How popular isThe Wool Company?
In September 2026, people searched for The Wool Company by name about 1,300 times in New Zealand, a 30% increase from the previous year. These searches made up 24.1% of all New Zealand merino wool sock brand searches, placing The Wool Company third out of six brands. When we asked both ChatGPT and Google AI Overviews about merino wool sock brands, The Wool Company appeared in three of the four answers and was the second most recommended of the six.
The Wool Company is the third most searched of 6 competitors and the second most recommended in AI answers.
NorsewearShare of searches 35.2%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st
LamingtonShare of searches 24.1%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th- The Wool CompanyShare of searches 24.1%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
IcebreakerShare of searches 12%Mentioned in 2 of 4 AI answersPlace in AI recommendations 3rd
First LiteShare of searches 2.6%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
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Top merino wool sock brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, The Wool Company was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. The Wool Company is the second most recommended of the six.
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.
- Norsewear3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- The Wool Company3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Lamington2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Icebreaker2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- First Lite0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Darn Tough0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about merino wool sock brands
4 answers
Asked ChatGPT
“Which merino wool sock brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best merino wool sock brands in New Zealand?”
Asked ChatGPT
“What's the best merino wool sock brand in New Zealand for warm feet?”
Searched Google, AI Overview
“merino socks nz”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“wool socks 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 wool sock brands compete with The Wool Company?
Share of searches by month for Norsewear, Lamington, The Wool Company, Icebreaker, First Lite, Darn Tough. The figures are in the table below the chart.
View monthly share of searches table
| Month | Norsewear | Lamington | The Wool Company | Icebreaker | First Lite | Darn Tough |
|---|---|---|---|---|---|---|
| Oct 2025 | 25.1% | 25.1% | 25.1% | 16.6% | 5.3% | 2.8% |
| Nov 2025 | 68.8% | 10.4% | 10.4% | 7.2% | 1.8% | 1.5% |
| Dec 2025 | 32.1% | 21.7% | 24.7% | 14.6% | 3.5% | 3.5% |
| Jan 2026 | 28.5% | 21.9% | 28.5% | 14.3% | 3.7% | 3.1% |
| Feb 2026 | 26.1% | 23% | 26.1% | 16.4% | 5.5% | 2.9% |
| Mar 2026 | 21.8% | 31.8% | 26.8% | 14.6% | 3.5% | 1.5% |
| Apr 2026 | 30.2% | 23.9% | 30.2% | 11% | 3.3% | 1.4% |
| May 2026 | 26.3% | 21.8% | 39.9% | 8.3% | 2.4% | 1.3% |
| Jun 2026 | 28.5% | 23.6% | 35.4% | 9% | 2.1% | 1.4% |
| Jul 2026 | 28.3% | 23.4% | 35.2% | 10.1% | 1.7% | 1.4% |
| Aug 2026 | 30% | 23.8% | 30% | 12.3% | 2.6% | 1.4% |
| Sep 2026 | 35.2% | 24.1% | 24.1% | 12% | 2.6% | 2% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 35.2% | 1.9K | -20.8% | +5.2 points | |
| 2, moved from 3rd to 2nd | 24.1% | 1.3K | -31.6% | +0.3 pointsmoved from 3rd to 2nd | |
| 3, moved from 2nd to 3rd | 24.1% | 1.3K | -45.8% | -5.9 pointsmoved from 2nd to 3rd | |
| 4, held 4th | 12% | 650 | -33.7% | -0.2 points | |
| 5, held 5th | 2.6% | 140 | -33.3% | 0 points | |
| 6, held 6th | 2% | 110 | 0% | +0.7 points |
35.2%
Held 1st. 1.9K estimated branded searches, -20.8% vs prior month. Share +5.2 points.
24.1%
Moved from 3rd to 2nd. 1.3K estimated branded searches, -31.6% vs prior month. Share +0.3 points.
24.1%
Moved from 2nd to 3rd. 1.3K estimated branded searches, -45.8% vs prior month. Share -5.9 points.
12%
Held 4th. 650 estimated branded searches, -33.7% vs prior month. Share -0.2 points.
2.6%
Held 5th. 140 estimated branded searches, -33.3% vs prior month. Share 0 points.
2%
Held 6th. 110 estimated branded searches, 0% vs prior month. Share +0.7 points.
Compare popularity between The Wool Company and its closest rivals
Every comparison with The Wool Company
11 comparisons
- Norsewear vs The Wool Company
- Norsewood vs The Wool Company
- NZ Sock Company vs The Wool Company
- Lamington vs The Wool Company
- Smartwool vs The Wool Company
- Darn Tough vs The Wool Company
- Stance vs The Wool Company
- Icebreaker vs The Wool Company
- Happy Socks vs The Wool Company
- The Wool Company vs Thorlo
- First Lite vs The Wool Company
How has branded search demand for The Wool Company changed in New Zealand over the last 12 months?
3 findings
- 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 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 merino wool sock brands in September 2026?
5 changes
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.
How are The Wool Company’s branded searches counted?
1 search term
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.
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Where does The Wool Company compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Sock brands | 4th of 11 | 15% | Show ranking |
| Merino wool sock brands | 3rd of 6 | 24.1% | Shown above |
Is The Wool Company 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.