Bonds vs Step One:Which is more popular by branded search in New Zealand?
In August 2026, Bonds had more branded searches than Step One among underwear brands in New Zealand. Bonds was estimated to have 7.7K branded searches compared to Step One’s 240, and held a 17.7% Share of Search versus Step One’s 0.55%.
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Which is more popular in search, Bonds or Step One?
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 by month for Bonds, Step One. The figures are in the table below the chart.
View monthly share of search table
| Month | Calvin Klein | Bonds | Jockey | Step One | SAXX | Tommy John |
|---|---|---|---|---|---|---|
| Oct 2025 | 77% | 18.5% | 3.5% | 0.5% | 0.3% | 0.17% |
| Nov 2025 | 82% | 14% | 2.7% | 0.94% | 0.26% | 0.09% |
| Dec 2025 | 84.4% | 12.5% | 2.4% | 0.44% | 0.23% | 0.08% |
| Jan 2026 | 80.1% | 16.3% | 2.6% | 0.63% | 0.28% | 0.11% |
| Feb 2026 | 81% | 15.6% | 2.5% | 0.39% | 0.34% | 0.15% |
| Mar 2026 | 82.4% | 14.5% | 2.3% | 0.32% | 0.32% | 0.16% |
| Apr 2026 | 82.5% | 13.5% | 3.2% | 0.24% | 0.24% | 0.33% |
| May 2026 | 82.9% | 12.8% | 3.1% | 0.48% | 0.36% | 0.3% |
| Jun 2026 | 81.1% | 14.8% | 3% | 0.46% | 0.24% | 0.46% |
| Jul 2026 | 82.8% | 13.4% | 2.7% | 0.59% | 0.34% | 0.19% |
| Aug 2026 | 78.1% | 17.7% | 3.2% | 0.55% | 0.39% | 0.12% |
| Sep 2026 | — | — | — | — | — | — |
How has the Bonds and Step One comparison changed over the last 12 months?
3 findings
- Bonds was ahead of Step One in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Bonds’ estimated Share of Search among underwear brands in New Zealand moved from 18.5% to 17.7%, and its estimated monthly branded searches moved from 7.4K to 7.7K.
- Across the 11 months ending August 2026, Step One’s estimated Share of Search among underwear brands in New Zealand moved from 0.5% to 0.55%, and its estimated monthly branded searches moved from 200 to 240.
How did search popularity change for New Zealand underwear brands in August 2026?
2 changes
In August 2026, Bonds gained estimated Share of Search among underwear brands in New Zealand, from 13.4% to 17.7%.
Estimated monthly branded searches for Step One in New Zealand rose 20% over 11 measured months, from 200 to 240 in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Bonds’ and Step One’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
14 branded search terms
- bonds boxers
- bonds bras
- bonds briefs
- bonds cotton underwear
- bonds female underwear
- bonds lingerie
- bonds male underwear
- bonds mens briefs
- bonds nz
- bonds period underwear
- bonds period undies
- bonds training undies
- bonds underwear
- bonds undies
Step One
3 branded search terms
- step one boxers
- step one briefs
- step one undies
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.