Always vs Moxie:Which is more popular?
In September 2026, Moxie had more branded searches than Always among period care brands in Australia. Moxie had about 1,300 branded searches, while Always had 720. Moxie made up 2.2% of all period care brand searches we track, and Always accounted for 1.2%. When we asked ChatGPT and Google AI Overviews about period care brands, Always appeared in one of the five answers and Moxie in none.
Follow Always vs Moxie and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top period care brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Always was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Moxie 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.
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
Moxie0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about period care brands
5 answers
Asked ChatGPT
“What are the best pads and tampons in Australia?”
Asked ChatGPT
“Which period underwear brand is best in Australia?”
Asked ChatGPT
“What are the best organic tampon brands?”
Searched Google, AI Overview
“period underwear”
Searched Google, AI Overview
“tampons”
Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.
Is Always or Moxie more popular in search?
This chart shows how often people search Google for Always and Moxie by name. Each line represents a brand's share of searches for all 12 period care brands we track, month by month, from searches in Australia.
Share of searches by month for Moxie, Always. The figures are in the table below the chart.
View monthly share of searches table
| Month | Modibodi | Libra | U by Kotex | Bonds | Stayfree | TOM Organic | Moxie | Carefree | Always | Cottons | Tsuno | Thinx |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 44.4% | 24.2% | 8% | 7.2% | 3.9% | 3.1% | 0.79% | 1.2% | 5.9% | 0.52% | 0.34% | 0.43% |
| Nov 2025 | 58.8% | 17.6% | 7.1% | 6.4% | 2.8% | 2.3% | 0.7% | 0.86% | 2.3% | 0.46% | 0.25% | 0.38% |
| Dec 2025 | 50.9% | 22.7% | 8.6% | 6.8% | 3.6% | 2.4% | 0.9% | 1.1% | 1.7% | 0.6% | 0.21% | 0.49% |
| Jan 2026 | 53.8% | 19.7% | 8% | 7.1% | 3.9% | 2.6% | 0.96% | 1.2% | 1.4% | 0.63% | 0.28% | 0.52% |
| Feb 2026 | 45.7% | 24.9% | 9.5% | 7.4% | 3.3% | 3.3% | 0.99% | 1.2% | 2.1% | 0.8% | 0.35% | 0.43% |
| Mar 2026 | 37.1% | 30.3% | 10% | 7.4% | 4.9% | 3.3% | 1.2% | 1.5% | 2.7% | 0.8% | 0.35% | 0.43% |
| Apr 2026 | 38.4% | 25.6% | 12.7% | 7.6% | 5.1% | 3.4% | 1.3% | 1.5% | 2.8% | 0.83% | 0.36% | 0.45% |
| May 2026 | 34.2% | 28% | 13.8% | 8.3% | 5.5% | 3.6% | 1.4% | 1.4% | 2.5% | 0.74% | 0.4% | 0.4% |
| Jun 2026 | 38.3% | 25.5% | 12.6% | 7.6% | 6.2% | 3.3% | 1.2% | 1.5% | 2.2% | 0.83% | 0.29% | 0.36% |
| Jul 2026 | 29.3% | 35.9% | 12.6% | 7.1% | 5.8% | 3.1% | 1.4% | 1.4% | 2.1% | 0.78% | 0.27% | 0.27% |
| Aug 2026 | 36.3% | 29.6% | 11.1% | 7.2% | 5.9% | 3.9% | 1.6% | 1.2% | 1.6% | 0.96% | 0.23% | 0.34% |
| Sep 2026 | 36.7% | 29.9% | 11.2% | 6% | 6% | 4% | 2.2% | 1.5% | 1.2% | 0.79% | 0.35% | 0.28% |
How has the Always and Moxie comparison changed over the last 12 months?
3 findings
- The lead changed hands once in the 12 months ending September 2026: Moxie took it in September 2026.
- Across the 12 months ending September 2026, Always’ share of searches among period care brands in Australia moved from 5.9% to 1.2%, and its estimated monthly branded searches moved from 3.6K to 720.
- Across the 12 months ending September 2026, Moxie’s share of searches among period care brands in Australia moved from 0.79% to 2.2%, and its estimated monthly branded searches moved from 480 to 1.3K.
How did search popularity change for Australia period care brands in September 2026?
2 changes
In September 2026, Moxie overtook Always to rank 7th among period care brands in Australia, with 2.2% of the searches.
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.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Always’ and Moxie’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.
Other head-to-heads among period care brands
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.