Brandwave

First Lite vs Lamington:Which is more popular?

In September 2026, Lamington had more branded searches than First Lite among merino wool sock brands in New Zealand. Lamington had about 1,300 branded searches, while First Lite had 140. Lamington made up 24.1% of all merino wool sock brand searches we track, and First Lite accounted for 2.6%. When we asked ChatGPT and Google AI Overviews about merino wool sock brands, Lamington appeared in two of the four answers and First Lite in none.

Among merino wool sock brands in New Zealand in September 2026

Who do people search for more?

Lamington, about 9 searches for every 1 for First Lite

Lamington 1.3K searchesFirst Lite 140 searches

Who does AI mention more?

Lamington, mentioned in 2 of 4 answers, First Lite in 0

Lamington in 2 of 4First Lite in 0 of 4

Who does AI recommend more?

Lamington, the only one of the two named

Lamington first in 2First Lite never named

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Top merino wool sock brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Lamington was mentioned in two out of four: in one of the three ChatGPT answers and in the Google AI Overview. First Lite did not appear in any of the four answers.

Most recommended by AI

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

  1. Norsewear1st
  2. The Wool Company2nd
  3. Icebreaker3rd
  4. Lamington4th
  5. First Lite–
  6. Darn Tough–

Mentioned by AI

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

  • Norsewear3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • The Wool Company3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Lamington2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Icebreaker2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • First Lite0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Darn Tough0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about merino wool sock brands

4 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 21, 2026.

Is First Lite or Lamington more popular in search?

This chart shows how often people search Google for First Lite and Lamington by name. Each line represents a brand's share of searches for all six merino wool sock brands we track, month by month, from searches in New Zealand.

First Lite and Lamington among merino wool sock brands in New Zealand, by month

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

View monthly share of searches table
MonthNorsewearLamingtonThe Wool CompanyIcebreakerFirst LiteDarn Tough
Oct 202525.1%25.1%25.1%16.6%5.3%2.8%
Nov 202568.8%10.4%10.4%7.2%1.8%1.5%
Dec 202532.1%21.7%24.7%14.6%3.5%3.5%
Jan 202628.5%21.9%28.5%14.3%3.7%3.1%
Feb 202626.1%23%26.1%16.4%5.5%2.9%
Mar 202621.8%31.8%26.8%14.6%3.5%1.5%
Apr 202630.2%23.9%30.2%11%3.3%1.4%
May 202626.3%21.8%39.9%8.3%2.4%1.3%
Jun 202628.5%23.6%35.4%9%2.1%1.4%
Jul 202628.3%23.4%35.2%10.1%1.7%1.4%
Aug 202630%23.8%30%12.3%2.6%1.4%
Sep 202635.2%24.1%24.1%12%2.6%2%

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

3 findings

How did search popularity change for New Zealand merino wool sock brands in September 2026?

2 changes

  1. In September 2026, Lamington rose from 3rd to 2nd among merino wool sock brands in New Zealand.

  2. Estimated monthly branded searches for First Lite in New Zealand fell 33.3% over 12 measured months, from 210 to 140 in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using First Lite’s and Lamington’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

Lamington

1 branded search term

  • lamington socks

How the Brand Demand Index is measured

Other head-to-heads among merino wool sock brands

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