Brandwave

First Lite vs Huntech:Which is more popular?

In September 2026, Huntech had more branded searches than First Lite among hunting clothing brands in New Zealand. Huntech had about 590 branded searches, while First Lite had 140. Huntech made up 2% of all hunting clothing brand searches we track, and First Lite accounted for 0.47%. When we asked ChatGPT and Google AI Overviews about hunting clothing brands, Huntech appeared in three of the five answers and First Lite in none.

Among hunting clothing brands in New Zealand in September 2026

Who do people search for more?

Huntech, about 4 searches for every 1 for First Lite

Huntech 590 searchesFirst Lite 140 searches

Who does AI mention more?

Huntech, mentioned in 3 of 5 answers, First Lite in 0

Huntech in 3 of 5First Lite in 0 of 5

Who does AI recommend more?

Huntech, the only one of the two named

Huntech first in 3First Lite never named

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Top hunting clothing brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Huntech was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. First Lite 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.

  1. Swazi1st
  2. Stoney Creek2nd
  3. Hunters Element3rd
  4. Ridgeline4th
  5. Huntech5th
  6. Bushbuck6th
  7. Kuiu7th
  8. Gamegear–
  9. First Lite–
  10. Sitka–

Mentioned by AI

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

  • Stoney Creek5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Swazi5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Hunters Element4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Huntech3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Ridgeline3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bushbuck2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Kuiu2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Gamegear0 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
  • Sitka0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about hunting clothing brands

5 answers

Not named in any answer:

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

Is First Lite or Huntech more popular in search?

This chart shows how often people search Google for First Lite and Huntech by name. Each line represents a brand's share of searches for all ten hunting clothing brands we track, month by month, from searches in New Zealand.

First Lite and Huntech among hunting clothing brands in New Zealand, by month

Share of searches by month for Huntech, First Lite. The figures are in the table below the chart.

View monthly share of searches table
MonthStoney CreekHunters ElementBushbuckSwaziGamegearKuiuHuntechRidgelineFirst LiteSitka
Oct 202531.7%20%17.2%13.8%7.9%4.1%2.8%1.3%0.82%0.51%
Nov 202529.9%18.2%29.8%10.2%5.7%2.3%2.5%0.57%0.42%0.47%
Dec 202533.6%21.1%18.3%11.5%8.4%2.1%3%0.98%0.47%0.51%
Jan 202631.2%20.3%20.7%12%7.8%2.9%2.8%1.1%0.65%0.58%
Feb 202632.5%17%21.6%12%7.6%3%2.9%1.6%0.84%0.88%
Mar 202631%20.1%20.7%13.8%7.4%2%2.6%1.2%0.54%0.67%
Apr 202632.8%20.9%17.9%12.8%8.2%2.1%2.9%1.3%0.57%0.73%
May 202630.4%23.8%16.6%14%8.2%1.9%2.7%1.4%0.53%0.66%
Jun 202634.8%18.5%19%13.7%7.7%1.4%2.5%1.6%0.4%0.42%
Jul 202633.2%22%14.8%14.2%9%1.8%2.2%1.9%0.38%0.47%
Aug 202629.4%22.9%19.6%14%7.8%1.8%2.1%1.4%0.51%0.48%
Sep 202633.4%18.2%18.2%12.8%9.8%3.1%2%1.6%0.47%0.44%

How has the First Lite and Huntech comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand hunting clothing brands in September 2026?

3 changes

  1. In September 2026, Kuiu overtook Huntech to rank 6th among hunting clothing brands in New Zealand, with 3.1% of the searches.

  2. Huntech’s share of searches among hunting clothing brands in New Zealand has lost ground for 3 months in a row, from 2.5% to 2% in September 2026.

  3. Estimated monthly branded searches for First Lite in New Zealand fell 33.3% over 12 measured months, from 210 to 140 in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using First Lite’s and Huntech’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.

First Lite

1 branded search term

  • first lite

Huntech

1 branded search term

  • huntech

How the Brand Demand Index is measured

Other head-to-heads among hunting clothing brands

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