Hunting & Fishing vs Macpac:Which is more popular?
In September 2026, Hunting & Fishing had more branded searches than Macpac among outdoor equipment retailers in New Zealand. Hunting & Fishing had about 61,500 branded searches, while Macpac had 51,500. Hunting & Fishing made up 32.5% of all outdoor equipment retailer searches we track, and Macpac accounted for 27.2%. When we asked ChatGPT and Google AI Overviews about outdoor equipment retailers, Macpac appeared in all three answers and Hunting & Fishing in two. Macpac was mentioned before Hunting & Fishing in every answer.
Who do people search for more?
Hunting & Fishing, about 19% more searches than Macpac
Who does AI mention more?
Macpac, mentioned in every answer we collected
Who does AI recommend more?
Macpac, named ahead of Hunting & Fishing in every answer
Follow Hunting & Fishing vs Macpac and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top outdoor equipment retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions, Macpac appeared in all three answers. Hunting & Fishing was mentioned in two out of three: in two of the three ChatGPT answers. Macpac was listed before Hunting & Fishing in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Kathmandu3 of 3Named in 3 of 3 ChatGPT answers- Macpac3 of 3Named in 3 of 3 ChatGPT answers
Bivouac Outdoor3 of 3Named in 3 of 3 ChatGPT answers- Hunting & Fishing2 of 3Named in 2 of 3 ChatGPT answers
Torpedo70 of 3Named in 0 of 3 ChatGPT answers
See every answer about outdoor equipment retailers
3 answers
Asked ChatGPT
“Which outdoor retailer should I shop at in New Zealand?”
Asked ChatGPT
“What are the best outdoor retailers in New Zealand?”
Asked ChatGPT
“What's the best outdoor retailer in New Zealand for camping gear?”
Searched Google, AI Overview
“outdoor stores nz”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“camping gear nz”
Google showed no AI Overview for this search.
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.
Is Hunting & Fishing or Macpac more popular in search?
This chart shows how often people search Google for Hunting & Fishing and Macpac by name. Each line represents a brand's share of searches for all five outdoor equipment retailers we track, month by month, from searches in New Zealand.
Share of searches by month for Hunting & Fishing, Macpac. The figures are in the table below the chart.
View monthly share of searches table
| Month | Hunting & Fishing | Kathmandu | Macpac | Torpedo7 | Bivouac Outdoor |
|---|---|---|---|---|---|
| Oct 2025 | 26% | 24.2% | 25.6% | 20.8% | 3.4% |
| Nov 2025 | 26% | 24% | 21% | 25.6% | 3.4% |
| Dec 2025 | 31% | 20.2% | 20.7% | 24.8% | 3.3% |
| Jan 2026 | 28% | 22.6% | 23.3% | 22.5% | 3.7% |
| Feb 2026 | 20.2% | 19.3% | 20.5% | 36% | 4% |
| Mar 2026 | 26.8% | 25% | 26.3% | 17.6% | 4.3% |
| Apr 2026 | 31.8% | 29.3% | 26.1% | 9.4% | 3.4% |
| May 2026 | 30.4% | 29% | 30.1% | 7.3% | 3.3% |
| Jun 2026 | 23.9% | 33.5% | 33.8% | 5.7% | 3.1% |
| Jul 2026 | 28.9% | 33.7% | 28% | 5.7% | 3.8% |
| Aug 2026 | 28.3% | 32.2% | 28.2% | 6.8% | 4.6% |
| Sep 2026 | 32.5% | 30.4% | 27.2% | 6.4% | 3.5% |
How has the Hunting & Fishing and Macpac comparison changed over the last 12 months?
3 findings
- The lead changed hands 4 times in the 12 months ending September 2026: Macpac took it in February 2026, Hunting & Fishing took it in March 2026, Macpac took it in June 2026, Hunting & Fishing took it in July 2026.
- Across the 12 months ending September 2026, Hunting & Fishing’s share of searches among outdoor equipment retailers in New Zealand moved from 26% to 32.5%, and its estimated monthly branded searches moved from 61.8K to 61.5K.
- Across the 12 months ending September 2026, Macpac’s share of searches among outdoor equipment retailers in New Zealand moved from 25.6% to 27.2%, and its estimated monthly branded searches moved from 60.8K to 51.5K.
How did search popularity change for New Zealand outdoor equipment retailers in September 2026?
2 changes
In September 2026, Hunting & Fishing overtook Kathmandu to become the leader among outdoor equipment retailers in New Zealand, with 32.5% of the searches.
In September 2026, Macpac lost share of searches among outdoor equipment retailers in New Zealand, from 28.2% to 27.2%.
How are branded searches counted?
20 search terms
Brandwave collects information about searches that people make online using Hunting & Fishing’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.
Hunting & Fishing
2 branded search terms
- Hunting & Fishing
- hunting fishing
Macpac
18 branded search terms
- Macpac
- macpac bags
- macpac camping gear
- macpac colombo st
- macpac fleece
- macpac outdoor clothing
- macpac outdoor gear
- macpac outlet
- macpac packs
- macpac queen st
- macpac queensgate
- macpac sale
- macpac st lukes
- macpac te rapa
- macpac tents
- macpac tower junction
- macpac vest
- macpac westgate
Other head-to-heads among outdoor equipment retailers
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.