Merino wool sock brands in New Zealand:Which are most popular?
In September 2026, Norsewear was the most searched merino wool sock brand in New Zealand, accounting for 35.2% of all searches among the six brands we track. When we checked with ChatGPT and Google AI Overviews, Norsewear and The Wool Company were mentioned most often, in three of the four answers. Norsewear was recommended most often, coming first in two out of four responses.
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 Brandwave's three ChatGPT questions and one Google AI Overview, Norsewear and The Wool Company were mentioned most often, in three of the four answers. Norsewear was recommended most often, coming first in two out of four answers. The Wool Company was second, and Icebreaker was third. First Lite, which ranked fifth 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.
- 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 do people search for most?
This chart shows how often people search Google for each merino wool sock brand by name. Each line represents a brand's share of searches for all six merino wool sock brands we track, month by month, from searches in New Zealand.
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.
Which brand is most popular in search among merino wool sock brands in New Zealand?
6 brands
In September 2026, Norsewear was the most searched among merino wool sock brands in New Zealand, with an estimated 1.9K branded searches, 35.2% of all searches for the six we track. Lamington is in 2nd place, 11.1 percentage points behind at 24.1%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Norsewear | 25.1% → 35.2% | 68.8%Nov 2025 | 21.8%Mar 2026 | 2nd → 1st |
| Lamington | 25.1% → 24.1% | 31.8%Mar 2026 | 10.4%Nov 2025 | 1st → 2nd |
| The Wool Company | 25.1% → 24.1% | 39.9%May 2026 | 10.4%Nov 2025 | 3rd |
| Icebreaker | 16.6% → 12% | 16.6%Oct 2025 | 7.2%Nov 2025 | 4th |
| First Lite | 5.3% → 2.6% | 5.5%Feb 2026 | 1.7%Jul 2026 | 5th |
| Darn Tough | 2.8% → 2% | 3.5%Dec 2025 | 1.3%May 2026 | 6th |
Each finding as a sentence
- Across the 12 months ending September 2026, Norsewear’s share of searches among merino wool sock brands in New Zealand increased from 25.1% to 35.2%.
- Across the 12 months ending September 2026, Lamington’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 decreased from 25.1% to 24.1%.
- Across the 12 months ending September 2026, Icebreaker’s share of searches among merino wool sock brands in New Zealand decreased from 16.6% to 12%.
- Across the 12 months ending September 2026, First Lite’s share of searches among merino wool sock brands in New Zealand decreased from 5.3% to 2.6%.
- Across the 12 months ending September 2026, Darn Tough’s share of searches among merino wool sock brands in New Zealand decreased from 2.8% to 2%.
- Across the 12 months ending September 2026, Norsewear’s share of searches among merino wool sock brands in New Zealand peaked at 68.8% in November 2025 and was lowest at 21.8% in March 2026.
- Across the 12 months ending September 2026, Lamington’s share of searches among merino wool sock brands in New Zealand peaked at 31.8% in March 2026 and was lowest at 10.4% in November 2025.
- 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.
- Across the 12 months ending September 2026, Icebreaker’s share of searches among merino wool sock brands in New Zealand peaked at 16.6% in October 2025 and was lowest at 7.2% in November 2025.
- Across the 12 months ending September 2026, First Lite’s share of searches among merino wool sock brands in New Zealand peaked at 5.5% in February 2026 and was lowest at 1.7% in July 2026.
- Across the 12 months ending September 2026, Darn Tough’s share of searches among merino wool sock brands in New Zealand peaked at 3.5% in December 2025 and was lowest at 1.3% in May 2026.
- Across the 12 months ending September 2026, Norsewear rose from 2nd to 1st among merino wool sock brands in New Zealand.
- Across the 12 months ending September 2026, Lamington fell from 1st to 2nd among merino wool sock brands in New Zealand.
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.
Compare popularity between leading brands
- Norsewear vs Lamington: compare popularity
- Norsewear vs The Wool Company: compare popularity
- Norsewear vs Icebreaker: compare popularity
- Norsewear vs First Lite: compare popularity
- Lamington vs The Wool Company: compare popularity
- Lamington vs Icebreaker: compare popularity
- Lamington vs First Lite: compare popularity
- The Wool Company vs Icebreaker: compare popularity
- The Wool Company vs First Lite: compare popularity
- Icebreaker vs First Lite: compare popularity
- Compare any of these brands
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