Brandwave

How popular isIcebreaker?

In September 2026, people searched for Icebreaker by name about 970 times in New Zealand, a 6.6% increase from the previous year. These searches made up 0.57% of all New Zealand base layer brand searches, placing Icebreaker fourth out of eight brands. When we asked both ChatGPT and Google AI Overviews about base layer brands, Icebreaker appeared in four of the five answers and was the most recommended of the eight.

Search and AI answers in September 2026

Icebreaker is the fourth most searched of 8 competitors and the most recommended in AI answers.

  1. MacpacShare of searches 82.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  2. Mons RoyaleShare of searches 15.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  3. ColumbiaShare of searches 0.57%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. IcebreakerShare of searches 0.57%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  5. BurtonShare of searches 0.34%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top base layer brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Icebreaker was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Icebreaker is the most recommended of the eight.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Icebreaker1st
  2. Mons Royale2nd
  3. Macpac3rd
  4. Devold4th
  5. Columbia–
  6. Burton–
  7. Castelli–
  8. First Lite–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Macpac5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Mons Royale5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Icebreaker4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Devold2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Columbia0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Burton0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Castelli0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • First Lite0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about base layer brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Which base layer brands compete with Icebreaker?

Icebreaker against base layer brands in New Zealand, by month

Share of searches by month for Macpac, Mons Royale, Icebreaker. The figures are in the table below the chart.

View monthly share of searches table
MonthMacpacMons RoyaleColumbiaIcebreakerBurtonDevoldCastelliFirst Lite
Oct 202590%7.9%0.48%0.56%0.14%0.26%0.32%0.32%
Nov 202589%9.4%0.34%0.49%0.09%0.26%0.26%0.21%
Dec 202591.1%7.6%0.43%0.28%0.07%0.21%0.17%0.14%
Jan 202690.6%7.7%0.52%0.34%0.13%0.31%0.21%0.21%
Feb 202688.9%9%0.53%0.46%0.16%0.38%0.3%0.3%
Mar 202687.3%10.9%0.44%0.46%0.11%0.31%0.25%0.25%
Apr 202686.9%11%0.58%0.37%0.16%0.3%0.3%0.3%
May 202686.7%11.2%0.62%0.41%0.16%0.25%0.38%0.31%
Jun 202688.6%9.5%0.55%0.36%0.22%0.22%0.27%0.22%
Jul 202684.3%13.4%0.57%0.54%0.46%0.3%0.25%0.2%
Aug 202681.8%15.5%0.72%0.59%0.53%0.29%0.23%0.29%
Sep 202682.4%15.2%0.57%0.57%0.34%0.34%0.28%0.23%

  1. 1.Macpac

    82.4%

    Held 1st. 50.4K estimated branded searches, -16.1% vs prior month. Share +0.6 points.

  2. 2.Mons Royale

    15.2%

    Held 2nd. 9.3K estimated branded searches, -18.3% vs prior month. Share -0.3 points.

  3. 3.Columbia

    0.57%

    Held 3rd. 350 estimated branded searches, -34% vs prior month. Share -0.1 points.

  4. 4.Icebreaker

    0.57%

    Held 4th. 350 estimated branded searches, -18.6% vs prior month. Share 0 points.

  5. 5.Burton

    0.34%

    Held 5th. 210 estimated branded searches, -46.2% vs prior month. Share -0.2 points.

  6. 6.Devold

    0.34%

    Held 6th. 210 estimated branded searches, 0% vs prior month. Share +0.1 points.

  7. 7.Castelli

    0.28%

    Moved from 8th to 7th. 170 estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.First Lite

    0.23%

    Moved from 7th to 8th. 140 estimated branded searches, -33.3% vs prior month. Share -0.1 points.

Compare popularity between Icebreaker and its closest rivals

Every comparison with Icebreaker

33 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Icebreaker in New Zealand rose from 910 to 970.
  • Across the 12 months ending September 2026, Icebreaker fell from 3rd to 4th among base layer brands in New Zealand.

How did search popularity change for New Zealand base layer brands in September 2026?

6 changes

  1. In September 2026, Macpac gained share of searches among base layer brands in New Zealand, from 81.8% to 82.4%.

  2. In September 2026, Castelli rose from 8th to 7th among base layer brands in New Zealand.

  3. In September 2026, First Lite fell from 7th to 8th among base layer brands in New Zealand.

  4. Estimated monthly branded searches for Burton in New Zealand rose 133.3% over 12 measured months, from 90 to 210 in September 2026.

  5. Estimated monthly branded searches for Mons Royale in New Zealand rose 77.3% over 12 measured months, from 5.3K to 9.3K in September 2026.

  6. Estimated monthly branded searches for Devold in New Zealand rose 23.5% over 12 measured months, from 170 to 210 in September 2026.

How are Icebreaker’s branded searches counted?

10 search terms

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 boxers
  • icebreaker clothing
  • icebreaker clothing sale
  • icebreaker jacket
  • icebreaker merino
  • icebreaker merino beanie
  • icebreaker merino wool
  • icebreaker thermals
  • icebreaker underwear

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

Where does Icebreaker compete?

Icebreaker is ranked in six competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Outdoor clothing brands12th of 120.39%Show ranking
Base layer brands4th of 80.57%Shown above
Merino clothing brands4th of 83.1%Show ranking
Sock brands8th of 113%Show ranking
Merino wool sock brands4th of 612%Show ranking
Underwear brands5th of 72.5%Show ranking
Creator with pink hair and a pink jacket

Is Icebreaker your brand?

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