---
title: "Cap brands in New Zealand: Which are searched most?"
description: "Compare the cap and hat brands New Zealanders buy. Share of Search among New Era, AS Colour, Mitchell & Ness, Patagonia and Flexfit, the cap brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/nz/categories/nz-hat-brands"
publisher: "Brandwave"
---

# Cap brands in New Zealand: Which are searched most?

Compare the cap and hat brands New Zealanders buy. Share of Search among New Era, AS Colour, Mitchell & Ness, Patagonia and Flexfit, the cap brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Cap brands
- **Market**: New Zealand
- **Brands compared**: 5
- **Month measured**: Sep 2026
- **Highest Share of Search**: New Era, 58.2%

## Which brand is most popular in search among cap brands in New Zealand?

- In September 2026, New Era was the most searched among cap brands in New Zealand, with an estimated 3.2K branded searches, 58.2% of all searches for the five we track.
- AS Colour is in 2nd place, 44 percentage points behind at 14.2%.
- Across the 12 months ending September 2026, New Era’s share of searches among cap brands in New Zealand increased from 55.8% to 58.2%.
- Across the 12 months ending September 2026, AS Colour’s share of searches among cap brands in New Zealand increased from 11.2% to 14.2%.
- Across the 12 months ending September 2026, Mitchell & Ness’ share of searches among cap brands in New Zealand decreased from 17.5% to 13.1%.
- Across the 12 months ending September 2026, Flexfit’s share of searches among cap brands in New Zealand decreased from 5.4% to 4.7%.
- Across the 12 months ending September 2026, New Era’s share of searches among cap brands in New Zealand peaked at 62.9% in July 2026 and was lowest at 50.6% in November 2025.
- Across the 12 months ending September 2026, AS Colour’s share of searches among cap brands in New Zealand peaked at 14.6% in November 2025 and was lowest at 10.1% in March 2026.
- Across the 12 months ending September 2026, Mitchell & Ness’ share of searches among cap brands in New Zealand peaked at 19.9% in November 2025 and was lowest at 13.1% in September 2026.
- Across the 12 months ending September 2026, Patagonia’s share of searches among cap brands in New Zealand peaked at 12.9% in January 2026 and was lowest at 7.2% in June 2026.
- Across the 12 months ending September 2026, Flexfit’s share of searches among cap brands in New Zealand peaked at 5.4% in October 2025 and was lowest at 3.3% in July 2026.
- Across the 12 months ending September 2026, AS Colour rose from 3rd to 2nd among cap brands in New Zealand.
- Across the 12 months ending September 2026, Mitchell & Ness fell from 2nd to 3rd among cap brands in New Zealand.
- Across the 12 months ending September 2026, Patagonia held steady: its share of searches among cap brands in New Zealand moved less than 0.5 percentage points.

## Top cap brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, New Era appeared every time. New Era was recommended most often, coming first in two out of four answers that gave a list. AS Colour was second, and Patagonia was third. Mitchell & Ness, which ranked third in searches, was not mentioned at all.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| New Era | 1st | 3 of 3 | 2 of 2 | 5 of 5 |
| AS Colour | 2nd | 3 of 3 | 0 of 2 | 3 of 5 |
| Patagonia | 3rd | 2 of 3 | 1 of 2 | 3 of 5 |
| Mitchell & Ness | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Flexfit | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about cap brands

- Asked ChatGPT "Which cap brand should I buy in New Zealand?": 1. New Era, 2. AS Colour, 3. Patagonia
- Asked ChatGPT "What are the best cap brands in New Zealand?": 1. AS Colour, 2. New Era, 3. Patagonia
- Asked ChatGPT "What's the best cap brand in New Zealand for everyday wear?": 1. AS Colour, 2. New Era
- Searched Google, AI Overview "best cap brand": 1. New Era, 2. Patagonia
- Searched Google, AI Overview "men's cap brand": 1. New Era

Not named in any answer: Mitchell & Ness and Flexfit.

Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026.

