---
title: "The Wool Company: search popularity in New Zealand"
description: "The Wool Company makes merino socks and clothing. 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/the-wool-company"
publisher: "Brandwave"
---

# The Wool Company: search popularity in New Zealand

The Wool Company makes merino socks and clothing. 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**: The Wool Company
- **Market**: New Zealand
- **Measured month**: Sep 2026
- **Share of Search among sock brands**: 15%

## Where the brand sits

| Competitive set | Rank | Share of Search | Estimated monthly branded searches |
| --- | --- | --- | --- |
| Sock brands | 4 | 15% | 1.3K |
| Merino wool sock brands | 3 | 24.1% | 1.3K |

- [Sock brands](/demand/nz/categories/nz-sock-brands)
- [Merino wool sock brands](/demand/nz/categories/nz-merino-wool-sock-brands)

## Top sock brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, The Wool Company was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. The Wool Company is the fourth 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 The Wool Company changed in New Zealand over the last 12 months?

- Across the 12 months ending September 2026, estimated monthly branded searches for The Wool Company in New Zealand rose from 1K to 1.3K.
- Across the 12 months ending September 2026, The Wool Company’s share of searches among sock brands in New Zealand increased from 13.6% to 15%.
- Across the 12 months ending September 2026, The Wool Company’s share of searches among sock brands in New Zealand peaked at 30% in May 2026 and was lowest at 6.5% in November 2025.
- Across the 12 months ending September 2026, The Wool Company fell from 3rd to 4th among sock brands in New Zealand.
- Across the 12 months ending September 2026, The Wool Company’s share of searches among merino wool sock brands in New Zealand decreased from 25.1% to 24.1%.
- Across the 12 months ending September 2026, The Wool Company’s share of searches among merino wool sock brands in New Zealand peaked at 39.9% in May 2026 and was lowest at 10.4% in November 2025.

## 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 | Sock brands | 1K | 13.6% | 3 |
| Nov 2025 | Sock brands | 1K | 6.5% | 4 |
| Dec 2025 | Sock brands | 1K | 11.7% | 4 |
| Jan 2026 | Sock brands | 1.3K | 15.3% | 3 |
| Feb 2026 | Sock brands | 1K | 12.5% | 3 |
| Mar 2026 | Sock brands | 1.6K | 17.2% | 2 |
| Apr 2026 | Sock brands | 2.4K | 21.2% | 3 |
| May 2026 | Sock brands | 4.4K | 30% | 1 |
| Jun 2026 | Sock brands | 3.6K | 26.8% | 1 |
| Jul 2026 | Sock brands | 3.6K | 27.3% | 1 |
| Aug 2026 | Sock brands | 2.4K | 21.2% | 2 |
| Sep 2026 | Sock brands | 1.3K | 15% | 4 |
| Oct 2025 | Merino wool sock brands | 1K | 25.1% | 3 |
| Nov 2025 | Merino wool sock brands | 1K | 10.4% | 3 |
| Dec 2025 | Merino wool sock brands | 1K | 24.7% | 2 |
| Jan 2026 | Merino wool sock brands | 1.3K | 28.5% | 2 |
| Feb 2026 | Merino wool sock brands | 1K | 26.1% | 2 |
| Mar 2026 | Merino wool sock brands | 1.6K | 26.8% | 2 |
| Apr 2026 | Merino wool sock brands | 2.4K | 30.2% | 2 |
| May 2026 | Merino wool sock brands | 4.4K | 39.9% | 1 |
| Jun 2026 | Merino wool sock brands | 3.6K | 35.4% | 1 |
| Jul 2026 | Merino wool sock brands | 3.6K | 35.2% | 1 |
| Aug 2026 | Merino wool sock brands | 2.4K | 30% | 2 |
| Sep 2026 | Merino wool sock brands | 1.3K | 24.1% | 3 |

## How are The Wool Company’s branded searches counted?

Brandwave collects information about searches that people make online using The Wool Company’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.

- “the wool company”

## Which sock brands compete with The Wool Company?

- [Norsewear](/demand/nz/brands/norsewear): Head-to-head: /demand/nz/compare/norsewear-vs-the-wool-company
- [Norsewood](/demand/nz/brands/norsewood): Head-to-head: /demand/nz/compare/norsewood-vs-the-wool-company
- [NZ Sock Company](/demand/nz/brands/nz-sock-company): Head-to-head: /demand/nz/compare/nz-sock-company-vs-the-wool-company
- [Smartwool](/demand/nz/brands/smartwool): Head-to-head: /demand/nz/compare/smartwool-vs-the-wool-company
- [Darn Tough](/demand/nz/brands/darn-tough): Head-to-head: /demand/nz/compare/darn-tough-vs-the-wool-company
- [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. "The Wool Company: search popularity in New Zealand". https://gobrandwave.com/demand/nz/brands/the-wool-company

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