--- title: "Columbia vs Icebreaker: Which is more popular by branded search in New Zealand?" description: "Which is more popular in search, Columbia or Icebreaker? Compare estimated monthly branded-search demand and Share of Search inside the Outdoor 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/compare/columbia-vs-icebreaker" publisher: "Brandwave" --- # Columbia vs Icebreaker: Which is more popular by branded search in New Zealand? Which is more popular in search, Columbia or Icebreaker? Compare estimated monthly branded-search demand and Share of Search inside the Outdoor 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**: Columbia and Icebreaker - **Competitive set**: Outdoor clothing brands - **Market**: New Zealand - **Month measured**: Aug 2026 - **Columbia Share of Search**: 0.92% - **Icebreaker Share of Search**: 2.5% ## Which is more popular in search, Columbia or Icebreaker? - 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%. - Icebreaker was ahead of Columbia in every measured month of the 11 months ending August 2026. - Across the 11 months ending August 2026, Columbia’s estimated Share of Search among outdoor clothing brands in New Zealand moved from 0.49% to 0.92%, and its estimated monthly branded searches moved from 1.2K to 2.9K. - Across the 11 months ending August 2026, Icebreaker’s estimated Share of Search among outdoor clothing brands in New Zealand held steady at 2.5%, and its estimated monthly branded searches moved from 6.2K to 7.9K. ## How did search popularity change for New Zealand outdoor clothing brands in August 2026? - 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. - 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. ## Month by month | Month | Columbia estimated searches | Columbia Share of Search | Columbia rank | Icebreaker estimated searches | Icebreaker Share of Search | Icebreaker rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 1.2K | 0.49% | 9 | 6.2K | 2.5% | 7 | | Nov 2025 | 1.3K | 0.41% | 9 | 7.4K | 2.3% | 7 | | Dec 2025 | 1.5K | 0.43% | 9 | 6.2K | 1.8% | 7 | | Jan 2026 | 1.8K | 0.58% | 9 | 5.2K | 1.7% | 7 | | Feb 2026 | 1.7K | 0.65% | 9 | 5.2K | 2% | 7 | | Mar 2026 | 1.9K | 0.63% | 9 | 6.5K | 2.1% | 7 | | Apr 2026 | 2.6K | 0.72% | 9 | 7.8K | 2.2% | 7 | | May 2026 | 5.2K | 1.5% | 8 | 7.9K | 2.3% | 7 | | Jun 2026 | 6.8K | 1.7% | 8 | 7.9K | 1.9% | 7 | | Jul 2026 | 4.6K | 1.2% | 8 | 8.1K | 2.2% | 7 | | Aug 2026 | 2.9K | 0.92% | 8 | 7.9K | 2.5% | 7 | | Sep 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**: Measured on the 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” and “puffy columbia jacket”, summed into one figure. - **Icebreaker**: Measured on the 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” and “icebreaker thermals”, summed into one figure. - [Columbia profile](/demand/nz/brands/columbia) - [Icebreaker profile](/demand/nz/brands/icebreaker) - [All outdoor clothing brands in New Zealand](/demand/nz/categories/nz-outdoor-clothing-brands): The set both shares are measured inside, 10 brands. ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Which is more popular in search, Columbia or Icebreaker? 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%. ## Cite this page Brandwave. "Columbia vs Icebreaker: Which is more popular by branded search in New Zealand?". https://gobrandwave.com/demand/nz/compare/columbia-vs-icebreaker This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/columbia-vs-icebreaker. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.