---
title: "Base layer brands in New Zealand: Which are searched most?"
description: "Compare the base layer brands people buy. Share of Search among Macpac, Mons Royale, Columbia, Icebreaker, Burton, Devold, Castelli and First Lite, the base layer brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. 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/categories/nz-base-layer-brands"
publisher: "Brandwave"
---

# Base layer brands in New Zealand: Which are searched most?

Compare the base layer brands people buy. Share of Search among Macpac, Mons Royale, Columbia, Icebreaker, Burton, Devold, Castelli and First Lite, the base layer brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. 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

- **Competitive set**: Base layer brands
- **Market**: New Zealand
- **Brands compared**: 8
- **Month measured**: Sep 2026
- **Highest Share of Search**: Macpac, 82.4%

## Which brand is most popular in search among base layer brands in New Zealand?

- 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%.
- 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.

## 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.

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 |
| --- | --- | --- | --- | --- |
| Icebreaker | 1st | 3 of 3 | 1 of 2 | 4 of 5 |
| Mons Royale | 2nd | 3 of 3 | 2 of 2 | 5 of 5 |
| Macpac | 3rd | 3 of 3 | 2 of 2 | 5 of 5 |
| Devold | 4th | 2 of 3 | 0 of 2 | 2 of 5 |
| Columbia | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Burton | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Castelli | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| First Lite | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about base layer brands

- Asked ChatGPT "Which base layer brand should I buy in New Zealand?": 1. Icebreaker, 2. Macpac, 3. Mons Royale
- Asked ChatGPT "What are the best base layer brands in New Zealand?": 1. Icebreaker, 2. Mons Royale, 3. Macpac, 4. Devold
- Asked ChatGPT "What's the best base layer brand in New Zealand for cold weather?": 1. Icebreaker, 2. Mons Royale, 3. Macpac, 4. Devold
- Searched Google, AI Overview "thermal base layer": 1. Mons Royale, 2. Macpac
- Searched Google, AI Overview "merino base layer nz": 1. Icebreaker, 2. Mons Royale, 3. Macpac

Not named in any answer: Columbia, Burton, Castelli and First Lite.

Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 20, 2026.

## Compare search popularity between leading brands

- [Macpac vs Mons Royale: compare search popularity](/demand/nz/compare/macpac-vs-mons-royale): 82.4% against 15.2% Share of Search.

