Brandwave

How popular isMerino Country?

In September 2026, people searched for Merino Country by name about 720 times in Australia, about the same as the previous year. These searches made up 6.4% of all Australia merino clothing brand searches, placing Merino Country seventh out of 12 brands. When we asked both ChatGPT and Google AI Overviews about merino clothing brands, Merino Country appeared in two of the five answers and was the fourth most recommended of the 12.

Search and AI answers in September 2026

Merino Country is the seventh most searched of 12 competitors and the fourth most recommended in AI answers.

  1. Mons RoyaleShare of searches 25.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
  2. IcebreakerShare of searches 16.9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  3. Unbound MerinoShare of searches 11.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. Le BentShare of searches 7.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. Merino CountryShare of searches 6.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th

+7 more

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Top merino clothing brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Merino Country was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Merino Country is the fourth most recommended of the 12.

Most recommended by AI

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

  1. Icebreaker1st
  2. Kathmandu2nd
  3. Smartwool3rd
  4. Merino Country4th
  5. Macpac5th
  6. Mons Royale6th
  7. Unbound Merino–
  8. Le Bent–
  9. Norsewear–
  10. Untouched World–
  11. +2 more

Mentioned by AI

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

  • Icebreaker4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Smartwool2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Merino Country2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kathmandu2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Macpac2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Mons Royale1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Unbound Merino0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Le Bent0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Norsewear0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Untouched World0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about merino clothing brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.

Which merino clothing brands compete with Merino Country?

Merino Country against merino clothing brands in Australia, by month

Share of searches by month for Mons Royale, Icebreaker, Unbound Merino, Le Bent, Norsewear, Smartwool, Merino Country, Untouched World, Kathmandu, Macpac. The figures are in the table below the chart.

View monthly share of searches table
MonthMons RoyaleIcebreakerUnbound MerinoLe BentNorsewearSmartwoolMerino CountryUntouched WorldKathmanduMacpacNoble WildeWool&Prince
Oct 202521.8%17.7%12%6.5%1.2%13.6%9.8%5.3%4.4%4.4%1.9%1.5%
Nov 202524.4%16%13.5%10.9%0.93%13.5%6.1%4%4%4%1.2%1.4%
Dec 202524.6%16.4%13.3%10.3%0.92%13.3%7.4%4%3.3%4%1.4%0.92%
Jan 202620.3%17.1%17.1%7.7%0.75%13.9%7.7%5.1%4.2%3.4%1.8%1.2%
Feb 202624.7%16.9%13%7.7%0.91%11.4%7.7%6.2%4.2%4.2%1.8%1.4%
Mar 202630.6%16.9%10.6%4.1%0.95%10.6%7.6%6.2%4.1%4.1%2.7%1.5%
Apr 202629%19.3%8.1%3.9%1.4%10.5%8.1%5.8%4.8%4.8%3.1%1.4%
May 202625.3%20.4%9.1%5.1%1.5%9.1%9.1%6.2%5.1%5.1%3.4%0.77%
Jun 202625.9%21.2%9.4%5.2%1.2%9.4%7.6%5.2%5.9%5.2%2.8%1%
Jul 202623.2%23.2%10.3%5.7%1.4%10.3%6.5%5.7%5.7%4.6%2.5%0.9%
Aug 202625.3%20.4%11.2%7%1.2%9.1%7%6.2%5.1%4.1%2.2%1.2%
Sep 202625.8%16.9%11.6%7.8%7.8%7.8%6.4%6.4%3.5%3.5%1.5%0.98%

  1. 1.Mons Royale

    25.8%

    Held 1st. 2.9K estimated branded searches, -19.4% vs prior month. Share +0.5 points.

  2. 2.Icebreaker

    16.9%

    Held 2nd. 1.9K estimated branded searches, -34.5% vs prior month. Share -3.4 points.

  3. 3.Unbound Merino

    11.6%

    Held 3rd. 1.3K estimated branded searches, -18.8% vs prior month. Share +0.3 points.

  4. 4.Le Bent

    7.8%

    Moved from 5th to 4th. 880 estimated branded searches, -12% vs prior month. Share +0.8 points.

  5. 5.Norsewear

    7.8%

    Moved from 11th to 5th. 880 estimated branded searches, +417.6% vs prior month. Share +6.6 points.

  6. 6.Smartwool

    7.8%

    Moved from 4th to 6th. 880 estimated branded searches, -32.3% vs prior month. Share -1.3 points.

  7. 7.Merino Country

    6.4%

    Moved from 6th to 7th. 720 estimated branded searches, -28% vs prior month. Share -0.6 points.

  8. 8.Untouched World

    6.4%

    Moved from 7th to 8th. 720 estimated branded searches, -18.2% vs prior month. Share +0.2 points.

  9. 9.Kathmandu

    3.5%

    Moved from 8th to 9th. 390 estimated branded searches, -45.8% vs prior month. Share -1.6 points.

  10. 10.Macpac

    3.5%

    Moved from 9th to 10th. 390 estimated branded searches, -33.9% vs prior month. Share -0.7 points.

  11. 11.Noble Wilde

    1.5%

    Moved from 10th to 11th. 170 estimated branded searches, -46.9% vs prior month. Share -0.7 points.

  12. 12.Wool&Prince

    0.98%

    Held 12th. 110 estimated branded searches, -35.3% vs prior month. Share -0.2 points.

Kathmandu and Macpac sell other things too, so only their searches that name this product count here, like “kathmandu merino”.

Compare popularity between Merino Country and its closest rivals

Every comparison with Merino Country

11 comparisons

How has branded search demand for Merino Country changed in Australia over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Merino Country in Australia held steady at 720.
  • Across the 12 months ending September 2026, Merino Country’s share of searches among merino clothing brands in Australia decreased from 9.8% to 6.4%.
  • Across the 12 months ending September 2026, Merino Country’s share of searches among merino clothing brands in Australia peaked at 9.8% in October 2025 and was lowest at 6.1% in November 2025.
  • Across the 12 months ending September 2026, Merino Country fell from 5th to 7th among merino clothing brands in Australia.

How did search popularity change for Australia merino clothing brands in September 2026?

6 changes

  1. In September 2026, Le Bent overtook Smartwool to rank 4th among merino clothing brands in Australia, with 7.8% of the searches.

  2. In September 2026, Norsewear overtook Smartwool and 5 others to rank 5th among merino clothing brands in Australia, with 7.8% of the searches.

  3. In September 2026, Mons Royale gained share of searches among merino clothing brands in Australia, from 25.3% to 25.8%.

  4. In September 2026, Icebreaker lost share of searches among merino clothing brands in Australia, from 20.4% to 16.9%.

  5. In September 2026, Kathmandu lost share of searches among merino clothing brands in Australia, from 5.1% to 3.5%.

  6. In September 2026, Smartwool lost share of searches among merino clothing brands in Australia, from 9.1% to 7.8%.

How are Merino Country’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Merino Country’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.

  • merino country

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