--- title: "Gemma Lee vs Roxy: Which is searched more in New Zealand?" description: "Is Gemma Lee or Roxy more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Surf 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/gemma-lee-vs-roxy" publisher: "Brandwave" --- # Gemma Lee vs Roxy: Which is searched more in New Zealand? Is Gemma Lee or Roxy more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Surf 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**: Gemma Lee and Roxy - **Competitive set**: Surf brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Gemma Lee Share of Search**: 0.6% - **Roxy Share of Search**: 3.2% ## Is Gemma Lee or Roxy more popular in search? - In September 2026, Roxy had more branded searches than Gemma Lee among surf brands in New Zealand. Roxy had about 590 branded searches, while Gemma Lee had 110. Roxy made up 3.2% of all surf brand searches we track, and Gemma Lee accounted for 0.6%. - Roxy was ahead of Gemma Lee in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Gemma Lee’s share of searches among surf brands in New Zealand moved from 0.55% to 0.6%, and its estimated monthly branded searches held steady at 110. - Across the 12 months ending September 2026, Roxy’s share of searches among surf brands in New Zealand held steady at 3.2%, and its estimated monthly branded searches moved from 650 to 590. ## Top surf brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Gemma Lee was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Roxy was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Roxy was listed before Gemma Lee in two out of three answers that named either. 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 | | --- | --- | --- | --- | --- | | Rip Curl | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Billabong | 2nd | 1 of 3 | 2 of 2 | 3 of 5 | | Seventhwave | 3rd | 2 of 3 | 0 of 2 | 2 of 5 | | Roxy | 4th | 1 of 3 | 1 of 2 | 2 of 5 | | JS Industries | 5th | 2 of 3 | 1 of 2 | 3 of 5 | | Gemma Lee | 6th | 2 of 3 | 0 of 2 | 2 of 5 | | Volcom | 7th | 0 of 3 | 2 of 2 | 2 of 5 | | Quiksilver | 8th | 1 of 3 | 1 of 2 | 2 of 5 | | O'Neill | 9th | 1 of 3 | 1 of 2 | 2 of 5 | | Salty Crew | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about surf brands - Asked ChatGPT "Which surf brand should I buy in New Zealand?": 1. Seventhwave, 2. Rip Curl, 3. O'Neill, 4. JS Industries, 5. Billabong - Asked ChatGPT "What are the best surf brands in New Zealand?": 1. Seventhwave, 2. JS Industries, 3. Gemma Lee, 4. Rip Curl, 5. Quiksilver - Asked ChatGPT "What's the best surf brand in New Zealand for beachwear?": 1. Roxy, 2. Gemma Lee, 3. Rip Curl - Searched Google, AI Overview "surf brands": 1. Quiksilver, 2. Billabong, 3. Rip Curl, 4. Volcom, 5. O'Neill, 6. JS Industries - Searched Google, AI Overview "surf clothing nz": 1. Billabong, 2. Volcom, 3. Roxy, 4. Rip Curl Not named in any answer: Salty Crew. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## How did search popularity change for New Zealand surf brands in September 2026? - Roxy’s share of searches among surf brands in New Zealand has gained ground for 3 months in a row, from 2.2% to 3.2% in September 2026. ## Month by month | Month | Gemma Lee estimated searches | Gemma Lee Share of Search | Gemma Lee rank | Roxy estimated searches | Roxy Share of Search | Roxy rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 110 | 0.55% | 9 | 650 | 3.2% | 7 | | Nov 2025 | 260 | 0.85% | 9 | 1.2K | 3.8% | 7 | | Dec 2025 | 210 | 0.71% | 9 | 930 | 3.1% | 7 | | Jan 2026 | 140 | 0.59% | 9 | 840 | 3.5% | 7 | | Feb 2026 | 140 | 0.82% | 9 | 500 | 2.9% | 7 | | Mar 2026 | 110 | 0.65% | 10 | 410 | 2.4% | 7 | | Apr 2026 | 70 | 0.38% | 10 | 400 | 2.2% | 7 | | May 2026 | 140 | 0.83% | 10 | 410 | 2.4% | 7 | | Jun 2026 | 70 | 0.45% | 10 | 350 | 2.2% | 7 | | Jul 2026 | 70 | 0.43% | 10 | 410 | 2.5% | 7 | | Aug 2026 | 110 | 0.65% | 9 | 530 | 3.1% | 7 | | Sep 2026 | 110 | 0.6% | 9 | 590 | 3.2% | 7 | ## How each brand is measured Brandwave collects information about searches that people make online using Gemma Lee’s and Roxy’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. - **Gemma Lee**: Measured on the search term “gemma lee”. - **Roxy**: Measured on the search terms “boardshorts roxy”, “roxy boardshorts”, “roxy clothing”, “roxy swimwear” and “roxy wetsuit”, summed into one figure. - [Gemma Lee profile](/demand/nz/brands/gemma-lee) - [Roxy profile](/demand/nz/brands/roxy) - [All surf brands in New Zealand](/demand/nz/categories/nz-surf-brands): The set both shares are measured inside, 10 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 Gemma Lee or Roxy more popular in search? In September 2026, Roxy had more branded searches than Gemma Lee among surf brands in New Zealand. Roxy had about 590 branded searches, while Gemma Lee had 110. Roxy made up 3.2% of all surf brand searches we track, and Gemma Lee accounted for 0.6%. ## Cite this page Brandwave. "Gemma Lee vs Roxy: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/gemma-lee-vs-roxy This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/gemma-lee-vs-roxy. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.