---
title: "Smartwool: search popularity and Share of Search in New Zealand"
description: "Smartwool makes merino clothing sold 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/smartwool"
publisher: "Brandwave"
---

# Smartwool: search popularity and Share of Search in New Zealand

Smartwool makes merino clothing sold 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**: Smartwool
- **Market**: New Zealand
- **Measured month**: Aug 2026
- **Share of Search among merino clothing brands**: 6.5%

## Where the brand sits

| Competitive set | Rank | Share of Search | Estimated monthly branded searches |
| --- | --- | --- | --- |
| Merino clothing brands | 4 | 6.5% | 2.8K |

- [Merino clothing brands](/demand/nz/categories/nz-merino-clothing-brands)

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

- 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?

- 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.

## Historical estimated branded-search demand

| Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Merino clothing brands | 1.1K | 3.9% | 4 |
| Nov 2025 | Merino clothing brands | 1.4K | 4.4% | 4 |
| Dec 2025 | Merino clothing brands | 1.3K | 4.1% | 4 |
| Jan 2026 | Merino clothing brands | 1.2K | 4.3% | 4 |
| Feb 2026 | Merino clothing brands | 1.2K | 4% | 4 |
| Mar 2026 | Merino clothing brands | 1.4K | 3.8% | 4 |
| Apr 2026 | Merino clothing brands | 1.9K | 4.8% | 4 |
| May 2026 | Merino clothing brands | 2.5K | 5.9% | 4 |
| Jun 2026 | Merino clothing brands | 2.3K | 5.9% | 4 |
| Jul 2026 | Merino clothing brands | 3K | 7.1% | 4 |
| Aug 2026 | Merino clothing brands | 2.8K | 6.5% | 4 |
| Sep 2026 | Merino clothing brands | — | — | — |

## 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.

- “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”

## Which merino clothing brands compete with Smartwool?

- [Mons Royale](/demand/nz/brands/mons-royale): Head-to-head: /demand/nz/compare/mons-royale-vs-smartwool
- [Untouched World](/demand/nz/brands/untouched-world): Head-to-head: /demand/nz/compare/smartwool-vs-untouched-world
- [Icebreaker](/demand/nz/brands/icebreaker): Head-to-head: /demand/nz/compare/icebreaker-vs-smartwool
- [Noble Wilde](/demand/nz/brands/noble-wilde): Head-to-head: /demand/nz/compare/noble-wilde-vs-smartwool
- [Merino Country](/demand/nz/brands/merino-country): Head-to-head: /demand/nz/compare/merino-country-vs-smartwool

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Cite this page

Brandwave. "Smartwool: search popularity and Share of Search in New Zealand". https://gobrandwave.com/demand/nz/brands/smartwool

This page is also available as HTML at https://gobrandwave.com/demand/nz/brands/smartwool. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.