Brandwave

How popular isXcel?

In September 2026, people searched for Xcel by name about 70 times in New Zealand, a 22.2% decrease from the previous year. These searches made up 0.52% of all New Zealand wetsuit brand searches, placing Xcel eighth out of eight brands. When we asked both ChatGPT and Google AI Overviews about wetsuit brands, Xcel appeared in all answers and was the third most recommended of the eight.

Search and AI answers in September 2026

Xcel is the eighth most searched of 8 competitors and the third most recommended in AI answers.

  1. BillabongShare of searches 43.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  2. Rip CurlShare of searches 42.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. O'NeillShare of searches 5.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  4. QuiksilverShare of searches 3.1%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
  5. XcelShare of searches 0.52%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd

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Top wetsuit brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Xcel appeared in all five answers. Xcel is the third most recommended of the eight.

Most recommended by AI

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

  1. Rip Curl1st
  2. O'Neill2nd
  3. Xcel3rd
  4. Billabong4th
  5. Seventhwave4th
  6. Roxy6th
  7. Quiksilver7th
  8. Cressi8th

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
  • O'Neill5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Xcel5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Seventhwave4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Billabong2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Quiksilver1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Roxy1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Cressi1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about wetsuit brands

5 answers

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

Which wetsuit brands compete with Xcel?

Xcel against wetsuit brands in New Zealand, by month

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

View monthly share of searches table
MonthBillabongRip CurlO'NeillQuiksilverRoxySeventhwaveCressiXcel
Oct 202537.5%46%4.8%4.6%2.6%2.1%1.8%0.59%
Nov 202538.3%46.2%4%3.9%3.1%2.1%1.7%0.74%
Dec 202535.1%49.2%4.1%3.5%2.7%2.7%2%0.64%
Jan 202636.3%47.2%5%3.4%2.6%2.6%2.1%0.77%
Feb 202637.5%44.6%5.8%4.3%2.5%2.5%1.7%1.1%
Mar 202637.7%45.7%5.8%4.1%1.7%2.5%1.1%1.4%
Apr 202641.8%42.4%5.5%3.7%1.6%2.9%0.74%1.6%
May 202641.3%40.4%6.3%4.5%1.8%2.7%1.2%1.8%
Jun 202636.5%45.2%6.9%4.9%2%2.4%1.1%1%
Jul 202637%44.6%6.9%4.7%2.4%2.4%1.1%0.84%
Aug 202641.6%40.5%6.2%4.5%2.7%2.2%1.5%0.77%
Sep 202643.2%42.6%5.4%3.1%2.4%1.5%1.3%0.52%

  1. 1.Billabong

    43.2%

    Held 1st. 5.9K estimated branded searches, +20.1% vs prior month. Share +1.6 points.

  2. 2.Rip Curl

    42.6%

    Held 2nd. 5.8K estimated branded searches, +21.7% vs prior month. Share +2.1 points.

  3. 3.O'Neill

    5.4%

    Held 3rd. 740 estimated branded searches, +1.4% vs prior month. Share -0.8 points.

  4. 4.Quiksilver

    3.1%

    Held 4th. 420 estimated branded searches, -20.8% vs prior month. Share -1.4 points.

  5. 5.Roxy

    2.4%

    Held 5th. 320 estimated branded searches, 0% vs prior month. Share -0.4 points.

  6. 6.Seventhwave

    1.5%

    Held 6th. 210 estimated branded searches, -19.2% vs prior month. Share -0.7 points.

  7. 7.Cressi

    1.3%

    Held 7th. 180 estimated branded searches, 0% vs prior month. Share -0.2 points.

  8. 8.Xcel

    0.52%

    Held 8th. 70 estimated branded searches, -22.2% vs prior month. Share -0.3 points.

Compare popularity between Xcel and its closest rivals

Every comparison with Xcel

7 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Xcel in New Zealand fell from 90 to 70.
  • Across the 12 months ending September 2026, Xcel’s share of searches among wetsuit brands in New Zealand peaked at 1.8% in May 2026 and was lowest at 0.52% in September 2026.

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

6 changes

  1. In September 2026, Rip Curl gained share of searches among wetsuit brands in New Zealand, from 40.5% to 42.6%.

  2. In September 2026, Billabong gained share of searches among wetsuit brands in New Zealand, from 41.6% to 43.2%.

  3. In September 2026, Quiksilver lost share of searches among wetsuit brands in New Zealand, from 4.5% to 3.1%.

  4. In September 2026, O'Neill lost share of searches among wetsuit brands in New Zealand, from 6.2% to 5.4%.

  5. In September 2026, Seventhwave lost share of searches among wetsuit brands in New Zealand, from 2.2% to 1.5%.

  6. Xcel’s share of searches among wetsuit brands in New Zealand has lost ground for 3 months in a row, from 1% to 0.52% in September 2026.

How are Xcel’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Xcel’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • xcel wetsuit

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How the Brand Demand Index is measured

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