Brandwave

Icebreaker vs Macpac:Which is more popular?

In September 2026, Macpac had more branded searches than Icebreaker among base layer brands in New Zealand. Macpac had about 50,400 branded searches, while Icebreaker had 350. Macpac made up 82.4% of all base layer brand searches we track, and Icebreaker accounted for 0.57%. When we asked ChatGPT and Google AI Overviews about base layer brands, Macpac appeared in all five answers and Icebreaker in four. Icebreaker was mentioned before Macpac in four out of five answers.

Among base layer brands in New Zealand in September 2026

Who do people search for more?

Macpac, about 144 searches for every 1 for Icebreaker

Macpac 50.4K searchesIcebreaker 350 searches

Who does AI mention more?

Macpac, mentioned in every answer we collected

Macpac in 5 of 5Icebreaker in 4 of 5

Who does AI recommend more?

Icebreaker, named ahead of Macpac in 4 of 5 answers

Icebreaker first in 4Macpac first in 1

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Top base layer brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Macpac appeared in all five answers. Icebreaker was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Icebreaker was listed before Macpac in four out of five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Icebreaker1st
  2. Mons Royale2nd
  3. Macpac3rd
  4. Devold4th
  5. Columbia–
  6. Burton–
  7. Castelli–
  8. First Lite–

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

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.

Is Icebreaker or Macpac more popular in search?

This chart shows how often people search Google for Icebreaker and Macpac 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.

Icebreaker and Macpac among base layer brands in New Zealand, by month

Share of searches by month for Macpac, Icebreaker. The figures are in the table below the chart.

View monthly share of searches table
MonthMacpacMons RoyaleColumbiaIcebreakerBurtonDevoldCastelliFirst Lite
Oct 202590%7.9%0.48%0.56%0.14%0.26%0.32%0.32%
Nov 202589%9.4%0.34%0.49%0.09%0.26%0.26%0.21%
Dec 202591.1%7.6%0.43%0.28%0.07%0.21%0.17%0.14%
Jan 202690.6%7.7%0.52%0.34%0.13%0.31%0.21%0.21%
Feb 202688.9%9%0.53%0.46%0.16%0.38%0.3%0.3%
Mar 202687.3%10.9%0.44%0.46%0.11%0.31%0.25%0.25%
Apr 202686.9%11%0.58%0.37%0.16%0.3%0.3%0.3%
May 202686.7%11.2%0.62%0.41%0.16%0.25%0.38%0.31%
Jun 202688.6%9.5%0.55%0.36%0.22%0.22%0.27%0.22%
Jul 202684.3%13.4%0.57%0.54%0.46%0.3%0.25%0.2%
Aug 202681.8%15.5%0.72%0.59%0.53%0.29%0.23%0.29%
Sep 202682.4%15.2%0.57%0.57%0.34%0.34%0.28%0.23%

How has the Icebreaker and Macpac comparison changed over the last 12 months?

3 findings
  • Macpac was ahead of Icebreaker in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Icebreaker’s share of searches among base layer brands in New Zealand moved from 0.56% to 0.57%, and its estimated monthly branded searches moved from 370 to 350.
  • Across the 12 months ending September 2026, Macpac’s share of searches among base layer brands in New Zealand moved from 90% to 82.4%, and its estimated monthly branded searches moved from 59.8K to 50.4K.

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

1 change

  1. In September 2026, Macpac gained share of searches among base layer brands in New Zealand, from 81.8% to 82.4%.

How are branded searches counted?

16 search terms

Brandwave collects information about searches that people make online using Icebreaker’s and Macpac’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Icebreaker

2 branded search terms

  • icebreaker clothing
  • icebreaker clothing sale

Macpac

14 branded 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
  • macpac westgate

How the Brand Demand Index is measured

Other head-to-heads among base layer brands

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