How popular isSmartwool?
In September 2026, people searched for Smartwool by name about 770 times in New Zealand, a 16.7% increase from the previous year. These searches made up 2.2% of all New Zealand merino clothing brand searches, placing Smartwool fifth out of eight brands. When we asked both ChatGPT and Google AI Overviews about merino clothing brands, Smartwool did not appear in any of the answers.
Smartwool is the fifth most searched of 8 competitors and not listed in any AI answer.
Untouched WorldShare of searches 43.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
Mons RoyaleShare of searches 39.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
NorsewearShare of searches 8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
IcebreakerShare of searches 3.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
SmartwoolShare of searches 2.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top merino clothing brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Smartwool did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
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
Asked ChatGPT
“Which merino clothing brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best merino clothing brands in New Zealand?”
Asked ChatGPT
“What's the best merino clothing brand in New Zealand for warm layers?”
Searched Google, AI Overview
“merino base layer nz”
Searched Google, AI Overview
“merino wool clothing nz”
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 Smartwool?
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
| Month | Untouched World | Mons Royale | Norsewear | Icebreaker | Smartwool | Noble Wilde | Macpac | Merino Country |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 55.1% | 30.1% | 5.6% | 4.1% | 2.4% | 1.5% | 1.2% | 0.06% |
| Nov 2025 | 40.3% | 28.6% | 24.3% | 2.8% | 1.9% | 1.2% | 0.96% | 0.07% |
| Dec 2025 | 50.1% | 35.7% | 6.1% | 3.1% | 2.4% | 1.5% | 0.98% | 0.09% |
| Jan 2026 | 52.9% | 31.7% | 6.4% | 3.5% | 2.6% | 1.7% | 1% | 0.15% |
| Feb 2026 | 56.8% | 29.6% | 4.7% | 3.2% | 2.5% | 2% | 0.99% | 0.14% |
| Mar 2026 | 51.1% | 34.3% | 4.9% | 3.6% | 2.6% | 2% | 1.5% | 0.15% |
| Apr 2026 | 45.1% | 34.6% | 8.7% | 3.7% | 3.8% | 2.3% | 1.7% | 0.11% |
| May 2026 | 46.9% | 31.7% | 9.5% | 3.6% | 3.6% | 2.7% | 1.9% | 0.07% |
| Jun 2026 | 43.9% | 34.3% | 10.5% | 4.1% | 2.8% | 2.5% | 1.7% | 0.07% |
| Jul 2026 | 40% | 39.2% | 9.7% | 4.2% | 2.2% | 3% | 1.6% | 0.03% |
| Aug 2026 | 42.8% | 38.9% | 8% | 3.7% | 3% | 2.1% | 1.3% | 0.07% |
| Sep 2026 | 43.9% | 39.9% | 8% | 3.1% | 2.2% | 1.7% | 1.1% | 0.08% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 43.9% | 10.4K | -18.5% | +1.2 points | |
| 2, held 2nd | 39.9% | 9.4K | -18.8% | +0.9 points | |
| 3, held 3rd | 8% | 1.9K | -20.8% | 0 points | |
| 4, held 4th | 3.1% | 730 | -34.2% | -0.6 points | |
| 5, held 5th | 2.2% | 520 | -42.2% | -0.8 points | |
| 6, held 6th | 1.7% | 400 | -37.5% | -0.5 points | |
| 7, held 7th | 1.1% | 260 | -33.3% | -0.2 points | |
| 8, held 8th | 0.08% | 20 | 0% | 0 points |
43.9%
Held 1st. 10.4K estimated branded searches, -18.5% vs prior month. Share +1.2 points.
39.9%
Held 2nd. 9.4K estimated branded searches, -18.8% vs prior month. Share +0.9 points.
8%
Held 3rd. 1.9K estimated branded searches, -20.8% vs prior month. Share 0 points.
3.1%
Held 4th. 730 estimated branded searches, -34.2% vs prior month. Share -0.6 points.
2.2%
Held 5th. 520 estimated branded searches, -42.2% vs prior month. Share -0.8 points.
1.7%
Held 6th. 400 estimated branded searches, -37.5% vs prior month. Share -0.5 points.
7.
Macpac1.1%
Held 7th. 260 estimated branded searches, -33.3% vs prior month. Share -0.2 points.
0.08%
Held 8th. 20 estimated branded searches, 0% vs prior month. Share 0 points.
Compare popularity between Smartwool and its closest rivals
Every comparison with Smartwool
13 comparisons
- Norsewood vs Smartwool
- NZ Sock Company vs Smartwool
- Smartwool vs The Wool Company
- Icebreaker vs Smartwool
- Mons Royale vs Smartwool
- Norsewear vs Smartwool
- Smartwool vs Untouched World
- Darn Tough vs Smartwool
- Noble Wilde vs Smartwool
- Smartwool vs Stance
- Macpac vs Smartwool
- Happy Socks vs Smartwool
- Smartwool vs Thorlo
How has branded search demand for Smartwool changed in New Zealand over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Smartwool in New Zealand rose from 660 to 770.
- Across the 12 months ending September 2026, Smartwool’s share of searches among merino clothing brands in New Zealand peaked at 3.8% in April 2026 and was lowest at 1.9% in November 2025.
How did search popularity change for New Zealand merino clothing brands in September 2026?
6 changes
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 are Smartwool’s branded searches counted?
8 search terms
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 hiking socks
- smartwool merino
- smartwool merino socks
- smartwool running socks
- smartwool socks
- smartwool thermals
Do you work for Smartwool? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does Smartwool compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Merino clothing brands | 5th of 8 | 2.2% | Shown above |
| Sock brands | 5th of 11 | 8.4% | Show ranking |
Is Smartwool your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.