--- title: "Icebreaker vs Mons Royale: Which is more popular by branded search in New Zealand?" description: "Which is more popular in search, Icebreaker or Mons Royale? 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-mons-royale" publisher: "Brandwave" --- # Icebreaker vs Mons Royale: Which is more popular by branded search in New Zealand? Which is more popular in search, Icebreaker or Mons Royale? 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 Mons Royale - **Competitive set**: Merino clothing brands - **Market**: New Zealand - **Month measured**: Aug 2026 - **Icebreaker Share of Search**: 18.5% - **Mons Royale Share of Search**: 37% ## Which is more popular in search, Icebreaker or Mons Royale? - In August 2026, Mons Royale had more branded searches than Icebreaker among merino clothing brands in New Zealand. Mons Royale was estimated to have 15.8K branded searches compared to Icebreaker’s 7.9K, and held a 37% Share of Search versus Icebreaker’s 18.5%. - Mons Royale was ahead of Icebreaker 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, Mons Royale’s estimated Share of Search among merino clothing brands in New Zealand moved from 29.8% to 37%, and its estimated monthly branded searches moved from 8.1K to 15.8K. ## How did search popularity change for New Zealand merino clothing brands in August 2026? - Mons Royale’s estimated Share of Search among merino clothing brands in New Zealand has gained ground for 3 months in a row, from 32.4% to 37% 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 | Mons Royale estimated searches | Mons Royale Share of Search | Mons Royale rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 6.2K | 23% | 3 | 8.1K | 29.8% | 2 | | Nov 2025 | 7.4K | 22.7% | 3 | 11K | 33.6% | 2 | | Dec 2025 | 6.2K | 19.7% | 3 | 11K | 35.3% | 2 | | Jan 2026 | 5.2K | 17.9% | 3 | 9.8K | 33.6% | 2 | | Feb 2026 | 5.2K | 17.3% | 3 | 9.1K | 30.5% | 2 | | Mar 2026 | 6.5K | 17.4% | 3 | 12.6K | 33.6% | 2 | | Apr 2026 | 7.8K | 19.6% | 3 | 13.6K | 34.3% | 2 | | May 2026 | 7.9K | 18.7% | 3 | 13.8K | 32.4% | 2 | | Jun 2026 | 7.9K | 20% | 3 | 13.5K | 34.2% | 2 | | Jul 2026 | 8.1K | 18.8% | 3 | 15.8K | 36.9% | 1 | | Aug 2026 | 7.9K | 18.5% | 3 | 15.8K | 37% | 1 | | Sep 2026 | — | — | — | — | — | — | ## How each brand is measured Brandwave collects information about searches that people make online using Icebreaker’s and Mons Royale’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. - **Mons Royale**: Measured on the search terms “mons royale”, “mons royale base layer”, “mons royale bike shorts”, “mons royale cap”, “mons royale clearance”, “mons royale hoodie”, “mons royale jacket”, “mons royale merino”, “mons royale near me”, “mons royale neckwarmer”, “mons royale nz”, “mons royale outlet”, “mons royale pants”, “mons royale pro deal”, “mons royale sale”, “mons royale shop”, “mons royale shorts”, “mons royale socks”, “mons royale stockists”, “mons royale t shirt”, “mons royale thermals”, “mons royale vest”, “mons royale womens”, “monsroyale”, “monsroyale com” and “monsroyale nz”, summed into one figure. - [Icebreaker profile](/demand/nz/brands/icebreaker) - [Mons Royale profile](/demand/nz/brands/mons-royale) - [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 Mons Royale? In August 2026, Mons Royale had more branded searches than Icebreaker among merino clothing brands in New Zealand. Mons Royale was estimated to have 15.8K branded searches compared to Icebreaker’s 7.9K, and held a 37% Share of Search versus Icebreaker’s 18.5%. ## Cite this page Brandwave. "Icebreaker vs Mons Royale: Which is more popular by branded search in New Zealand?". https://gobrandwave.com/demand/nz/compare/icebreaker-vs-mons-royale This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/icebreaker-vs-mons-royale. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.