Brandwave

Burton vs Devold:Which is more popular?

In September 2026, Burton and Devold were level in searches among base layer brands in New Zealand, with an estimated 210 branded searches each, at 0.34% of the total each. When we asked ChatGPT and Google AI Overviews about base layer brands, Devold appeared in two of the five answers and Burton in none.

Among base layer brands in New Zealand in September 2026

Who do people search for more?

Burton and Devold are searched for about as often as each other.

Burton 210 searchesDevold 210 searches

Who does AI mention more?

Devold, mentioned in 2 of 5 answers, Burton in 0

Devold in 2 of 5Burton in 0 of 5

Who does AI recommend more?

Devold, the only one of the two named

Devold first in 2Burton never named

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Top base layer brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Devold was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Burton 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. Icebreaker1st
  2. Mons Royale2nd
  3. Macpac3rd
  4. Devold4th
  5. Columbia–
  6. Burton–
  7. Castelli–
  8. First Lite–

Mentioned by AI

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

  • Macpac5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Mons Royale5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Icebreaker4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Devold2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Columbia0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Burton0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Castelli0 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

See every answer about base layer 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 Burton or Devold more popular in search?

This chart shows how often people search Google for Burton and Devold by name. Each line represents a brand's share of searches for all eight base layer brands we track, month by month, from searches in New Zealand.

Burton and Devold among base layer brands in New Zealand, by month

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

View monthly share of searches table
MonthMacpacMons RoyaleColumbiaIcebreakerBurtonDevoldCastelliFirst Lite
Oct 202590%7.9%0.48%0.56%0.14%0.26%0.32%0.32%
Nov 202589%9.4%0.34%0.49%0.09%0.26%0.26%0.21%
Dec 202591.1%7.6%0.43%0.28%0.07%0.21%0.17%0.14%
Jan 202690.6%7.7%0.52%0.34%0.13%0.31%0.21%0.21%
Feb 202688.9%9%0.53%0.46%0.16%0.38%0.3%0.3%
Mar 202687.3%10.9%0.44%0.46%0.11%0.31%0.25%0.25%
Apr 202686.9%11%0.58%0.37%0.16%0.3%0.3%0.3%
May 202686.7%11.2%0.62%0.41%0.16%0.25%0.38%0.31%
Jun 202688.6%9.5%0.55%0.36%0.22%0.22%0.27%0.22%
Jul 202684.3%13.4%0.57%0.54%0.46%0.3%0.25%0.2%
Aug 202681.8%15.5%0.72%0.59%0.53%0.29%0.23%0.29%
Sep 202682.4%15.2%0.57%0.57%0.34%0.34%0.28%0.23%

How has the Burton and Devold comparison changed over the last 12 months?

3 findings
  • The lead changed hands once in the 12 months ending September 2026: Burton took it in July 2026.
  • Across the 12 months ending September 2026, Burton’s share of searches among base layer brands in New Zealand moved from 0.14% to 0.34%, and its estimated monthly branded searches moved from 90 to 210.
  • Across the 12 months ending September 2026, Devold’s share of searches among base layer brands in New Zealand moved from 0.26% to 0.34%, and its estimated monthly branded searches moved from 170 to 210.

How did search popularity change for New Zealand base layer brands in September 2026?

2 changes

  1. Estimated monthly branded searches for Burton in New Zealand rose 133.3% over 12 measured months, from 90 to 210 in September 2026.

  2. Estimated monthly branded searches for Devold in New Zealand rose 23.5% over 12 measured months, from 170 to 210 in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Burton’s and Devold’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.

Burton

1 branded search term

  • burton jacket

Devold

1 branded search term

  • devold

How the Brand Demand Index is measured

Other head-to-heads among base layer brands

Creator with pink hair and a pink jacket

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