## How did search popularity change for New Zealand base layer brands in September 2026?

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Macpac | 82.4% | 50.4K | -16.1% | MACPAC NEW ZEALAND LIMITED |
| 2 | Mons Royale | 15.2% | 9.3K | -18.3% | Mons Royale |
| 3 | Columbia | 0.57% | 350 | -34.0% | Columbia |
| 4 | Icebreaker | 0.57% | 350 | -18.6% | Icebreaker |
| 5 | Burton | 0.34% | 210 | -46.2% | Burton |
| 6 | Devold | 0.34% | 210 | 0.0% | Devold |
| 7 | Castelli | 0.28% | 170 | 0.0% | Castelli |
| 8 | First Lite | 0.23% | 140 | -33.3% | First Lite |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Macpac | 59.8K | 90% | 1 |
| Oct 2025 | Mons Royale | 5.3K | 7.9% | 2 |
| Oct 2025 | Icebreaker | 370 | 0.56% | 3 |
| Oct 2025 | Columbia | 320 | 0.48% | 4 |
| Oct 2025 | Castelli | 210 | 0.32% | 5 |
| Oct 2025 | First Lite | 210 | 0.32% | 6 |
| Oct 2025 | Devold | 170 | 0.26% | 7 |
| Oct 2025 | Burton | 90 | 0.14% | 8 |
| Nov 2025 | Macpac | 72.8K | 89% | 1 |
| Nov 2025 | Mons Royale | 7.7K | 9.4% | 2 |
| Nov 2025 | Icebreaker | 400 | 0.49% | 3 |
| Nov 2025 | Columbia | 280 | 0.34% | 4 |
| Nov 2025 | Castelli | 210 | 0.26% | 5 |
| Nov 2025 | Devold | 210 | 0.26% | 6 |
| Nov 2025 | First Lite | 170 | 0.21% | 7 |
| Nov 2025 | Burton | 70 | 0.09% | 8 |
| Dec 2025 | Macpac | 90.6K | 91.1% | 1 |
| Dec 2025 | Mons Royale | 7.6K | 7.6% | 2 |
| Dec 2025 | Columbia | 430 | 0.43% | 3 |
| Dec 2025 | Icebreaker | 280 | 0.28% | 4 |
| Dec 2025 | Devold | 210 | 0.21% | 5 |
| Dec 2025 | Castelli | 170 | 0.17% | 6 |
| Dec 2025 | First Lite | 140 | 0.14% | 7 |
| Dec 2025 | Burton | 70 | 0.07% | 8 |
| Jan 2026 | Macpac | 74.9K | 90.6% | 1 |
| Jan 2026 | Mons Royale | 6.3K | 7.7% | 2 |
| Jan 2026 | Columbia | 430 | 0.52% | 3 |
| Jan 2026 | Icebreaker | 280 | 0.34% | 4 |
| Jan 2026 | Devold | 260 | 0.31% | 5 |
| Jan 2026 | Castelli | 170 | 0.21% | 6 |
| Jan 2026 | First Lite | 170 | 0.21% | 7 |
| Jan 2026 | Burton | 110 | 0.13% | 8 |
| Feb 2026 | Macpac | 61.5K | 88.9% | 1 |
| Feb 2026 | Mons Royale | 6.2K | 9% | 2 |
| Feb 2026 | Columbia | 370 | 0.53% | 3 |
| Feb 2026 | Icebreaker | 320 | 0.46% | 4 |
| Feb 2026 | Devold | 260 | 0.38% | 5 |
| Feb 2026 | Castelli | 210 | 0.3% | 6 |
| Feb 2026 | First Lite | 210 | 0.3% | 7 |
| Feb 2026 | Burton | 110 | 0.16% | 8 |
| Mar 2026 | Macpac | 72.7K | 87.3% | 1 |
| Mar 2026 | Mons Royale | 9.1K | 10.9% | 2 |
| Mar 2026 | Icebreaker | 380 | 0.46% | 3 |
| Mar 2026 | Columbia | 370 | 0.44% | 4 |
| Mar 2026 | Devold | 260 | 0.31% | 5 |
| Mar 2026 | Castelli | 210 | 0.25% | 6 |
| Mar 2026 | First Lite | 210 | 0.25% | 7 |
| Mar 2026 | Burton | 90 | 0.11% | 8 |
| Apr 2026 | Macpac | 74.3K | 86.9% | 1 |
| Apr 2026 | Mons Royale | 9.4K | 11% | 2 |
| Apr 2026 | Columbia | 500 | 0.58% | 3 |
| Apr 2026 | Icebreaker | 320 | 0.37% | 4 |
| Apr 2026 | Castelli | 260 | 0.3% | 5 |
| Apr 2026 | Devold | 260 | 0.3% | 6 |
| Apr 2026 | First Lite | 260 | 0.3% | 7 |
| Apr 2026 | Burton | 140 | 0.16% | 8 |
| May 2026 | Macpac | 73.8K | 86.7% | 1 |
| May 2026 | Mons Royale | 9.5K | 11.2% | 2 |
| May 2026 | Columbia | 530 | 0.62% | 3 |
| May 2026 | Icebreaker | 350 | 0.41% | 4 |
| May 2026 | Castelli | 320 | 0.38% | 5 |
| May 2026 | First Lite | 260 | 0.31% | 6 |
| May 2026 | Devold | 210 | 0.25% | 7 |
| May 2026 | Burton | 140 | 0.16% | 8 |
| Jun 2026 | Macpac | 86.1K | 88.6% | 1 |
| Jun 2026 | Mons Royale | 9.3K | 9.5% | 2 |
| Jun 2026 | Columbia | 530 | 0.55% | 3 |
| Jun 2026 | Icebreaker | 350 | 0.36% | 4 |
| Jun 2026 | Castelli | 260 | 0.27% | 5 |
| Jun 2026 | Burton | 210 | 0.22% | 6 |
| Jun 2026 | Devold | 210 | 0.22% | 7 |
| Jun 2026 | First Lite | 210 | 0.22% | 8 |
| Jul 2026 | Macpac | 71.9K | 84.3% | 1 |
| Jul 2026 | Mons Royale | 11.4K | 13.4% | 2 |
| Jul 2026 | Columbia | 490 | 0.57% | 3 |
| Jul 2026 | Icebreaker | 460 | 0.54% | 4 |
| Jul 2026 | Burton | 390 | 0.46% | 5 |
| Jul 2026 | Devold | 260 | 0.3% | 6 |
| Jul 2026 | Castelli | 210 | 0.25% | 7 |
| Jul 2026 | First Lite | 170 | 0.2% | 8 |
| Aug 2026 | Macpac | 60.1K | 81.8% | 1 |
| Aug 2026 | Mons Royale | 11.4K | 15.5% | 2 |
| Aug 2026 | Columbia | 530 | 0.72% | 3 |
| Aug 2026 | Icebreaker | 430 | 0.59% | 4 |
| Aug 2026 | Burton | 390 | 0.53% | 5 |
| Aug 2026 | Devold | 210 | 0.29% | 6 |
| Aug 2026 | First Lite | 210 | 0.29% | 7 |
| Aug 2026 | Castelli | 170 | 0.23% | 8 |
| Sep 2026 | Macpac | 50.4K | 82.4% | 1 |
| Sep 2026 | Mons Royale | 9.3K | 15.2% | 2 |
| Sep 2026 | Columbia | 350 | 0.57% | 3 |
| Sep 2026 | Icebreaker | 350 | 0.57% | 4 |
| Sep 2026 | Burton | 210 | 0.34% | 5 |
| Sep 2026 | Devold | 210 | 0.34% | 6 |
| Sep 2026 | Castelli | 170 | 0.28% | 7 |
| Sep 2026 | First Lite | 140 | 0.23% | 8 |

