Brandwave

First Lite vs Sitka:Which is more popular?

In September 2026, First Lite and Sitka were level in searches among hunting clothing brands in New Zealand, with an estimated 140 versus 130 branded searches, at 0.47% and 0.44% of the total. When we asked ChatGPT and Google AI Overviews about hunting clothing brands, neither First Lite nor Sitka appeared in any of the five answers.

Among hunting clothing brands in New Zealand in September 2026

Who do people search for more?

First Lite, about 8% more searches than Sitka

First Lite 140 searchesSitka 130 searches

Who does AI mention more?

Both were mentioned in 0 of 5 answers.

First Lite in 0 of 5Sitka in 0 of 5

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Top hunting clothing brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, neither First Lite nor Sitka showed up 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 Sitka more popular in search?

This chart shows how often people search Google for First Lite and Sitka 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 Sitka among hunting clothing brands in New Zealand, by month

Share of searches by month for First Lite, Sitka. 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 Sitka comparison changed over the last 12 months?

3 findings
  • The lead changed hands 4 times in the 12 months ending September 2026: Sitka took it in November 2025, First Lite took it in January 2026, Sitka took it in February 2026, First Lite took it in August 2026.
  • Across the 12 months ending September 2026, First Lite’s share of searches among hunting clothing brands in New Zealand moved from 0.82% to 0.47%, and its estimated monthly branded searches moved from 210 to 140.
  • Across the 12 months ending September 2026, Sitka’s share of searches among hunting clothing brands in New Zealand moved from 0.51% to 0.44%, and its estimated monthly branded searches held steady at 130.

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

1 change

  1. 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?

7 search terms

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

Sitka

6 branded search terms

  • sitka camo
  • sitka gear
  • sitka hunting
  • sitka hunting gear
  • sitka hunting jacket
  • sitka jacket

How the Brand Demand Index is measured

Other head-to-heads among hunting clothing brands

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