Mons Royale vs Smartwool:Which is more popular by branded search in New Zealand?
In August 2026, Mons Royale had more branded searches than Smartwool among merino clothing brands in New Zealand. Mons Royale was estimated to have 15.8K branded searches compared to Smartwool’s 2.8K, and held a 37% Share of Search versus Smartwool’s 6.5%.
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Which is more popular in search, Mons Royale or Smartwool?
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 Mons Royale, Smartwool. 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 Mons Royale and Smartwool comparison changed over the last 12 months?
3 findings
- Mons Royale was ahead of Smartwool in every measured month of the 11 months ending August 2026.
- 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.
- Across the 11 months ending August 2026, Smartwool’s estimated Share of Search among merino clothing brands in New Zealand moved from 3.9% to 6.5%, and its estimated monthly branded searches moved from 1.1K to 2.8K.
How did search popularity change for New Zealand merino clothing brands in August 2026?
2 changes
In August 2026, Smartwool lost estimated Share of Search among merino clothing brands in New Zealand, from 7.1% to 6.5%.
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.
How each brand is measured
Brandwave collects information about searches that people make online using Mons Royale’s and Smartwool’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.
Mons Royale
26 branded 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
- monsroyale nz
Smartwool
22 branded search terms
- smartwool
- smartwool base layer
- smartwool classic thermal merino
- smartwool classic thermal merino 1 4 zip
- smartwool classic thermal merino base layer
- smartwool classic thermal merino base layer crew
- smartwool classic thermal merino crew
- smartwool com
- smartwool hiking socks
- smartwool ladies socks
- smartwool merino
- smartwool merino base layer
- smartwool merino socks
- smartwool merino wool socks
- smartwool near me
- smartwool nz
- smartwool online
- smartwool running socks
- smartwool socks
- smartwool thermal merino balaclava
- smartwool thermal merino reversible cuffed beanie
- smartwool thermals
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