Brandwave

How popular isIcebreaker in search?

In August 2026, there were an estimated 7.9K branded searches for Icebreaker in New Zealand which is up 26.2% over the last 11 months. Icebreaker holds 18.5% estimated Share of Search among New Zealand merino clothing brands and is ranked 3rd of 6 competitors for search popularity.

Share of Search, August 2026
  1. Mons Royale37%
  2. Untouched World35.5%
  3. Icebreaker18.5%
  4. Smartwool6.5%
  5. Noble Wilde2.5%
  6. Merino Country0.05%
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Which merino clothing brands compete with Icebreaker?

Icebreaker against merino clothing brands in New Zealand, by month

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

View monthly share of search table
MonthMons RoyaleUntouched WorldIcebreakerSmartwoolNoble WildeMerino Country
Oct 202529.8%41.3%23%3.9%2%0.04%
Nov 202533.6%37.6%22.7%4.4%1.7%0.06%
Dec 202535.3%39%19.7%4.1%1.9%0.06%
Jan 202633.6%41.9%17.9%4.3%2.2%0.1%
Feb 202630.5%45.3%17.3%4%2.8%0.1%
Mar 202633.6%41.8%17.4%3.8%3.3%0.13%
Apr 202634.3%37.4%19.6%4.8%3.8%0.1%
May 202632.4%39.2%18.7%5.9%3.8%0.05%
Jun 202634.2%36.4%20%5.9%3.4%0.08%
Jul 202636.9%33.3%18.8%7.1%3.8%0.02%
Aug 202637%35.5%18.5%6.5%2.5%0.05%
Sep 2026——————

  1. 1.Mons Royale

    37%

    held 1st · 15.8K estimated branded searches · -0.44% vs prior month · +0.1 points

  2. 2.Untouched World

    35.5%

    held 2nd · 15.1K estimated branded searches · +5.5% vs prior month · +2.1 points

  3. 3.Icebreaker

    18.5%

    held 3rd · 7.9K estimated branded searches · -2.7% vs prior month · -0.4 points

  4. 4.Smartwool

    6.5%

    held 4th · 2.8K estimated branded searches · -9.2% vs prior month · -0.6 points

  5. 5.Noble Wilde

    2.5%

    held 5th · 1.1K estimated branded searches · -34.1% vs prior month · -1.3 points

  6. 6.Merino Country

    0.05%

    held 6th · 20 estimated branded searches · +100% vs prior month · 0 points

Compare search popularity between Icebreaker and its closest rivals

How has branded search demand for Icebreaker changed in New Zealand over the last 12 months?

  • Across the 11 months ending August 2026, estimated monthly branded searches for Icebreaker in New Zealand rose from 6.2K to 7.9K.
  • Across the 11 months ending August 2026, Icebreaker’s estimated Share of Search among merino clothing brands in New Zealand decreased from 23% to 18.5%.
  • Across the 11 months ending August 2026, Icebreaker’s estimated Share of Search among merino clothing brands in New Zealand peaked at 23% in October 2025 and was lowest at 17.3% in February 2026.

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

  1. In August 2026, Untouched World gained estimated Share of Search among merino clothing brands in New Zealand, from 33.3% to 35.5%.

  2. In August 2026, Noble Wilde lost estimated Share of Search among merino clothing brands in New Zealand, from 3.8% to 2.5%.

  3. In August 2026, Smartwool lost estimated Share of Search among merino clothing brands in New Zealand, from 7.1% to 6.5%.

  4. Mons Royale’s estimated Share of Search among merino clothing brands in New Zealand has gained ground for 3 months in a row, from 32.4% to 37% in August 2026.

  5. Estimated monthly branded searches for Merino Country in New Zealand rose 100% over 11 measured months, from 10 to 20 in August 2026.

  6. Estimated monthly branded searches for Icebreaker in New Zealand rose 26.2% over 11 measured months, from 6.2K to 7.9K in August 2026.

Which outdoor clothing brands compete with Icebreaker?

Icebreaker against outdoor clothing brands in New Zealand, by month

Share of Search by month for Kathmandu, Macpac, Patagonia, Swanndri, Arc'teryx, The North Face, Icebreaker. The figures are in the table below the chart.