## What is being compared

- **Burton**: Measured on the search term “burton jacket”.
- **Castelli**: Measured on the search term “castelli”.
- **Columbia**: Measured on the search terms “columbia sportswear” and “columbia sportswear fleece”, summed into one figure.
- **Devold**: Measured on the search term “devold”.
- **First Lite**: Measured on the search term “first lite”.
- **Icebreaker**: Measured on the search terms “icebreaker clothing” and “icebreaker clothing sale”, summed into one figure.
- **Macpac**: Measured on the search terms “Macpac”, “macpac bags”, “macpac colombo st”, “macpac fleece”, “macpac outlet”, “macpac queen st”, “macpac queensgate”, “macpac sale”, “macpac st lukes”, “macpac te rapa”, “macpac tents”, “macpac tower junction”, “macpac vest” and “macpac westgate”, summed into one figure.
- **Mons Royale**: Measured on the search terms “mons royale”, “mons royale cap”, “mons royale hoodie”, “mons royale jacket”, “mons royale neckwarmer”, “mons royale outlet”, “mons royale pants”, “mons royale sale”, “mons royale shorts”, “mons royale socks”, “mons royale vest” and “monsroyale”, summed into one figure.

- [Burton](/demand/nz/brands/burton)
- [Castelli](/demand/nz/brands/castelli)
- [Columbia](/demand/nz/brands/columbia)
- [Devold](/demand/nz/brands/devold)
- [First Lite](/demand/nz/brands/first-lite)
- [Icebreaker](/demand/nz/brands/icebreaker)
- [Macpac](/demand/nz/brands/macpac)
- [Mons Royale](/demand/nz/brands/mons-royale)

## Methodology

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

## Frequently asked questions

### Which brand is most popular in search among base layer brands in New Zealand?

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.

## Cite this page

Brandwave. "Base layer brands in New Zealand: Which are searched most?". https://gobrandwave.com/demand/nz/categories/nz-base-layer-brands

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