Bonds vs Icebreaker:Which is more popular?
In September 2026, Bonds had more branded searches than Icebreaker among underwear brands in New Zealand. Bonds had about 540 branded searches, while Icebreaker had 130. Bonds made up 10.4% of all underwear brand searches we track, and Icebreaker accounted for 2.5%. When we asked ChatGPT and Google AI Overviews about underwear brands, Bonds and Icebreaker each appeared in two of the five answers. Bonds was mentioned before Icebreaker in two out of three answers that named either.
Who do people search for more?
Bonds, about 4 searches for every 1 for Icebreaker
Who does AI mention more?
Both were mentioned in 2 of 5 answers.
Who does AI recommend more?
Bonds, named ahead of Icebreaker in 2 of 3 answers
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Top underwear brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Bonds and Icebreaker were each mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Bonds was listed before Icebreaker in two out of three answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Boody1st
Jockey2nd- Bonds3rd
Icebreaker4th
Step One5th
Tommy John–
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?”
Asked ChatGPT
“What are the best underwear brands in New Zealand?”
Asked ChatGPT
“What's the best underwear brand in New Zealand for everyday comfort?”
Searched Google, AI Overview
“mens underwear nz”
Searched Google, AI Overview
“boxer briefs nz”
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.
Is Bonds or Icebreaker more popular in search?
This chart shows how often people search Google for Bonds and Icebreaker by name. Each line represents a brand's share of searches for all seven underwear brands we track, month by month, from searches in New Zealand.
Share of searches by month for Bonds, Icebreaker. The figures are in the table below the chart.
View monthly share of searches table
| Month | Boody | Step One | Bonds | Jockey | Icebreaker | Tommy John | SAXX |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 70.7% | 8.1% | 10.6% | 3.3% | 2% | 3.1% | 2.2% |
| Nov 2025 | 79.9% | 9.8% | 5.1% | 1.6% | 1.3% | 1.1% | 1.2% |
| Dec 2025 | 70.5% | 8.7% | 10.1% | 3.8% | 2.9% | 1.8% | 2.2% |
| Jan 2026 | 67.9% | 12.8% | 10% | 2.6% | 2.3% | 2.1% | 2.3% |
| Feb 2026 | 68.9% | 9.7% | 10.2% | 3.6% | 2.6% | 2.4% | 2.6% |
| Mar 2026 | 75.7% | 7.2% | 7.6% | 2.8% | 2.1% | 2.1% | 2.6% |
| Apr 2026 | 72.6% | 7.5% | 9.5% | 3.2% | 2.6% | 2.6% | 2% |
| May 2026 | 73% | 9.3% | 7.3% | 3% | 2% | 2.8% | 2.7% |
| Jun 2026 | 81.2% | 6.8% | 5.9% | 2.1% | 1.5% | 1.2% | 1.4% |
| Jul 2026 | 69.1% | 11.5% | 9.2% | 3.6% | 2.1% | 1.7% | 2.7% |
| Aug 2026 | 67% | 10.4% | 9.1% | 3.2% | 1.9% | 5.6% | 2.8% |
| Sep 2026 | 69.2% | 11.5% | 10.4% | 3.1% | 2.5% | 1.7% | 1.5% |
How has the Bonds and Icebreaker comparison changed over the last 12 months?
3 findings
- Bonds was ahead of Icebreaker in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Bonds’ share of searches among underwear brands in New Zealand moved from 10.6% to 10.4%, and its estimated monthly branded searches held steady at 540.
- Across the 12 months ending September 2026, Icebreaker’s share of searches among underwear brands in New Zealand moved from 2% to 2.5%, and its estimated monthly branded searches moved from 100 to 130.
How did search popularity change for New Zealand underwear brands in September 2026?
2 changes
In September 2026, Icebreaker overtook Tommy John and SAXX to rank 5th among underwear brands in New Zealand, with 2.5% of the searches.
In September 2026, Bonds gained share of searches among underwear brands in New Zealand, from 9.1% to 10.4%.
How are branded searches counted?
7 search terms
Brandwave collects information about searches that people make online using Bonds’ and Icebreaker’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Bonds
5 branded search terms
- bonds boxers
- bonds briefs
- bonds period undies
- bonds training undies
- bonds undies
Icebreaker
2 branded search terms
- icebreaker boxers
- icebreaker underwear
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