Thinx vs TOM Organic:Which is more popular by branded search in New Zealand?
In August 2026, TOM Organic had more branded searches than Thinx among period care brands in New Zealand. TOM Organic was estimated to have 480 branded searches compared to Thinx’s 270, and held a 4.3% Share of Search versus Thinx’s 2.4%.
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Which is more popular in search, Thinx or TOM Organic?
Compare the pad, tampon and period underwear 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 TOM Organic, Thinx. The figures are in the table below the chart.
View monthly share of search table
| Month | Modibodi | Libra | U by Kotex | TOM Organic | Thinx |
|---|---|---|---|---|---|
| Oct 2025 | 41.5% | 30.9% | 23.2% | 3.3% | 1.1% |
| Nov 2025 | 55.8% | 21.9% | 18.5% | 2.5% | 1.3% |
| Dec 2025 | 45.7% | 27.4% | 23.2% | 2.4% | 1.2% |
| Jan 2026 | 39.1% | 26.3% | 30.9% | 2.2% | 1.5% |
| Feb 2026 | 35.6% | 25.8% | 30% | 2.4% | 6.2% |
| Mar 2026 | 33.7% | 31.9% | 24.4% | 2.7% | 7.2% |
| Apr 2026 | 35.6% | 30.6% | 25.5% | 2.9% | 5.4% |
| May 2026 | 37.3% | 28.7% | 23.9% | 3% | 7.1% |
| Jun 2026 | 34% | 28.2% | 24.2% | 3.1% | 10.6% |
| Jul 2026 | 29.2% | 31.5% | 26.5% | 4.2% | 8.7% |
| Aug 2026 | 40.7% | 26.8% | 25.9% | 4.3% | 2.4% |
| Sep 2026 | — | — | — | — | — |
How has the Thinx and TOM Organic comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 11 months ending August 2026: Thinx took it in February 2026, TOM Organic took it in August 2026.
- Across the 11 months ending August 2026, Thinx’s estimated Share of Search among period care brands in New Zealand moved from 1.1% to 2.4%, and its estimated monthly branded searches moved from 80 to 270.
- Across the 11 months ending August 2026, TOM Organic’s estimated Share of Search among period care brands in New Zealand moved from 3.3% to 4.3%, and its estimated monthly branded searches moved from 240 to 480.
How did search popularity change for New Zealand period care brands in August 2026?
2 changes
In August 2026, Thinx lost estimated Share of Search among period care brands in New Zealand, from 8.7% to 2.4%.
TOM Organic’s estimated Share of Search among period care brands in New Zealand has gained ground for 3 months in a row, from 3% to 4.3% in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Thinx’s and TOM Organic’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.
Thinx
9 branded search terms
- period panty thinx
- thinx
- thinx incontinence underwear
- thinx near me
- thinx new zealand
- thinx nz
- thinx pads
- thinx period underwear
- thinx tampons
TOM Organic
4 branded search terms
- tom organic maternity pads
- tom organic pads
- tom organic period underwear
- tom organic tampons
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