Macpac vs Norsewear:Which is more popular?
In September 2026, Norsewear had more branded searches than Macpac among merino clothing brands in Australia. Norsewear had about 880 branded searches, while Macpac had 390. Norsewear made up 7.8% of all merino clothing brand searches we track, and Macpac accounted for 3.5%. When we asked ChatGPT and Google AI Overviews about merino clothing brands, Macpac appeared in two of the five answers and Norsewear in none.
Who do people search for more?
Norsewear, about 2 searches for every 1 for Macpac
Who does AI mention more?
Macpac, mentioned in 2 of 5 answers, Norsewear in 0
Who does AI recommend more?
Macpac, the only one of the two named
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Top merino clothing brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and 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. Norsewear did not appear in any of the five answers.
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.
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
See every answer about merino clothing brands
5 answers
Asked ChatGPT
“Which merino clothing brand should I buy in Australia?”
Asked ChatGPT
“What are the best merino base layers for hiking?”
Asked ChatGPT
“What are the best merino thermals for winter?”
Searched Google, AI Overview
“merino thermals”
Searched Google, AI Overview
“merino base layer”
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.
Is Macpac or Norsewear more popular in search?
This chart shows how often people search Google for Macpac and Norsewear by name. Each line represents a brand's share of searches for all 12 merino clothing brands we track, month by month, from searches in Australia.
Share of searches by month for Norsewear, Macpac. The figures are in the table below the chart.
View monthly share of searches table
| Month | Mons Royale | Icebreaker | Unbound Merino | Le Bent | Norsewear | Smartwool | Merino Country | Untouched World | Kathmandu | Macpac | Noble Wilde | Wool&Prince |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 21.8% | 17.7% | 12% | 6.5% | 1.2% | 13.6% | 9.8% | 5.3% | 4.4% | 4.4% | 1.9% | 1.5% |
| Nov 2025 | 24.4% | 16% | 13.5% | 10.9% | 0.93% | 13.5% | 6.1% | 4% | 4% | 4% | 1.2% | 1.4% |
| Dec 2025 | 24.6% | 16.4% | 13.3% | 10.3% | 0.92% | 13.3% | 7.4% | 4% | 3.3% | 4% | 1.4% | 0.92% |
| Jan 2026 | 20.3% | 17.1% | 17.1% | 7.7% | 0.75% | 13.9% | 7.7% | 5.1% | 4.2% | 3.4% | 1.8% | 1.2% |
| Feb 2026 | 24.7% | 16.9% | 13% | 7.7% | 0.91% | 11.4% | 7.7% | 6.2% | 4.2% | 4.2% | 1.8% | 1.4% |
| Mar 2026 | 30.6% | 16.9% | 10.6% | 4.1% | 0.95% | 10.6% | 7.6% | 6.2% | 4.1% | 4.1% | 2.7% | 1.5% |
| Apr 2026 | 29% | 19.3% | 8.1% | 3.9% | 1.4% | 10.5% | 8.1% | 5.8% | 4.8% | 4.8% | 3.1% | 1.4% |
| May 2026 | 25.3% | 20.4% | 9.1% | 5.1% | 1.5% | 9.1% | 9.1% | 6.2% | 5.1% | 5.1% | 3.4% | 0.77% |
| Jun 2026 | 25.9% | 21.2% | 9.4% | 5.2% | 1.2% | 9.4% | 7.6% | 5.2% | 5.9% | 5.2% | 2.8% | 1% |
| Jul 2026 | 23.2% | 23.2% | 10.3% | 5.7% | 1.4% | 10.3% | 6.5% | 5.7% | 5.7% | 4.6% | 2.5% | 0.9% |
| Aug 2026 | 25.3% | 20.4% | 11.2% | 7% | 1.2% | 9.1% | 7% | 6.2% | 5.1% | 4.1% | 2.2% | 1.2% |
| Sep 2026 | 25.8% | 16.9% | 11.6% | 7.8% | 7.8% | 7.8% | 6.4% | 6.4% | 3.5% | 3.5% | 1.5% | 0.98% |
Macpac sells other things too, so only its searches that name this product count here, like “macpac merino”.
How has the Macpac and Norsewear comparison changed over the last 12 months?
3 findings
- The lead changed hands once in the 12 months ending September 2026: Norsewear took it in September 2026.
- 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.
- Across the 12 months ending September 2026, Norsewear’s share of searches among merino clothing brands in Australia moved from 1.2% to 7.8%, and its estimated monthly branded searches moved from 90 to 880.
How did search popularity change for Australia merino clothing brands in September 2026?
2 changes
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, Macpac lost share of searches among merino clothing brands in Australia, from 4.1% to 3.5%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Macpac’s and Norsewear’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.
Other head-to-heads among merino clothing brands
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