--- title: "Devold vs Icebreaker: Which is searched more in New Zealand?" description: "Is Devold or Icebreaker more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Base layer 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/devold-vs-icebreaker" publisher: "Brandwave" --- # Devold vs Icebreaker: Which is searched more in New Zealand? Is Devold or Icebreaker more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Base layer 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**: Devold and Icebreaker - **Competitive set**: Base layer brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Devold Share of Search**: 0.34% - **Icebreaker Share of Search**: 0.57% ## Is Devold or Icebreaker more popular in search? - In September 2026, Icebreaker had more branded searches than Devold among base layer brands in New Zealand. Icebreaker had about 350 branded searches, while Devold had 210. Icebreaker made up 0.57% of all base layer brand searches we track, and Devold accounted for 0.34%. - Icebreaker was ahead of Devold in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Devold’s share of searches among base layer brands in New Zealand moved from 0.26% to 0.34%, and its estimated monthly branded searches moved from 170 to 210. - Across the 12 months ending September 2026, Icebreaker’s share of searches among base layer brands in New Zealand moved from 0.56% to 0.57%, and its estimated monthly branded searches moved from 370 to 350. ## Top base layer brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Icebreaker was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Devold was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Icebreaker was listed before Devold in every answer that named either. 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 | | --- | --- | --- | --- | --- | | Icebreaker | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | Mons Royale | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | Macpac | 3rd | 3 of 3 | 2 of 2 | 5 of 5 | | Devold | 4th | 2 of 3 | 0 of 2 | 2 of 5 | | Columbia | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Burton | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Castelli | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | First Lite | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about base layer brands - Asked ChatGPT "Which base layer brand should I buy in New Zealand?": 1. Icebreaker, 2. Macpac, 3. Mons Royale - Asked ChatGPT "What are the best base layer brands in New Zealand?": 1. Icebreaker, 2. Mons Royale, 3. Macpac, 4. Devold - Asked ChatGPT "What's the best base layer brand in New Zealand for cold weather?": 1. Icebreaker, 2. Mons Royale, 3. Macpac, 4. Devold - Searched Google, AI Overview "thermal base layer": 1. Mons Royale, 2. Macpac - Searched Google, AI Overview "merino base layer nz": 1. Icebreaker, 2. Mons Royale, 3. Macpac Not named in any answer: Columbia, Burton, Castelli and First Lite. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 20, 2026. ## How did search popularity change for New Zealand base layer brands in September 2026? - Estimated monthly branded searches for Devold in New Zealand rose 23.5% over 12 measured months, from 170 to 210 in September 2026. ## Month by month | Month | Devold estimated searches | Devold Share of Search | Devold rank | Icebreaker estimated searches | Icebreaker Share of Search | Icebreaker rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 170 | 0.26% | 7 | 370 | 0.56% | 3 | | Nov 2025 | 210 | 0.26% | 6 | 400 | 0.49% | 3 | | Dec 2025 | 210 | 0.21% | 5 | 280 | 0.28% | 4 | | Jan 2026 | 260 | 0.31% | 5 | 280 | 0.34% | 4 | | Feb 2026 | 260 | 0.38% | 5 | 320 | 0.46% | 4 | | Mar 2026 | 260 | 0.31% | 5 | 380 | 0.46% | 3 | | Apr 2026 | 260 | 0.3% | 6 | 320 | 0.37% | 4 | | May 2026 | 210 | 0.25% | 7 | 350 | 0.41% | 4 | | Jun 2026 | 210 | 0.22% | 7 | 350 | 0.36% | 4 | | Jul 2026 | 260 | 0.3% | 6 | 460 | 0.54% | 4 | | Aug 2026 | 210 | 0.29% | 6 | 430 | 0.59% | 4 | | Sep 2026 | 210 | 0.34% | 6 | 350 | 0.57% | 4 | ## How each brand is measured Brandwave collects information about searches that people make online using Devold’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. - **Devold**: Measured on the search term “devold”. - **Icebreaker**: Measured on the search terms “icebreaker clothing” and “icebreaker clothing sale”, summed into one figure. - [Devold profile](/demand/nz/brands/devold) - [Icebreaker profile](/demand/nz/brands/icebreaker) - [All base layer brands in New Zealand](/demand/nz/categories/nz-base-layer-brands): The set both shares are measured inside, 8 brands. ## 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 ### Is Devold or Icebreaker more popular in search? In September 2026, Icebreaker had more branded searches than Devold among base layer brands in New Zealand. Icebreaker had about 350 branded searches, while Devold had 210. Icebreaker made up 0.57% of all base layer brand searches we track, and Devold accounted for 0.34%. ## Cite this page Brandwave. "Devold vs Icebreaker: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/devold-vs-icebreaker This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/devold-vs-icebreaker. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.