---
title: "Icebreaker vs Mons Royale: Which is searched more in New Zealand?"
description: "Is Icebreaker or Mons Royale more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Merino clothing brands set in New Zealand. 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-merino-clothing-brands/compare/icebreaker-vs-mons-royale"
publisher: "Brandwave"
---

# Icebreaker vs Mons Royale: Which is searched more in New Zealand?

Is Icebreaker or Mons Royale more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Merino clothing brands set in New Zealand. 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

- **Compared**: Icebreaker and Mons Royale
- **Competitive set**: Merino clothing brands
- **Market**: New Zealand
- **Month measured**: Sep 2026
- **Icebreaker Share of Search**: 3.1%
- **Mons Royale Share of Search**: 39.9%

## Is Icebreaker or Mons Royale more popular in search?

- In September 2026, Mons Royale had more branded searches than Icebreaker among merino clothing brands in New Zealand. Mons Royale had about 9,430 branded searches, while Icebreaker had 730. Mons Royale made up 39.9% of all merino clothing brand searches we track, and Icebreaker accounted for 3.1%.
- Mons Royale 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 merino clothing brands in New Zealand moved from 4.1% to 3.1%, and its estimated monthly branded searches moved from 720 to 730.
- Across the 12 months ending September 2026, Mons Royale’s share of searches among merino clothing brands in New Zealand moved from 30.1% to 39.9%, and its estimated monthly branded searches moved from 5.3K to 9.4K.

## Top merino clothing brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Icebreaker and Mons Royale were each mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Icebreaker was listed before Mons Royale in every answer.

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 | 0 of 2 | 3 of 5 |
| Mons Royale | 2nd | 3 of 3 | 0 of 2 | 3 of 5 |
| Untouched World | 3rd | 3 of 3 | 0 of 2 | 3 of 5 |
| Norsewear | 4th | 3 of 3 | 0 of 2 | 3 of 5 |
| Macpac | 5th | 2 of 3 | 0 of 2 | 2 of 5 |
| Smartwool | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Noble Wilde | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Merino Country | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about merino clothing brands

- Asked ChatGPT "Which merino clothing brand should I buy in New Zealand?": 1. Icebreaker, 2. Mons Royale, 3. Untouched World, 4. Norsewear
- Asked ChatGPT "What are the best merino clothing brands in New Zealand?": 1. Icebreaker, 2. Mons Royale, 3. Untouched World, 4. Norsewear, 5. Macpac
- Asked ChatGPT "What's the best merino clothing brand in New Zealand for warm layers?": 1. Icebreaker, 2. Mons Royale, 3. Macpac, 4. Untouched World, 5. Norsewear
- Searched Google, AI Overview "merino base layer nz": named none of the brands we track
- Searched Google, AI Overview "merino wool clothing nz": named none of the brands we track

Not named in any answer: Smartwool, Noble Wilde and Merino Country.

Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026.

## How did search popularity change for New Zealand merino clothing brands in September 2026?

- In September 2026, Mons Royale gained share of searches among merino clothing brands in New Zealand, from 38.9% to 39.9%.
- In September 2026, Icebreaker lost share of searches among merino clothing brands in New Zealand, from 3.7% to 3.1%.

## Month by month

| Month | Icebreaker estimated searches | Icebreaker Share of Search | Icebreaker rank | Mons Royale estimated searches | Mons Royale Share of Search | Mons Royale rank |
| --- | --- | --- | --- | --- | --- | --- |
| Oct 2025 | 720 | 4.1% | 4 | 5.3K | 30.1% | 2 |
| Nov 2025 | 760 | 2.8% | 4 | 7.8K | 28.6% | 2 |
| Dec 2025 | 670 | 3.1% | 4 | 7.7K | 35.7% | 2 |
| Jan 2026 | 720 | 3.5% | 4 | 6.4K | 31.7% | 2 |
| Feb 2026 | 690 | 3.2% | 4 | 6.3K | 29.6% | 2 |
| Mar 2026 | 970 | 3.6% | 4 | 9.2K | 34.3% | 2 |
| Apr 2026 | 1K | 3.7% | 5 | 9.6K | 34.6% | 2 |
| May 2026 | 1.1K | 3.6% | 4 | 9.7K | 31.7% | 2 |
| Jun 2026 | 1.1K | 4.1% | 4 | 9.4K | 34.3% | 2 |
| Jul 2026 | 1.2K | 4.2% | 4 | 11.7K | 39.2% | 2 |
| Aug 2026 | 1.1K | 3.7% | 4 | 11.6K | 38.9% | 2 |
| Sep 2026 | 730 | 3.1% | 4 | 9.4K | 39.9% | 2 |

## How each brand is measured

Brandwave collects information about searches that people make online using Icebreaker’s and Mons Royale’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**: Measured on the search terms “icebreaker base layer”, “icebreaker clothing”, “icebreaker clothing sale”, “icebreaker merino”, “icebreaker merino beanie”, “icebreaker merino wool” and “icebreaker thermals”, summed into one figure.
- **Mons Royale**: Measured on the search terms “mons royale”, “mons royale cap”, “mons royale hoodie”, “mons royale jacket”, “mons royale merino”, “mons royale neckwarmer”, “mons royale outlet”, “mons royale pants”, “mons royale sale”, “mons royale shorts”, “mons royale socks”, “mons royale thermals”, “mons royale vest” and “monsroyale”, summed into one figure.

- [Icebreaker profile](/demand/nz/brands/icebreaker)
- [Mons Royale profile](/demand/nz/brands/mons-royale)
- [All merino clothing brands in New Zealand](/demand/nz/categories/nz-merino-clothing-brands): The set both shares are measured inside, 8 brands.

## 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

### Is Icebreaker or Mons Royale more popular in search?

In September 2026, Mons Royale had more branded searches than Icebreaker among merino clothing brands in New Zealand. Mons Royale had about 9,430 branded searches, while Icebreaker had 730. Mons Royale made up 39.9% of all merino clothing brand searches we track, and Icebreaker accounted for 3.1%.

## Cite this page

Brandwave. "Icebreaker vs Mons Royale: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/categories/nz-merino-clothing-brands/compare/icebreaker-vs-mons-royale

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-merino-clothing-brands/compare/icebreaker-vs-mons-royale. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.