Icebreaker vs Untouched World:Which is more popular by branded search in New Zealand?
In August 2026, Untouched World had more branded searches than Icebreaker among merino clothing brands in New Zealand. Untouched World was estimated to have 15.1K branded searches compared to Icebreaker’s 7.9K, and held a 35.5% Share of Search versus Icebreaker’s 18.5%.
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Which is more popular in search, Icebreaker or Untouched World?
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 Untouched World, Icebreaker. 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 Untouched World comparison changed over the last 12 months?
3 findings
- Untouched World 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, Untouched World’s estimated Share of Search among merino clothing brands in New Zealand moved from 41.3% to 35.5%, and its estimated monthly branded searches moved from 11.2K to 15.1K.
How did search popularity change for New Zealand merino clothing brands in August 2026?
2 changes
In August 2026, Untouched World gained estimated Share of Search among merino clothing brands in New Zealand, from 33.3% to 35.5%.
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 Untouched World’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
Untouched World
15 branded search terms
- untouched world
- untouched world chch
- untouched world clothing
- untouched world kitchen
- untouched world knitwear
- untouched world ltd
- untouched world merino
- untouched world near me
- untouched world nz
- untouched world online
- untouched world outlet
- untouched world outlet sale
- untouched world sale
- untouchedworld
- untouchedworld com
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