--- title: "Norsewear: search popularity in New Zealand" description: "Norsewear makes merino socks and knitwear in Norsewood. 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/norsewear" publisher: "Brandwave" --- # Norsewear: search popularity in New Zealand Norsewear makes merino socks and knitwear in Norsewood. 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**: Norsewear - **Market**: New Zealand - **Measured month**: Sep 2026 - **Share of Search among merino clothing brands**: 8% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Merino clothing brands | 3 | 8% | 1.9K | | Sock brands | 1 | 21.9% | 1.9K | | Merino wool sock brands | 1 | 35.2% | 1.9K | - [Merino clothing brands](/demand/nz/categories/nz-merino-clothing-brands) - [Sock brands](/demand/nz/categories/nz-sock-brands) - [Merino wool sock brands](/demand/nz/categories/nz-merino-wool-sock-brands) ## 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. 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 | | --- | --- | --- | --- | --- | | Icebreaker | 1st | 3 of 3 | 0 of 2 | 3 of 5 | | Mons Royale | 2nd | 3 of 3 | 0 of 2 | 3 of 5 | | Untouched World | 3rd | 3 of 3 | 0 of 2 | 3 of 5 | | Norsewear | 4th | 3 of 3 | 0 of 2 | 3 of 5 | | Macpac | 5th | 2 of 3 | 0 of 2 | 2 of 5 | | Smartwool | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Noble Wilde | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Merino Country | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about merino clothing brands - Asked ChatGPT "Which merino clothing brand should I buy in New Zealand?": 1. Icebreaker, 2. Mons Royale, 3. Untouched World, 4. Norsewear - Asked ChatGPT "What are the best merino clothing brands in New Zealand?": 1. Icebreaker, 2. Mons Royale, 3. Untouched World, 4. Norsewear, 5. Macpac - Asked ChatGPT "What's the best merino clothing brand in New Zealand for warm layers?": 1. Icebreaker, 2. Mons Royale, 3. Macpac, 4. Untouched World, 5. Norsewear - Searched Google, AI Overview "merino base layer nz": named none of the brands we track - Searched Google, AI Overview "merino wool clothing nz": named none of the brands we track Not named in any answer: Smartwool, Noble Wilde and Merino Country. 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 Norsewear changed in New Zealand over the last 12 months? - 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. - Across the 12 months ending September 2026, Norsewear’s share of searches among sock brands in New Zealand increased from 13.6% to 21.9%. - Across the 12 months ending September 2026, Norsewear’s share of searches among sock brands in New Zealand peaked at 42.9% in November 2025 and was lowest at 12.5% in February 2026. - Across the 12 months ending September 2026, Norsewear rose from 2nd to 1st among sock brands in New Zealand. - Across the 12 months ending September 2026, Norsewear’s share of searches among merino wool sock brands in New Zealand increased from 25.1% to 35.2%. - Across the 12 months ending September 2026, Norsewear’s share of searches among merino wool sock brands in New Zealand peaked at 68.8% in November 2025 and was lowest at 21.8% in March 2026. - Across the 12 months ending September 2026, Norsewear rose from 2nd to 1st among merino wool sock brands in New Zealand. ## How did search popularity change for New Zealand merino clothing brands in September 2026? - In September 2026, Untouched World gained share of searches among merino clothing brands in New Zealand, from 42.8% to 43.9%. - In September 2026, Mons Royale gained share of searches among merino clothing brands in New Zealand, from 38.9% to 39.9%. - In September 2026, Smartwool lost share of searches among merino clothing brands in New Zealand, from 3% to 2.2%. - In September 2026, Icebreaker lost share of searches among merino clothing brands in New Zealand, from 3.7% to 3.1%. - 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. - 