Brandwave

How popular isDoulton?

In September 2026, people searched for Doulton by name about 8,100 times in Australia, about the same as the previous year. These searches made up 28.7% of all Australia water filter brand searches, placing Doulton first out of seven brands. When we asked both ChatGPT and Google AI Overviews about water filter brands, Doulton did not appear in any of the answers.

Search and AI answers in September 2026

Doulton is the most searched of 7 competitors and not listed in any AI answer.

  1. DoultonShare of searches 28.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. Zip WaterShare of searches 22.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. BritaShare of searches 15.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  4. PuretecShare of searches 15.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 1st
  5. BilliShare of searches 12.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+2 more

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Top water filter brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Doulton did not appear in any of the five answers.

Most recommended by AI

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

  1. Puretec1st
  2. Brita2nd
  3. Waterdrop3rd
  4. Doulton–
  5. Zip Water–
  6. Billi–
  7. Zen Water Systems–

Mentioned by AI

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

  • Brita4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Waterdrop4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Puretec2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Doulton0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Zip Water0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Billi0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Zen Water Systems0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about water filter brands

5 answers

  • Asked ChatGPT

    “Which water filter should I buy for my home in Australia?”

    1. 1Brita
    2. 2Waterdrop

  • Asked ChatGPT

    “What are the best water filter brands in Australia?”

    1. 1Puretec
    2. 2Brita
    3. 3Waterdrop

  • Asked ChatGPT

    “What's the best filtered water tap for a kitchen?”

    1. 1Puretec
    2. 2Waterdrop

  • Searched Google, AI Overview

    “water filter”

    1. 1Brita
    2. 2Waterdrop

  • Searched Google, AI Overview

    “water filter jug”

    1. 1Brita

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 water filter brands compete with Doulton?

Doulton against water filter brands in Australia, by month

Share of searches by month for Doulton, Zip Water, Brita, Puretec, Billi, Waterdrop, Zen Water Systems. The figures are in the table below the chart.

View monthly share of searches table
MonthDoultonZip WaterBritaPuretecBilliWaterdropZen Water Systems
Oct 202527.2%22.9%18.2%14.8%12.1%2.4%2.4%
Nov 202532.5%26.4%14.5%11.8%9.7%2.4%2.7%
Dec 202542.9%17.4%15.7%10.4%8.4%2.6%2.6%
Jan 202631%18.8%16.9%16.9%11.3%2.8%2.3%
Feb 202624.8%22.6%16.5%16.5%13.5%3.8%2.2%
Mar 202628%23.5%15.2%15.2%12.5%3%2.5%
Apr 202628.4%22.1%15.4%15.4%12.6%3.5%2.5%
May 202628.7%22.3%15.6%15.6%12.7%3.1%2.1%
Jun 202624.7%23.5%16.4%16.4%13.4%3.3%2.2%
Jul 202632.9%21%14.6%14.6%12%2.9%2%
Aug 202636.9%20.8%13.4%13.4%11%2.7%1.8%
Sep 202628.7%22.3%15.6%15.6%12.7%3.1%2.1%

  1. 1.Doulton

    28.7%

    Held 1st. 8.1K estimated branded searches, -33.1% vs prior month. Share -8.3 points.

  2. 2.Zip Water

    22.3%

    Held 2nd. 6.3K estimated branded searches, -7.4% vs prior month. Share +1.5 points.

  3. 3.Brita

    15.6%

    Held 3rd. 4.4K estimated branded searches, 0% vs prior month. Share +2.1 points.

  4. 4.Puretec

    15.6%

    Held 4th. 4.4K estimated branded searches, 0% vs prior month. Share +2.1 points.

  5. 5.Billi

    12.7%

    Held 5th. 3.6K estimated branded searches, 0% vs prior month. Share +1.7 points.

  6. 6.Waterdrop

    3.1%

    Held 6th. 880 estimated branded searches, 0% vs prior month. Share +0.4 points.

  7. 7.Zen Water Systems

    2.1%

    Held 7th. 590 estimated branded searches, 0% vs prior month. Share +0.3 points.

Compare popularity between Doulton and its closest rivals

Every comparison with Doulton

6 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Doulton in Australia held steady at 8.1K.
  • Across the 12 months ending September 2026, Doulton’s share of searches among water filter brands in Australia increased from 27.2% to 28.7%.
  • Across the 12 months ending September 2026, Doulton’s share of searches among water filter brands in Australia peaked at 42.9% in December 2025 and was lowest at 24.7% in June 2026.

How did search popularity change for Australia water filter brands in September 2026?

6 changes

  1. In September 2026, Brita gained share of searches among water filter brands in Australia, from 13.4% to 15.6%.

  2. In September 2026, Puretec gained share of searches among water filter brands in Australia, from 13.4% to 15.6%.

  3. In September 2026, Billi gained share of searches among water filter brands in Australia, from 11% to 12.7%.

  4. In September 2026, Zip Water gained share of searches among water filter brands in Australia, from 20.8% to 22.3%.

  5. In September 2026, Doulton lost share of searches among water filter brands in Australia, from 36.9% to 28.7%.

  6. Estimated monthly branded searches for Waterdrop in Australia rose 22.2% over 12 measured months, from 720 to 880 in September 2026.

How are Doulton’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Doulton’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.

  • doulton

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How the Brand Demand Index is measured

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