Brandwave

How popular isMaidenform?

In September 2026, people searched for Maidenform by name about 27,600 times worldwide, a 21.6% decrease from the previous year. These searches made up 1.5% of all global shapewear brand searches, placing Maidenform seventh out of eight brands. When we asked both ChatGPT and Google AI Overviews about shapewear brands, Maidenform appeared in one of the five answers and was the sixth most recommended of the eight.

Search and AI answers in September 2026

Maidenform is the seventh most searched of 8 competitors and the sixth most recommended in AI answers.

  1. ShapermintShare of searches 46.1%Mentioned in 5 of 5 AI answersPlace in AI recommendations 4th
  2. HoneyloveShare of searches 25.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  3. SKIMSShare of searches 13.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  4. YittyShare of searches 6.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  5. MaidenformShare of searches 1.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th

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Top shapewear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Maidenform was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Maidenform is the sixth most recommended of the eight.

Most recommended by AI

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

  1. SKIMS1st
  2. Spanx2nd
  3. Honeylove3rd
  4. Shapermint4th
  5. Yitty5th
  6. Maidenform6th
  7. Leonisa–
  8. Squeem–

Mentioned by AI

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

  • Shapermint5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • SKIMS5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Spanx5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Honeylove4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Yitty1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Maidenform1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Leonisa0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Squeem0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about shapewear brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 25, 2026.

Which shapewear brands compete with Maidenform?

Maidenform against shapewear brands worldwide, by month

Share of searches by month for Shapermint, Honeylove, SKIMS, Yitty, Spanx, Maidenform. The figures are in the table below the chart.

View monthly share of searches table
MonthShapermintHoneyloveSKIMSYittySpanxLeonisaMaidenformSqueem
Oct 202544.6%20.1%13.4%9%9.5%1.2%1.8%0.36%
Nov 202545.9%25.1%11.3%7.6%7.2%1.4%1.2%0.3%
Dec 202549.8%22.4%10%8.2%6.4%1.5%1.3%0.32%
Jan 202654.3%20%8.9%7.3%6.8%1.2%1.2%0.29%
Feb 202650.9%22.9%10.3%6.9%6.4%1.3%1.1%0.33%
Mar 202651.7%23.1%10.4%5.7%6.5%1.2%1.1%0.27%
Apr 202656.6%20.7%9.3%5.1%5.8%1.1%1.2%0.24%
May 202652.2%23.4%10.5%4.7%6.7%1.2%1.1%0.23%
Jun 202645.2%24.8%11.1%6.1%9.8%1.2%1.5%0.29%
Jul 202647.1%21.2%14.2%5.2%8.6%1.5%1.9%0.23%
Aug 202645.3%24.8%13.6%5%8.1%1.4%1.5%0.29%
Sep 202646.1%25.3%13.8%6.2%5.1%1.8%1.5%0.28%

  1. 1.Shapermint

    46.1%

    Held 1st. 165K estimated branded searches, -17.9% vs prior month. Share +0.8 points.

  2. 2.Honeylove

    25.3%

    Held 2nd. 90.5K estimated branded searches, -17.7% vs prior month. Share +0.5 points.

  3. 3.SKIMS

    13.8%

    Held 3rd. 49.5K estimated branded searches, -18.2% vs prior month. Share +0.2 points.

  4. 4.Yitty

    6.2%

    Moved from 5th to 4th. 22.2K estimated branded searches, 0% vs prior month. Share +1.2 points.

  5. 5.Spanx

    5.1%

    Moved from 4th to 5th. 18.4K estimated branded searches, -48.9% vs prior month. Share -3 points.

  6. 6.Leonisa

    1.8%

    Moved from 7th to 6th. 6.3K estimated branded searches, 0% vs prior month. Share +0.3 points.

  7. 7.Maidenform

    1.5%

    Moved from 6th to 7th. 5.4K estimated branded searches, -18.2% vs prior month. Share 0 points.

  8. 8.Squeem

    0.28%

    Held 8th. 1K estimated branded searches, -23.1% vs prior month. Share 0 points.

Maidenform, Spanx and Leonisa sell other things too, so only their searches that name this product count here, like “maidenform shapewear”.

Compare popularity between Maidenform and its closest rivals

Every comparison with Maidenform

7 comparisons

How has branded search demand for Maidenform changed worldwide over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Maidenform worldwide fell from 35.2K to 27.6K.
  • Across the 12 months ending September 2026, Maidenform fell from 6th to 7th among shapewear brands worldwide.

How did search popularity change for shapewear brands worldwide in September 2026?

6 changes

  1. In September 2026, Yitty overtook Spanx to rank 4th among shapewear brands worldwide, with 6.2% of the searches.

  2. In September 2026, Shapermint gained share of searches among shapewear brands worldwide, from 45.3% to 46.1%.

  3. In September 2026, Spanx lost share of searches among shapewear brands worldwide, from 8.1% to 5.1%.

  4. In September 2026, Leonisa rose from 7th to 6th among shapewear brands worldwide.

  5. In September 2026, Maidenform fell from 6th to 7th among shapewear brands worldwide.

  6. Estimated monthly branded searches for Squeem worldwide fell 37.5% over 12 measured months, from 1.6K to 1K in September 2026.

How are Maidenform’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Maidenform’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • maidenform
  • maidenform shapewear

How the Brand Demand Index is measured

Who owns Maidenform?

Maidenform is owned by Hanes. Brandwave also tracks Hanes, owned by the same company, worldwide.

Do you work for Maidenform? To request corrections or removal please contact us via our support page and we will be happy to assist.

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