--- title: "Boody vs Icebreaker: Which is searched more in New Zealand?" description: "Is Boody 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/boody-vs-icebreaker" publisher: "Brandwave" --- # Boody vs Icebreaker: Which is searched more in New Zealand? Is Boody 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**: Boody and Icebreaker - **Competitive set**: Underwear brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Boody Share of Search**: 69.2% - **Icebreaker Share of Search**: 2.5% ## Is Boody or Icebreaker more popular in search? - In September 2026, Boody had more branded searches than Icebreaker among underwear brands in New Zealand. Boody had about 3,600 branded searches, while Icebreaker had 130. Boody made up 69.2% of all underwear brand searches we track, and Icebreaker accounted for 2.5%. - Boody was ahead of Icebreaker in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Boody’s share of searches among underwear brands in New Zealand moved from 70.7% to 69.2%, and its estimated monthly branded searches held steady at 3.6K. - 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, Boody appeared in all five answers. Icebreaker was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Boody was listed before Icebreaker in every answer. 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, Boody gained share of searches among underwear brands in New Zealand, from 67% to 69.2%. ## Month by month | Month | Boody estimated searches | Boody Share of Search | Boody rank | Icebreaker estimated searches | Icebreaker Share of Search | Icebreaker rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 3.6K | 70.7% | 1 | 100 | 2% | 7 | | Nov 2025 | 9.9K | 79.9% | 1 | 160 | 1.3% | 5 | | Dec 2025 | 4.4K | 70.5% | 1 | 180 | 2.9% | 5 | | Jan 2026 | 3.6K | 67.9% | 1 | 120 | 2.3% | 5 | | Feb 2026 | 2.9K | 68.9% | 1 | 110 | 2.6% | 5 | | Mar 2026 | 4.4K | 75.7% | 1 | 120 | 2.1% | 6 | | Apr 2026 | 3.6K | 72.6% | 1 | 130 | 2.6% | 5 | | May 2026 | 4.4K | 73% | 1 | 120 | 2% | 7 | | Jun 2026 | 6.6K | 81.2% | 1 | 120 | 1.5% | 5 | | Jul 2026 | 3.6K | 69.1% | 1 | 110 | 2.1% | 6 | | Aug 2026 | 3.6K | 67% | 1 | 100 | 1.9% | 7 | | Sep 2026 | 3.6K | 69.2% | 1 | 130 | 2.5% | 5 | ## How each brand is measured Brandwave collects information about searches that people make online using Boody’s 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. - **Boody**: Measured on the search term “boody”. - **Icebreaker**: Measured on the search terms “icebreaker boxers” and “icebreaker underwear”, summed into one figure. - [Boody profile](/demand/nz/brands/boody) - [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 Boody or Icebreaker more popular in search? In September 2026, Boody had more branded searches than Icebreaker among underwear brands in New Zealand. Boody had about 3,600 branded searches, while Icebreaker had 130. Boody made up 69.2% of all underwear brand searches we track, and Icebreaker accounted for 2.5%. ## Cite this page Brandwave. "Boody vs Icebreaker: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/boody-vs-icebreaker This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/boody-vs-icebreaker. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.