--- title: "Hanes vs Victoria's Secret: Which is searched more in the United States?" description: "Is Hanes or Victoria's Secret more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Underwear brands set in the United States. 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/us/compare/hanes-vs-victorias-secret" publisher: "Brandwave" --- # Hanes vs Victoria's Secret: Which is searched more in the United States? Is Hanes or Victoria's Secret more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Underwear brands set in the United States. 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**: Hanes and Victoria's Secret - **Competitive set**: Underwear brands - **Market**: United States - **Month measured**: Sep 2026 - **Hanes Share of Search**: 7.3% - **Victoria's Secret Share of Search**: 7.3% ## Is Hanes or Victoria's Secret more popular in search? - In September 2026, Hanes and Victoria's Secret were level in searches among underwear brands in the United States, with an estimated 33.1K branded searches each, at 7.3% of the total each. - The lead changed hands once in the 12 months ending September 2026: Victoria's Secret took it in June 2026. - Across the 12 months ending September 2026, Hanes’ share of searches among underwear brands in the United States held steady at 7.3%, and its estimated monthly branded searches moved from 40.5K to 33.1K. - Across the 12 months ending September 2026, Victoria's Secret’s share of searches among underwear brands in the United States held steady at 7.3%, and its estimated monthly branded searches moved from 40.5K to 33.1K. ## Top underwear brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Hanes was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Victoria's Secret did not appear in any of the five answers. 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 | | --- | --- | --- | --- | --- | | Tommy John | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Hanes | 2nd | 3 of 3 | 1 of 2 | 4 of 5 | | Aerie | 2nd | 0 of 3 | 2 of 2 | 2 of 5 | | Calvin Klein | 4th | 2 of 3 | 0 of 2 | 2 of 5 | | MeUndies | 5th | 1 of 3 | 0 of 2 | 1 of 5 | | Bombas | 6th | 0 of 3 | 1 of 2 | 1 of 5 | | Jockey | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | SKIMS | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Victoria's Secret | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Knix | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Branwyn | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Thinx | 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?": 1. Tommy John, 2. Hanes - Asked ChatGPT "What are the most comfortable underwear brands?": 1. MeUndies, 2. Tommy John, 3. Hanes, 4. Calvin Klein - Asked ChatGPT "What is the best underwear for men?": 1. Calvin Klein, 2. Tommy John, 3. Hanes - Searched Google, AI Overview "underwear": 1. Tommy John, 2. Aerie, 3. Bombas - Searched Google, AI Overview "womens underwear": 1. Aerie, 2. Tommy John, 3. Hanes Not named in any answer: Jockey, SKIMS, Victoria's Secret, Knix, Branwyn, Thinx and SAXX. Brands are listed in the order each answer named them. The answers were collected in United States on October 26, 2026. ## How did search popularity change for United States underwear brands in September 2026? - In September 2026, Jockey overtook Hanes to rank 3rd among underwear brands in the United States, with 8.9% of the searches. - In September 2026, Victoria's Secret rose from 7th to 6th among underwear brands in the United States. - Estimated monthly branded searches for Hanes in the United States fell 18.3% over 12 measured months, from 40.5K to 33.1K in September 2026. ## Month by month | Month | Hanes estimated searches | Hanes Share of Search | Hanes rank | Victoria's Secret estimated searches | Victoria's Secret Share of Search | Victoria's Secret rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 40.5K | 7.3% | 4 | 40.5K | 7.3% | 5 | | Nov 2025 | 49.5K | 6.9% | 3 | 49.5K | 6.9% | 7 | | Dec 2025 | 60.5K | 8.4% | 3 | 60.5K | 8.4% | 4 | | Jan 2026 | 49.5K | 8.7% | 3 | 40.5K | 7.1% | 7 | | Feb 2026 | 49.5K | 9.6% | 3 | 33.1K | 6.4% | 7 | | Mar 2026 | 33.1K | 4.9% | 5 | 33.1K | 4.9% | 7 | | Apr 2026 | 40.5K | 7.9% | 3 | 33.1K | 6.4% | 7 | | May 2026 | 40.5K | 6.3% | 4 | 33.1K | 5.1% | 7 | | Jun 2026 | 33.1K | 5.4% | 6 | 40.5K | 6.6% | 5 | | Jul 2026 | 40.5K | 7.3% | 5 | 40.5K | 7.3% | 7 | | Aug 2026 | 40.5K | 7% | 3 | 40.5K | 7% | 7 | | Sep 2026 | 33.1K | 7.3% | 4 | 33.1K | 7.3% | 6 | ## How each brand is measured Brandwave collects information about searches that people make online using Hanes’ and Victoria's Secret’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. - **Hanes**: Measured on the search term “hanes underwear”. - **Victoria's Secret**: Measured on the search term “victoria secret underwear”. - [Hanes profile](/demand/us/brands/hanes) - [Victoria's Secret profile](/demand/us/brands/victorias-secret) - [All underwear brands in the United States](/demand/us/categories/us-underwear-brands): The set both shares are measured inside, 13 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 Hanes or Victoria's Secret more popular in search? In September 2026, Hanes and Victoria's Secret were level in searches among underwear brands in the United States, with an estimated 33.1K branded searches each, at 7.3% of the total each. ## Cite this page Brandwave. "Hanes vs Victoria's Secret: Which is searched more in the United States?". https://gobrandwave.com/demand/us/compare/hanes-vs-victorias-secret This page is also available as HTML at https://gobrandwave.com/demand/us/compare/hanes-vs-victorias-secret. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.