Brandwave

How popular isIcebreaker in search?

In August 2026, there were an estimated 8.1K branded searches for Icebreaker worldwide which is up 22.7% over the last 11 months. Icebreaker holds 5.3% estimated Share of Search among merino clothing brands worldwide and is ranked 4th of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Smartwool58.8%
  2. Mons Royale21.5%
  3. Devold14.4%
  4. Icebreaker5.3%
  5. Merino Country0.03%
Icebreaker website (opens in a new tab)

Follow Icebreaker and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Which merino clothing brands compete with Icebreaker?

Icebreaker against merino clothing brands worldwide, by month

Share of Search by month for Smartwool, Mons Royale, Devold, Icebreaker. The figures are in the table below the chart.

View monthly share of search table
MonthSmartwoolMons RoyaleDevoldIcebreakerMerino Country
Oct 202566.9%13.4%16.4%3.3%<0.01%
Nov 202570.7%9.5%17.4%2.3%0.01%
Dec 202577.1%8.5%12.7%1.7%0.01%
Jan 202669.5%11.5%17.1%1.9%0.01%
Feb 202667.3%13.5%16.5%2.7%0.02%
Mar 202659.4%21.7%14.6%4.3%0.03%
Apr 202658.1%21.3%14.2%6.4%0.03%
May 202658.1%21.3%14.2%6.4%0.04%
Jun 202659.7%21.8%11.9%6.5%0.02%
Jul 202658.1%21.3%14.2%6.4%0.02%
Aug 202658.8%21.5%14.4%5.3%0.03%
Sep 2026—————

  1. 1.Smartwool

    58.8%

    Held 1st. 90.5K estimated branded searches, +22.3% vs prior month. Share +0.7 points.

  2. 2.Mons Royale

    21.5%

    Held 2nd. 33.1K estimated branded searches, +22.1% vs prior month. Share +0.2 points.

  3. 3.Devold

    14.4%

    Held 3rd. 22.2K estimated branded searches, +22.7% vs prior month. Share +0.2 points.

  4. 4.Icebreaker

    5.3%

    Held 4th. 8.1K estimated branded searches, 0% vs prior month. Share -1.1 points.

  5. 5.Merino Country

    0.03%

    Held 5th. 40 estimated branded searches, +33.3% vs prior month. Share 0 points.

Compare search popularity between Icebreaker and its closest rivals

How has branded search demand for Icebreaker changed worldwide over the last 12 months?

  • Across the 11 months ending August 2026, estimated monthly branded searches for Icebreaker worldwide rose from 6.6K to 8.1K.
  • Across the 11 months ending August 2026, Icebreaker’s estimated Share of Search among merino clothing brands worldwide increased from 3.3% to 5.3%.
  • Across the 11 months ending August 2026, Icebreaker’s estimated Share of Search among merino clothing brands worldwide peaked at 6.5% in June 2026 and was lowest at 1.7% in December 2025.

How did search popularity change for merino clothing brands worldwide in August 2026?

  1. In August 2026, Smartwool gained estimated Share of Search among merino clothing brands worldwide, from 58.1% to 58.8%.

  2. In August 2026, Icebreaker lost estimated Share of Search among merino clothing brands worldwide, from 6.4% to 5.3%.

  3. Estimated monthly branded searches for Merino Country worldwide rose 100% over 11 measured months, from 20 to 40 in August 2026.

  4. Estimated monthly branded searches for Mons Royale worldwide rose 22.1% over 11 measured months, from 27.1K to 33.1K in August 2026.

  5. Estimated monthly branded searches for Devold worldwide fell 32.9% over 11 measured months, from 33.1K to 22.2K in August 2026.

Where does Icebreaker compete?

Icebreaker is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Hiking socks3rd of 64.9%Show ranking
Merino clothing brands4th of 55.3%Shown above

How is Icebreaker measured?

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.

1 branded search term

  • icebreaker nz

Do you work for Icebreaker? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Creator with pink hair and a pink jacket

Is Icebreaker your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

Start free