---
title: "Merino wool sock brands in New Zealand: Which are searched most?"
description: "Compare the merino wool sock brands brands people buy. Share of Search among Norsewear, Lamington, The Wool Company, Icebreaker, First Lite and Darn Tough, the merino wool sock 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-merino-wool-sock-brands"
publisher: "Brandwave"
---

# Merino wool sock brands in New Zealand: Which are searched most?

Compare the merino wool sock brands brands people buy. Share of Search among Norsewear, Lamington, The Wool Company, Icebreaker, First Lite and Darn Tough, the merino wool sock 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**: Merino wool sock brands
- **Market**: New Zealand
- **Brands compared**: 6
- **Month measured**: Sep 2026
- **Highest Share of Search**: Norsewear, 35.2%

## Which brand is most popular in search among merino wool sock brands in New Zealand?

- 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%.
- 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.

## 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.

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 |
| --- | --- | --- | --- | --- |
| Norsewear | 1st | 2 of 3 | 1 of 1 | 3 of 4 |
| The Wool Company | 2nd | 3 of 3 | 0 of 1 | 3 of 4 |
| Icebreaker | 3rd | 2 of 3 | 0 of 1 | 2 of 4 |
| Lamington | 4th | 1 of 3 | 1 of 1 | 2 of 4 |
| First Lite | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 |
| Darn Tough | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 |

## Every AI answer about merino wool sock brands

- Asked ChatGPT "Which merino wool sock brand should I buy in New Zealand?": 1. Icebreaker, 2. The Wool Company
- Asked ChatGPT "What are the best merino wool sock brands in New Zealand?": 1. Norsewear, 2. Icebreaker, 3. The Wool Company
- Asked ChatGPT "What's the best merino wool sock brand in New Zealand for warm feet?": 1. The Wool Company, 2. Norsewear, 3. Lamington
- Searched Google, AI Overview "wool socks nz": 1. Norsewear, 2. Lamington

Not named in any answer: First Lite and Darn Tough.

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

## Compare search popularity between leading brands

- [Norsewear vs Lamington: compare search popularity](/demand/nz/compare/lamington-socks-vs-norsewear): 35.2% against 24.1% Share of Search.
- [Norsewear vs The Wool Company: compare search popularity](/demand/nz/compare/norsewear-vs-the-wool-company): 35.2% against 24.1% Share of Search.
- [Norsewear vs Icebreaker: compare search popularity](/demand/nz/compare/icebreaker-vs-norsewear): 35.2% against 12% Share of Search.
- [Norsewear vs First Lite: compare search popularity](/demand/nz/compare/first-lite-vs-norsewear): 35.2% against 2.6% Share of Search.
- [Lamington vs The Wool Company: compare search popularity](/demand/nz/compare/lamington-socks-vs-the-wool-company): 24.1% Share of Search each.
- [Lamington vs Icebreaker: compare search popularity](/demand/nz/compare/icebreaker-vs-lamington-socks): 24.1% against 12% Share of Search.
- [Lamington vs First Lite: compare search popularity](/demand/nz/compare/first-lite-vs-lamington-socks): 24.1% against 2.6% Share of Search.
- [The Wool Company vs Icebreaker: compare search popularity](/demand/nz/compare/icebreaker-vs-the-wool-company): 24.1% against 12% Share of Search.
- [The Wool Company vs First Lite: compare search popularity](/demand/nz/compare/first-lite-vs-the-wool-company): 24.1% against 2.6% Share of Search.
- [Icebreaker vs First Lite: compare search popularity](/demand/nz/compare/first-lite-vs-icebreaker): 12% against 2.6% Share of Search.

