Brandwave

Hunters Element vs Swazi:Which is more popular?

In September 2026, Hunters Element had more branded searches than Swazi among hunting clothing brands in New Zealand. Hunters Element had about 5,420 branded searches, while Swazi had 3,810. Hunters Element made up 18.2% of all hunting clothing brand searches we track, and Swazi accounted for 12.8%. When we asked ChatGPT and Google AI Overviews about hunting clothing brands, Swazi appeared in all five answers and Hunters Element in four. Swazi was mentioned before Hunters Element in four out of five answers.

Among hunting clothing brands in New Zealand in September 2026

Who do people search for more?

Hunters Element, about 42% more searches than Swazi

Hunters Element 5.4K searchesSwazi 3.8K searches

Who does AI mention more?

Swazi, mentioned in every answer we collected

Swazi in 5 of 5Hunters Element in 4 of 5

Who does AI recommend more?

Swazi, named ahead of Hunters Element in 4 of 5 answers

Swazi first in 4Hunters Element first in 1

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Top hunting clothing brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Swazi appeared in all five answers. Hunters Element was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Swazi was listed before Hunters Element in four out of five answers.

Most recommended by AI

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

  1. Swazi1st
  2. Stoney Creek2nd
  3. Hunters Element3rd
  4. Ridgeline4th
  5. Huntech5th
  6. Bushbuck6th
  7. Kuiu7th
  8. Gamegear–
  9. First Lite–
  10. Sitka–

Mentioned by AI

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

  • Stoney Creek5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Swazi5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Hunters Element4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Huntech3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Ridgeline3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bushbuck2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Kuiu2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Gamegear0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • First Lite0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Sitka0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about hunting clothing brands

5 answers

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.

Is Hunters Element or Swazi more popular in search?

This chart shows how often people search Google for Hunters Element and Swazi by name. Each line represents a brand's share of searches for all ten hunting clothing brands we track, month by month, from searches in New Zealand.

Hunters Element and Swazi among hunting clothing brands in New Zealand, by month

Share of searches by month for Hunters Element, Swazi. The figures are in the table below the chart.

View monthly share of searches table
MonthStoney CreekHunters ElementBushbuckSwaziGamegearKuiuHuntechRidgelineFirst LiteSitka
Oct 202531.7%20%17.2%13.8%7.9%4.1%2.8%1.3%0.82%0.51%
Nov 202529.9%18.2%29.8%10.2%5.7%2.3%2.5%0.57%0.42%0.47%
Dec 202533.6%21.1%18.3%11.5%8.4%2.1%3%0.98%0.47%0.51%
Jan 202631.2%20.3%20.7%12%7.8%2.9%2.8%1.1%0.65%0.58%
Feb 202632.5%17%21.6%12%7.6%3%2.9%1.6%0.84%0.88%
Mar 202631%20.1%20.7%13.8%7.4%2%2.6%1.2%0.54%0.67%
Apr 202632.8%20.9%17.9%12.8%8.2%2.1%2.9%1.3%0.57%0.73%
May 202630.4%23.8%16.6%14%8.2%1.9%2.7%1.4%0.53%0.66%
Jun 202634.8%18.5%19%13.7%7.7%1.4%2.5%1.6%0.4%0.42%
Jul 202633.2%22%14.8%14.2%9%1.8%2.2%1.9%0.38%0.47%
Aug 202629.4%22.9%19.6%14%7.8%1.8%2.1%1.4%0.51%0.48%
Sep 202633.4%18.2%18.2%12.8%9.8%3.1%2%1.6%0.47%0.44%

How has the Hunters Element and Swazi comparison changed over the last 12 months?

3 findings

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

2 changes

  1. In September 2026, Hunters Element lost share of searches among hunting clothing brands in New Zealand, from 22.9% to 18.2%.

  2. In September 2026, Swazi lost share of searches among hunting clothing brands in New Zealand, from 14% to 12.8%.

How are branded searches counted?

23 search terms

Brandwave collects information about searches that people make online using Hunters Element’s and Swazi’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Hunters Element

11 branded search terms

  • hunters element
  • hunters element boot
  • hunters element camo
  • hunters element clothing
  • hunters element gloves
  • hunters element hoodie
  • hunters element jackets
  • hunters element outlet
  • hunters element sale
  • hunters element stores
  • hunterselement

Swazi

12 branded search terms

  • swazi
  • swazi bush shirt
  • swazi camo
  • swazi coat
  • swazi fleece
  • swazi gear
  • swazi hi vis
  • swazi hunting
  • swazi hunting gear
  • swazi puffer jacket
  • swazi rain gear
  • swazi the hood

How the Brand Demand Index is measured

Other head-to-heads among hunting clothing brands

Creator with pink hair and a pink jacket

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