Brandwave

How popular isIcebreaker?

In September 2026, people searched for Icebreaker by name about 970 times in New Zealand, a 6.6% increase from the previous year. These searches made up 2.5% of all New Zealand underwear brand searches, placing Icebreaker fifth out of seven brands. When we asked both ChatGPT and Google AI Overviews about underwear brands, Icebreaker appeared in two of the five answers and was the fourth most recommended of the seven.

Search and AI answers in September 2026

Icebreaker is the fifth most searched of 7 competitors and the fourth most recommended in AI answers.

  1. BoodyShare of searches 69.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. Step OneShare of searches 11.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  3. BondsShare of searches 10.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  4. JockeyShare of searches 3.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
  5. IcebreakerShare of searches 2.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th

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Top underwear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Icebreaker was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Icebreaker is the fourth most recommended of the seven.

Most recommended by AI

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

  1. Boody1st
  2. Jockey2nd
  3. Bonds3rd
  4. Icebreaker4th
  5. Step One5th
  6. Tommy John–
  7. SAXX–

Mentioned by AI

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

  • Boody5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Bonds2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Jockey2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Icebreaker2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Step One1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tommy John0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • SAXX0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about underwear brands

5 answers

  • Asked ChatGPT

    “Which underwear brand should I buy in New Zealand?”

    1. 1Boody
    2. 2Jockey
    3. 3Bonds
    4. 4Icebreaker

  • Asked ChatGPT

    “What are the best underwear brands in New Zealand?”

    1. 1Boody
    2. 2Icebreaker

  • Asked ChatGPT

    “What's the best underwear brand in New Zealand for everyday comfort?”

    1. 1Boody
    2. 2Bonds
    3. 3Step One

  • Searched Google, AI Overview

    “mens underwear nz”

    1. 1Boody

  • Searched Google, AI Overview

    “boxer briefs nz”

    1. 1Boody
    2. 2Jockey

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which underwear brands compete with Icebreaker?

Icebreaker against underwear brands in New Zealand, by month

Share of searches by month for Boody, Step One, Bonds, Jockey, Icebreaker. The figures are in the table below the chart.

View monthly share of searches table
MonthBoodyStep OneBondsJockeyIcebreakerTommy JohnSAXX
Oct 202570.7%8.1%10.6%3.3%2%3.1%2.2%
Nov 202579.9%9.8%5.1%1.6%1.3%1.1%1.2%
Dec 202570.5%8.7%10.1%3.8%2.9%1.8%2.2%
Jan 202667.9%12.8%10%2.6%2.3%2.1%2.3%
Feb 202668.9%9.7%10.2%3.6%2.6%2.4%2.6%
Mar 202675.7%7.2%7.6%2.8%2.1%2.1%2.6%
Apr 202672.6%7.5%9.5%3.2%2.6%2.6%2%
May 202673%9.3%7.3%3%2%2.8%2.7%
Jun 202681.2%6.8%5.9%2.1%1.5%1.2%1.4%
Jul 202669.1%11.5%9.2%3.6%2.1%1.7%2.7%
Aug 202667%10.4%9.1%3.2%1.9%5.6%2.8%
Sep 202669.2%11.5%10.4%3.1%2.5%1.7%1.5%

  1. 1.Boody

    69.2%

    Held 1st. 3.6K estimated branded searches, 0% vs prior month. Share +2.2 points.

  2. 2.Step One

    11.5%

    Held 2nd. 600 estimated branded searches, +7.1% vs prior month. Share +1.1 points.

  3. 3.Bonds

    10.4%

    Held 3rd. 540 estimated branded searches, +10.2% vs prior month. Share +1.3 points.

  4. 4.Jockey

    3.1%

    Moved from 5th to 4th. 160 estimated branded searches, -5.9% vs prior month. Share -0.1 points.

  5. 5.Icebreaker

    2.5%

    Moved from 7th to 5th. 130 estimated branded searches, +30% vs prior month. Share +0.6 points.

  6. 6.Tommy John

    1.7%

    Moved from 4th to 6th. 90 estimated branded searches, -70% vs prior month. Share -3.9 points.

  7. 7.SAXX

    1.5%

    Moved from 6th to 7th. 80 estimated branded searches, -46.7% vs prior month. Share -1.3 points.

Compare popularity between Icebreaker and its closest rivals

Every comparison with Icebreaker

33 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Icebreaker in New Zealand rose from 910 to 970.
  • Across the 12 months ending September 2026, Icebreaker’s share of searches among underwear brands in New Zealand increased from 2% to 2.5%.
  • Across the 12 months ending September 2026, Icebreaker’s share of searches among underwear brands in New Zealand peaked at 2.9% in December 2025 and was lowest at 1.3% in November 2025.
  • Across the 12 months ending September 2026, Icebreaker rose from 7th to 5th among underwear brands in New Zealand.

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

6 changes

  1. In September 2026, Icebreaker overtook Tommy John and SAXX to rank 5th among underwear brands in New Zealand, with 2.5% of the searches.

  2. In September 2026, Boody gained share of searches among underwear brands in New Zealand, from 67% to 69.2%.

  3. In September 2026, Bonds gained share of searches among underwear brands in New Zealand, from 9.1% to 10.4%.

  4. In September 2026, Step One gained share of searches among underwear brands in New Zealand, from 10.4% to 11.5%.

  5. In September 2026, Tommy John lost share of searches among underwear brands in New Zealand, from 5.6% to 1.7%.

  6. In September 2026, SAXX lost share of searches among underwear brands in New Zealand, from 2.8% to 1.5%.

How are Icebreaker’s branded searches counted?

10 search terms

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

  • icebreaker base layer
  • icebreaker boxers
  • icebreaker clothing
  • icebreaker clothing sale
  • icebreaker jacket
  • icebreaker merino
  • icebreaker merino beanie
  • icebreaker merino wool
  • icebreaker thermals
  • icebreaker underwear

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

How the Brand Demand Index is measured

Where does Icebreaker compete?

Icebreaker is ranked in six competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Outdoor clothing brands12th of 120.39%Show ranking
Base layer brands4th of 80.57%Show ranking
Merino clothing brands4th of 83.1%Show ranking
Sock brands8th of 113%Show ranking
Merino wool sock brands4th of 612%Show ranking
Underwear brands5th of 72.5%Shown above
Creator with pink hair and a pink jacket

Is Icebreaker your brand?

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