--- title: "Burton vs Union: Which is searched more in New Zealand?" description: "Is Burton or Union more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Bindings brands set in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/nz/compare/burton-vs-union-binding" publisher: "Brandwave" --- # Burton vs Union: Which is searched more in New Zealand? Is Burton or Union more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Bindings brands set in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: Burton and Union - **Competitive set**: Bindings brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Burton Share of Search**: 25% - **Union Share of Search**: 33.3% ## Is Burton or Union more popular in search? - In September 2026, Union had more branded searches than Burton among bindings brands in New Zealand. Union had about 280 branded searches, while Burton had 210. Union made up 33.3% of all bindings brand searches we track, and Burton accounted for 25%. - The lead changed hands 6 times in the 12 months ending September 2026: Burton took it in January 2026, Union took it in February 2026, Burton took it in April 2026, Union took it in May 2026, Burton took it in June 2026, Union took it in September 2026. - Across the 12 months ending September 2026, Burton’s share of searches among bindings brands in New Zealand moved from 15.5% to 25%, and its estimated monthly branded searches moved from 90 to 210. - Across the 12 months ending September 2026, Union’s share of searches among bindings brands in New Zealand moved from 20.7% to 33.3%, and its estimated monthly branded searches moved from 120 to 280. ## Top bindings brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, both Burton and Union showed up in all five answers. Union was listed before Burton in four of them. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Union | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Burton | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | Salomon | 3rd | 2 of 3 | 1 of 2 | 3 of 5 | | Hyperlite | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Ronix | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about bindings brands - Asked ChatGPT "Which bindings brand should I buy in New Zealand?": 1. Union, 2. Burton - Asked ChatGPT "What are the best bindings brands in New Zealand?": 1. Union, 2. Burton, 3. Salomon - Asked ChatGPT "What's the best bindings brand in New Zealand for snow sports?": 1. Union, 2. Burton, 3. Salomon - Searched Google, AI Overview "best snowboard bindings": 1. Burton, 2. Salomon, 3. Union - Searched Google, AI Overview "binding brand": 1. Union, 2. Burton Not named in any answer: Hyperlite and Ronix. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 20, 2026. ## How did search popularity change for New Zealand bindings brands in September 2026? - In September 2026, Union overtook Burton to become the leader among bindings brands in New Zealand, with 33.3% of the searches. - In September 2026, Burton lost share of searches among bindings brands in New Zealand, from 33.1% to 25%. ## Month by month | Month | Burton estimated searches | Burton Share of Search | Burton rank | Union estimated searches | Union Share of Search | Union rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 90 | 15.5% | 4 | 120 | 20.7% | 3 | | Nov 2025 | 70 | 11.9% | 4 | 100 | 16.9% | 3 | | Dec 2025 | 70 | 10.1% | 4 | 80 | 11.6% | 3 | | Jan 2026 | 110 | 14.9% | 3 | 80 | 10.8% | 4 | | Feb 2026 | 110 | 17.2% | 3 | 140 | 21.9% | 2 | | Mar 2026 | 90 | 15.3% | 3 | 120 | 20.3% | 2 | | Apr 2026 | 140 | 25% | 2 | 110 | 19.6% | 3 | | May 2026 | 140 | 23.3% | 3 | 190 | 31.7% | 1 | | Jun 2026 | 210 | 34.4% | 1 | 150 | 24.6% | 2 | | Jul 2026 | 390 | 34.5% | 1 | 310 | 27.4% | 2 | | Aug 2026 | 390 | 33.1% | 1 | 370 | 31.4% | 2 | | Sep 2026 | 210 | 25% | 2 | 280 | 33.3% | 1 | ## How each brand is measured Brandwave collects information about searches that people make online using Burton’s and Union’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**: Measured on the search term “burton jacket”. - **Union**: Measured on the search terms “union bindings” and “union snowboard bindings”, summed into one figure. - [Burton profile](/demand/nz/brands/burton) - [Union profile](/demand/nz/brands/union-binding) - [All bindings brands in New Zealand](/demand/nz/categories/nz-bindings-brands): The set both shares are measured inside, 5 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Burton or Union more popular in search? In September 2026, Union had more branded searches than Burton among bindings brands in New Zealand. Union had about 280 branded searches, while Burton had 210. Union made up 33.3% of all bindings brand searches we track, and Burton accounted for 25%. ## Cite this page Brandwave. "Burton vs Union: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/burton-vs-union-binding This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/burton-vs-union-binding. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.