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

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Norsewear | 35.2% | 1.9K | -20.8% | Norsewear |
| 2 | Lamington | 24.1% | 1.3K | -31.6% | Lamington |
| 3 | The Wool Company | 24.1% | 1.3K | -45.8% | The Wool Company |
| 4 | Icebreaker | 12% | 650 | -33.7% | Icebreaker |
| 5 | First Lite | 2.6% | 140 | -33.3% | First Lite |
| 6 | Darn Tough | 2% | 110 | 0.0% | Darn Tough |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Lamington | 1K | 25.1% | 1 |
| Oct 2025 | Norsewear | 1K | 25.1% | 2 |
| Oct 2025 | The Wool Company | 1K | 25.1% | 3 |
| Oct 2025 | Icebreaker | 660 | 16.6% | 4 |
| Oct 2025 | First Lite | 210 | 5.3% | 5 |
| Oct 2025 | Darn Tough | 110 | 2.8% | 6 |
| Nov 2025 | Norsewear | 6.6K | 68.8% | 1 |
| Nov 2025 | Lamington | 1K | 10.4% | 2 |
| Nov 2025 | The Wool Company | 1K | 10.4% | 3 |
| Nov 2025 | Icebreaker | 690 | 7.2% | 4 |
| Nov 2025 | First Lite | 170 | 1.8% | 5 |
| Nov 2025 | Darn Tough | 140 | 1.5% | 6 |
| Dec 2025 | Norsewear | 1.3K | 32.1% | 1 |
| Dec 2025 | The Wool Company | 1K | 24.7% | 2 |
| Dec 2025 | Lamington | 880 | 21.7% | 3 |
| Dec 2025 | Icebreaker | 590 | 14.6% | 4 |
| Dec 2025 | Darn Tough | 140 | 3.5% | 5 |
| Dec 2025 | First Lite | 140 | 3.5% | 6 |
| Jan 2026 | Norsewear | 1.3K | 28.5% | 1 |
| Jan 2026 | The Wool Company | 1.3K | 28.5% | 2 |
| Jan 2026 | Lamington | 1K | 21.9% | 3 |
| Jan 2026 | Icebreaker | 650 | 14.3% | 4 |
| Jan 2026 | First Lite | 170 | 3.7% | 5 |
| Jan 2026 | Darn Tough | 140 | 3.1% | 6 |
| Feb 2026 | Norsewear | 1K | 26.1% | 1 |
| Feb 2026 | The Wool Company | 1K | 26.1% | 2 |
| Feb 2026 | Lamington | 880 | 23% | 3 |
| Feb 2026 | Icebreaker | 630 | 16.4% | 4 |
| Feb 2026 | First Lite | 210 | 5.5% | 5 |
| Feb 2026 | Darn Tough | 110 | 2.9% | 6 |
| Mar 2026 | Lamington | 1.9K | 31.8% | 1 |
| Mar 2026 | The Wool Company | 1.6K | 26.8% | 2 |
| Mar 2026 | Norsewear | 1.3K | 21.8% | 3 |
| Mar 2026 | Icebreaker | 870 | 14.6% | 4 |
| Mar 2026 | First Lite | 210 | 3.5% | 5 |
| Mar 2026 | Darn Tough | 90 | 1.5% | 6 |
| Apr 2026 | Norsewear | 2.4K | 30.2% | 1 |
| Apr 2026 | The Wool Company | 2.4K | 30.2% | 2 |
| Apr 2026 | Lamington | 1.9K | 23.9% | 3 |
| Apr 2026 | Icebreaker | 870 | 11% | 4 |
| Apr 2026 | First Lite | 260 | 3.3% | 5 |
| Apr 2026 | Darn Tough | 110 | 1.4% | 6 |
| May 2026 | The Wool Company | 4.4K | 39.9% | 1 |
| May 2026 | Norsewear | 2.9K | 26.3% | 2 |
| May 2026 | Lamington | 2.4K | 21.8% | 3 |
| May 2026 | Icebreaker | 920 | 8.3% | 4 |
| May 2026 | First Lite | 260 | 2.4% | 5 |
| May 2026 | Darn Tough | 140 | 1.3% | 6 |
| Jun 2026 | The Wool Company | 3.6K | 35.4% | 1 |
| Jun 2026 | Norsewear | 2.9K | 28.5% | 2 |
| Jun 2026 | Lamington | 2.4K | 23.6% | 3 |
| Jun 2026 | Icebreaker | 910 | 9% | 4 |
| Jun 2026 | First Lite | 210 | 2.1% | 5 |
| Jun 2026 | Darn Tough | 140 | 1.4% | 6 |
| Jul 2026 | The Wool Company | 3.6K | 35.2% | 1 |
| Jul 2026 | Norsewear | 2.9K | 28.3% | 2 |
| Jul 2026 | Lamington | 2.4K | 23.4% | 3 |
| Jul 2026 | Icebreaker | 1K | 10.1% | 4 |
| Jul 2026 | First Lite | 170 | 1.7% | 5 |
| Jul 2026 | Darn Tough | 140 | 1.4% | 6 |
| Aug 2026 | Norsewear | 2.4K | 30% | 1 |
| Aug 2026 | The Wool Company | 2.4K | 30% | 2 |
| Aug 2026 | Lamington | 1.9K | 23.8% | 3 |
| Aug 2026 | Icebreaker | 980 | 12.3% | 4 |
| Aug 2026 | First Lite | 210 | 2.6% | 5 |
| Aug 2026 | Darn Tough | 110 | 1.4% | 6 |
| Sep 2026 | Norsewear | 1.9K | 35.2% | 1 |
| Sep 2026 | Lamington | 1.3K | 24.1% | 2 |
| Sep 2026 | The Wool Company | 1.3K | 24.1% | 3 |
| Sep 2026 | Icebreaker | 650 | 12% | 4 |
| Sep 2026 | First Lite | 140 | 2.6% | 5 |
| Sep 2026 | Darn Tough | 110 | 2% | 6 |

## What is being compared

- **Darn Tough**: Measured on the search terms “darn tough” and “darntough”, summed into one figure.
- **First Lite**: Measured on the search term “first lite”.
- **Icebreaker**: Measured on the search terms “icebreaker clothing”, “icebreaker clothing sale”, “icebreaker merino”, “icebreaker merino beanie” and “icebreaker merino wool”, summed into one figure.
- **Lamington**: Measured on the search term “lamington socks”.
- **Norsewear**: Measured on the search term “norsewear”.
- **The Wool Company**: Measured on the search term “the wool company”.

- [Darn Tough](/demand/nz/brands/darn-tough)
- [First Lite](/demand/nz/brands/first-lite)
- [Icebreaker](/demand/nz/brands/icebreaker)
- [Lamington](/demand/nz/brands/lamington-socks)
- [Norsewear](/demand/nz/brands/norsewear)
- [The Wool Company](/demand/nz/brands/the-wool-company)

## 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 merino wool sock brands in New Zealand?

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.

## Cite this page

Brandwave. "Merino wool sock brands in New Zealand: Which are searched most?". https://gobrandwave.com/demand/nz/categories/nz-merino-wool-sock-brands

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