Brandwave

Baltic vs Hutchwilco:Which is more popular?

In September 2026, Hutchwilco had more branded searches than Baltic among life jacket brands in New Zealand. Hutchwilco had about 1,180 branded searches, while Baltic had 60. Hutchwilco made up 86.8% of all life jacket brand searches we track, and Baltic accounted for 4.4%. When we asked ChatGPT and Google AI Overviews about life jacket brands, Hutchwilco appeared in all four answers and Baltic in three. Hutchwilco was mentioned before Baltic in every answer.

Among life jacket brands in New Zealand in September 2026

Who do people search for more?

Hutchwilco, about 20 searches for every 1 for Baltic

Hutchwilco 1.2K searchesBaltic 60 searches

Who does AI mention more?

Hutchwilco, mentioned in every answer we collected

Hutchwilco in 4 of 4Baltic in 3 of 4

Who does AI recommend more?

Hutchwilco, named ahead of Baltic in every answer

Hutchwilco first in 3Baltic never first

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Top life jacket brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Hutchwilco appeared in all four answers. Baltic was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Hutchwilco was listed before Baltic in every answer.

Most recommended by AI

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

  1. Hutchwilco1st
  2. Baltic2nd
  3. Spinlock3rd
  4. Line 74th
  5. Stormy–

Mentioned by AI

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

  • Hutchwilco4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Baltic3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Spinlock2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Line 72 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Stormy0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about life jacket brands

4 answers

  • Asked ChatGPT

    “Which life jacket brand should I buy in New Zealand?”

    1. 1Hutchwilco
    2. 2Baltic
    3. 3Line 7

  • Asked ChatGPT

    “What are the best life jacket brands in New Zealand?”

    1. 1Hutchwilco
    2. 2Spinlock
    3. 3Baltic
    4. 4Line 7

  • Asked ChatGPT

    “What's the best life jacket brand in New Zealand for boating safety?”

    1. 1Hutchwilco
    2. 2Spinlock
    3. 3Baltic

  • Searched Google, AI Overview

    “life vest nz”

    1. 1Hutchwilco

  • Searched Google, AI Overview

    “safety vest nz”

    Google showed no AI Overview for this search.

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 Baltic or Hutchwilco more popular in search?

This chart shows how often people search Google for Baltic and Hutchwilco by name. Each line represents a brand's share of searches for all five life jacket brands we track, month by month, from searches in New Zealand.

Baltic and Hutchwilco among life jacket brands in New Zealand, by month

Share of searches by month for Hutchwilco, Baltic. The figures are in the table below the chart.

View monthly share of searches table
MonthHutchwilcoSpinlockBalticLine 7Stormy
Oct 202587%6.5%4.9%0.81%0.81%
Nov 202587.4%6.6%4.4%1.1%0.55%
Dec 202591%3.6%3.6%1.4%0.45%
Jan 202691%3.2%3.6%1.8%0.45%
Feb 202690.2%5.3%3%0.75%0.75%
Mar 202684.9%9.5%4%0.79%0.79%
Apr 202682.4%10.9%5%0.84%0.84%
May 202684.7%9.9%3.8%0.76%0.76%
Jun 202682.2%11.1%4.4%1.1%1.1%
Jul 202682.3%8.9%6.3%1.3%1.3%
Aug 202681.6%10.2%6.1%1%1%
Sep 202686.8%7.4%4.4%0.74%0.74%

How has the Baltic and Hutchwilco comparison changed over the last 12 months?

3 findings
  • Hutchwilco was ahead of Baltic in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Baltic’s share of searches among life jacket brands in New Zealand moved from 4.9% to 4.4%, and its estimated monthly branded searches held steady at 60.
  • Across the 12 months ending September 2026, Hutchwilco’s share of searches among life jacket brands in New Zealand moved from 87% to 86.8%, and its estimated monthly branded searches moved from 1.1K to 1.2K.

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

2 changes

  1. In September 2026, Hutchwilco gained share of searches among life jacket brands in New Zealand, from 81.6% to 86.8%.

  2. In September 2026, Baltic lost share of searches among life jacket brands in New Zealand, from 6.1% to 4.4%.

How are branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Baltic’s and Hutchwilco’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.

Baltic

2 branded search terms

  • baltic life jacket
  • baltic lifejacket

Hutchwilco

2 branded search terms

  • hutchwilco
  • hutchwilco life jacket

How the Brand Demand Index is measured

Other head-to-heads among life jacket brands

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