--- title: "Norsewood: search popularity in New Zealand" description: "Norsewood makes merino socks in New Zealand. 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/norsewood" publisher: "Brandwave" --- # Norsewood: search popularity in New Zealand Norsewood makes merino socks in New Zealand. 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**: Norsewood - **Market**: New Zealand - **Measured month**: Sep 2026 - **Share of Search among sock brands**: 19.7% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Sock brands | 2 | 19.7% | 1.7K | - [Sock brands](/demand/nz/categories/nz-sock-brands) ## Top sock brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Norsewood was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Norsewood is the sixth most recommended of the 11. 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 | 3 of 3 | 2 of 2 | 5 of 5 | | Icebreaker | 2nd | 3 of 3 | 0 of 2 | 3 of 5 | | NZ Sock Company | 3rd | 2 of 3 | 0 of 2 | 2 of 5 | | The Wool Company | 4th | 1 of 3 | 1 of 2 | 2 of 5 | | Darn Tough | 5th | 1 of 3 | 0 of 2 | 1 of 5 | | Norsewood | 6th | 1 of 3 | 0 of 2 | 1 of 5 | | Smartwool | 7th | 1 of 3 | 0 of 2 | 1 of 5 | | Stance | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Happy Socks | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Thorlo | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Lorpen | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about sock brands - Asked ChatGPT "Which sock brand should I buy in New Zealand?": 1. NZ Sock Company, 2. Norsewear, 3. Icebreaker, 4. Norsewood - Asked ChatGPT "What are the best sock brands in New Zealand?": 1. NZ Sock Company, 2. Norsewear, 3. Icebreaker, 4. The Wool Company, 5. Darn Tough, 6. Smartwool - Asked ChatGPT "What's the best sock brand in New Zealand for everyday wear?": 1. Icebreaker, 2. Norsewear - Searched Google, AI Overview "comfortable socks": 1. Norsewear - Searched Google, AI Overview "merino socks nz": 1. Norsewear, 2. The Wool Company Not named in any answer: Stance, Happy Socks, Thorlo and Lorpen. 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 Norsewood changed in New Zealand over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Norsewood in New Zealand fell from 2K to 1.7K. - Across the 12 months ending September 2026, Norsewood’s share of searches among sock brands in New Zealand decreased from 27.8% to 19.7%. - Across the 12 months ending September 2026, Norsewood’s share of searches among sock brands in New Zealand peaked at 37.3% in February 2026 and was lowest at 15.7% in June 2026. - Across the 12 months ending September 2026, Norsewood fell from 1st to 2nd among sock brands in New Zealand. ## 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%. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Sock brands | 2K | 27.8% | 1 | | Nov 2025 | Sock brands | 3.2K | 20.9% | 2 | | Dec 2025 | Sock brands | 2K | 23.6% | 1 | | Jan 2026 | Sock brands | 2.5K | 29.6% | 1 | | Feb 2026 | Sock brands | 3K | 37.3% | 1 | | Mar 2026 | Sock brands | 2.5K | 27.4% | 1 | | Apr 2026 | Sock brands | 2.6K | 22.7% | 1 | | May 2026 | Sock brands | 2.7K | 18.1% | 3 | | Jun 2026 | Sock brands | 2.1K | 15.7% | 3 | | Jul 2026 | Sock brands | 2.1K | 16% | 3 | | Aug 2026 | Sock brands | 2.1K | 18.3% | 3 | | Sep 2026 | Sock brands | 1.7K | 19.7% | 2 | ## How are Norsewood’s branded searches counted? Brandwave collects information about searches that people make online using Norsewood’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. - “norsewood” - “norsewood socks” ## Which sock brands compete with Norsewood? - [Norsewear](/demand/nz/brands/norsewear): Head-to-head: /demand/nz/compare/norsewear-vs-norsewood - [NZ Sock Company](/demand/nz/brands/nz-sock-company): Head-to-head: /demand/nz/compare/norsewood-vs-nz-sock-company - [The Wool Company](/demand/nz/brands/the-wool-company): Head-to-head: /demand/nz/compare/norsewood-vs-the-wool-company - [Smartwool](/demand/nz/brands/smartwool): Head-to-head: /demand/nz/compare/norsewood-vs-smartwool - [Darn Tough](/demand/nz/brands/darn-tough): Head-to-head: /demand/nz/compare/darn-tough-vs-norsewood - [Stance](/demand/nz/brands/stance) - [Icebreaker](/demand/nz/brands/icebreaker) - [Happy Socks](/demand/nz/brands/happy-socks) - [Thorlo](/demand/nz/brands/thorlo) - [Lorpen](/demand/nz/brands/lorpen) ## 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. "Norsewood: search popularity in New Zealand". https://gobrandwave.com/demand/nz/brands/norsewood This page is also available as HTML at https://gobrandwave.com/demand/nz/brands/norsewood. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.