View monthly share of search table
MonthKathmanduMacpacPatagoniaSwanndriArc'teryxThe North FaceIcebreakerColumbiaEarth Sea SkyRab
Oct 202535.7%32.8%11%7.6%5.5%2.9%2.5%0.49%0.97%0.48%
Nov 202539%31.5%9.6%8%5.3%2.8%2.3%0.41%0.72%0.34%
Dec 202539.6%34.4%9.1%6.6%4.7%2.4%1.8%0.43%0.68%0.32%
Jan 202639.2%31.3%11.8%5.4%5.5%3.3%1.7%0.58%0.9%0.41%
Feb 202636.1%31.7%12.5%6.7%5.6%3.2%2%0.65%0.96%0.54%
Mar 202636.4%32.1%11.2%7.8%5%3.2%2.1%0.63%0.95%0.57%
Apr 202638%29%10.9%9.4%5.1%3.3%2.2%0.72%0.89%0.6%
May 202636.1%29.5%9.1%10.2%5%4.8%2.3%1.5%0.93%0.56%
Jun 202636.1%27.9%8.1%10.7%5.9%6.2%1.9%1.7%0.98%0.47%
Jul 202638%26%8.5%9.6%6.3%6.5%2.2%1.2%1.1%0.51%
Aug 202633.9%26%12.8%9.5%8.2%4.8%2.5%0.92%0.89%0.56%
Sep 2026——————————

  1. 1.Kathmandu

    33.9%

    held 1st · 107K estimated branded searches · -24.5% vs prior month · -4.1 points

  2. 2.Macpac

    26%

    held 2nd · 82.2K estimated branded searches · -15.3% vs prior month · 0 points

  3. 3.Patagonia

    12.8%

    moved from 4th to 3rd · 40.4K estimated branded searches · +26.7% vs prior month · +4.2 points

  4. 4.Swanndri

    9.5%

    moved from 3rd to 4th · 30K estimated branded searches · -15.9% vs prior month · -0.1 points

  5. 5.Arc'teryx

    8.2%

    moved from 6th to 5th · 26K estimated branded searches · +10.6% vs prior month · +1.9 points

  6. 6.The North Face

    4.8%

    moved from 5th to 6th · 15.2K estimated branded searches · -37.5% vs prior month · -1.7 points

  7. 7.Icebreaker

    2.5%

    held 7th · 7.9K estimated branded searches · -2.7% vs prior month · +0.3 points

  8. 8.Columbia

    0.92%

    held 8th · 2.9K estimated branded searches · -36.5% vs prior month · -0.3 points

  9. 9.Earth Sea Sky

    0.89%

    held 9th · 2.8K estimated branded searches · -33.1% vs prior month · -0.2 points

  10. 10.Rab

    0.56%

    held 10th · 1.8K estimated branded searches · -7.4% vs prior month · 0 points

Compare search popularity between Icebreaker and its closest rivals

How has branded search demand for Icebreaker changed in New Zealand over the last 12 months?

  • Across the 11 months ending August 2026, Icebreaker’s estimated Share of Search among outdoor clothing brands in New Zealand held steady at 2.5%.

How did search popularity change for New Zealand outdoor clothing brands in August 2026?

  1. In August 2026, Arc'teryx overtook The North Face to rank 5th among outdoor clothing brands in New Zealand, at 8.2%.

  2. In August 2026, Patagonia overtook Swanndri to rank 3rd among outdoor clothing brands in New Zealand, at 12.8%.

  3. In August 2026, Kathmandu lost estimated Share of Search among outdoor clothing brands in New Zealand, from 38% to 33.9%.

  4. In August 2026, The North Face lost estimated Share of Search among outdoor clothing brands in New Zealand, from 6.5% to 4.8%.

  5. Macpac’s estimated Share of Search among outdoor clothing brands in New Zealand has lost ground for 3 months in a row, from 29.5% to 26% in August 2026.

  6. Estimated monthly branded searches for Columbia in New Zealand rose 133.9% over 11 measured months, from 1.2K to 2.9K in August 2026.

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 these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

10 branded search terms

  • icebreaker base layer
  • icebreaker clothing
  • icebreaker clothing sale
  • icebreaker jacket
  • icebreaker merino
  • icebreaker merino 260
  • icebreaker merino beanie
  • icebreaker merino wool
  • icebreaker nz
  • icebreaker thermals

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How the Brand Demand Index is measured

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