Brandwave

Cactus Outdoor vs Icebreaker:Which is more popular?

In September 2026, Cactus Outdoor had more branded searches than Icebreaker among outdoor clothing brands in New Zealand. Cactus Outdoor had about 4,790 branded searches, while Icebreaker had 760. Cactus Outdoor made up 2.5% of all outdoor clothing brand searches we track, and Icebreaker accounted for 0.39%. When we asked ChatGPT and Google AI Overviews about outdoor clothing brands, Cactus Outdoor appeared in four of the five answers and Icebreaker in two. Cactus Outdoor was mentioned before Icebreaker in three out of four answers that named either.

Among outdoor clothing brands in New Zealand in September 2026

Who do people search for more?

Cactus Outdoor, about 6 searches for every 1 for Icebreaker

Cactus Outdoor 4.8K searchesIcebreaker 760 searches

Who does AI mention more?

Cactus Outdoor, mentioned in 4 of 5 answers, Icebreaker in 2

Cactus Outdoor in 4 of 5Icebreaker in 2 of 5

Who does AI recommend more?

Cactus Outdoor, named ahead of Icebreaker in 3 of 4 answers

Cactus Outdoor first in 3Icebreaker first in 1

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Top outdoor clothing brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Cactus Outdoor was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Icebreaker was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Cactus Outdoor was listed before Icebreaker in three out of four answers that named either.

Most recommended by AI

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

  1. Kathmandu1st
  2. Macpac2nd
  3. Patagonia3rd
  4. The North Face4th
  5. Cactus Outdoor5th
  6. Icebreaker6th
  7. Earth Sea Sky7th
  8. Mons Royale8th
  9. Swanndri9th
  10. Rab10th
  11. +2 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Kathmandu5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Macpac4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Patagonia4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Cactus Outdoor4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • The North Face3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Mons Royale2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Rab2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Icebreaker2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Arc'teryx1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Swanndri1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about outdoor clothing 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 19, 2026.

Is Cactus Outdoor or Icebreaker more popular in search?

This chart shows how often people search Google for Cactus Outdoor and Icebreaker by name. Each line represents a brand's share of searches for all 12 outdoor clothing brands we track, month by month, from searches in New Zealand.

Cactus Outdoor and Icebreaker among outdoor clothing brands in New Zealand, by month

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

View monthly share of searches table
MonthKathmanduMacpacPatagoniaArc'teryxSwanndriMons RoyaleThe North FaceCactus OutdoorEarth Sea SkyColumbiaRabIcebreaker
Oct 202531.6%32.7%10.4%6.4%8.1%2.8%2.7%3%1.1%0.44%0.34%0.4%
Nov 202536%30.8%9.3%5.8%9%3.2%2.3%1.9%0.85%0.34%0.23%0.31%
Dec 202534.9%35.2%8.7%5.5%7%2.9%2.2%1.8%0.82%0.39%0.24%0.25%
Jan 202632.6%32.9%11.9%6.5%5.5%2.7%3.2%2.4%1.1%0.51%0.32%0.32%
Feb 202631.4%32.6%12.2%6.2%6.8%3.2%2.7%2.4%1.1%0.59%0.44%0.35%
Mar 202631.5%32.2%10.3%5.6%8.4%3.9%2.6%3%1.1%0.56%0.43%0.43%
Apr 202632.9%28.6%10.4%5.8%10.8%3.5%2.8%2.5%1.1%0.72%0.52%0.37%
May 202630.7%29.9%8.9%5.8%11.6%3.7%3.2%2.7%1.1%1.3%0.51%0.42%
Jun 202631.2%30%7.8%6.5%12.1%3.1%4.1%2.3%1.2%0.89%0.4%0.36%
Jul 202633.4%26.5%8.3%7.2%10.6%4%4.8%2.5%1.3%0.58%0.46%0.42%
Aug 202630.4%25.3%11.4%9%10.3%4.6%4.2%2.3%0.97%0.56%0.45%0.44%
Sep 202631.5%26.9%10.1%9.1%8.6%4.8%3.2%2.5%2.1%0.44%0.43%0.39%

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

3 findings

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

1 change

  1. Estimated monthly branded searches for Cactus Outdoor in New Zealand fell 16.3% over 12 measured months, from 5.7K to 4.8K in September 2026.

How are branded searches counted?

8 search terms

Brandwave collects information about searches that people make online using Cactus Outdoor’s and Icebreaker’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.

Cactus Outdoor

2 branded search terms

  • cactus clothing
  • cactus outdoor

Icebreaker

6 branded search terms

  • icebreaker clothing
  • icebreaker clothing sale
  • icebreaker jacket
  • icebreaker merino
  • icebreaker merino beanie
  • icebreaker merino wool

How the Brand Demand Index is measured

Other head-to-heads among outdoor clothing brands

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