--- title: "Icebreaker vs The Wool Company: Which is searched more in New Zealand?" description: "Is Icebreaker or The Wool Company more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Sock 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-the-wool-company" publisher: "Brandwave" --- # Icebreaker vs The Wool Company: Which is searched more in New Zealand? Is Icebreaker or The Wool Company more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Sock 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 The Wool Company - **Competitive set**: Sock brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Icebreaker Share of Search**: 3% - **The Wool Company Share of Search**: 15% ## Is Icebreaker or The Wool Company more popular in search? - In September 2026, The Wool Company had more branded searches than Icebreaker among sock brands in New Zealand. The Wool Company had about 1,300 branded searches, while Icebreaker had 260. The Wool Company made up 15% of all sock brand searches we track, and Icebreaker accounted for 3%. - The Wool Company was ahead of Icebreaker in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Icebreaker’s share of searches among sock brands in New Zealand moved from 3.5% to 3%, and its estimated monthly branded searches held steady at 260. - Across the 12 months ending September 2026, The Wool Company’s share of searches among sock brands in New Zealand moved from 13.6% to 15%, and its estimated monthly branded searches moved from 1K to 1.3K. ## 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. The Wool Company was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Icebreaker was listed before The Wool Company in three out of four answers. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Norsewear | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Icebreaker | 2nd | 3 of 3 | 0 of 2 | 3 of 5 | | NZ Sock Company | 3rd | 2 of 3 | 0 of 2 | 2 of 5 | | The Wool Company | 4th | 1 of 3 | 1 of 2 | 2 of 5 | | Darn Tough | 5th | 1 of 3 | 0 of 2 | 1 of 5 | | Norsewood | 6th | 1 of 3 | 0 of 2 | 1 of 5 | | Smartwool | 7th | 1 of 3 | 0 of 2 | 1 of 5 | | Stance | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Happy Socks | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Thorlo | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Lorpen | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about sock brands - Asked ChatGPT "Which sock brand should I buy in New Zealand?": 1. NZ Sock Company, 2. Norsewear, 3. Icebreaker, 4. Norsewood - Asked ChatGPT "What are the best sock brands in New Zealand?": 1. NZ Sock Company, 2. Norsewear, 3. Icebreaker, 4. The Wool Company, 5. Darn Tough, 6. Smartwool - Asked ChatGPT "What's the best sock brand in New Zealand for everyday wear?": 1. Icebreaker, 2. Norsewear - Searched Google, AI Overview "comfortable socks": 1. Norsewear - Searched Google, AI Overview "merino socks nz": 1. Norsewear, 2. The Wool Company Not named in any answer: Stance, Happy Socks, Thorlo and Lorpen. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## How did search popularity change for New Zealand sock brands in September 2026? - In September 2026, Norsewood overtook The Wool Company to rank 2nd among sock brands in New Zealand, with 19.7% of the searches. - In September 2026, Stance overtook Icebreaker to rank 7th among sock brands in New Zealand, with 4.5% of the searches. - 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. - In September 2026, The Wool Company lost share of searches among sock brands in New Zealand, from 21.2% to 15%. - In September 2026, Icebreaker lost share of searches among sock brands in New Zealand, from 4.2% to 3%. ## Month by month | Month | Icebreaker estimated searches | Icebreaker Share of Search | Icebreaker rank | The Wool Company estimated searches | The Wool Company Share of Search | The Wool Company rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 260 | 3.5% | 9 | 1K | 13.6% | 3 | | Nov 2025 | 260 | 1.7% | 10 | 1K | 6.5% | 4 | | Dec 2025 | 260 | 3.1% | 9 | 1K | 11.7% | 4 | | Jan 2026 | 320 | 3.8% | 7 | 1.3K | 15.3% | 3 | | Feb 2026 | 260 | 3.2% | 8 | 1K | 12.5% | 3 | | Mar 2026 | 390 | 4.2% | 7 | 1.6K | 17.2% | 2 | | Apr 2026 | 480 | 4.2% | 7 | 2.4K | 21.2% | 3 | | May 2026 | 480 | 3.3% | 7 | 4.4K | 30% | 1 | | Jun 2026 | 480 | 3.6% | 8 | 3.6K | 26.8% | 1 | | Jul 2026 | 480 | 3.6% | 7 | 3.6K | 27.3% | 1 | | Aug 2026 | 480 | 4.2% | 7 | 2.4K | 21.2% | 2 | | Sep 2026 | 260 | 3% | 8 | 1.3K | 15% | 4 | ## How each brand is measured Brandwave collects information about searches that people make online using Icebreaker’s and The Wool 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**: Measured on the search term “icebreaker merino”. - **The Wool Company**: Measured on the search term “the wool company”. - [Icebreaker profile](/demand/nz/brands/icebreaker) - [The Wool Company profile](/demand/nz/brands/the-wool-company) - [All sock brands in New Zealand](/demand/nz/categories/nz-sock-brands): The set both shares are measured inside, 11 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Icebreaker or The Wool Company more popular in search? In September 2026, The Wool Company had more branded searches than Icebreaker among sock brands in New Zealand. The Wool Company had about 1,300 branded searches, while Icebreaker had 260. The Wool Company made up 15% of all sock brand searches we track, and Icebreaker accounted for 3%. ## Cite this page Brandwave. "Icebreaker vs The Wool Company: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/icebreaker-vs-the-wool-company This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/icebreaker-vs-the-wool-company. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.