Brandwave

How popular isNorsewear?

In September 2026, people searched for Norsewear by name about 1,900 times in New Zealand, a 90% increase from the previous year. These searches made up 8% of all New Zealand merino clothing brand searches, placing Norsewear third out of eight brands. When we asked both ChatGPT and Google AI Overviews about merino clothing brands, Norsewear appeared in three of the five answers and was the fourth most recommended of the eight.

Search and AI answers in September 2026

Norsewear is the third most searched of 8 competitors and the fourth 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 –

+3 more

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Top merino clothing brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Norsewear was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Norsewear is the fourth 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 Norsewear?

Norsewear 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 Norsewear and its closest rivals

Every comparison with Norsewear

15 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Norsewear in New Zealand rose from 1K to 1.9K.
  • Across the 12 months ending September 2026, Norsewear’s share of searches among merino clothing brands in New Zealand increased from 5.6% to 8%.
  • Across the 12 months ending September 2026, Norsewear’s share of searches among merino clothing brands in New Zealand peaked at 24.3% in November 2025 and was lowest at 4.7% in February 2026.

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 Norsewear’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Norsewear’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.

  • norsewear

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How the Brand Demand Index is measured

Where does Norsewear compete?

Norsewear is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Merino clothing brands3rd of 88%Shown above
Sock brands1st of 1121.9%Show ranking
Merino wool sock brands1st of 635.2%Show ranking
Creator with pink hair and a pink jacket

Is Norsewear your brand?

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