Brandwave

DSC vs Gray-Nicolls:Which is more popular?

In September 2026, Gray-Nicolls had more branded searches than DSC among cricket gear brands in New Zealand. Gray-Nicolls had about 720 branded searches, while DSC had 70. Gray-Nicolls made up 30.4% of all cricket gear brand searches we track, and DSC accounted for 3%. When we asked ChatGPT and Google AI Overviews about cricket gear brands, Gray-Nicolls appeared in all five answers and DSC in four. Gray-Nicolls was mentioned before DSC in every answer.

Among cricket gear brands in New Zealand in September 2026

Who do people search for more?

Gray-Nicolls, about 10 searches for every 1 for DSC

Gray-Nicolls 720 searchesDSC 70 searches

Who does AI mention more?

Gray-Nicolls, mentioned in every answer we collected

Gray-Nicolls in 5 of 5DSC in 4 of 5

Who does AI recommend more?

Gray-Nicolls, named ahead of DSC in every answer

Gray-Nicolls first in 3DSC never first

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Top cricket gear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Gray-Nicolls appeared in all five answers. DSC was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Gray-Nicolls was listed before DSC in every answer.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Kookaburra1st
  2. Gray-Nicolls2nd
  3. Gunn & Moore3rd
  4. New Balance Cricket4th
  5. DSC5th
  6. SS Cricket6th

Mentioned by AI

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

  • Kookaburra5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Gray-Nicolls5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Gunn & Moore5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • DSC4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • New Balance Cricket2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • SS Cricket1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about cricket gear brands

5 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Is DSC or Gray-Nicolls more popular in search?

This chart shows how often people search Google for DSC and Gray-Nicolls by name. Each line represents a brand's share of searches for all six cricket gear brands we track, month by month, from searches in New Zealand.

DSC and Gray-Nicolls among cricket gear brands in New Zealand, by month

Share of searches by month for Gray-Nicolls, DSC. The figures are in the table below the chart.

View monthly share of searches table
MonthKookaburraGray-NicollsGunn & MooreNew Balance CricketSS CricketDSC
Oct 202537%27.4%11.2%10.6%10.1%3.7%
Nov 202533.5%31%12.4%8.5%11.2%3.4%
Dec 202534.9%31.3%12.9%7.4%9.9%3.6%
Jan 202633.5%33.5%12.2%7.3%10.2%3.2%
Feb 202636.4%29.6%10.3%6.5%14.3%2.8%
Mar 202638.4%29%10.8%6.1%13.3%2.5%
Apr 202638.4%27.9%9.9%7%14%2.9%
May 202640.9%27.3%10.6%6.8%12.9%1.5%
Jun 202644.2%28.6%7.5%6.8%9.5%3.4%
Jul 202641.8%27.4%10.3%8.9%8.9%2.7%
Aug 202640%27.1%7.1%12.4%11%2.4%
Sep 202638.4%30.4%10.1%9.3%8.9%3%

How has the DSC and Gray-Nicolls comparison changed over the last 12 months?

3 findings
  • Gray-Nicolls was ahead of DSC in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, DSC’s share of searches among cricket gear brands in New Zealand moved from 3.7% to 3%, and its estimated monthly branded searches moved from 140 to 70.
  • Across the 12 months ending September 2026, Gray-Nicolls’ share of searches among cricket gear brands in New Zealand moved from 27.4% to 30.4%, and its estimated monthly branded searches moved from 1K to 720.

How did search popularity change for New Zealand cricket gear brands in September 2026?

2 changes

  1. In September 2026, Gray-Nicolls gained share of searches among cricket gear brands in New Zealand, from 27.1% to 30.4%.

  2. In September 2026, DSC gained share of searches among cricket gear brands in New Zealand, from 2.4% to 3%.

How are branded searches counted?

10 search terms

Brandwave collects information about searches that people make online using DSC’s and Gray-Nicolls’ 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.

DSC

1 branded search term

  • dsc cricket

Gray-Nicolls

9 branded search terms

  • bat gray nicolls
  • gray nicolls
  • gray nicolls cricket
  • gray nicolls gloves
  • gray nicolls helmet
  • gray nicolls kaboom
  • gray nicolls nova
  • graynicolls
  • graynicolls cricket

How the Brand Demand Index is measured

Other head-to-heads among cricket gear brands

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