--- title: "Lamington: search popularity in New Zealand" description: "Lamington makes merino socks. 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/lamington-socks" publisher: "Brandwave" --- # Lamington: search popularity in New Zealand Lamington makes merino socks. 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**: Lamington - **Market**: New Zealand - **Measured month**: Sep 2026 - **Share of Search among merino wool sock brands**: 24.1% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Merino wool sock brands | 2 | 24.1% | 1.3K | - [Merino wool sock brands](/demand/nz/categories/nz-merino-wool-sock-brands) ## Top merino wool sock brands in ChatGPT and Google AI Overviews In three ChatGPT questions and one Google AI Overview, Lamington was mentioned in two out of four: in one of the three ChatGPT answers and in the Google AI Overview. Lamington is the fourth most recommended of the six. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Norsewear | 1st | 2 of 3 | 1 of 1 | 3 of 4 | | The Wool Company | 2nd | 3 of 3 | 0 of 1 | 3 of 4 | | Icebreaker | 3rd | 2 of 3 | 0 of 1 | 2 of 4 | | Lamington | 4th | 1 of 3 | 1 of 1 | 2 of 4 | | First Lite | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Darn Tough | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | ## Every AI answer about merino wool sock brands - Asked ChatGPT "Which merino wool sock brand should I buy in New Zealand?": 1. Icebreaker, 2. The Wool Company - Asked ChatGPT "What are the best merino wool sock brands in New Zealand?": 1. Norsewear, 2. Icebreaker, 3. The Wool Company - Asked ChatGPT "What's the best merino wool sock brand in New Zealand for warm feet?": 1. The Wool Company, 2. Norsewear, 3. Lamington - Searched Google, AI Overview "wool socks nz": 1. Norsewear, 2. Lamington Not named in any answer: First Lite and Darn Tough. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## How has branded search demand for Lamington changed in New Zealand over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Lamington in New Zealand rose from 1K to 1.3K. - Across the 12 months ending September 2026, Lamington’s share of searches among merino wool sock brands in New Zealand decreased from 25.1% to 24.1%. - Across the 12 months ending September 2026, Lamington’s share of searches among merino wool sock brands in New Zealand peaked at 31.8% in March 2026 and was lowest at 10.4% in November 2025. - Across the 12 months ending September 2026, Lamington fell from 1st to 2nd among merino wool sock brands in New Zealand. ## How did search popularity change for New Zealand merino wool sock brands in September 2026? - In September 2026, Norsewear gained share of searches among merino wool sock brands in New Zealand, from 30% to 35.2%. - In September 2026, Darn Tough gained share of searches among merino wool sock brands in New Zealand, from 1.4% to 2%. - In September 2026, The Wool Company lost share of searches among merino wool sock brands in New Zealand, from 30% to 24.1%. - In September 2026, Lamington rose from 3rd to 2nd among merino wool sock brands in New Zealand. - Estimated monthly branded searches for First Lite in New Zealand fell 33.3% over 12 measured months, from 210 to 140 in September 2026. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Merino wool sock brands | 1K | 25.1% | 1 | | Nov 2025 | Merino wool sock brands | 1K | 10.4% | 2 | | Dec 2025 | Merino wool sock brands | 880 | 21.7% | 3 | | Jan 2026 | Merino wool sock brands | 1K | 21.9% | 3 | | Feb 2026 | Merino wool sock brands | 880 | 23% | 3 | | Mar 2026 | Merino wool sock brands | 1.9K | 31.8% | 1 | | Apr 2026 | Merino wool sock brands | 1.9K | 23.9% | 3 | | May 2026 | Merino wool sock brands | 2.4K | 21.8% | 3 | | Jun 2026 | Merino wool sock brands | 2.4K | 23.6% | 3 | | Jul 2026 | Merino wool sock brands | 2.4K | 23.4% | 3 | | Aug 2026 | Merino wool sock brands | 1.9K | 23.8% | 3 | | Sep 2026 | Merino wool sock brands | 1.3K | 24.1% | 2 | ## How are Lamington’s branded searches counted? Brandwave collects information about searches that people make online using Lamington’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading. - “lamington socks” ## Which merino wool sock brands compete with Lamington? - [Norsewear](/demand/nz/brands/norsewear): Head-to-head: /demand/nz/compare/lamington-socks-vs-norsewear - [The Wool Company](/demand/nz/brands/the-wool-company): Head-to-head: /demand/nz/compare/lamington-socks-vs-the-wool-company - [Icebreaker](/demand/nz/brands/icebreaker): Head-to-head: /demand/nz/compare/icebreaker-vs-lamington-socks - [First Lite](/demand/nz/brands/first-lite): Head-to-head: /demand/nz/compare/first-lite-vs-lamington-socks - [Darn Tough](/demand/nz/brands/darn-tough): Head-to-head: /demand/nz/compare/darn-tough-vs-lamington-socks ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "Lamington: search popularity in New Zealand". https://gobrandwave.com/demand/nz/brands/lamington-socks This page is also available as HTML at https://gobrandwave.com/demand/nz/brands/lamington-socks. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.