--- title: "Icebreaker: search popularity in Australia" description: "Icebreaker is an outdoor clothing brand. 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/au/brands/icebreaker" publisher: "Brandwave" --- # Icebreaker: search popularity in Australia Icebreaker is an outdoor clothing brand. 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 - **Brand**: Icebreaker - **Market**: Australia - **Measured month**: Sep 2026 - **Share of Search among merino clothing brands**: 16.9% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Merino clothing brands | 2 | 16.9% | 1.9K | - [Merino clothing brands](/demand/au/categories/au-merino-clothing-brands) ## Top merino clothing brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Icebreaker was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Icebreaker is the most recommended of the 12. 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 | | --- | --- | --- | --- | --- | | Icebreaker | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | Kathmandu | 2nd | 0 of 3 | 2 of 2 | 2 of 5 | | Smartwool | 3rd | 2 of 3 | 0 of 2 | 2 of 5 | | Merino Country | 4th | 1 of 3 | 1 of 2 | 2 of 5 | | Macpac | 5th | 1 of 3 | 1 of 2 | 2 of 5 | | Mons Royale | 6th | 1 of 3 | 0 of 2 | 1 of 5 | | Unbound Merino | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Le Bent | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Norsewear | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Untouched World | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Noble Wilde | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Wool&Prince | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about merino clothing brands - Asked ChatGPT "Which merino clothing brand should I buy in Australia?": 1. Icebreaker, 2. Merino Country, 3. Mons Royale - Asked ChatGPT "What are the best merino base layers for hiking?": 1. Icebreaker, 2. Smartwool - Asked ChatGPT "What are the best merino thermals for winter?": 1. Icebreaker, 2. Smartwool, 3. Macpac - Searched Google, AI Overview "merino thermals": 1. Icebreaker, 2. Kathmandu, 3. Merino Country - Searched Google, AI Overview "merino base layer": 1. Kathmandu, 2. Macpac Not named in any answer: Unbound Merino, Le Bent, Norsewear, Untouched World, Noble Wilde and Wool&Prince. Brands are listed in the order each answer named them. The answers were collected in Australia on October 26, 2026. ## How has branded search demand for Icebreaker changed in Australia over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Icebreaker in Australia rose from 1.3K to 1.9K. - Across the 12 months ending September 2026, Icebreaker’s share of searches among merino clothing brands in Australia decreased from 17.7% to 16.9%. - Across the 12 months ending September 2026, Icebreaker’s share of searches among merino clothing brands in Australia peaked at 23.2% in July 2026 and was lowest at 16% in November 2025. ## How did search popularity change for Australia merino clothing brands in September 2026? - In September 2026, Le Bent overtook Smartwool to rank 4th among merino clothing brands in Australia, with 7.8% of the searches. - In September 2026, Norsewear overtook Smartwool and 5 others to rank 5th among merino clothing brands in Australia, with 7.8% of the searches. - In September 2026, Mons Royale gained share of searches among merino clothing brands in Australia, from 25.3% to 25.8%. - In September 2026, Icebreaker lost share of searches among merino clothing brands in Australia, from 20.4% to 16.9%. - In September 2026, Kathmandu lost share of searches among merino clothing brands in Australia, from 5.1% to 3.5%. - In September 2026, Smartwool lost share of searches among merino clothing brands in Australia, from 9.1% to 7.8%. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Merino clothing brands | 1.3K | 17.7% | 2 | | Nov 2025 | Merino clothing brands | 1.9K | 16% | 2 | | Dec 2025 | Merino clothing brands | 1.6K | 16.4% | 2 | | Jan 2026 | Merino clothing brands | 1.6K | 17.1% | 2 | | Feb 2026 | Merino clothing brands | 1.3K | 16.9% | 2 | | Mar 2026 | Merino clothing brands | 1.6K | 16.9% | 2 | | Apr 2026 | Merino clothing brands | 2.4K | 19.3% | 2 | | May 2026 | Merino clothing brands | 2.9K | 20.4% | 2 | | Jun 2026 | Merino clothing brands | 3.6K | 21.2% | 2 | | Jul 2026 | Merino clothing brands | 3.6K | 23.2% | 1 | | Aug 2026 | Merino clothing brands | 2.9K | 20.4% | 2 | | Sep 2026 | Merino clothing brands | 1.9K | 16.9% | 2 | ## How are Icebreaker’s branded searches counted? Brandwave collects information about searches that people make online using Icebreaker’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading. - “icebreaker merino” ## Which merino clothing brands compete with Icebreaker? - [Mons Royale](/demand/au/brands/mons-royale): Head-to-head: /demand/au/compare/icebreaker-vs-mons-royale - [Unbound Merino](/demand/au/brands/unbound-merino): Head-to-head: /demand/au/compare/icebreaker-vs-unbound-merino - [Le Bent](/demand/au/brands/le-bent): Head-to-head: /demand/au/compare/icebreaker-vs-le-bent - [Norsewear](/demand/au/brands/norsewear): Head-to-head: /demand/au/compare/icebreaker-vs-norsewear - [Smartwool](/demand/au/brands/smartwool): Head-to-head: /demand/au/compare/icebreaker-vs-smartwool - [Merino Country](/demand/au/brands/merino-country) - [Untouched World](/demand/au/brands/untouched-world) - [Kathmandu](/demand/au/brands/kathmandu) - [Macpac](/demand/au/brands/macpac) - [Noble Wilde](/demand/au/brands/noble-wilde) - [Wool&Prince](/demand/au/brands/wool-and-prince) ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "Icebreaker: search popularity in Australia". https://gobrandwave.com/demand/au/brands/icebreaker This page is also available as HTML at https://gobrandwave.com/demand/au/brands/icebreaker. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.