--- title: "Icebreaker vs Macpac: Which is searched more in Australia?" description: "Is Icebreaker or Macpac more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Merino clothing brands set in Australia. 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/compare/icebreaker-vs-macpac" publisher: "Brandwave" --- # Icebreaker vs Macpac: Which is searched more in Australia? Is Icebreaker or Macpac more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Merino clothing brands set in Australia. 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 - **Compared**: Icebreaker and Macpac - **Competitive set**: Merino clothing brands - **Market**: Australia - **Month measured**: Sep 2026 - **Icebreaker Share of Search**: 16.9% - **Macpac Share of Search**: 3.5% ## Is Icebreaker or Macpac more popular in search? - In September 2026, Icebreaker had more branded searches than Macpac among merino clothing brands in Australia. Icebreaker had about 1,900 branded searches, while Macpac had 390. Icebreaker made up 16.9% of all merino clothing brand searches we track, and Macpac accounted for 3.5%. - Icebreaker was ahead of Macpac in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Icebreaker’s share of searches among merino clothing brands in Australia moved from 17.7% to 16.9%, and its estimated monthly branded searches moved from 1.3K to 1.9K. - Across the 12 months ending September 2026, Macpac’s share of searches among merino clothing brands in Australia moved from 4.4% to 3.5%, and its estimated monthly branded searches moved from 320 to 390. ## 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. Macpac was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Icebreaker was listed before Macpac in four out of five answers. 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 did search popularity change for Australia merino clothing brands in September 2026? - 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, Icebreaker lost share of searches among merino clothing brands in Australia, from 20.4% to 16.9%. - In September 2026, Macpac lost share of searches among merino clothing brands in Australia, from 4.1% to 3.5%. ## Month by month | Month | Icebreaker estimated searches | Icebreaker Share of Search | Icebreaker rank | Macpac estimated searches | Macpac Share of Search | Macpac rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 1.3K | 17.7% | 2 | 320 | 4.4% | 9 | | Nov 2025 | 1.9K | 16% | 2 | 480 | 4% | 8 | | Dec 2025 | 1.6K | 16.4% | 2 | 390 | 4% | 7 | | Jan 2026 | 1.6K | 17.1% | 2 | 320 | 3.4% | 9 | | Feb 2026 | 1.3K | 16.9% | 2 | 320 | 4.2% | 9 | | Mar 2026 | 1.6K | 16.9% | 2 | 390 | 4.1% | 9 | | Apr 2026 | 2.4K | 19.3% | 2 | 590 | 4.8% | 8 | | May 2026 | 2.9K | 20.4% | 2 | 720 | 5.1% | 9 | | Jun 2026 | 3.6K | 21.2% | 2 | 880 | 5.2% | 8 | | Jul 2026 | 3.6K | 23.2% | 1 | 720 | 4.6% | 9 | | Aug 2026 | 2.9K | 20.4% | 2 | 590 | 4.1% | 9 | | Sep 2026 | 1.9K | 16.9% | 2 | 390 | 3.5% | 10 | ## How each brand is measured Brandwave collects information about searches that people make online using Icebreaker’s and Macpac’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. - **Icebreaker**: Measured on the search term “icebreaker merino”. - **Macpac**: Measured on the search term “macpac merino”. - [Icebreaker profile](/demand/au/brands/icebreaker) - [Macpac profile](/demand/au/brands/macpac) - [All merino clothing brands in Australia](/demand/au/categories/au-merino-clothing-brands): The set both shares are measured inside, 12 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Icebreaker or Macpac more popular in search? In September 2026, Icebreaker had more branded searches than Macpac among merino clothing brands in Australia. Icebreaker had about 1,900 branded searches, while Macpac had 390. Icebreaker made up 16.9% of all merino clothing brand searches we track, and Macpac accounted for 3.5%. ## Cite this page Brandwave. "Icebreaker vs Macpac: Which is searched more in Australia?". https://gobrandwave.com/demand/au/compare/icebreaker-vs-macpac This page is also available as HTML at https://gobrandwave.com/demand/au/compare/icebreaker-vs-macpac. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.