Burton vs The North Face:Which is more popular?
In September 2026, The North Face had more branded searches than Burton among snow pants brands in New Zealand. The North Face had about 5,660 branded searches, while Burton had 1,460. The North Face made up 7% of all snow pants brand searches we track, and Burton accounted for 1.8%. When we asked ChatGPT and Google AI Overviews about snow pants brands, Burton and The North Face each appeared in three of the five answers. Burton and The North Face were each mentioned first in two of the four answers.
Who do people search for more?
The North Face, about 4 searches for every 1 for Burton
Who does AI mention more?
Both were mentioned in 3 of 5 answers.
Who does AI recommend more?
Each is named first in 2 of 4 answers.
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Top snow pants brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Burton and The North Face were each mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Burton and The North Face were each listed first in two of the four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Patagonia1st
Burton2nd- The North Face3rd
Helly Hansen4th
Arc'teryx5th
Macpac6th
Volcom–
Roxy–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Patagonia5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Macpac3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- The North Face3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Burton3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Helly Hansen3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Arc'teryx2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Roxy1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Volcom0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about snow pants brands
5 answers
Asked ChatGPT
“Which snow pants brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best snow pants brands in New Zealand?”
Asked ChatGPT
“What's the best snow pants brand in New Zealand for cold wet conditions?”
Searched Google, AI Overview
“ski pants nz”
Searched Google, AI Overview
“waterproof ski pants”
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 Burton or The North Face more popular in search?
This chart shows how often people search Google for Burton and The North Face by name. Each line represents a brand's share of searches for all eight snow pants brands we track, month by month, from searches in New Zealand.
Share of searches by month for The North Face, Burton. The figures are in the table below the chart.
View monthly share of searches table
| Month | Macpac | Arc'teryx | Patagonia | The North Face | Volcom | Burton | Helly Hansen | Roxy |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 59.6% | 13.1% | 17.8% | 5.5% | 1.7% | 0.76% | 1.6% | 0.01% |
| Nov 2025 | 60.4% | 12.7% | 18.1% | 5.2% | 1.5% | 0.53% | 1.6% | <0.01% |
| Dec 2025 | 64.3% | 11.4% | 15.7% | 4.7% | 1.4% | 0.44% | 2.1% | <0.01% |
| Jan 2026 | 56.8% | 12.2% | 20.8% | 6.3% | 1.4% | 0.56% | 1.8% | 0.02% |
| Feb 2026 | 57.3% | 12.1% | 20.9% | 5.4% | 1.4% | 1.4% | 1.5% | 0.01% |
| Mar 2026 | 61.2% | 11.3% | 18.3% | 5.7% | 1.5% | 0.67% | 1.3% | 0.01% |
| Apr 2026 | 56.5% | 12.8% | 20.7% | 6.3% | 1.5% | 0.67% | 1.5% | <0.01% |
| May 2026 | 58.5% | 12.6% | 17.5% | 7.1% | 1.7% | 0.9% | 1.5% | 0.02% |
| Jun 2026 | 60% | 13.6% | 14.7% | 7.9% | 1.5% | 1.1% | 1.3% | 0.03% |
| Jul 2026 | 54.1% | 15.9% | 16.2% | 8.2% | 1.9% | 2.3% | 1.4% | 0.08% |
| Aug 2026 | 46.3% | 18.7% | 20.8% | 8% | 1.8% | 2.5% | 1.8% | 0.04% |
| Sep 2026 | 49.9% | 19.5% | 18.2% | 7% | 2% | 1.8% | 1.6% | 0.01% |
How has the Burton and The North Face comparison changed over the last 12 months?
3 findings
- The North Face was ahead of Burton in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Burton’s share of searches among snow pants brands in New Zealand moved from 0.76% to 1.8%, and its estimated monthly branded searches moved from 630 to 1.5K.
- Across the 12 months ending September 2026, The North Face’s share of searches among snow pants brands in New Zealand moved from 5.5% to 7%, and its estimated monthly branded searches moved from 4.6K to 5.7K.
How did search popularity change for New Zealand snow pants brands in September 2026?
2 changes
In September 2026, The North Face lost share of searches among snow pants brands in New Zealand, from 8% to 7%.
In September 2026, Burton lost share of searches among snow pants brands in New Zealand, from 2.5% to 1.8%.
How are branded searches counted?
14 search terms
Brandwave collects information about searches that people make online using Burton’s and The North Face’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
5 branded search terms
- burton jacket
- burton snow
- burton snow backpack
- burton snow boots
- burton snow gloves
The North Face
9 branded search terms
- borealis the north face
- the north face
- the north face daypack
- the north face fleece
- the north face puffer
- the north face raincoat
- the north face sale
- the north face vest
- thenorthface
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