Brandwave

How popular isCarefree?

In September 2026, people searched for Carefree by name about 880 times in Australia, a 22.2% increase from the previous year. These searches made up 1.5% of all Australia period care brand searches, placing Carefree eighth out of 12 brands. When we asked both ChatGPT and Google AI Overviews about period care brands, Carefree appeared in one of the five answers and was the joint seventh most recommended of the 12.

Search and AI answers in September 2026

Carefree is the eighth most searched of 12 competitors and the joint seventh most recommended in AI answers.

  1. ModibodiShare of searches 36.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  2. LibraShare of searches 29.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  3. U by KotexShare of searches 11.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  4. BondsShare of searches 6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  5. CarefreeShare of searches 1.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th

+7 more

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Top period care brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Carefree was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Carefree is the joint seventh most recommended of the 12.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Modibodi1st
  2. TOM Organic1st
  3. U by Kotex3rd
  4. Libra4th
  5. Bonds5th
  6. Tsuno6th
  7. Carefree7th
  8. Cottons7th
  9. Always9th
  10. Stayfree–
  11. +2 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Modibodi3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • TOM Organic3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Libra2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • U by Kotex2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bonds2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Carefree1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Always1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Cottons1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tsuno1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Stayfree0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about period care brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.

Which period care brands compete with Carefree?

Carefree against period care brands in Australia, by month

Share of searches by month for Modibodi, Libra, U by Kotex, Bonds, Stayfree, TOM Organic, Moxie, Carefree. The figures are in the table below the chart.

View monthly share of searches table
MonthModibodiLibraU by KotexBondsStayfreeTOM OrganicMoxieCarefreeAlwaysCottonsTsunoThinx
Oct 202544.4%24.2%8%7.2%3.9%3.1%0.79%1.2%5.9%0.52%0.34%0.43%
Nov 202558.8%17.6%7.1%6.4%2.8%2.3%0.7%0.86%2.3%0.46%0.25%0.38%
Dec 202550.9%22.7%8.6%6.8%3.6%2.4%0.9%1.1%1.7%0.6%0.21%0.49%
Jan 202653.8%19.7%8%7.1%3.9%2.6%0.96%1.2%1.4%0.63%0.28%0.52%
Feb 202645.7%24.9%9.5%7.4%3.3%3.3%0.99%1.2%2.1%0.8%0.35%0.43%
Mar 202637.1%30.3%10%7.4%4.9%3.3%1.2%1.5%2.7%0.8%0.35%0.43%
Apr 202638.4%25.6%12.7%7.6%5.1%3.4%1.3%1.5%2.8%0.83%0.36%0.45%
May 202634.2%28%13.8%8.3%5.5%3.6%1.4%1.4%2.5%0.74%0.4%0.4%
Jun 202638.3%25.5%12.6%7.6%6.2%3.3%1.2%1.5%2.2%0.83%0.29%0.36%
Jul 202629.3%35.9%12.6%7.1%5.8%3.1%1.4%1.4%2.1%0.78%0.27%0.27%
Aug 202636.3%29.6%11.1%7.2%5.9%3.9%1.6%1.2%1.6%0.96%0.23%0.34%
Sep 202636.7%29.9%11.2%6%6%4%2.2%1.5%1.2%0.79%0.35%0.28%

  1. 1.Modibodi

    36.7%

    Held 1st. 22.2K estimated branded searches, 0% vs prior month. Share +0.4 points.

  2. 2.Libra

    29.9%

    Held 2nd. 18.1K estimated branded searches, 0% vs prior month. Share +0.3 points.

  3. 3.U by Kotex

    11.2%

    Held 3rd. 6.8K estimated branded searches, 0% vs prior month. Share +0.1 points.

  4. 4.Bonds

    6%

    Held 4th. 3.6K estimated branded searches, -18.2% vs prior month. Share -1.2 points.

  5. 5.Stayfree

    6%

    Held 5th. 3.6K estimated branded searches, 0% vs prior month. Share +0.1 points.

  6. 6.TOM Organic

    4%

    Held 6th. 2.4K estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Moxie

    2.2%

    Moved from 8th to 7th. 1.3K estimated branded searches, +30% vs prior month. Share +0.5 points.

  8. 8.Carefree

    1.5%

    Moved from 9th to 8th. 880 estimated branded searches, +22.2% vs prior month. Share +0.3 points.

  9. 9.Always

    1.2%

    Moved from 7th to 9th. 720 estimated branded searches, -28% vs prior month. Share -0.4 points.

  10. 10.Cottons

    0.79%

    Held 10th. 480 estimated branded searches, -18.6% vs prior month. Share -0.2 points.

  11. 11.Tsuno

    0.35%

    Moved from 12th to 11th. 210 estimated branded searches, +50% vs prior month. Share +0.1 points.

  12. 12.Thinx

    0.28%

    Moved from 11th to 12th. 170 estimated branded searches, -19% vs prior month. Share -0.1 points.

Compare popularity between Carefree and its closest rivals

Every comparison with Carefree

11 comparisons

How has branded search demand for Carefree changed in Australia over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Carefree in Australia rose from 720 to 880.
  • Across the 12 months ending September 2026, Carefree’s share of searches among period care brands in Australia held steady, from 1.2% to 1.5%.

How did search popularity change for Australia period care brands in September 2026?

6 changes

  1. In September 2026, Moxie overtook Always to rank 7th among period care brands in Australia, with 2.2% of the searches.

  2. In September 2026, Bonds lost share of searches among period care brands in Australia, from 7.2% to 6%.

  3. Always’ share of searches among period care brands in Australia has lost ground for 3 months in a row, from 2.2% to 1.2% in September 2026.

  4. In September 2026, Carefree rose from 9th to 8th among period care brands in Australia.

  5. In September 2026, Tsuno rose from 12th to 11th among period care brands in Australia.

  6. In September 2026, Thinx fell from 11th to 12th among period care brands in Australia.

How are Carefree’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Carefree’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • carefree tampons

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How the Brand Demand Index is measured

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