--- title: "Step One: search popularity in Australia" description: "Step One is an underwear brand. 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/au/brands/step-one" publisher: "Brandwave" --- # Step One: search popularity in Australia Step One is an underwear brand. 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 - **Brand**: Step One - **Market**: Australia - **Measured month**: Sep 2026 - **Share of Search among underwear brands**: 16.5% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Underwear brands | 3 | 16.5% | 12.1K | - [Underwear brands](/demand/au/categories/au-underwear-brands) ## Top underwear brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Step One was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Step One is the third most recommended of the five. 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 | | --- | --- | --- | --- | --- | | Bonds | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | Boody | 2nd | 2 of 3 | 2 of 2 | 4 of 5 | | Step One | 3rd | 2 of 3 | 0 of 2 | 2 of 5 | | Jockey | 4th | 0 of 3 | 2 of 2 | 2 of 5 | | Calvin Klein | 5th | 0 of 3 | 1 of 2 | 1 of 5 | ## Every AI answer about underwear brands - Asked ChatGPT "What's the best underwear brand in Australia?": 1. Boody, 2. Bonds, 3. Step One - Asked ChatGPT "Which men's underwear brand is the most comfortable?": 1. Step One, 2. Bonds - Asked ChatGPT "Where should I buy good quality everyday underwear?": 1. Boody, 2. Bonds - Searched Google, AI Overview "mens underwear": 1. Bonds, 2. Jockey, 3. Boody, 4. Calvin Klein - Searched Google, AI Overview "underwear": 1. Boody, 2. Jockey Brands are listed in the order each answer named them. The answers were collected in Australia on October 23, 2026. ## How has branded search demand for Step One changed in Australia over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Step One in Australia fell from 14.8K to 12.1K. - Across the 12 months ending September 2026, Step One’s share of searches among underwear brands in Australia decreased from 18.3% to 16.5%. - Across the 12 months ending September 2026, Step One’s share of searches among underwear brands in Australia peaked at 21.9% in November 2025 and was lowest at 10.8% in June 2026. ## How did search popularity change for Australia underwear brands in September 2026? - In September 2026, Bonds gained share of searches among underwear brands in Australia, from 19.3% to 24.1%. - In September 2026, Jockey gained share of searches among underwear brands in Australia, from 7.2% to 9%. - In September 2026, Calvin Klein lost share of searches among underwear brands in Australia, from 44.2% to 36.9%. - Step One’s share of searches among underwear brands in Australia has gained ground for 3 months in a row, from 10.8% to 16.5% in September 2026. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Underwear brands | 14.8K | 18.3% | 3 | | Nov 2025 | Underwear brands | 27.1K | 21.9% | 2 | | Dec 2025 | Underwear brands | 18.1K | 17.4% | 3 | | Jan 2026 | Underwear brands | 12.1K | 16.9% | 4 | | Feb 2026 | Underwear brands | 12.1K | 17.4% | 3 | | Mar 2026 | Underwear brands | 12.1K | 12.3% | 4 | | Apr 2026 | Underwear brands | 12.1K | 15.6% | 4 | | May 2026 | Underwear brands | 12.1K | 11.4% | 4 | | Jun 2026 | Underwear brands | 12.1K | 10.8% | 4 | | Jul 2026 | Underwear brands | 12.1K | 16% | 3 | | Aug 2026 | Underwear brands | 14.8K | 16.1% | 3 | | Sep 2026 | Underwear brands | 12.1K | 16.5% | 3 | ## How are Step One’s branded searches counted? Brandwave collects information about searches that people make online using Step One’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading. - “step one underwear” ## Which underwear brands compete with Step One? - [Calvin Klein](/demand/au/brands/calvin-klein): Head-to-head: /demand/au/compare/calvin-klein-vs-step-one - [Bonds](/demand/au/brands/bonds): Head-to-head: /demand/au/compare/bonds-vs-step-one - [Boody](/demand/au/brands/boody): Head-to-head: /demand/au/compare/boody-vs-step-one - [Jockey](/demand/au/brands/jockey): Head-to-head: /demand/au/compare/jockey-vs-step-one ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "Step One: search popularity in Australia". https://gobrandwave.com/demand/au/brands/step-one This page is also available as HTML at https://gobrandwave.com/demand/au/brands/step-one. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.