## Compare search popularity between leading brands

- [New Era vs AS Colour: compare search popularity](/demand/nz/compare/as-colour-vs-new-era): 58.2% against 14.2% Share of Search.
- [New Era vs Mitchell & Ness: compare search popularity](/demand/nz/compare/mitchell-and-ness-vs-new-era): 58.2% against 13.1% Share of Search.
- [New Era vs Patagonia: compare search popularity](/demand/nz/compare/new-era-vs-patagonia): 58.2% against 9.7% Share of Search.
- [New Era vs Flexfit: compare search popularity](/demand/nz/compare/flexfit-vs-new-era): 58.2% against 4.7% Share of Search.
- [AS Colour vs Mitchell & Ness: compare search popularity](/demand/nz/compare/as-colour-vs-mitchell-and-ness): 14.2% against 13.1% Share of Search.
- [AS Colour vs Patagonia: compare search popularity](/demand/nz/compare/as-colour-vs-patagonia): 14.2% against 9.7% Share of Search.
- [AS Colour vs Flexfit: compare search popularity](/demand/nz/compare/as-colour-vs-flexfit): 14.2% against 4.7% Share of Search.
- [Mitchell & Ness vs Patagonia: compare search popularity](/demand/nz/compare/mitchell-and-ness-vs-patagonia): 13.1% against 9.7% Share of Search.
- [Mitchell & Ness vs Flexfit: compare search popularity](/demand/nz/compare/flexfit-vs-mitchell-and-ness): 13.1% against 4.7% Share of Search.
- [Patagonia vs Flexfit: compare search popularity](/demand/nz/compare/flexfit-vs-patagonia): 9.7% against 4.7% Share of Search.

