%
Jan 202680.9%8.6%8.6%1.7%0.33%
Feb 202674.3%9.5%11.7%4.1%0.45%
Mar 202677.6%9.1%9.9%3%0.43%
Apr 202679.6%7.5%9.3%3.1%0.44%
May 202678.9%8.4%8%4.4%0.4%
Jun 202677.4%9.7%8.3%4.1%0.46%
Jul 202672.8%11.2%7.8%7.3%0.86%
Aug 202674.7%9.8%6.8%7.9%0.75%
Sep 202677.5%9.6%6.4%5%1.4%

  1. 1.Thule

    77.5%

    Held 1st. 1.7K estimated branded searches, -14.6% vs prior month. Share +2.8 points.

  2. 2.Dakine

    9.6%

    Held 2nd. 210 estimated branded searches, -19.2% vs prior month. Share -0.2 points.

  3. 3.Ogio

    6.4%

    Moved from 4th to 3rd. 140 estimated branded searches, -22.2% vs prior month. Share -0.4 points.

  4. 4.Lange

    5%

    Moved from 3rd to 4th. 110 estimated branded searches, -47.6% vs prior month. Share -2.9 points.

  5. 5.Atomic

    1.4%

    Held 5th. 30 estimated branded searches, +50% vs prior month. Share +0.6 points.

Compare popularity between Thule and its closest rivals

Every comparison with Thule

13 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Thule in New Zealand fell from 5.2K to 4.2K.
  • Across the 12 months ending September 2026, Thule’s share of searches among boot bag brands in New Zealand decreased from 81.7% to 77.5%.
  • Across the 12 months ending September 2026, Thule’s share of searches among boot bag brands in New Zealand peaked at 83.3% in December 2025 and was lowest at 72.8% in July 2026.

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

4 changes

  1. In September 2026, Thule gained share of searches among boot bag brands in New Zealand, from 74.7% to 77.5%.

  2. In September 2026, Atomic gained share of searches among boot bag brands in New Zealand, from 0.75% to 1.4%.

  3. In September 2026, Lange lost share of searches among boot bag brands in New Zealand, from 7.9% to 5%.

  4. Ogio’s share of searches among boot bag brands in New Zealand has lost ground for 3 months in a row, from 8.3% to 6.4% in September 2026.

How are Thule’s branded searches counted?

10 search terms

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

  • thule
  • thule 4x4
  • thule backpack
  • thule bike rack
  • thule canopy
  • thule car rack
  • thule laptop backpack
  • thule roof box
  • thule urban
  • thule urban glide

Do you work for Thule? 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 Thule compete?

Thule is ranked in six competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
4x4 accessory brands2nd of 79.8%Show ranking
Roof rack and bike rack brands1st of 452.5%Show ranking
Cargo basket brands1st of 364.8%Show ranking
Roof box brands1st of 364.8%Show ranking
Laptop backpack brands4th of 52.6%Show ranking
Boot bag brands1st of 577.5%Shown above
Creator with pink hair and a pink jacket

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