Brandwave

Columbia vs Icebreaker:Which is more popular by branded search in New Zealand?

In August 2026, Icebreaker had more branded searches than Columbia among outdoor clothing brands in New Zealand. Icebreaker was estimated to have 7.9K branded searches compared to Columbia’s 2.9K, and held a 2.5% Share of Search versus Columbia’s 0.92%.

Share of Search among outdoor clothing brands in New Zealand in August 2026Which is more popular in search, Columbia or Icebreaker?
Columbia0.92%2.9K searches
vs
Icebreaker2.5%7.9K searches
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Which is more popular in search, Columbia or Icebreaker?

Compare the outdoor clothing brands New Zealanders buy jackets, layers and adventure gear from. 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.

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

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

View monthly share of search table
MonthKathmanduMacpacPatagoniaSwanndriArc'teryxThe North FaceIcebreakerColumbiaEarth Sea SkyRab
Oct 202535.7%32.8%11%7.6%5.5%2.9%2.5%0.49%0.97%0.48%
Nov 202539%31.5%9.6%8%5.3%2.8%2.3%0.41%0.72%0.34%
Dec 202539.6%34.4%9.1%6.6%4.7%2.4%1.8%0.43%0.68%0.32%
Jan 202639.2%31.3%11.8%5.4%5.5%3.3%1.7%0.58%0.9%0.41%
Feb 202636.1%31.7%12.5%6.7%5.6%3.2%2%0.65%0.96%0.54%
Mar 202636.4%32.1%11.2%7.8%5%3.2%2.1%0.63%0.95%0.57%
Apr 202638%29%10.9%9.4%5.1%3.3%2.2%0.72%0.89%0.6%
May 202636.1%29.5%9.1%10.2%5%4.8%2.3%1.5%0.93%0.56%
Jun 202636.1%27.9%8.1%10.7%5.9%6.2%1.9%1.7%0.98%0.47%
Jul 202638%26%8.5%9.6%6.3%6.5%2.2%1.2%1.1%0.51%
Aug 202633.9%26%12.8%9.5%8.2%4.8%2.5%0.92%0.89%0.56%
Sep 2026——————————

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

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

  1. Estimated monthly branded searches for Columbia in New Zealand rose 133.9% over 11 measured months, from 1.2K to 2.9K in August 2026.

  2. Estimated monthly branded searches for Icebreaker in New Zealand rose 26.2% over 11 measured months, from 6.2K to 7.9K in August 2026.

How each brand is measured

Brandwave collects information about searches that people make online using Columbia’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.

Columbia

13 branded search terms

  • columbia benton springs fleece jacket
  • columbia clothing
  • columbia fleece jacket
  • columbia jacket
  • columbia mens watertight ii jacket
  • columbia nz
  • columbia rain jacket
  • columbia ski jacket
  • columbia sportswear
  • columbia sportswear fleece
  • columbia watertight 2 jacket
  • columbia womens benton springs full zip fleece jacket
  • puffy columbia jacket

Icebreaker

10 branded search terms

  • icebreaker base layer
  • icebreaker clothing
  • icebreaker clothing sale
  • icebreaker jacket
  • icebreaker merino
  • icebreaker merino 260
  • icebreaker merino beanie
  • icebreaker merino wool
  • icebreaker nz
  • icebreaker thermals

How the Brand Demand Index is measured

Creator with pink hair and a pink jacket

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