Brandwave

How popular isBonds in search?

In August 2026, there were an estimated 7.7K branded searches for Bonds in New Zealand which held steady over the last 11 months. Bonds holds 7.5% estimated Share of Search among New Zealand lingerie brands and is ranked 4th of 7 competitors for search popularity.

Share of Search, August 2026
  1. Calvin Klein33%
  2. Bras N Things25.3%
  3. Bendon24.9%
  4. Bonds7.5%
  5. Victoria's Secret5.6%
  6. Honey Birdette2.4%
  7. Jockey1.4%
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Which lingerie brands compete with Bonds?

Bonds against lingerie brands in New Zealand, by month

Share of Search by month for Calvin Klein, Bras N Things, Bendon, Bonds, Victoria's Secret, Honey Birdette. The figures are in the table below the chart.

View monthly share of search table
MonthCalvin KleinBras N ThingsBendonBondsVictoria's SecretHoney BirdetteJockey
Oct 202528.8%24.3%28.7%6.9%7.8%2.2%1.3%
Nov 202536.6%21.5%27.9%6.2%4.6%1.9%1.2%
Dec 202538%22.4%26.9%5.6%4%2%1.1%
Jan 202632.2%24.9%29%6.5%4%2.2%1.1%
Feb 202633.1%24.8%28.6%6.4%4%2.1%1%
Mar 202639.5%21.4%24.2%6.9%4.5%2.3%1.1%
Apr 202635.1%24%25.1%5.8%6.4%2.1%1.3%
May 202637.2%23.6%24.5%5.7%5.1%2.4%1.4%
Jun 202636.9%24.4%23.1%6.7%5.1%2.5%1.4%
Jul 202636.8%25.2%23.1%6%5.3%2.5%1.2%
Aug 202633%25.3%24.9%7.5%5.6%2.4%1.4%
Sep 2026———————

  1. 1.Calvin Klein

    33%

    held 1st · 33.8K estimated branded searches · -13.8% vs prior month · -3.8 points

  2. 2.Bras N Things

    25.3%

    held 2nd · 25.9K estimated branded searches · -3.7% vs prior month · 0 points

  3. 3.Bendon

    24.9%

    held 3rd · 25.6K estimated branded searches · +4% vs prior month · +1.9 points

  4. 4.Bonds

    7.5%

    held 4th · 7.7K estimated branded searches · +20.3% vs prior month · +1.5 points

  5. 5.Victoria's Secret

    5.6%

    held 5th · 5.7K estimated branded searches · +1.6% vs prior month · +0.3 points

  6. 6.Honey Birdette

    2.4%

    held 6th · 2.4K estimated branded searches · -8.6% vs prior month · -0.1 points

  7. 7.Jockey

    1.4%

    held 7th · 1.4K estimated branded searches · +10.3% vs prior month · +0.2 points

Compare search popularity between Bonds and its closest rivals

How has branded search demand for Bonds changed in New Zealand over the last 12 months?

  • Across the 11 months ending August 2026, estimated monthly branded searches for Bonds in New Zealand held steady, from 7.4K to 7.7K.
  • Across the 11 months ending August 2026, Bonds’ estimated Share of Search among lingerie brands in New Zealand increased from 6.9% to 7.5%.
  • Across the 11 months ending August 2026, Bonds’ estimated Share of Search among lingerie brands in New Zealand peaked at 7.5% in August 2026 and was lowest at 5.6% in December 2025.
  • Across the 11 months ending August 2026, Bonds rose from 5th to 4th among lingerie brands in New Zealand.

How did search popularity change for New Zealand lingerie brands in August 2026?

  1. In August 2026, Bendon gained estimated Share of Search among lingerie brands in New Zealand, from 23.1% to 24.9%.

  2. In August 2026, Bonds gained estimated Share of Search among lingerie brands in New Zealand, from 6% to 7.5%.

  3. In August 2026, Calvin Klein lost estimated Share of Search among lingerie brands in New Zealand, from 36.8% to 33%.

  4. Bras N Things’ estimated Share of Search among lingerie brands in New Zealand has gained ground for 3 months in a row, from 23.6% to 25.3% in August 2026.

