Base layer brands in New Zealand:Which are most popular?
In September 2026, Macpac was the most searched base layer brand in New Zealand, accounting for 82.4% of all searches among the eight brands we track. When we checked with ChatGPT and Google AI Overviews, Macpac and Mons Royale showed up in every answer. Icebreaker was recommended most often, coming first in four out of five responses.
MacpacShare of searches 82.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
Mons RoyaleShare of searches 15.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
ColumbiaShare of searches 0.57%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
IcebreakerShare of searches 0.57%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
BurtonShare of searches 0.34%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top base layer brands in ChatGPT and Google AI Overviews
In Brandwave's three ChatGPT questions and two Google AI Overviews, Macpac and Mons Royale appeared every time. Icebreaker was recommended most often, coming first in four out of five answers. Mons Royale was second, and Macpac was third. Columbia, which ranked third in searches, was not mentioned at all.
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.
- Macpac5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Mons Royale5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Icebreaker4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Devold2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Columbia0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Burton0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Castelli0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
First Lite0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about base layer brands
5 answers
Asked ChatGPT
“Which base layer brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best base layer brands in New Zealand?”
Asked ChatGPT
“What's the best base layer brand in New Zealand for cold weather?”
Searched Google, AI Overview
“thermal base layer”
Searched Google, AI Overview
“merino base layer 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 20, 2026.
Which base layer brands do people search for most?
This chart shows how often people search Google for each base layer brand by name. Each line represents a brand's share of searches for all eight base layer brands we track, month by month, from searches in New Zealand.
Share of searches by month for Macpac, Mons Royale. The figures are in the table below the chart.
View monthly share of searches table
| Month | Macpac | Mons Royale | Columbia | Icebreaker | Burton | Devold | Castelli | First Lite |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 90% | 7.9% | 0.48% | 0.56% | 0.14% | 0.26% | 0.32% | 0.32% |
| Nov 2025 | 89% | 9.4% | 0.34% | 0.49% | 0.09% | 0.26% | 0.26% | 0.21% |
| Dec 2025 | 91.1% | 7.6% | 0.43% | 0.28% | 0.07% | 0.21% | 0.17% | 0.14% |
| Jan 2026 | 90.6% | 7.7% | 0.52% | 0.34% | 0.13% | 0.31% | 0.21% | 0.21% |
| Feb 2026 | 88.9% | 9% | 0.53% | 0.46% | 0.16% | 0.38% | 0.3% | 0.3% |
| Mar 2026 | 87.3% | 10.9% | 0.44% | 0.46% | 0.11% | 0.31% | 0.25% | 0.25% |
| Apr 2026 | 86.9% | 11% | 0.58% | 0.37% | 0.16% | 0.3% | 0.3% | 0.3% |
| May 2026 | 86.7% | 11.2% | 0.62% | 0.41% | 0.16% | 0.25% | 0.38% | 0.31% |
| Jun 2026 | 88.6% | 9.5% | 0.55% | 0.36% | 0.22% | 0.22% | 0.27% | 0.22% |
| Jul 2026 | 84.3% | 13.4% | 0.57% | 0.54% | 0.46% | 0.3% | 0.25% | 0.2% |
| Aug 2026 | 81.8% | 15.5% | 0.72% | 0.59% | 0.53% | 0.29% | 0.23% | 0.29% |
| Sep 2026 | 82.4% | 15.2% | 0.57% | 0.57% | 0.34% | 0.34% | 0.28% | 0.23% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 82.4% | 50.4K | -16.1% | +0.6 points | |
| 2, held 2nd | 15.2% | 9.3K | -18.3% | -0.3 points | |
| 3, held 3rd | 0.57% | 350 | -34% | -0.1 points | |
| 4, held 4th | 0.57% | 350 | -18.6% | 0 points | |
| 5, held 5th | 0.34% | 210 | -46.2% | -0.2 points | |
| 6, held 6th | 0.34% | 210 | 0% | +0.1 points | |
| 7, moved from 8th to 7th | 0.28% | 170 | 0% | 0 pointsmoved from 8th to 7th | |
| 8, moved from 7th to 8th | 0.23% | 140 | -33.3% | -0.1 pointsmoved from 7th to 8th |
1.
Macpac82.4%
Held 1st. 50.4K estimated branded searches, -16.1% vs prior month. Share +0.6 points.
