Engel vs IceMule:Which is more popular?
In September 2026, IceMule had more branded searches than Engel among backpack cooler brands in New Zealand. IceMule had about 10 branded searches, while Engel had 0. IceMule made up 1.6% of all backpack cooler brand searches we track, and Engel accounted for 0%. When we asked ChatGPT and Google AI Overviews about backpack cooler brands, IceMule appeared in all five answers and Engel in two. IceMule was mentioned before Engel in every answer.
Who do people search for more?
IceMule, the only one of the two with measured searches
Who does AI mention more?
IceMule, mentioned in every answer we collected
Who does AI recommend more?
IceMule, named ahead of Engel in every answer
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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. Engel was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. IceMule was listed before Engel 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.
- 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 Engel or IceMule more popular in search?
This chart shows how often people search Google for Engel 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 IceMule, Engel. 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 Engel and IceMule comparison changed over the last 12 months?
3 findings
- The lead changed hands once in the 12 months ending September 2026: IceMule took it in December 2025.
- Across the 12 months ending September 2026, Engel’s share of searches among backpack cooler brands in New Zealand moved from 4% to 0%, and its estimated monthly branded searches moved from 30 to 0.
- 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, Engel lost share of searches among backpack cooler brands in New Zealand, from 1.3% to 0%.
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?
3 search terms
Brandwave collects information about searches that people make online using Engel’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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