--- title: "First Lite vs Macpac: Which is searched more in New Zealand?" description: "Is First Lite or Macpac more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Base layer brands set in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/nz/compare/first-lite-vs-macpac" publisher: "Brandwave" --- # First Lite vs Macpac: Which is searched more in New Zealand? Is First Lite or Macpac more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Base layer brands set in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: First Lite and Macpac - **Competitive set**: Base layer brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **First Lite Share of Search**: 0.23% - **Macpac Share of Search**: 82.4% ## Is First Lite or Macpac more popular in search? - In September 2026, Macpac had more branded searches than First Lite among base layer brands in New Zealand. Macpac had about 50,400 branded searches, while First Lite had 140. Macpac made up 82.4% of all base layer brand searches we track, and First Lite accounted for 0.23%. - Macpac was ahead of First Lite in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, First Lite’s share of searches among base layer brands in New Zealand moved from 0.32% to 0.23%, and its estimated monthly branded searches moved from 210 to 140. - 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. ## 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. First Lite did not appear in any of the five answers. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Icebreaker | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | Mons Royale | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | Macpac | 3rd | 3 of 3 | 2 of 2 | 5 of 5 | | Devold | 4th | 2 of 3 | 0 of 2 | 2 of 5 | | Columbia | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Burton | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Castelli | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | First Lite | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about base layer brands - Asked ChatGPT "Which base layer brand should I buy in New Zealand?": 1. Icebreaker, 2. Macpac, 3. Mons Royale - Asked ChatGPT "What are the best base layer brands in New Zealand?": 1. Icebreaker, 2. Mons Royale, 3. Macpac, 4. Devold - Asked ChatGPT "What's the best base layer brand in New Zealand for cold weather?": 1. Icebreaker, 2. Mons Royale, 3. Macpac, 4. Devold - Searched Google, AI Overview "thermal base layer": 1. Mons Royale, 2. Macpac - Searched Google, AI Overview "merino base layer nz": 1. Icebreaker, 2. Mons Royale, 3. Macpac Not named in any answer: Columbia, Burton, Castelli and First Lite. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 20, 2026. ## How did search popularity change for New Zealand base layer brands in September 2026? - In September 2026, Macpac gained share of searches among base layer brands in New Zealand, from 81.8% to 82.4%. - In September 2026, First Lite fell from 7th to 8th among base layer brands in New Zealand. ## Month by month | Month | First Lite estimated searches | First Lite Share of Search | First Lite rank | Macpac estimated searches | Macpac Share of Search | Macpac rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 210 | 0.32% | 6 | 59.8K | 90% | 1 | | Nov 2025 | 170 | 0.21% | 7 | 72.8K | 89% | 1 | | Dec 2025 | 140 | 0.14% | 7 | 90.6K | 91.1% | 1 | | Jan 2026 | 170 | 0.21% | 7 | 74.9K | 90.6% | 1 | | Feb 2026 | 210 | 0.3% | 7 | 61.5K | 88.9% | 1 | | Mar 2026 | 210 | 0.25% | 7 | 72.7K | 87.3% | 1 | | Apr 2026 | 260 | 0.3% | 7 | 74.3K | 86.9% | 1 | | May 2026 | 260 | 0.31% | 6 | 73.8K | 86.7% | 1 | | Jun 2026 | 210 | 0.22% | 8 | 86.1K | 88.6% | 1 | | Jul 2026 | 170 | 0.2% | 8 | 71.9K | 84.3% | 1 | | Aug 2026 | 210 | 0.29% | 7 | 60.1K | 81.8% | 1 | | Sep 2026 | 140 | 0.23% | 8 | 50.4K | 82.4% | 1 | ## How each brand is measured Brandwave collects information about searches that people make online using First Lite’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. - **First Lite**: Measured on the search term “first lite”. - **Macpac**: Measured on the search terms “Macpac”, “macpac bags”, “macpac colombo st”, “macpac fleece”, “macpac outlet”, “macpac queen st”, “macpac queensgate”, “macpac sale”, “macpac st lukes”, “macpac te rapa”, “macpac tents”, “macpac tower junction”, “macpac vest” and “macpac westgate”, summed into one figure. - [First Lite profile](/demand/nz/brands/first-lite) - [Macpac profile](/demand/nz/brands/macpac) - [All base layer brands in New Zealand](/demand/nz/categories/nz-base-layer-brands): The set both shares are measured inside, 8 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is First Lite or Macpac more popular in search? In September 2026, Macpac had more branded searches than First Lite among base layer brands in New Zealand. Macpac had about 50,400 branded searches, while First Lite had 140. Macpac made up 82.4% of all base layer brand searches we track, and First Lite accounted for 0.23%. ## Cite this page Brandwave. "First Lite vs Macpac: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/first-lite-vs-macpac This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/first-lite-vs-macpac. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.