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 3.1% of all New Zealand merino clothing brand searches, placing Icebreaker fourth out of eight brands. When we asked both ChatGPT and Google AI Overviews about merino clothing brands, Icebreaker appeared in three 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. Untouched WorldShare of searches 43.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  2. Mons RoyaleShare of searches 39.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  3. NorsewearShare of searches 8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  4. IcebreakerShare of searches 3.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  5. SmartwoolShare of searches 2.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top merino clothing brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Icebreaker was mentioned in three out of five: in all three ChatGPT answers, but not in either 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. Untouched World3rd
  4. Norsewear4th
  5. Macpac5th
  6. Smartwool–
  7. Noble Wilde–
  8. Merino Country–

Mentioned by AI

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

  • Untouched World3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Mons Royale3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Norsewear3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Icebreaker3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Macpac2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Smartwool0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Noble Wilde0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Merino Country0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about merino clothing 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 21, 2026.

Which merino clothing brands compete with Icebreaker?

Icebreaker against merino clothing brands in New Zealand, by month

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

View monthly share of searches table
MonthUntouched WorldMons RoyaleNorsewearIcebreakerSmartwoolNoble WildeMacpacMerino Country
Oct 202555.1%30.1%5.6%4.1%2.4%1.5%1.2%0.06%
Nov 202540.3%28.6%24.3%2.8%1.9%1.2%0.96%0.07%
Dec 202550.1%35.7%6.1%3.1%2.4%1.5%0.98%0.09%
Jan 202652.9%31.7%6.4%3.5%2.6%1.7%1%0.15%
Feb 202656.8%29.6%4.7%3.2%2.5%2%0.99%0.14%
Mar 202651.1%34.3%4.9%3.6%2.6%2%1.5%0.15%
Apr 202645.1%34.6%8.7%3.7%3.8%2.3%1.7%0.11%
May 202646.9%31.7%9.5%3.6%3.6%2.7%1.9%0.07%
Jun 202643.9%34.3%10.5%4.1%2.8%2.5%1.7%0.07%
Jul 202640%39.2%9.7%4.2%2.2%3%1.6%0.03%
Aug 202642.8%38.9%8%3.7%3%2.1%1.3%0.07%
Sep 202643.9%39.9%8%3.1%2.2%1.7%1.1%0.08%

  1. 1.Untouched World

    43.9%

    Held 1st. 10.4K estimated branded searches, -18.5% vs prior month. Share +1.2 points.

  2. 2.Mons Royale

    39.9%

    Held 2nd. 9.4K estimated branded searches, -18.8% vs prior month. Share +0.9 points.

  3. 3.Norsewear

    8%

    Held 3rd. 1.9K estimated branded searches, -20.8% vs prior month. Share 0 points.

  4. 4.Icebreaker

    3.1%

    Held 4th. 730 estimated branded searches, -34.2% vs prior month. Share -0.6 points.

  5. 5.Smartwool

    2.2%

    Held 5th. 520 estimated branded searches, -42.2% vs prior month. Share -0.8 points.

  6. 6.Noble Wilde

    1.7%

    Held 6th. 400 estimated branded searches, -37.5% vs prior month. Share -0.5 points.

  7. 7.Macpac

    1.1%

    Held 7th. 260 estimated branded searches, -33.3% vs prior month. Share -0.2 points.

  8. 8.Merino Country

    0.08%

    Held 8th. 20 estimated branded searches, 0% vs prior month. Share 0 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?

3 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’s share of searches among merino clothing brands in New Zealand decreased from 4.1% to 3.1%.
  • Across the 12 months ending September 2026, Icebreaker’s share of searches among merino clothing brands in New Zealand peaked at 4.2% in July 2026 and was lowest at 2.8% in November 2025.

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

6 changes

  1. In September 2026, Untouched World gained share of searches among merino clothing brands in New Zealand, from 42.8% to 43.9%.

  2. In September 2026, Mons Royale gained share of searches among merino clothing brands in New Zealand, from 38.9% to 39.9%.

  3. In September 2026, Smartwool lost share of searches among merino clothing brands in New Zealand, from 3% to 2.2%.

  4. In September 2026, Icebreaker lost share of searches among merino clothing brands in New Zealand, from 3.7% to 3.1%.

  5. Norsewear’s share of searches among merino clothing brands in New Zealand has lost ground for 3 months in a row, from 10.5% to 8% in September 2026.

  6. Macpac’s share of searches among merino clothing brands in New Zealand has lost ground for 3 months in a row, from 1.7% to 1.1% 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%Show ranking
Merino clothing brands4th of 83.1%Shown above
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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