Brandwave

Black Wolf vs Macpac:Which is more popular?

In September 2026, Macpac had more branded searches than Black Wolf among camping gear brands in New Zealand. Macpac had about 50,400 branded searches, while Black Wolf had 470. Macpac made up 41.9% of all camping gear brand searches we track, and Black Wolf accounted for 0.39%. When we asked ChatGPT and Google AI Overviews about camping gear brands, Macpac appeared in four of the five answers and Black Wolf in none.

Among camping gear brands in New Zealand in September 2026

Who do people search for more?

Macpac, about 107 searches for every 1 for Black Wolf

Macpac 50.4K searchesBlack Wolf 470 searches

Who does AI mention more?

Macpac, mentioned in 4 of 5 answers, Black Wolf in 0

Macpac in 4 of 5Black Wolf in 0 of 5

Who does AI recommend more?

Macpac, the only one of the two named

Macpac first in 4Black Wolf never named

Follow Black Wolf vs Macpac and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top camping gear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Macpac was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Black Wolf did not appear in any of the five answers.

Most recommended by AI

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

  1. Macpac1st
  2. Kathmandu2nd
  3. Kiwi Camping3rd
  4. Coleman4th
  5. OZtrail5th
  6. Zempire6th
  7. Sea to Summit6th
  8. Black Wolf–
  9. Companion–

Mentioned by AI

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

  • Kathmandu5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Macpac4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kiwi Camping3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Zempire2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Coleman2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Sea to Summit2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • OZtrail1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Black Wolf0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Companion0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about camping gear 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 20, 2026.

Is Black Wolf or Macpac more popular in search?

This chart shows how often people search Google for Black Wolf and Macpac by name. Each line represents a brand's share of searches for all nine camping gear brands we track, month by month, from searches in New Zealand.

Black Wolf and Macpac among camping gear brands in New Zealand, by month

Share of searches by month for Macpac, Black Wolf. The figures are in the table below the chart.

View monthly share of searches table
MonthKathmanduMacpacZempireKiwi CampingOZtrailColemanSea to SummitBlack WolfCompanion
Oct 202541.6%43.3%6.8%3.8%2.2%1.3%0.64%0.34%0.01%
Nov 202545.9%39.4%6.1%3.9%2.3%1.6%0.54%0.28%<0.01%
Dec 202540.9%41.3%7.6%4.2%3%2.3%0.46%0.21%0.01%
Jan 202638.7%39.1%10.3%5.6%3.2%2.3%0.52%0.28%0.01%
Feb 202642.9%44.7%4.9%3.3%2%1.2%0.73%0.24%0.01%
Mar 202645.5%47%2.6%2.2%1.1%0.67%0.65%0.25%0.01%
Apr 202650.3%44%2.1%1.7%0.72%0.43%0.52%0.25%0.01%
May 202647.3%48.3%1.5%1.2%0.54%0.3%0.58%0.28%0.01%
Jun 202648.3%48.1%1.3%0.82%0.53%0.26%0.4%0.2%0.01%
Jul 202652.6%43.1%1.7%0.95%0.65%0.36%0.43%0.22%<0.01%
Aug 202650.2%43.2%2.6%1.4%1.2%0.52%0.52%0.33%0.01%
Sep 202647.9%41.9%4%2.5%1.7%0.94%0.6%0.39%<0.01%

How has the Black Wolf and Macpac comparison changed over the last 12 months?

3 findings
  • Macpac was ahead of Black Wolf in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Black Wolf’s share of searches among camping gear brands in New Zealand moved from 0.34% to 0.39%, and its estimated monthly branded searches held steady at 470.
  • Across the 12 months ending September 2026, Macpac’s share of searches among camping gear brands in New Zealand moved from 43.3% to 41.9%, and its estimated monthly branded searches moved from 59.8K to 50.4K.

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

1 change

  1. In September 2026, Macpac lost share of searches among camping gear brands in New Zealand, from 43.2% to 41.9%.

How are branded searches counted?

18 search terms

Brandwave collects information about searches that people make online using Black Wolf’s and Macpac’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.

Black Wolf

4 branded search terms

  • black wolf
  • black wolf camping
  • black wolf gazebo
  • black wolf tent

Macpac

14 branded search terms

  • Macpac
  • macpac bags
  • macpac colombo st
  • macpac fleece
  • macpac outlet
  • macpac queen st
  • macpac queensgate
  • macpac sale
  • macpac st lukes
  • macpac te rapa
  • macpac tents
  • macpac tower junction
  • macpac vest
  • macpac westgate

How the Brand Demand Index is measured

Other head-to-heads among camping gear brands

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free