15.2%
Held 2nd. 9.3K estimated branded searches, -18.3% vs prior month. Share -0.3 points.
3.
Columbia0.57%
Held 3rd. 350 estimated branded searches, -34% vs prior month. Share -0.1 points.
0.57%
Held 4th. 350 estimated branded searches, -18.6% vs prior month. Share 0 points.
5.
Burton0.34%
Held 5th. 210 estimated branded searches, -46.2% vs prior month. Share -0.2 points.
6.
Devold0.34%
Held 6th. 210 estimated branded searches, 0% vs prior month. Share +0.1 points.
7.
Castelli0.28%
Moved from 8th to 7th. 170 estimated branded searches, 0% vs prior month. Share 0 points.
0.23%
Moved from 7th to 8th. 140 estimated branded searches, -33.3% vs prior month. Share -0.1 points.
Which brand is most popular in search among base layer brands in New Zealand?
8 brands
In September 2026, Macpac was the most searched among base layer brands in New Zealand, with an estimated 50.4K branded searches, 82.4% of all searches for the eight we track. Mons Royale is in 2nd place, 67.2 percentage points behind at 15.2%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Macpac | 90% → 82.4% | 91.1%Dec 2025 | 81.8%Aug 2026 | 1st |
| Mons Royale | 7.9% → 15.2% | 15.5%Aug 2026 | 7.6%Dec 2025 | 2nd |
| Columbia | 0.48% → 0.57% | 0.72%Aug 2026 | 0.34%Nov 2025 | 4th → 3rd |
| Icebreaker | 0.56% → 0.57% | 0.59%Aug 2026 | 0.28%Dec 2025 | 3rd → 4th |
| Burton | 0.14% → 0.34% | 0.53%Aug 2026 | 0.07%Dec 2025 | 8th → 5th |
| Devold | 0.26% → 0.34% | 0.38%Feb 2026 | 0.21%Dec 2025 | 7th → 6th |
| Castelli | 0.32% → 0.28% | 0.38%May 2026 | 0.17%Dec 2025 | 5th → 7th |
| First Lite | 0.32% → 0.23% | 0.32%Oct 2025 | 0.14%Dec 2025 | 6th → 8th |
Each finding as a sentence
- Across the 12 months ending September 2026, Macpac’s share of searches among base layer brands in New Zealand decreased from 90% to 82.4%.
- Across the 12 months ending September 2026, Mons Royale’s share of searches among base layer brands in New Zealand increased from 7.9% to 15.2%.
- Across the 12 months ending September 2026, Macpac’s share of searches among base layer brands in New Zealand peaked at 91.1% in December 2025 and was lowest at 81.8% in August 2026.
- Across the 12 months ending September 2026, Mons Royale’s share of searches among base layer brands in New Zealand peaked at 15.5% in August 2026 and was lowest at 7.6% in December 2025.
- Across the 12 months ending September 2026, Columbia rose from 4th to 3rd among base layer brands in New Zealand.
- Across the 12 months ending September 2026, Icebreaker fell from 3rd to 4th among base layer brands in New Zealand.
- Across the 12 months ending September 2026, Burton rose from 8th to 5th among base layer brands in New Zealand.
- Across the 12 months ending September 2026, Devold rose from 7th to 6th among base layer brands in New Zealand.
- Across the 12 months ending September 2026, Castelli fell from 5th to 7th among base layer brands in New Zealand.
- Across the 12 months ending September 2026, First Lite fell from 6th to 8th among base layer brands in New Zealand.
How did search popularity change for New Zealand base layer brands in September 2026?
6 changes
In September 2026, Macpac gained share of searches among base layer brands in New Zealand, from 81.8% to 82.4%.
In September 2026, Castelli rose from 8th to 7th among base layer brands in New Zealand.
In September 2026, First Lite fell from 7th to 8th among base layer brands in New Zealand.
Estimated monthly branded searches for Burton in New Zealand rose 133.3% over 12 measured months, from 90 to 210 in September 2026.
Estimated monthly branded searches for Mons Royale in New Zealand rose 77.3% over 12 measured months, from 5.3K to 9.3K in September 2026.
Estimated monthly branded searches for Devold in New Zealand rose 23.5% over 12 measured months, from 170 to 210 in September 2026.
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