Brandwave

Underwear brands in New Zealand:Which brands are most popular in search?

In August 2026, Calvin Klein was the most searched among underwear brands in New Zealand, with an estimated 33.8K branded searches and 78.1% estimated Share of Search within this set.

Share of Search, August 2026
  1. Calvin Klein78.1%
  2. Bonds17.7%
  3. Jockey3.2%
  4. Step One0.55%
  5. SAXX0.39%
  6. Tommy John0.12%

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Share of SearchLeaderboard

Compare the everyday underwear and basics brands New Zealanders buy. 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.

Share of Search among 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——————

This month’s ranking, August 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 leading brands

Which brand is most popular in search among underwear brands in New Zealand?

In August 2026, Calvin Klein was the most searched among underwear brands in New Zealand, with an estimated 33.8K branded searches and 78.1% estimated Share of Search within this set. Bonds is in 2nd place, 60.4 percentage points behind at 17.7% Share of Search.

New Zealand underwear brands, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Calvin Klein77% → 78.1%84.4%Dec 202577%Oct 20251st
Bonds18.5% → 17.7%18.5%Oct 202512.5%Dec 20252nd
Jockey3.5% → 3.2%3.5%Oct 20252.3%Mar 20263rd
Step One0.5% → 0.55%0.94%Nov 20250.24%Apr 20264th
SAXX0.3% → 0.39%0.39%Aug 20260.23%Dec 20255th
Tommy John0.17% → 0.12%0.46%Jun 20260.08%Dec 20256th

Each finding as a sentence

  • Across the 11 months ending August 2026, Calvin Klein’s estimated Share of Search among underwear brands in New Zealand increased from 77% to 78.1%.
  • 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, Calvin Klein’s estimated Share of Search among underwear brands in New Zealand peaked at 84.4% in December 2025 and was lowest at 77% in October 2025.
  • 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.
  • Across the 11 months ending August 2026, Jockey’s estimated Share of Search among underwear brands in New Zealand peaked at 3.5% in October 2025 and was lowest at 2.3% in March 2026.
  • Across the 11 months ending August 2026, Jockey, Step One, SAXX and Tommy John held steady: their estimated Share of Search among underwear brands in New Zealand each moved less than 0.5 percentage points.

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.

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