--- title: "Icebreaker: search popularity and Share of Search in New Zealand" description: "Icebreaker is an outdoor clothing brand sold in New Zealand. 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/nz/brands/icebreaker" publisher: "Brandwave" --- # Icebreaker: search popularity and Share of Search in New Zealand Icebreaker is an outdoor clothing brand sold in New Zealand. 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 - **Brand**: Icebreaker - **Market**: New Zealand - **Measured month**: Aug 2026 - **Share of Search among merino clothing brands**: 18.5% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Merino clothing brands | 3 | 18.5% | 7.9K | | Outdoor clothing brands | 7 | 2.5% | 7.9K | - [Merino clothing brands](/demand/nz/categories/nz-merino-clothing-brands) - [Outdoor clothing brands](/demand/nz/categories/nz-outdoor-clothing-brands) ## 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. - 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 merino clothing brands in August 2026? - In August 2026, Untouched World gained estimated Share of Search among merino clothing brands in New Zealand, from 33.3% to 35.5%. - In August 2026, Noble Wilde lost estimated Share of Search among merino clothing brands in New Zealand, from 3.8% to 2.5%. - In August 2026, Smartwool lost estimated Share of Search among merino clothing brands in New Zealand, from 7.1% to 6.5%. - 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. - Estimated monthly branded searches for Merino Country in New Zealand rose 100% over 11 measured months, from 10 to 20 in August 2026. - 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. ## How did search popularity change for New Zealand outdoor clothing brands in August 2026? - In August 2026, Arc'teryx overtook The North Face to rank 5th among outdoor clothing brands in New Zealand, at 8.2%. - In August 2026, Patagonia overtook Swanndri to rank 3rd among outdoor clothing brands in New Zealand, at 12.8%. - In August 2026, Kathmandu lost estimated Share of Search among outdoor clothing brands in New Zealand, from 38% to 33.9%. - In August 2026, The North Face lost estimated Share of Search among outdoor clothing brands in New Zealand, from 6.5% to 4.8%. - 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. - 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. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Merino clothing brands | 6.2K | 23% | 3 | | Nov 2025 | Merino clothing brands | 7.4K | 22.7% | 3 | | Dec 2025 | Merino clothing brands | 6.2K | 19.7% | 3 | | Jan 2026 | Merino clothing brands | 5.2K | 17.9% | 3 | | Feb 2026 | Merino clothing brands | 5.2K | 17.3% | 3 | | Mar 2026 | Merino clothing brands | 6.5K | 17.4% | 3 | | Apr 2026 | Merino clothing brands | 7.8K | 19.6% | 3 | | May 2026 | Merino clothing brands | 7.9K | 18.7% | 3 | | Jun 2026 | Merino clothing brands | 7.9K | 20% | 3 | | Jul 2026 | Merino clothing brands | 8.1K | 18.8% | 3 | | Aug 2026 | Merino clothing brands | 7.9K | 18.5% | 3 | | Sep 2026 | Merino clothing brands | — | — | — | | Oct 2025 | Outdoor clothing brands | 6.2K | 2.5% | 7 | | Nov 2025 | Outdoor clothing brands | 7.4K | 2.3% | 7 | | Dec 2025 | Outdoor clothing brands | 6.2K | 1.8% | 7 | | Jan 2026 | Outdoor clothing brands | 5.2K | 1.7% | 7 | | Feb 2026 | Outdoor clothing brands | 5.2K | 2% | 7 | | Mar 2026 | Outdoor clothing brands | 6.5K | 2.1% | 7 | | Apr 2026 | Outdoor clothing brands | 7.8K | 2.2% | 7 | | May 2026 | Outdoor clothing brands | 7.9K | 2.3% | 7 | | Jun 2026 | Outdoor clothing brands | 7.9K | 1.9% | 7 | | Jul 2026 | Outdoor clothing brands | 8.1K | 2.2% | 7 | | Aug 2026 | Outdoor clothing brands | 7.9K | 2.5% | 7 | | Sep 2026 | Outdoor clothing brands | — | — | — | ## 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. - “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” ## Which merino clothing brands compete with Icebreaker? - [Mons Royale](/demand/nz/brands/mons-royale): Head-to-head: /demand/nz/compare/icebreaker-vs-mons-royale - [Untouched World](/demand/nz/brands/untouched-world): Head-to-head: /demand/nz/compare/icebreaker-vs-untouched-world - [Smartwool](/demand/nz/brands/smartwool): Head-to-head: /demand/nz/compare/icebreaker-vs-smartwool - [Noble Wilde](/demand/nz/brands/noble-wilde): Head-to-head: /demand/nz/compare/icebreaker-vs-noble-wilde - [Merino Country](/demand/nz/brands/merino-country): Head-to-head: /demand/nz/compare/icebreaker-vs-merino-country ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "Icebreaker: search popularity and Share of Search in New Zealand". https://gobrandwave.com/demand/nz/brands/icebreaker This page is also available as HTML at https://gobrandwave.com/demand/nz/brands/icebreaker. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.