Cotswold Outdoor vs Decathlon:Which is more popular?
In September 2026, Decathlon had more branded searches than Cotswold Outdoor among outdoor retailers in the United Kingdom. Decathlon had about 823,000 branded searches, while Cotswold Outdoor had 135,000. Decathlon made up 37.8% of all outdoor retailer searches we track, and Cotswold Outdoor accounted for 6.2%. When we asked ChatGPT and Google AI Overviews about outdoor retailers, Cotswold Outdoor appeared in all three answers and Decathlon in two. Cotswold Outdoor was mentioned before Decathlon in every answer.
Who do people search for more?
Decathlon, about 6 searches for every 1 for Cotswold Outdoor
Who does AI mention more?
Cotswold Outdoor, mentioned in every answer we collected
Who does AI recommend more?
Cotswold Outdoor, named ahead of Decathlon in every answer
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Top outdoor retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions, Cotswold Outdoor appeared in all three answers. Decathlon was mentioned in two out of three: in two of the three ChatGPT answers. Cotswold Outdoor was listed before Decathlon 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.
GO Outdoors3 of 3Named in 3 of 3 ChatGPT answers- Cotswold Outdoor3 of 3Named in 3 of 3 ChatGPT answers
- Decathlon2 of 3Named in 2 of 3 ChatGPT answers
Mountain Warehouse2 of 3Named in 2 of 3 ChatGPT answers
Ellis Brigham2 of 3Named in 2 of 3 ChatGPT answers
Trespass1 of 3Named in 1 of 3 ChatGPT answers
Millets0 of 3Named in 0 of 3 ChatGPT answers
Snow+Rock0 of 3Named in 0 of 3 ChatGPT answers
Blacks0 of 3Named in 0 of 3 ChatGPT answers
See every answer about outdoor retailers
3 answers
Asked ChatGPT
“Where should I buy walking boots and camping gear in the UK?”
Asked ChatGPT
“What are the best outdoor shops in the UK?”
Asked ChatGPT
“Which outdoor shop in the UK has the best waterproof jackets?”
Searched Google, AI Overview
“outdoor shops”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“camping shop”
Google showed no AI Overview for this search.
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 22, 2026.
Is Cotswold Outdoor or Decathlon more popular in search?
This chart shows how often people search Google for Cotswold Outdoor and Decathlon by name. Each line represents a brand's share of searches for all nine outdoor retailers we track, month by month, from searches in United Kingdom.
Share of searches by month for Decathlon, Cotswold Outdoor. The figures are in the table below the chart.
View monthly share of searches table
| Month | Decathlon | GO Outdoors | Mountain Warehouse | Cotswold Outdoor | Millets | Ellis Brigham | Snow+Rock | Blacks | Trespass |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 31.1% | 31.1% | 25.4% | 6.2% | 2.8% | 1.3% | 1.5% | 0.31% | 0.2% |
| Nov 2025 | 31% | 31% | 25.5% | 6.2% | 2.3% | 1.5% | 1.9% | 0.31% | 0.2% |
| Dec 2025 | 26.3% | 31.9% | 26.3% | 7.9% | 2.9% | 1.9% | 2.4% | 0.32% | 0.17% |
| Jan 2026 | 30.5% | 30.5% | 25.1% | 6.1% | 2.8% | 1.8% | 2.8% | 0.37% | 0.16% |
| Feb 2026 | 32.3% | 32.3% | 21.6% | 6.5% | 2.4% | 1.9% | 2.4% | 0.39% | 0.17% |
| Mar 2026 | 36.8% | 30.1% | 20.1% | 6% | 2.7% | 1.8% | 1.8% | 0.36% | 0.2% |
| Apr 2026 | 42.3% | 28.5% | 19% | 5.7% | 2.1% | 1.1% | 0.77% | 0.34% | 0.19% |
| May 2026 | 38.1% | 31.4% | 21% | 5.1% | 2.3% | 1% | 0.56% | 0.31% | 0.21% |
| Jun 2026 | 38.8% | 31.9% | 21.3% | 4.3% | 1.9% | 0.86% | 0.47% | 0.21% | 0.21% |
| Jul 2026 | 41% | 33.6% | 18.5% | 3.7% | 1.7% | 0.91% | 0.41% | 0.18% | 0.15% |
| Aug 2026 | 38.1% | 31.2% | 21% | 5.2% | 2.3% | 1% | 0.69% | 0.31% | 0.21% |
| Sep 2026 | 37.8% | 25.2% | 25.2% | 6.2% | 2.3% | 1.5% | 1% | 0.37% | 0.37% |
How has the Cotswold Outdoor and Decathlon comparison changed over the last 12 months?
3 findings
- Decathlon was ahead of Cotswold Outdoor in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Cotswold Outdoor’s share of searches among outdoor retailers in the United Kingdom held steady at 6.2%, and its estimated monthly branded searches moved from 165K to 135K.
- Across the 12 months ending September 2026, Decathlon’s share of searches among outdoor retailers in the United Kingdom moved from 31.1% to 37.8%, and its estimated monthly branded searches held steady at 823K.
How did search popularity change for United Kingdom outdoor retailers in September 2026?
1 change
In September 2026, Cotswold Outdoor gained share of searches among outdoor retailers in the United Kingdom, from 5.2% to 6.2%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Cotswold Outdoor’s and Decathlon’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.
Cotswold Outdoor
1 branded search term
- cotswold outdoor
Decathlon
1 branded search term
- decathlon
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