--- title: "Icebreaker vs Step One: Which is searched more in New Zealand?" description: "Is Icebreaker or Step One 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/icebreaker-vs-step-one" publisher: "Brandwave" --- # Icebreaker vs Step One: Which is searched more in New Zealand? Is Icebreaker or Step One 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**: Icebreaker and Step One - **Competitive set**: Underwear brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Icebreaker Share of Search**: 2.5% - **Step One Share of Search**: 11.5% ## Is Icebreaker or Step One more popular in search? - In September 2026, Step One had more branded searches than Icebreaker among underwear brands in New Zealand. Step One had about 600 branded searches, while Icebreaker had 130. Step One made up 11.5% of all underwear brand searches we track, and Icebreaker accounted for 2.5%. - Step One was ahead of Icebreaker in every measured month of the 12 months ending September 2026. - 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. - Across the 12 months ending September 2026, Step One’s share of searches among underwear brands in New Zealand moved from 8.1% to 11.5%, and its estimated monthly branded searches moved from 410 to 600. ## Top underwear brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, 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. Step One was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Icebreaker was listed before Step One 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, Step One gained share of searches among underwear brands in New Zealand, from 10.4% to 11.5%. ## Month by month | Month | Icebreaker estimated searches | Icebreaker Share of Search | Icebreaker rank | Step One estimated searches | Step One Share of Search | Step One rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 100 | 2% | 7 | 410 | 8.1% | 3 | | Nov 2025 | 160 | 1.3% | 5 | 1.2K | 9.8% | 2 | | Dec 2025 | 180 | 2.9% | 5 | 540 | 8.7% | 3 | | Jan 2026 | 120 | 2.3% | 5 | 680 | 12.8% | 2 | | Feb 2026 | 110 | 2.6% | 5 | 410 | 9.7% | 3 | | Mar 2026 | 120 | 2.1% | 6 | 420 | 7.2% | 3 | | Apr 2026 | 130 | 2.6% | 5 | 370 | 7.5% | 3 | | May 2026 | 120 | 2% | 7 | 560 | 9.3% | 2 | | Jun 2026 | 120 | 1.5% | 5 | 550 | 6.8% | 2 | | Jul 2026 | 110 | 2.1% | 6 | 600 | 11.5% | 2 | | Aug 2026 | 100 | 1.9% | 7 | 560 | 10.4% | 2 | | Sep 2026 | 130 | 2.5% | 5 | 600 | 11.5% | 2 | ## How each brand is measured Brandwave collects information about searches that people make online using Icebreaker’s 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. - **Icebreaker**: Measured on the search terms “icebreaker boxers” and “icebreaker underwear”, summed into one figure. - **Step One**: Measured on the search terms “step one”, “step one boxers”, “step one briefs” and “step one undies”, summed into one figure. - [Icebreaker profile](/demand/nz/brands/icebreaker) - [Step One profile](/demand/nz/brands/step-one) - [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 Icebreaker or Step One more popular in search? In September 2026, Step One had more branded searches than Icebreaker among underwear brands in New Zealand. Step One had about 600 branded searches, while Icebreaker had 130. Step One made up 11.5% of all underwear brand searches we track, and Icebreaker accounted for 2.5%. ## Cite this page Brandwave. "Icebreaker vs Step One: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/icebreaker-vs-step-one This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/icebreaker-vs-step-one. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.