Devold vs Macpac:Which is more popular?
In September 2026, Macpac had more branded searches than Devold among base layer brands in New Zealand. Macpac had about 50,400 branded searches, while Devold had 210. Macpac made up 82.4% of all base layer brand searches we track, and Devold accounted for 0.34%. When we asked ChatGPT and Google AI Overviews about base layer brands, Macpac appeared in all five answers and Devold in two. Macpac was mentioned before Devold in every answer.
Who do people search for more?
Macpac, about 240 searches for every 1 for Devold
Who does AI mention more?
Macpac, mentioned in every answer we collected
Who does AI recommend more?
Macpac, named ahead of Devold in every answer
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Top base layer brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Macpac appeared in all five answers. 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. Macpac was listed before Devold in every answer.
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.
- 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
Asked ChatGPT
“Which base layer brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best base layer brands in New Zealand?”
Asked ChatGPT
“What's the best base layer brand in New Zealand for cold weather?”
Searched Google, AI Overview
“thermal base layer”
Searched Google, AI Overview
“merino base layer nz”
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 Devold or Macpac more popular in search?
This chart shows how often people search Google for Devold and Macpac 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.
Share of searches by month for Macpac, Devold. The figures are in the table below the chart.
View monthly share of searches table
| Month | Macpac | Mons Royale | Columbia | Icebreaker | Burton | Devold | Castelli | First Lite |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 90% | 7.9% | 0.48% | 0.56% | 0.14% | 0.26% | 0.32% | 0.32% |
| Nov 2025 | 89% | 9.4% | 0.34% | 0.49% | 0.09% | 0.26% | 0.26% | 0.21% |
| Dec 2025 | 91.1% | 7.6% | 0.43% | 0.28% | 0.07% | 0.21% | 0.17% | 0.14% |
| Jan 2026 | 90.6% | 7.7% | 0.52% | 0.34% | 0.13% | 0.31% | 0.21% | 0.21% |
| Feb 2026 | 88.9% | 9% | 0.53% | 0.46% | 0.16% | 0.38% | 0.3% | 0.3% |
| Mar 2026 | 87.3% | 10.9% | 0.44% | 0.46% | 0.11% | 0.31% | 0.25% | 0.25% |
| Apr 2026 | 86.9% | 11% | 0.58% | 0.37% | 0.16% | 0.3% | 0.3% | 0.3% |
| May 2026 | 86.7% | 11.2% | 0.62% | 0.41% | 0.16% | 0.25% | 0.38% | 0.31% |
| Jun 2026 | 88.6% | 9.5% | 0.55% | 0.36% | 0.22% | 0.22% | 0.27% | 0.22% |
| Jul 2026 | 84.3% | 13.4% | 0.57% | 0.54% | 0.46% | 0.3% | 0.25% | 0.2% |
| Aug 2026 | 81.8% | 15.5% | 0.72% | 0.59% | 0.53% | 0.29% | 0.23% | 0.29% |
| Sep 2026 | 82.4% | 15.2% | 0.57% | 0.57% | 0.34% | 0.34% | 0.28% | 0.23% |
How has the Devold and Macpac comparison changed over the last 12 months?
3 findings
- Macpac was ahead of Devold in every measured month of the 12 months ending September 2026.
- 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.
- Across the 12 months ending September 2026, Macpac’s share of searches among base layer brands in New Zealand moved from 90% to 82.4%, and its estimated monthly branded searches moved from 59.8K to 50.4K.
How did search popularity change for New Zealand base layer brands in September 2026?
2 changes
In September 2026, Macpac gained share of searches among base layer brands in New Zealand, from 81.8% to 82.4%.
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?
15 search terms
Brandwave collects information about searches that people make online using Devold’s and Macpac’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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