--- title: "Icebreaker vs Merino Country: Which is more popular by branded search in New Zealand?" description: "Which is more popular in search, Icebreaker or Merino Country? Compare estimated monthly branded-search demand and Share of Search inside the Merino 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/icebreaker-vs-merino-country" publisher: "Brandwave" --- # Icebreaker vs Merino Country: Which is more popular by branded search in New Zealand? Which is more popular in search, Icebreaker or Merino Country? Compare estimated monthly branded-search demand and Share of Search inside the Merino 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**: Icebreaker and Merino Country - **Competitive set**: Merino clothing brands - **Market**: New Zealand - **Month measured**: Aug 2026 - **Icebreaker Share of Search**: 18.5% - **Merino Country Share of Search**: 0.05% ## Which is more popular in search, Icebreaker or Merino Country? - In August 2026, Icebreaker had more branded searches than Merino Country among merino clothing brands in New Zealand. Icebreaker was estimated to have 7.9K branded searches compared to Merino Country’s 20, and held an 18.5% Share of Search versus Merino Country’s 0.05%. - Icebreaker was ahead of Merino Country in every measured month of the 11 months ending August 2026. - Across the 11 months ending August 2026, Icebreaker’s estimated Share of Search among merino clothing brands in New Zealand moved from 23% to 18.5%, and its estimated monthly branded searches moved from 6.2K to 7.9K. - Across the 11 months ending August 2026, Merino Country’s estimated Share of Search among merino clothing brands in New Zealand moved from 0.04% to 0.05%, and its estimated monthly branded searches moved from 10 to 20. ## How did search popularity change for New Zealand merino clothing brands in August 2026? - Estimated monthly branded searches for Merino Country in New Zealand rose 100% over 11 measured months, from 10 to 20 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 | Icebreaker estimated searches | Icebreaker Share of Search | Icebreaker rank | Merino Country estimated searches | Merino Country Share of Search | Merino Country rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 6.2K | 23% | 3 | 10 | 0.04% | 6 | | Nov 2025 | 7.4K | 22.7% | 3 | 20 | 0.06% | 6 | | Dec 2025 | 6.2K | 19.7% | 3 | 20 | 0.06% | 6 | | Jan 2026 | 5.2K | 17.9% | 3 | 30 | 0.1% | 6 | | Feb 2026 | 5.2K | 17.3% | 3 | 30 | 0.1% | 6 | | Mar 2026 | 6.5K | 17.4% | 3 | 50 | 0.13% | 6 | | Apr 2026 | 7.8K | 19.6% | 3 | 40 | 0.1% | 6 | | May 2026 | 7.9K | 18.7% | 3 | 20 | 0.05% | 6 | | Jun 2026 | 7.9K | 20% | 3 | 30 | 0.08% | 6 | | Jul 2026 | 8.1K | 18.8% | 3 | 10 | 0.02% | 6 | | Aug 2026 | 7.9K | 18.5% | 3 | 20 | 0.05% | 6 | | Sep 2026 | — | — | — | — | — | — | ## How each brand is measured Brandwave collects information about searches that people make online using Icebreaker’s and Merino Country’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. - **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. - **Merino Country**: Measured on the search terms “merino country”, “merino country near me” and “merinocountry”, summed into one figure. - [Icebreaker profile](/demand/nz/brands/icebreaker) - [Merino Country profile](/demand/nz/brands/merino-country) - [All merino clothing brands in New Zealand](/demand/nz/categories/nz-merino-clothing-brands): The set both shares are measured inside, 6 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, Icebreaker or Merino Country? In August 2026, Icebreaker had more branded searches than Merino Country among merino clothing brands in New Zealand. Icebreaker was estimated to have 7.9K branded searches compared to Merino Country’s 20, and held an 18.5% Share of Search versus Merino Country’s 0.05%. ## Cite this page Brandwave. "Icebreaker vs Merino Country: Which is more popular by branded search in New Zealand?". https://gobrandwave.com/demand/nz/compare/icebreaker-vs-merino-country This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/icebreaker-vs-merino-country. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.