Brandwave

Icebreaker vs NZ Sock Company:Which is more popular?

In September 2026, NZ Sock Company had more branded searches than Icebreaker among sock brands in New Zealand. NZ Sock Company had about 1,420 branded searches, while Icebreaker had 260. NZ Sock Company made up 16.4% of all sock brand searches we track, and Icebreaker accounted for 3%. When we asked ChatGPT and Google AI Overviews about sock brands, Icebreaker appeared in three of the five answers and NZ Sock Company in two. NZ Sock Company was mentioned before Icebreaker in two out of three answers that named either.

Among sock brands in New Zealand in September 2026

Who do people search for more?

NZ Sock Company, about 5 searches for every 1 for Icebreaker

NZ Sock Company 1.4K searchesIcebreaker 260 searches

Who does AI mention more?

Icebreaker, mentioned in 3 of 5 answers, NZ Sock Company in 2

Icebreaker in 3 of 5NZ Sock Company in 2 of 5

Who does AI recommend more?

NZ Sock Company, named ahead of Icebreaker in 2 of 3 answers

NZ Sock Company first in 2Icebreaker first in 1

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Top sock brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Icebreaker was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. NZ Sock Company was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. NZ Sock Company was listed before Icebreaker in two out of three answers that named either.

Most recommended by AI

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

  1. Norsewear1st
  2. Icebreaker2nd
  3. NZ Sock Company3rd
  4. The Wool Company4th
  5. Darn Tough5th
  6. Norsewood6th
  7. Smartwool7th
  8. Stance–
  9. Happy Socks–
  10. Thorlo–
  11. +1 more

Mentioned by AI

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

  • Norsewear5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Icebreaker3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • NZ Sock Company2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • The Wool Company2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Norsewood1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Smartwool1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Darn Tough1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Stance0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Happy Socks0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Thorlo0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about sock 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 21, 2026.

Is Icebreaker or NZ Sock Company more popular in search?

This chart shows how often people search Google for Icebreaker and NZ Sock Company by name. Each line represents a brand's share of searches for all 11 sock brands we track, month by month, from searches in New Zealand.

Icebreaker and NZ Sock Company among sock brands in New Zealand, by month

Share of searches by month for NZ Sock Company, Icebreaker. The figures are in the table below the chart.

View monthly share of searches table
MonthNorsewearNorsewoodNZ Sock CompanyThe Wool CompanySmartwoolDarn ToughStanceIcebreakerHappy SocksThorloLorpen
Oct 202513.6%27.8%13%13.6%8.5%5.9%6.5%3.5%4.5%2.9%0.14%
Nov 202542.9%20.9%9%6.5%5.3%3.4%4.7%1.7%3.2%2.1%0.2%
Dec 202515.3%23.6%13.1%11.7%9.5%6.2%8.5%3.1%5.8%3.1%0.23%
Jan 202615.3%29.6%11.7%15.3%9.1%6.3%3.8%3.8%2.1%2.5%0.47%
Feb 202612.5%37.3%11.7%12.5%8.2%6.2%4%3.2%2.2%1.7%0.37%
Mar 202614%27.4%12.8%17.2%8%7.3%4.2%4.2%2.4%2.3%0.22%
Apr 202621.2%22.7%10.5%21.2%6.9%6.2%3.4%4.2%1.6%1.9%0.18%
May 202619.8%18.1%11.7%30%7.1%4.2%2.7%3.3%1.5%1.4%0.2%
Jun 202621.6%15.7%10.1%26.8%8%6.4%4.4%3.6%1.6%1.6%0.22%
Jul 202622%16%10.5%27.3%8.3%5.5%3.6%3.6%1.6%1.3%0.3%
Aug 202621.2%18.3%12%21.2%10.2%5.2%3.4%4.2%2.3%1.9%0.18%
Sep 202621.9%19.7%16.4%15%8.4%5.8%4.5%3%2.5%2.4%0.23%

How has the Icebreaker and NZ Sock Company comparison changed over the last 12 months?

3 findings

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

3 changes

  1. In September 2026, Stance overtook Icebreaker to rank 7th among sock brands in New Zealand, with 4.5% of the searches.

  2. In September 2026, NZ Sock Company overtook The Wool Company to rank 3rd among sock brands in New Zealand, with 16.4% of the searches.

  3. In September 2026, Icebreaker lost share of searches among sock brands in New Zealand, from 4.2% to 3%.

How are branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Icebreaker’s and NZ Sock Company’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

1 branded search term

  • icebreaker merino

NZ Sock Company

3 branded search terms

  • nz sock company
  • nz sock company ashburton
  • the nz sock company

How the Brand Demand Index is measured

Other head-to-heads among sock brands

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