  5. Estimated monthly branded searches for Victoria's Secret in New Zealand fell 32% over 11 measured months, from 8.4K to 5.7K in August 2026.

Which underwear brands compete with Bonds?

Bonds against underwear brands in New Zealand, by month

Share of Search by month for Calvin Klein, Bonds, Jockey. The figures are in the table below the chart.

View monthly share of search table
MonthCalvin KleinBondsJockeyStep OneSAXXTommy John
Oct 202577%18.5%3.5%0.5%0.3%0.17%
Nov 202582%14%2.7%0.94%0.26%0.09%
Dec 202584.4%12.5%2.4%0.44%0.23%0.08%
Jan 202680.1%16.3%2.6%0.63%0.28%0.11%
Feb 202681%15.6%2.5%0.39%0.34%0.15%
Mar 202682.4%14.5%2.3%0.32%0.32%0.16%
Apr 202682.5%13.5%3.2%0.24%0.24%0.33%
May 202682.9%12.8%3.1%0.48%0.36%0.3%
Jun 202681.1%14.8%3%0.46%0.24%0.46%
Jul 202682.8%13.4%2.7%0.59%0.34%0.19%
Aug 202678.1%17.7%3.2%0.55%0.39%0.12%
Sep 2026——————

  1. 1.Calvin Klein

    78.1%

    held 1st · 33.8K estimated branded searches · -13.8% vs prior month · -4.7 points

  2. 2.Bonds

    17.7%

    held 2nd · 7.7K estimated branded searches · +20.3% vs prior month · +4.2 points

  3. 3.Jockey

    3.2%

    held 3rd · 1.4K estimated branded searches · +10.3% vs prior month · +0.5 points

  4. 4.Step One

    0.55%

    held 4th · 240 estimated branded searches · -14.3% vs prior month · 0 points

  5. 5.SAXX

    0.39%

    held 5th · 170 estimated branded searches · +6.3% vs prior month · +0.1 points

  6. 6.Tommy John

    0.12%

    held 6th · 50 estimated branded searches · -44.4% vs prior month · -0.1 points

Compare search popularity between Bonds and its closest rivals

How has branded search demand for Bonds changed in New Zealand over the last 12 months?

  • Across the 11 months ending August 2026, Bonds’ estimated Share of Search among underwear brands in New Zealand decreased from 18.5% to 17.7%.
  • Across the 11 months ending August 2026, Bonds’ estimated Share of Search among underwear brands in New Zealand peaked at 18.5% in October 2025 and was lowest at 12.5% in December 2025.

How did search popularity change for New Zealand underwear brands in August 2026?

  1. In August 2026, Bonds gained estimated Share of Search among underwear brands in New Zealand, from 13.4% to 17.7%.

  2. In August 2026, Jockey gained estimated Share of Search among underwear brands in New Zealand, from 2.7% to 3.2%.

  3. In August 2026, Calvin Klein lost estimated Share of Search among underwear brands in New Zealand, from 82.8% to 78.1%.

  4. Estimated monthly branded searches for SAXX in New Zealand rose 41.7% over 11 measured months, from 120 to 170 in August 2026.

  5. Estimated monthly branded searches for Step One in New Zealand rose 20% over 11 measured months, from 200 to 240 in August 2026.

  6. Estimated monthly branded searches for Tommy John in New Zealand fell 28.6% over 11 measured months, from 70 to 50 in August 2026.

How is Bonds measured?

Brandwave collects information about searches that people make online using Bonds’ 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.

14 branded search terms

  • bonds boxers
  • bonds bras
  • bonds briefs
  • bonds cotton underwear
  • bonds female underwear
  • bonds lingerie
  • bonds male underwear
  • bonds mens briefs
  • bonds nz
  • bonds period underwear
  • bonds period undies
  • bonds training undies
  • bonds underwear
  • bonds undies

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How the Brand Demand Index is measured

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