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 did search popularity change for New Zealand sock brands in September 2026? - In September 2026, Norsewood overtook The Wool Company to rank 2nd among sock brands in New Zealand, with 19.7% of the searches. - In September 2026, Stance overtook Icebreaker to rank 7th among sock brands in New Zealand, with 4.5% of the searches. - In September 2026, NZ Sock Company overtook The Wool Company to rank 3rd among sock brands in New Zealand, with 16.4% of the searches. - In September 2026, Norsewear gained share of searches among sock brands in New Zealand, from 21.2% to 21.9%. - In September 2026, Thorlo gained share of searches among sock brands in New Zealand, from 1.9% to 2.4%. - In September 2026, Darn Tough gained share of searches among sock brands in New Zealand, from 5.2% to 5.8%. ## 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 clothing brands | 1K | 5.6% | 3 | | Nov 2025 | Merino clothing brands | 6.6K | 24.3% | 3 | | Dec 2025 | Merino clothing brands | 1.3K | 6.1% | 3 | | Jan 2026 | Merino clothing brands | 1.3K | 6.4% | 3 | | Feb 2026 | Merino clothing brands | 1K | 4.7% | 3 | | Mar 2026 | Merino clothing brands | 1.3K | 4.9% | 3 | | Apr 2026 | Merino clothing brands | 2.4K | 8.7% | 3 | | May 2026 | Merino clothing brands | 2.9K | 9.5% | 3 | | Jun 2026 | Merino clothing brands | 2.9K | 10.5% | 3 | | Jul 2026 | Merino clothing brands | 2.9K | 9.7% | 3 | | Aug 2026 | Merino clothing brands | 2.4K | 8% | 3 | | Sep 2026 | Merino clothing brands | 1.9K | 8% | 3 | | Oct 2025 | Sock brands | 1K | 13.6% | 2 | | Nov 2025 | Sock brands | 6.6K | 42.9% | 1 | | Dec 2025 | Sock brands | 1.3K | 15.3% | 2 | | Jan 2026 | Sock brands | 1.3K | 15.3% | 2 | | Feb 2026 | Sock brands | 1K | 12.5% | 2 | | Mar 2026 | Sock brands | 1.3K | 14% | 3 | | Apr 2026 | Sock brands | 2.4K | 21.2% | 2 | | May 2026 | Sock brands | 2.9K | 19.8% | 2 | | Jun 2026 | Sock brands | 2.9K | 21.6% | 2 | | Jul 2026 | Sock brands | 2.9K | 22% | 2 | | Aug 2026 | Sock brands | 2.4K | 21.2% | 1 | | Sep 2026 | Sock brands | 1.9K | 21.9% | 1 | | Oct 2025 | Merino wool sock brands | 1K | 25.1% | 2 | | Nov 2025 | Merino wool sock brands | 6.6K | 68.8% | 1 | | Dec 2025 | Merino wool sock brands | 1.3K | 32.1% | 1 | | Jan 2026 | Merino wool sock brands | 1.3K | 28.5% | 1 | | Feb 2026 | Merino wool sock brands | 1K | 26.1% | 1 | | Mar 2026 | Merino wool sock brands | 1.3K | 21.8% | 3 | | Apr 2026 | Merino wool sock brands | 2.4K | 30.2% | 1 | | May 2026 | Merino wool sock brands | 2.9K | 26.3% | 2 | | Jun 2026 | Merino wool sock brands | 2.9K | 28.5% | 2 | | Jul 2026 | Merino wool sock brands | 2.9K | 28.3% | 2 | | Aug 2026 | Merino wool sock brands | 2.4K | 30% | 1 | | Sep 2026 | Merino wool sock brands | 1.9K | 35.2% | 1 | ## How are Norsewear’s branded searches counted? 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” ## Which merino clothing brands compete with Norsewear? - [Untouched World](/demand/nz/brands/untouched-world): Head-to-head: /demand/nz/compare/norsewear-vs-untouched-world - [Mons Royale](/demand/nz/brands/mons-royale): Head-to-head: /demand/nz/compare/mons-royale-vs-norsewear - [Icebreaker](/demand/nz/brands/icebreaker): Head-to-head: /demand/nz/compare/icebreaker-vs-norsewear - [Smartwool](/demand/nz/brands/smartwool): Head-to-head: /demand/nz/compare/norsewear-vs-smartwool - [Noble Wilde](/demand/nz/brands/noble-wilde): Head-to-head: /demand/nz/compare/noble-wilde-vs-norsewear - [Macpac](/demand/nz/brands/macpac) - [Merino Country](/demand/nz/brands/merino-country) ## 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. "Norsewear: search popularity in New Zealand". https://gobrandwave.com/demand/nz/brands/norsewear This page is also available as HTML at https://gobrandwave.com/demand/nz/brands/norsewear. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.