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

- In September 2026, AS Colour overtook Mitchell & Ness to rank 2nd among cap brands in New Zealand, with 14.2% of the searches.
- In September 2026, Patagonia gained share of searches among cap brands in New Zealand, from 8.2% to 9.7%.
- In September 2026, New Era lost share of searches among cap brands in New Zealand, from 60.8% to 58.2%.
- In September 2026, Mitchell & Ness lost share of searches among cap brands in New Zealand, from 15.3% to 13.1%.
- Estimated monthly branded searches for Flexfit in New Zealand fell 16.1% over 12 measured months, from 310 to 260 in September 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | New Era | 58.2% | 3.2K | -8.6% | New Era |
| 2 | AS Colour | 14.2% | 780 | +21.9% | AS Colour |
| 3 | Mitchell & Ness | 13.1% | 720 | -18.2% | Mitchell & Ness |
| 4 | Patagonia | 9.7% | 530 | +12.8% | Patagonia |
| 5 | Flexfit | 4.7% | 260 | 0.0% | Flexfit |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | New Era | 3.2K | 55.8% | 1 |
| Oct 2025 | Mitchell & Ness | 1K | 17.5% | 2 |
| Oct 2025 | AS Colour | 640 | 11.2% | 3 |
| Oct 2025 | Patagonia | 580 | 10.1% | 4 |
| Oct 2025 | Flexfit | 310 | 5.4% | 5 |
| Nov 2025 | New Era | 4.1K | 50.6% | 1 |
| Nov 2025 | Mitchell & Ness | 1.6K | 19.9% | 2 |
| Nov 2025 | AS Colour | 1.2K | 14.6% | 3 |
| Nov 2025 | Patagonia | 870 | 10.8% | 4 |
| Nov 2025 | Flexfit | 330 | 4.1% | 5 |
| Dec 2025 | New Era | 4.1K | 53.3% | 1 |
| Dec 2025 | Mitchell & Ness | 1.3K | 17% | 2 |
| Dec 2025 | AS Colour | 960 | 12.5% | 3 |
| Dec 2025 | Patagonia | 960 | 12.5% | 4 |
| Dec 2025 | Flexfit | 350 | 4.6% | 5 |
| Jan 2026 | New Era | 3.2K | 52.9% | 1 |
| Jan 2026 | Mitchell & Ness | 1K | 16.6% | 2 |
| Jan 2026 | AS Colour | 780 | 12.9% | 3 |
| Jan 2026 | Patagonia | 780 | 12.9% | 4 |
| Jan 2026 | Flexfit | 280 | 4.6% | 5 |
| Feb 2026 | New Era | 2.8K | 56.6% | 1 |
| Feb 2026 | Mitchell & Ness | 720 | 14.7% | 2 |
| Feb 2026 | AS Colour | 640 | 13% | 3 |
| Feb 2026 | Patagonia | 580 | 11.8% | 4 |
| Feb 2026 | Flexfit | 190 | 3.9% | 5 |
| Mar 2026 | New Era | 3.1K | 59.6% | 1 |
| Mar 2026 | Mitchell & Ness | 720 | 13.9% | 2 |
| Mar 2026 | Patagonia | 640 | 12.4% | 3 |
| Mar 2026 | AS Colour | 520 | 10.1% | 4 |
| Mar 2026 | Flexfit | 210 | 4.1% | 5 |
| Apr 2026 | New Era | 2.8K | 58.8% | 1 |
| Apr 2026 | Mitchell & Ness | 720 | 15.2% | 2 |
| Apr 2026 | AS Colour | 520 | 11% | 3 |
| Apr 2026 | Patagonia | 520 | 11% | 4 |
| Apr 2026 | Flexfit | 190 | 4% | 5 |
| May 2026 | New Era | 2.8K | 58.9% | 1 |
| May 2026 | Mitchell & Ness | 880 | 18.6% | 2 |
| May 2026 | AS Colour | 520 | 11% | 3 |
| May 2026 | Patagonia | 350 | 7.4% | 4 |
| May 2026 | Flexfit | 190 | 4% | 5 |
| Jun 2026 | New Era | 3.2K | 60.2% | 1 |
| Jun 2026 | Mitchell & Ness | 880 | 16.6% | 2 |
| Jun 2026 | AS Colour | 640 | 12.1% | 3 |
| Jun 2026 | Patagonia | 380 | 7.2% | 4 |
| Jun 2026 | Flexfit | 210 | 4% | 5 |
| Jul 2026 | New Era | 3.1K | 62.9% | 1 |
| Jul 2026 | Mitchell & Ness | 720 | 14.7% | 2 |
| Jul 2026 | AS Colour | 520 | 10.6% | 3 |
| Jul 2026 | Patagonia | 420 | 8.6% | 4 |
| Jul 2026 | Flexfit | 160 | 3.3% | 5 |
| Aug 2026 | New Era | 3.5K | 60.8% | 1 |
| Aug 2026 | Mitchell & Ness | 880 | 15.3% | 2 |
| Aug 2026 | AS Colour | 640 | 11.1% | 3 |
| Aug 2026 | Patagonia | 470 | 8.2% | 4 |
| Aug 2026 | Flexfit | 260 | 4.5% | 5 |
| Sep 2026 | New Era | 3.2K | 58.2% | 1 |
| Sep 2026 | AS Colour | 780 | 14.2% | 2 |
| Sep 2026 | Mitchell & Ness | 720 | 13.1% | 3 |
| Sep 2026 | Patagonia | 530 | 9.7% | 4 |
| Sep 2026 | Flexfit | 260 | 4.7% | 5 |

## What is being compared

- **AS Colour**: Measured on the search terms “as colour cap” and “as colour hats”, summed into one figure.
- **Flexfit**: Measured on the search terms “flexfit” and “flexfit cap”, summed into one figure.
- **Mitchell & Ness**: Measured on the search term “mitchell ness”.
- **New Era**: Measured on the search terms “new era”, “new era cap” and “new era hats”, summed into one figure.
- **Patagonia**: Measured on the search terms “patagonia cap” and “patagonia hat”, summed into one figure.

- [AS Colour](/demand/nz/brands/as-colour)
- [Flexfit](/demand/nz/brands/flexfit)
- [Mitchell & Ness](/demand/nz/brands/mitchell-and-ness)
- [New Era](/demand/nz/brands/new-era)
- [Patagonia](/demand/nz/brands/patagonia)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among cap brands in New Zealand?

In September 2026, New Era was the most searched among cap brands in New Zealand, with an estimated 3.2K branded searches, 58.2% of all searches for the five we track.

## Cite this page

Brandwave. "Cap brands in New Zealand: Which are searched most?". https://gobrandwave.com/demand/nz/categories/nz-hat-brands

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-hat-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.