First Lite vs Icebreaker:Which is searched more?
In September 2026, First Lite had more branded searches than Icebreaker among merino wool sock brands worldwide. First Lite was estimated to have 90.5K branded searches compared to Icebreaker’s 18.1K, and held a 10.2% Share of Search versus Icebreaker’s 2%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, First Lite or Icebreaker?
Compare the merino wool sock brands brands people buy. 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.
Share of Search by month for First Lite, Icebreaker. The figures are in the table below the chart.
View monthly share of search table
| Month | Bombas | First Lite | Darn Tough | Feetures | Icebreaker | Wigwam |
|---|---|---|---|---|---|---|
| Oct 2025 | 75.4% | 12.4% | 4.5% | 4.5% | 2% | 1.1% |
| Nov 2025 | 72.9% | 12% | 6.6% | 5.4% | 2% | 1.1% |
| Dec 2025 | 77.7% | 7% | 7% | 4.7% | 2.1% | 1.4% |
| Jan 2026 | 77.5% | 5.7% | 7% | 4.7% | 3.8% | 1.4% |
| Feb 2026 | 79.7% | 5.9% | 5.9% | 4.8% | 2.6% | 1.2% |
| Mar 2026 | 83.2% | 4.1% | 5% | 5% | 1.8% | 0.82% |
| Apr 2026 | 79.3% | 4.8% | 5.8% | 7.1% | 2.1% | 0.78% |
| May 2026 | 78.5% | 5.8% | 5.8% | 7.1% | 2.1% | 0.77% |
| Jun 2026 | 79.3% | 4.8% | 5.8% | 7.1% | 2.1% | 0.78% |
| Jul 2026 | 78.6% | 5.8% | 5.8% | 7.1% | 2.1% | 0.63% |
| Aug 2026 | 73.3% | 12% | 5.4% | 6.6% | 2% | 0.72% |
| Sep 2026 | 75.9% | 10.2% | 5.6% | 5.6% | 2% | 0.74% |
How has the First Lite and Icebreaker comparison changed over the last 12 months?
3 findings
- First Lite was ahead of Icebreaker in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, First Lite’s estimated Share of Search among merino wool sock brands worldwide moved from 12.4% to 10.2%, and its estimated monthly branded searches moved from 135K to 90.5K.
- Across the 12 months ending September 2026, Icebreaker’s estimated Share of Search among merino wool sock brands worldwide held steady at 2%, and its estimated monthly branded searches moved from 22.2K to 18.1K.
How did search popularity change for merino wool sock brands worldwide in September 2026?
2 changes
In September 2026, First Lite lost estimated Share of Search among merino wool sock brands worldwide, from 12% to 10.2%.
Estimated monthly branded searches for Icebreaker worldwide fell 18.5% over 12 measured months, from 22.2K to 18.1K in September 2026.
Other head-to-heads among merino wool sock brands
How each brand is measured
Brandwave collects information about searches that people make online using First Lite’s and Icebreaker’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.
First Lite
1 branded search term
- first lite
Icebreaker
1 branded search term
- icebreaker merino
Put your own brand in this comparison
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