Bontrager vs Lazer:Which is more popular?
In September 2026, Lazer had more branded searches than Bontrager among cycling helmet brands in New Zealand. Lazer had about 140 branded searches, while Bontrager had 90. Lazer made up 4.6% of all cycling helmet brand searches we track, and Bontrager accounted for 3%. When we asked ChatGPT and Google AI Overviews about cycling helmet brands, Bontrager and Lazer each appeared in two of the five answers. Lazer was mentioned before Bontrager in two out of three answers.
Who do people search for more?
Lazer, about 56% more searches than Bontrager
Who does AI mention more?
Both were mentioned in 2 of 5 answers.
Who does AI recommend more?
Lazer, named ahead of Bontrager in 2 of 3 answers
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Top cycling helmet brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Bontrager and Lazer were each mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Lazer was listed before Bontrager in two out of three answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Giro5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Specialized4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Bell3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
POC2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Lazer2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
MET2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Bontrager2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about cycling helmet brands
5 answers
Asked ChatGPT
“Which cycling helmet brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best cycling helmet brands in New Zealand?”
Asked ChatGPT
“What's the best cycling helmet brand in New Zealand for road riding?”
Searched Google, AI Overview
“bike helmet nz”
Searched Google, AI Overview
“road cycling helmet”
- 1Giro
- 1
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Bontrager or Lazer more popular in search?
This chart shows how often people search Google for Bontrager and Lazer by name. Each line represents a brand's share of searches for all seven cycling helmet brands we track, month by month, from searches in New Zealand.
Share of searches by month for Lazer, Bontrager. The figures are in the table below the chart.
View monthly share of searches table
| Month | Giro | Bell | POC | Lazer | MET | Specialized | Bontrager |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 32.6% | 31.1% | 19.1% | 4.1% | 5.2% | 2.6% | 5.2% |
| Nov 2025 | 36% | 26.7% | 23.9% | 3.4% | 3.4% | 2.2% | 4.3% |
| Dec 2025 | 33.8% | 28.8% | 21.1% | 4.7% | 4.7% | 2.3% | 4.7% |
| Jan 2026 | 32.9% | 28.1% | 21.4% | 4.7% | 4.7% | 2.4% | 5.8% |
| Feb 2026 | 29.2% | 38% | 18.6% | 3.3% | 4% | 1.8% | 5.1% |
| Mar 2026 | 30.1% | 35.9% | 17.2% | 4.5% | 4.5% | 2.3% | 5.5% |
| Apr 2026 | 34.8% | 28.9% | 18.1% | 5.9% | 4.9% | 2.4% | 4.9% |
| May 2026 | 32.1% | 28% | 21.6% | 5.7% | 5.7% | 3% | 3.7% |
| Jun 2026 | 30.2% | 31.4% | 20.2% | 5.4% | 6.6% | 2.7% | 3.5% |
| Jul 2026 | 35.3% | 28% | 21.5% | 4.8% | 4.8% | 2.4% | 3.1% |
| Aug 2026 | 37.8% | 25.1% | 20% | 4.4% | 5.4% | 2.9% | 4.4% |
| Sep 2026 | 37.5% | 26% | 20.7% | 4.6% | 4.6% | 3.6% | 3% |
How has the Bontrager and Lazer comparison changed over the last 12 months?
3 findings
- The lead changed hands once in the 12 months ending September 2026: Lazer took it in April 2026.
- Across the 12 months ending September 2026, Bontrager’s share of searches among cycling helmet brands in New Zealand moved from 5.2% to 3%, and its estimated monthly branded searches moved from 140 to 90.
- Across the 12 months ending September 2026, Lazer’s share of searches among cycling helmet brands in New Zealand moved from 4.1% to 4.6%, and its estimated monthly branded searches moved from 110 to 140.
How did search popularity change for New Zealand cycling helmet brands in September 2026?
3 changes
In September 2026, Specialized overtook Bontrager to rank 6th among cycling helmet brands in New Zealand, with 3.6% of the searches.
In September 2026, Bontrager lost share of searches among cycling helmet brands in New Zealand, from 4.4% to 3%.
In September 2026, Lazer rose from 6th to 4th among cycling helmet brands in New Zealand.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Bontrager’s and Lazer’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.
Other head-to-heads among cycling helmet brands
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