Icebreaker vs Noble Wilde:Which is more popular by branded search in New Zealand?
In August 2026, Icebreaker had more branded searches than Noble Wilde among merino clothing brands in New Zealand. Icebreaker was estimated to have 7.9K branded searches compared to Noble Wilde’s 1.1K, and held an 18.5% Share of Search versus Noble Wilde’s 2.5%.
Follow Icebreaker vs Noble Wilde and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Which is more popular in search, Icebreaker or Noble Wilde?
Compare the merino clothing brands New Zealanders buy base layers and everyday wear from. 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.
Share of Search by month for Icebreaker, Noble Wilde. The figures are in the table below the chart.
View monthly share of search table
| Month | Mons Royale | Untouched World | Icebreaker | Smartwool | Noble Wilde | Merino Country |
|---|---|---|---|---|---|---|
| Oct 2025 | 29.8% | 41.3% | 23% | 3.9% | 2% | 0.04% |
| Nov 2025 | 33.6% | 37.6% | 22.7% | 4.4% | 1.7% | 0.06% |
| Dec 2025 | 35.3% | 39% | 19.7% | 4.1% | 1.9% | 0.06% |
| Jan 2026 | 33.6% | 41.9% | 17.9% | 4.3% | 2.2% | 0.1% |
| Feb 2026 | 30.5% | 45.3% | 17.3% | 4% | 2.8% | 0.1% |
| Mar 2026 | 33.6% | 41.8% | 17.4% | 3.8% | 3.3% | 0.13% |
| Apr 2026 | 34.3% | 37.4% | 19.6% | 4.8% | 3.8% | 0.1% |
| May 2026 | 32.4% | 39.2% | 18.7% | 5.9% | 3.8% | 0.05% |
| Jun 2026 | 34.2% | 36.4% | 20% | 5.9% | 3.4% | 0.08% |
| Jul 2026 | 36.9% | 33.3% | 18.8% | 7.1% | 3.8% | 0.02% |
| Aug 2026 | 37% | 35.5% | 18.5% | 6.5% | 2.5% | 0.05% |
| Sep 2026 | — | — | — | — | — | — |
How has the Icebreaker and Noble Wilde comparison changed over the last 12 months?
3 findings
- Icebreaker was ahead of Noble Wilde 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, Noble Wilde’s estimated Share of Search among merino clothing brands in New Zealand moved from 2% to 2.5%, and its estimated monthly branded searches moved from 540 to 1.1K.
How did search popularity change for New Zealand merino clothing brands in August 2026?
2 changes
In August 2026, Noble Wilde lost estimated Share of Search among merino clothing brands in New Zealand, from 3.8% to 2.5%.
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.
How each brand is measured
Brandwave collects information about searches that people make online using Icebreaker’s and Noble Wilde’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
10 branded 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
- icebreaker thermals
Noble Wilde
9 branded search terms
- noble wilde
- noble wilde knitwear
- noble wilde merino
- noble wilde near me
- noble wilde nz
- noble wilde online
- noble wilde possum merino
- noble wilde sale
- noblewilde
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.