Brandwave

First Lite vs Icebreaker:Which is more popular?

In September 2026, Icebreaker had more branded searches than First Lite among base layer brands in New Zealand. Icebreaker had about 350 branded searches, while First Lite had 140. Icebreaker made up 0.57% of all base layer brand searches we track, and First Lite accounted for 0.23%. When we asked ChatGPT and Google AI Overviews about base layer brands, Icebreaker appeared in four of the five answers and First Lite in none.

Among base layer brands in New Zealand in September 2026

Who do people search for more?

Icebreaker, about 3 searches for every 1 for First Lite

Icebreaker 350 searchesFirst Lite 140 searches

Who does AI mention more?

Icebreaker, mentioned in 4 of 5 answers, First Lite in 0

Icebreaker in 4 of 5First Lite in 0 of 5

Who does AI recommend more?

Icebreaker, the only one of the two named

Icebreaker first in 4First Lite never named

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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. First Lite did not appear in any of the five answers.

Most recommended by AI

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

  1. Icebreaker1st
  2. Mons Royale2nd
  3. Macpac3rd
  4. Devold4th
  5. Columbia–
  6. Burton–
  7. Castelli–
  8. First Lite–

Mentioned by AI

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

  • Macpac5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Mons Royale5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Icebreaker4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Devold2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Columbia0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Burton0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Castelli0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • First Lite0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about base layer 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 20, 2026.

Is First Lite or Icebreaker more popular in search?

This chart shows how often people search Google for First Lite and Icebreaker by name. Each line represents a brand's share of searches for all eight base layer brands we track, month by month, from searches in New Zealand.

First Lite and Icebreaker among base layer brands in New Zealand, by month

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

View monthly share of searches table
MonthMacpacMons RoyaleColumbiaIcebreakerBurtonDevoldCastelliFirst Lite
Oct 202590%7.9%0.48%0.56%0.14%0.26%0.32%0.32%
Nov 202589%9.4%0.34%0.49%0.09%0.26%0.26%0.21%
Dec 202591.1%7.6%0.43%0.28%0.07%0.21%0.17%0.14%
Jan 202690.6%7.7%0.52%0.34%0.13%0.31%0.21%0.21%
Feb 202688.9%9%0.53%0.46%0.16%0.38%0.3%0.3%
Mar 202687.3%10.9%0.44%0.46%0.11%0.31%0.25%0.25%
Apr 202686.9%11%0.58%0.37%0.16%0.3%0.3%0.3%
May 202686.7%11.2%0.62%0.41%0.16%0.25%0.38%0.31%
Jun 202688.6%9.5%0.55%0.36%0.22%0.22%0.27%0.22%
Jul 202684.3%13.4%0.57%0.54%0.46%0.3%0.25%0.2%
Aug 202681.8%15.5%0.72%0.59%0.53%0.29%0.23%0.29%
Sep 202682.4%15.2%0.57%0.57%0.34%0.34%0.28%0.23%

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

3 findings

How did search popularity change for New Zealand base layer brands in September 2026?

1 change

  1. In September 2026, First Lite fell from 7th to 8th among base layer brands in New Zealand.

How are branded searches counted?

3 search terms

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

First Lite

1 branded search term

  • first lite

Icebreaker

2 branded search terms

  • icebreaker clothing
  • icebreaker clothing sale

How the Brand Demand Index is measured

Other head-to-heads among base layer brands

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