How popular isSmartwool in search?
In August 2026, there were an estimated 2.8K branded searches for Smartwool in New Zealand which is up 157.9% over the last 11 months. Smartwool holds 6.5% estimated Share of Search among New Zealand merino clothing brands and is ranked 4th of 6 competitors for search popularity.
Mons Royale37%
Untouched World35.5%
Icebreaker18.5%
Smartwool6.5%Noble Wilde2.5%
Merino Country0.05%
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Which merino clothing brands compete with Smartwool?
Share of Search by month for Mons Royale, Untouched World, Icebreaker, Smartwool, Noble Wilde. The figures are in the table below the chart.
View monthly share of search table
| Month | Mons Royale | Untouched World | Icebreaker | Smartwool | Noble Wilde | Merino Country |
|---|---|---|---|---|---|---|
| Oct 2025 | 29.8% | 41.3% | 23% | 3.9% | 2% | 0.04% |
| Nov 2025 | 33.6% | 37.6% | 22.7% | 4.4% | 1.7% | 0.06% |
| Dec 2025 | 35.3% | 39% | 19.7% | 4.1% | 1.9% | 0.06% |
| Jan 2026 | 33.6% | 41.9% | 17.9% | 4.3% | 2.2% | 0.1% |
| Feb 2026 | 30.5% | 45.3% | 17.3% | 4% | 2.8% | 0.1% |
| Mar 2026 | 33.6% | 41.8% | 17.4% | 3.8% | 3.3% | 0.13% |
| Apr 2026 | 34.3% | 37.4% | 19.6% | 4.8% | 3.8% | 0.1% |
| May 2026 | 32.4% | 39.2% | 18.7% | 5.9% | 3.8% | 0.05% |
| Jun 2026 | 34.2% | 36.4% | 20% | 5.9% | 3.4% | 0.08% |
| Jul 2026 | 36.9% | 33.3% | 18.8% | 7.1% | 3.8% | 0.02% |
| Aug 2026 | 37% | 35.5% | 18.5% | 6.5% | 2.5% | 0.05% |
| Sep 2026 | — | — | — | — | — | — |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 37% | 15.8K | -0.44% | +0.1 points | |
| 2, held 2nd | 35.5% | 15.1K | +5.5% | +2.1 points | |
| 3, held 3rd | 18.5% | 7.9K | -2.7% | -0.4 points | |
| 4, held 4th | 6.5% | 2.8K | -9.2% | -0.6 points | |
| 5, held 5th | 2.5% | 1.1K | -34.1% | -1.3 points | |
| 6, held 6th | 0.05% | 20 | +100% | 0 points |
37%
held 1st · 15.8K estimated branded searches · -0.44% vs prior month · +0.1 points
35.5%
held 2nd · 15.1K estimated branded searches · +5.5% vs prior month · +2.1 points
18.5%
held 3rd · 7.9K estimated branded searches · -2.7% vs prior month · -0.4 points
6.5%
held 4th · 2.8K estimated branded searches · -9.2% vs prior month · -0.6 points
2.5%
held 5th · 1.1K estimated branded searches · -34.1% vs prior month · -1.3 points
0.05%
held 6th · 20 estimated branded searches · +100% vs prior month · 0 points
Compare search popularity between Smartwool and its closest rivals
How has branded search demand for Smartwool changed in New Zealand over the last 12 months?
3 findings
- Across the 11 months ending August 2026, estimated monthly branded searches for Smartwool in New Zealand rose from 1.1K to 2.8K.
- Across the 11 months ending August 2026, Smartwool’s estimated Share of Search among merino clothing brands in New Zealand increased from 3.9% to 6.5%.
- Across the 11 months ending August 2026, Smartwool’s estimated Share of Search among merino clothing brands in New Zealand peaked at 7.1% in July 2026 and was lowest at 3.8% in March 2026.
How did search popularity change for New Zealand merino clothing brands in August 2026?
6 changes
In August 2026, Untouched World gained estimated Share of Search among merino clothing brands in New Zealand, from 33.3% to 35.5%.
In August 2026, Noble Wilde lost estimated Share of Search among merino clothing brands in New Zealand, from 3.8% to 2.5%.
In August 2026, Smartwool lost estimated Share of Search among merino clothing brands in New Zealand, from 7.1% to 6.5%.
Mons Royale’s estimated Share of Search among merino clothing brands in New Zealand has gained ground for 3 months in a row, from 32.4% to 37% in August 2026.
Estimated monthly branded searches for Merino Country in New Zealand rose 100% over 11 measured months, from 10 to 20 in August 2026.
Estimated monthly branded searches for Icebreaker in New Zealand rose 26.2% over 11 measured months, from 6.2K to 7.9K in August 2026.
How is Smartwool measured?
Brandwave collects information about searches that people make online using Smartwool’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.
22 branded search terms
- smartwool
- smartwool base layer
- smartwool classic thermal merino
- smartwool classic thermal merino 1 4 zip
- smartwool classic thermal merino base layer
- smartwool classic thermal merino base layer crew
- smartwool classic thermal merino crew
- smartwool com
- smartwool hiking socks
- smartwool ladies socks
- smartwool merino
- smartwool merino base layer
- smartwool merino socks
- smartwool merino wool socks
- smartwool near me
- smartwool nz
- smartwool online
- smartwool running socks
- smartwool socks
- smartwool thermal merino balaclava
- smartwool thermal merino reversible cuffed beanie
- smartwool thermals
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Is Smartwool your brand?
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