Brandwave

MSR vs Stanley:Which is more popular?

In September 2026, MSR had more branded searches than Stanley among camping cookware brands in New Zealand. MSR had about 90 branded searches, while Stanley had 20. MSR made up 7.3% of all camping cookware brand searches we track, and Stanley accounted for 1.6%. When we asked ChatGPT and Google AI Overviews about camping cookware brands, MSR appeared in all four answers and Stanley in two. MSR was mentioned before Stanley in every answer.

Among camping cookware brands in New Zealand in September 2026

Who do people search for more?

MSR, about 5 searches for every 1 for Stanley

MSR 90 searchesStanley 20 searches

Who does AI mention more?

MSR, mentioned in every answer we collected

MSR in 4 of 4Stanley in 2 of 4

Who does AI recommend more?

MSR, named ahead of Stanley in every answer

MSR first in 3Stanley never first

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Top camping cookware brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, MSR appeared in all four answers. Stanley was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. MSR was listed before Stanley in every answer.

Most recommended by AI

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

  1. Sea to Summit1st
  2. MSR2nd
  3. GSI Outdoors3rd
  4. Stanley4th
  5. Snow Peak5th

Mentioned by AI

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

  • MSR4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Sea to Summit3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Stanley2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • GSI Outdoors2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Snow Peak1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about camping cookware brands

4 answers

  • Asked ChatGPT

    “Which camping cookware brand should I buy in New Zealand?”

    1. 1Sea to Summit
    2. 2GSI Outdoors
    3. 3MSR
    4. 4Stanley

  • Asked ChatGPT

    “What are the best camping cookware brands in New Zealand?”

    1. 1Sea to Summit
    2. 2MSR
    3. 3GSI Outdoors
    4. 4Stanley
    5. 5Snow Peak

  • Asked ChatGPT

    “What's the best camping cookware brand in New Zealand for lightweight meals?”

    1. 1MSR
    2. 2Sea to Summit

  • Searched Google, AI Overview

    “camping pots nz”

    1. 1MSR

  • Searched Google, AI Overview

    “camping cookware brands nz”

    Google showed no AI Overview for this search.

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Is MSR or Stanley more popular in search?

This chart shows how often people search Google for MSR and Stanley by name. Each line represents a brand's share of searches for all five camping cookware brands we track, month by month, from searches in New Zealand.

MSR and Stanley among camping cookware brands in New Zealand, by month

Share of searches by month for MSR, Stanley. The figures are in the table below the chart.

View monthly share of searches table
MonthSea to SummitSnow PeakMSRStanleyGSI Outdoors
Oct 202562%28.2%6.3%2.1%1.4%
Nov 202564.5%25.8%7.1%1.9%0.65%
Dec 202559.9%29.3%5.4%4.2%1.2%
Jan 202659.5%29.2%8.3%1.8%1.2%
Feb 202669%22.8%4.8%2.1%1.4%
Mar 202664.5%25.8%7.1%1.3%1.3%
Apr 202661.1%27.8%7.6%2.1%1.4%
May 202663.3%28.8%5%2.2%0.72%
Jun 202665.5%24.5%6.4%1.8%1.8%
Jul 202662.6%28.7%6.1%1.7%0.87%
Aug 202661.5%28.2%7.7%1.7%0.85%
Sep 202658.5%31.7%7.3%1.6%0.81%

How has the MSR and Stanley comparison changed over the last 12 months?

3 findings
  • MSR was ahead of Stanley in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, MSR’s share of searches among camping cookware brands in New Zealand moved from 6.3% to 7.3%, and its estimated monthly branded searches held steady at 90.
  • Across the 12 months ending September 2026, Stanley’s share of searches among camping cookware brands in New Zealand moved from 2.1% to 1.6%, and its estimated monthly branded searches moved from 30 to 20.

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

1 change

  1. Estimated monthly branded searches for Stanley in New Zealand fell 33.3% over 12 measured months, from 30 to 20 in September 2026.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using MSR’s and Stanley’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.

MSR

1 branded search term

  • msr stove

Stanley

2 branded search terms

  • stanley camp cook set
  • stanley cook set

How the Brand Demand Index is measured

Other head-to-heads among camping cookware brands

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