Columbia vs IceMule:Which is more popular?
In September 2026, Columbia had more branded searches than IceMule among backpack cooler brands in New Zealand. Columbia had about 350 branded searches, while IceMule had 10. Columbia made up 56.5% of all backpack cooler brand searches we track, and IceMule accounted for 1.6%. When we asked ChatGPT and Google AI Overviews about backpack cooler brands, IceMule appeared in all five answers and Columbia in none.
Who do people search for more?
Columbia, about 35 searches for every 1 for IceMule
Who does AI mention more?
IceMule, mentioned in every answer we collected
Who does AI recommend more?
IceMule, the only one of the two named
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Top backpack cooler brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, IceMule appeared in all five answers. Columbia 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.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- IceMule5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
YETI4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Coleman3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Engel2 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
Igloo0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about backpack cooler brands
5 answers
Asked ChatGPT
“Which backpack cooler brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best backpack cooler brands in New Zealand?”
Asked ChatGPT
“What's the best backpack cooler brand in New Zealand for picnics and trips?”
Searched Google, AI Overview
“best backpack cooler”
Searched Google, AI Overview
“insulated backpack cooler”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.
Is Columbia or IceMule more popular in search?
This chart shows how often people search Google for Columbia and IceMule by name. Each line represents a brand's share of searches for all six backpack cooler brands we track, month by month, from searches in New Zealand.
Share of searches by month for Columbia, IceMule. The figures are in the table below the chart.
View monthly share of searches table
| Month | Columbia | Igloo | YETI | Coleman | IceMule | Engel |
|---|---|---|---|---|---|---|
| Oct 2025 | 42.7% | 42.7% | 6.7% | 1.3% | 2.7% | 4% |
| Nov 2025 | 30.4% | 52.2% | 9.8% | 1.1% | 2.2% | 4.3% |
| Dec 2025 | 26.4% | 61.3% | 8.6% | 1.8% | 1.2% | 0.61% |
| Jan 2026 | 37.4% | 51.3% | 7.8% | 0.87% | 1.7% | 0.87% |
| Feb 2026 | 50% | 35.1% | 9.5% | 1.4% | 2.7% | 1.4% |
| Mar 2026 | 55.2% | 31.3% | 7.5% | 1.5% | 3% | 1.5% |
| Apr 2026 | 71.4% | 20% | 5.7% | 0% | 1.4% | 1.4% |
| May 2026 | 71.6% | 14.9% | 9.5% | 0% | 2.7% | 1.4% |
| Jun 2026 | 72.6% | 19.2% | 5.5% | 0% | 2.7% | 0% |
| Jul 2026 | 66.2% | 23% | 6.8% | 1.4% | 1.4% | 1.4% |
| Aug 2026 | 67.9% | 21.8% | 5.1% | 1.3% | 2.6% | 1.3% |
| Sep 2026 | 56.5% | 33.9% | 6.5% | 1.6% | 1.6% | 0% |
How has the Columbia and IceMule comparison changed over the last 12 months?
3 findings
- Columbia was ahead of IceMule in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Columbia’s share of searches among backpack cooler brands in New Zealand moved from 42.7% to 56.5%, and its estimated monthly branded searches moved from 320 to 350.
- Across the 12 months ending September 2026, IceMule’s share of searches among backpack cooler brands in New Zealand moved from 2.7% to 1.6%, and its estimated monthly branded searches moved from 20 to 10.
How did search popularity change for New Zealand backpack cooler brands in September 2026?
2 changes
In September 2026, Columbia lost share of searches among backpack cooler brands in New Zealand, from 67.9% to 56.5%.
In September 2026, IceMule lost share of searches among backpack cooler brands in New Zealand, from 2.6% to 1.6%.
How are branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Columbia’s and IceMule’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.
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