--- title: "Bonds vs Icebreaker: Which is searched more in New Zealand?" description: "Is Bonds or Icebreaker more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Underwear brands set in New Zealand. 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." canonical: "https://gobrandwave.com/demand/nz/compare/bonds-vs-icebreaker" publisher: "Brandwave" --- # Bonds vs Icebreaker: Which is searched more in New Zealand? Is Bonds or Icebreaker more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Underwear brands set in New Zealand. 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. ## Key facts - **Compared**: Bonds and Icebreaker - **Competitive set**: Underwear brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Bonds Share of Search**: 10.4% - **Icebreaker Share of Search**: 2.5% ## Is Bonds or Icebreaker more popular in search? - 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%. - 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. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Boody | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Jockey | 2nd | 1 of 3 | 1 of 2 | 2 of 5 | | Bonds | 3rd | 2 of 3 | 0 of 2 | 2 of 5 | | Icebreaker | 4th | 2 of 3 | 0 of 2 | 2 of 5 | | Step One | 5th | 1 of 3 | 0 of 2 | 1 of 5 | | Tommy John | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | SAXX | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about underwear brands - Asked ChatGPT "Which underwear brand should I buy in New Zealand?": 1. Boody, 2. Jockey, 3. Bonds, 4. Icebreaker - Asked ChatGPT "What are the best underwear brands in New Zealand?": 1. Boody, 2. Icebreaker - Asked ChatGPT "What's the best underwear brand in New Zealand for everyday comfort?": 1. Boody, 2. Bonds, 3. Step One - Searched Google, AI Overview "mens underwear nz": 1. Boody - Searched Google, AI Overview "boxer briefs nz": 1. Boody, 2. Jockey Not named in any answer: Tommy John and SAXX. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## How did search popularity change for New Zealand underwear brands in September 2026? - 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%. ## Month by month | Month | Bonds estimated searches | Bonds Share of Search | Bonds rank | Icebreaker estimated searches | Icebreaker Share of Search | Icebreaker rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 540 | 10.6% | 2 | 100 | 2% | 7 | | Nov 2025 | 630 | 5.1% | 3 | 160 | 1.3% | 5 | | Dec 2025 | 630 | 10.1% | 2 | 180 | 2.9% | 5 | | Jan 2026 | 530 | 10% | 3 | 120 | 2.3% | 5 | | Feb 2026 | 430 | 10.2% | 2 | 110 | 2.6% | 5 | | Mar 2026 | 440 | 7.6% | 2 | 120 | 2.1% | 6 | | Apr 2026 | 470 | 9.5% | 2 | 130 | 2.6% | 5 | | May 2026 | 440 | 7.3% | 3 | 120 | 2% | 7 | | Jun 2026 | 480 | 5.9% | 3 | 120 | 1.5% | 5 | | Jul 2026 | 480 | 9.2% | 3 | 110 | 2.1% | 6 | | Aug 2026 | 490 | 9.1% | 3 | 100 | 1.9% | 7 | | Sep 2026 | 540 | 10.4% | 3 | 130 | 2.5% | 5 | ## How each brand is measured 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**: Measured on the search terms “bonds boxers”, “bonds briefs”, “bonds period undies”, “bonds training undies” and “bonds undies”, summed into one figure. - **Icebreaker**: Measured on the search terms “icebreaker boxers” and “icebreaker underwear”, summed into one figure. - [Bonds profile](/demand/nz/brands/bonds) - [Icebreaker profile](/demand/nz/brands/icebreaker) - [All underwear brands in New Zealand](/demand/nz/categories/nz-mens-underwear-brands): The set both shares are measured inside, 7 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Bonds or Icebreaker more popular in search? 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%. ## Cite this page Brandwave. "Bonds vs Icebreaker: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/bonds-vs-icebreaker This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/bonds-vs-icebreaker. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.