Brandwave

Macpac vs Sea to Summit:Which is more popular?

In September 2026, Macpac had more branded searches than Sea to Summit among camping gear brands in New Zealand. Macpac had about 50,400 branded searches, while Sea to Summit had 720. Macpac made up 41.9% of all camping gear brand searches we track, and Sea to Summit accounted for 0.6%. When we asked ChatGPT and Google AI Overviews about camping gear brands, Macpac appeared in four of the five answers and Sea to Summit in two. Macpac was mentioned before Sea to Summit in every answer.

Among camping gear brands in New Zealand in September 2026

Who do people search for more?

Macpac, about 70 searches for every 1 for Sea to Summit

Macpac 50.4K searchesSea to Summit 720 searches

Who does AI mention more?

Macpac, mentioned in 4 of 5 answers, Sea to Summit in 2

Macpac in 4 of 5Sea to Summit in 2 of 5

Who does AI recommend more?

Macpac, named ahead of Sea to Summit in every answer

Macpac first in 4Sea to Summit never first

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Top camping gear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Macpac was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Sea to Summit was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Macpac was listed before Sea to Summit in every answer.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Macpac1st
  2. Kathmandu2nd
  3. Kiwi Camping3rd
  4. Coleman4th
  5. OZtrail5th
  6. Zempire6th
  7. Sea to Summit6th
  8. Black Wolf–
  9. Companion–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Kathmandu5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Macpac4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kiwi Camping3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Zempire2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Coleman2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Sea to Summit2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • OZtrail1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Black Wolf0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Companion0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about camping gear 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 20, 2026.

Is Macpac or Sea to Summit more popular in search?

This chart shows how often people search Google for Macpac and Sea to Summit by name. Each line represents a brand's share of searches for all nine camping gear brands we track, month by month, from searches in New Zealand.

Macpac and Sea to Summit among camping gear brands in New Zealand, by month

Share of searches by month for Macpac, Sea to Summit. The figures are in the table below the chart.

View monthly share of searches table
MonthKathmanduMacpacZempireKiwi CampingOZtrailColemanSea to SummitBlack WolfCompanion
Oct 202541.6%43.3%6.8%3.8%2.2%1.3%0.64%0.34%0.01%
Nov 202545.9%39.4%6.1%3.9%2.3%1.6%0.54%0.28%<0.01%
Dec 202540.9%41.3%7.6%4.2%3%2.3%0.46%0.21%0.01%
Jan 202638.7%39.1%10.3%5.6%3.2%2.3%0.52%0.28%0.01%
Feb 202642.9%44.7%4.9%3.3%2%1.2%0.73%0.24%0.01%
Mar 202645.5%47%2.6%2.2%1.1%0.67%0.65%0.25%0.01%
Apr 202650.3%44%2.1%1.7%0.72%0.43%0.52%0.25%0.01%
May 202647.3%48.3%1.5%1.2%0.54%0.3%0.58%0.28%0.01%
Jun 202648.3%48.1%1.3%0.82%0.53%0.26%0.4%0.2%0.01%
Jul 202652.6%43.1%1.7%0.95%0.65%0.36%0.43%0.22%<0.01%
Aug 202650.2%43.2%2.6%1.4%1.2%0.52%0.52%0.33%0.01%
Sep 202647.9%41.9%4%2.5%1.7%0.94%0.6%0.39%<0.01%

How has the Macpac and Sea to Summit comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand camping gear brands in September 2026?

2 changes

  1. In September 2026, Macpac lost share of searches among camping gear brands in New Zealand, from 43.2% to 41.9%.

  2. Estimated monthly branded searches for Sea to Summit in New Zealand fell 18.2% over 12 measured months, from 880 to 720 in September 2026.

How are branded searches counted?

15 search terms

Brandwave collects information about searches that people make online using Macpac’s and Sea to Summit’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.

Macpac

14 branded 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
  • macpac westgate

Sea to Summit

1 branded search term

  • sea to summit

How the Brand Demand Index is measured

Other head-to-heads among camping gear brands

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