Brandwave

How popular isThinx?

In September 2026, people searched for Thinx by name about 60 times in New Zealand, a 14.3% decrease from the previous year. These searches made up 1.2% of all New Zealand period underwear brand searches, placing Thinx sixth out of seven brands. When we asked both ChatGPT and Google AI Overviews about period underwear brands, Thinx did not appear in any of the answers.

Search and AI answers in September 2026

Thinx is the sixth most searched of 7 competitors and not listed in any AI answer.

  1. ModibodiShare of searches 58.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. AWWAShare of searches 28.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  3. Love LunaShare of searches 5.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  4. ConfitexShare of searches 2.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  5. ThinxShare of searches 1.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top period underwear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Thinx did not appear in any of the five answers.

Most recommended by AI

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

  1. Modibodi1st
  2. Confitex2nd
  3. Bonds3rd
  4. Love Luna4th
  5. AWWA5th
  6. Knix–
  7. Thinx–

Mentioned by AI

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

  • Modibodi5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Bonds5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Confitex4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • AWWA3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Love Luna3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Knix0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Thinx0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about period underwear brands

5 answers

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 period underwear brands compete with Thinx?

Thinx against period underwear brands in New Zealand, by month

Share of searches by month for Modibodi, AWWA, Love Luna, Confitex, Knix, Thinx. The figures are in the table below the chart.

View monthly share of searches table
MonthModibodiAWWALove LunaConfitexKnixThinxBonds
Oct 202535.7%51.9%4.7%3%1.9%1.4%1.4%
Nov 202547.8%40.2%4.2%2.8%1.8%1.8%1.4%
Dec 202544.8%41.5%4.8%3.1%2.5%1.4%2%
Jan 202640.3%46.2%5.5%1.9%4.4%1.3%0.42%
Feb 202629.5%59%4.8%2.5%2%1.6%0.68%
Mar 202624.1%68.5%2.6%1.7%1.3%1.3%0.56%
Apr 202632.9%56.2%3.5%2.3%2.3%2.3%0.51%
May 202644.4%37.9%4.8%2.4%4.8%4.8%1%
Jun 202639.6%33.8%5.2%2.7%4.3%13.4%0.91%
Jul 202647.4%29.2%5.1%3.3%4%9.9%1.1%
Aug 202664.9%21.6%3.8%2.4%2.4%3.5%1.4%
Sep 202658.5%28.6%5.2%2.8%2.8%1.2%0.92%

  1. 1.Modibodi

    58.5%

    Held 1st. 1.9K estimated branded searches, -20.8% vs prior month. Share -6.4 points.

  2. 2.AWWA

    28.6%

    Held 2nd. 930 estimated branded searches, +16.3% vs prior month. Share +7 points.

  3. 3.Love Luna

    5.2%

    Held 3rd. 170 estimated branded searches, +21.4% vs prior month. Share +1.4 points.

  4. 4.Confitex

    2.8%

    Moved from 5th to 4th. 90 estimated branded searches, 0% vs prior month. Share +0.3 points.

  5. 5.Knix

    2.8%

    Moved from 6th to 5th. 90 estimated branded searches, 0% vs prior month. Share +0.3 points.

  6. 6.Thinx

    1.2%

    Moved from 4th to 6th. 40 estimated branded searches, -69.2% vs prior month. Share -2.3 points.

  7. 7.Bonds

    0.92%

    Held 7th. 30 estimated branded searches, -40% vs prior month. Share -0.4 points.

Compare popularity between Thinx and its closest rivals

Every comparison with Thinx

11 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Thinx in New Zealand fell from 70 to 60.
  • Across the 12 months ending September 2026, Thinx’s share of searches among period underwear brands in New Zealand peaked at 13.4% in June 2026 and was lowest at 1.2% in September 2026.
  • Across the 12 months ending September 2026, Thinx rose from 7th to 6th among period underwear brands in New Zealand.

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

6 changes

  1. In September 2026, AWWA gained share of searches among period underwear brands in New Zealand, from 21.6% to 28.6%.

  2. In September 2026, Love Luna gained share of searches among period underwear brands in New Zealand, from 3.8% to 5.2%.

  3. In September 2026, Modibodi lost share of searches among period underwear brands in New Zealand, from 64.9% to 58.5%.

  4. In September 2026, Thinx lost share of searches among period underwear brands in New Zealand, from 3.5% to 1.2%.

  5. In September 2026, Confitex rose from 5th to 4th among period underwear brands in New Zealand.

  6. In September 2026, Knix rose from 6th to 5th among period underwear brands in New Zealand.

How are Thinx’s branded searches counted?

6 search terms

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

  • period panty thinx
  • thinx
  • thinx incontinence underwear
  • thinx pads
  • thinx period underwear
  • thinx tampons

How the Brand Demand Index is measured

Who owns Thinx?

Thinx is owned by Kimberly-Clark. Brandwave also tracks Huggies Wipes, Kleenex and U by Kotex, owned by the same company, in New Zealand.

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

Where does Thinx compete?

Thinx is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Period care brands10th of 100.57%Show ranking
Period underwear brands6th of 71.2%Shown above
Creator with pink hair and a pink jacket

Is Thinx your brand?

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