First Lite vs Swazi:Which is more popular?
In September 2026, Swazi had more branded searches than First Lite among hunting clothing brands in New Zealand. Swazi had about 3,810 branded searches, while First Lite had 140. Swazi made up 12.8% 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, Swazi appeared in all five answers and First Lite in none.
Who do people search for more?
Swazi, about 27 searches for every 1 for First Lite
Who does AI mention more?
Swazi, mentioned in every answer we collected
Who does AI recommend more?
Swazi, the only one of the two named
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Top hunting clothing brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Swazi appeared in all five answers. 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.
- Swazi1st
Stoney Creek2nd
Hunters Element3rd
Ridgeline4th
Huntech5th
Bushbuck6th
Kuiu7th
Gamegear–
First Lite–
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
Asked ChatGPT
“Which hunting clothing brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best hunting clothing brands in New Zealand?”
Asked ChatGPT
“What's the best hunting clothing brand in New Zealand for cold wet bush?”
Searched Google, AI Overview
“hunting clothing brands nz”
Searched Google, AI Overview
“hunting jacket nz”
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 Swazi more popular in search?
This chart shows how often people search Google for First Lite and Swazi 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.
Share of searches by month for Swazi, First Lite. The figures are in the table below the chart.
View monthly share of searches table
| Month | Stoney Creek | Hunters Element | Bushbuck | Swazi | Gamegear | Kuiu | Huntech | Ridgeline | First Lite | Sitka |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 31.7% | 20% | 17.2% | 13.8% | 7.9% | 4.1% | 2.8% | 1.3% | 0.82% | 0.51% |
| Nov 2025 | 29.9% | 18.2% | 29.8% | 10.2% | 5.7% | 2.3% | 2.5% | 0.57% | 0.42% | 0.47% |
| Dec 2025 | 33.6% | 21.1% | 18.3% | 11.5% | 8.4% | 2.1% | 3% | 0.98% | 0.47% | 0.51% |
| Jan 2026 | 31.2% | 20.3% | 20.7% | 12% | 7.8% | 2.9% | 2.8% | 1.1% | 0.65% | 0.58% |
| Feb 2026 | 32.5% | 17% | 21.6% | 12% | 7.6% | 3% | 2.9% | 1.6% | 0.84% | 0.88% |
| Mar 2026 | 31% | 20.1% | 20.7% | 13.8% | 7.4% | 2% | 2.6% | 1.2% | 0.54% | 0.67% |
| Apr 2026 | 32.8% | 20.9% | 17.9% | 12.8% | 8.2% | 2.1% | 2.9% | 1.3% | 0.57% | 0.73% |
| May 2026 | 30.4% | 23.8% | 16.6% | 14% | 8.2% | 1.9% | 2.7% | 1.4% | 0.53% | 0.66% |
| Jun 2026 | 34.8% | 18.5% | 19% | 13.7% | 7.7% | 1.4% | 2.5% | 1.6% | 0.4% | 0.42% |
| Jul 2026 | 33.2% | 22% | 14.8% | 14.2% | 9% | 1.8% | 2.2% | 1.9% | 0.38% | 0.47% |
| Aug 2026 | 29.4% | 22.9% | 19.6% | 14% | 7.8% | 1.8% | 2.1% | 1.4% | 0.51% | 0.48% |
| Sep 2026 | 33.4% | 18.2% | 18.2% | 12.8% | 9.8% | 3.1% | 2% | 1.6% | 0.47% | 0.44% |
How has the First Lite and Swazi comparison changed over the last 12 months?
3 findings
- Swazi 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 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, Swazi’s share of searches among hunting clothing brands in New Zealand moved from 13.8% to 12.8%, and its estimated monthly branded searches moved from 3.5K to 3.8K.
How did search popularity change for New Zealand hunting clothing brands in September 2026?
2 changes
In September 2026, Swazi lost share of searches among hunting clothing brands in New Zealand, from 14% to 12.8%.
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?
13 search terms
Brandwave collects information about searches that people make online using First Lite’s and Swazi’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
Swazi
12 branded search terms
- swazi
- swazi bush shirt
- swazi camo
- swazi coat
- swazi fleece
- swazi gear
- swazi hi vis
- swazi hunting
- swazi hunting gear
- swazi puffer jacket
- swazi rain gear
- swazi the hood
Other head-to-heads among hunting clothing brands
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