Brita vs Doulton:Which is more popular?
In September 2026, Doulton had more branded searches than Brita among water filter brands in Australia. Doulton had about 8,100 branded searches, while Brita had 4,400. Doulton made up 28.7% of all water filter brand searches we track, and Brita accounted for 15.6%. When we asked ChatGPT and Google AI Overviews about water filter brands, Brita appeared in four of the five answers and Doulton in none.
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Top water filter brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Brita was mentioned in four out of five: in two of the three ChatGPT answers and in both 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.
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?”
Asked ChatGPT
“What are the best water filter brands in Australia?”
Asked ChatGPT
“What's the best filtered water tap for a kitchen?”
Searched Google, AI Overview
“water filter”
Searched Google, AI Overview
“water filter jug”
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.
Is Brita or Doulton more popular in search?
This chart shows how often people search Google for Brita and Doulton by name. Each line represents a brand's share of searches for all seven water filter brands we track, month by month, from searches in Australia.
Share of searches by month for Doulton, Brita. The figures are in the table below the chart.
View monthly share of searches table
| Month | Doulton | Zip Water | Brita | Puretec | Billi | Waterdrop | Zen Water Systems |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 27.2% | 22.9% | 18.2% | 14.8% | 12.1% | 2.4% | 2.4% |
| Nov 2025 | 32.5% | 26.4% | 14.5% | 11.8% | 9.7% | 2.4% | 2.7% |
| Dec 2025 | 42.9% | 17.4% | 15.7% | 10.4% | 8.4% | 2.6% | 2.6% |
| Jan 2026 | 31% | 18.8% | 16.9% | 16.9% | 11.3% | 2.8% | 2.3% |
| Feb 2026 | 24.8% | 22.6% | 16.5% | 16.5% | 13.5% | 3.8% | 2.2% |
| Mar 2026 | 28% | 23.5% | 15.2% | 15.2% | 12.5% | 3% | 2.5% |
| Apr 2026 | 28.4% | 22.1% | 15.4% | 15.4% | 12.6% | 3.5% | 2.5% |
| May 2026 | 28.7% | 22.3% | 15.6% | 15.6% | 12.7% | 3.1% | 2.1% |
| Jun 2026 | 24.7% | 23.5% | 16.4% | 16.4% | 13.4% | 3.3% | 2.2% |
| Jul 2026 | 32.9% | 21% | 14.6% | 14.6% | 12% | 2.9% | 2% |
| Aug 2026 | 36.9% | 20.8% | 13.4% | 13.4% | 11% | 2.7% | 1.8% |
| Sep 2026 | 28.7% | 22.3% | 15.6% | 15.6% | 12.7% | 3.1% | 2.1% |
How has the Brita and Doulton comparison changed over the last 12 months?
3 findings
- Doulton was ahead of Brita in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Brita’s share of searches among water filter brands in Australia moved from 18.2% to 15.6%, and its estimated monthly branded searches moved from 5.4K to 4.4K.
- Across the 12 months ending September 2026, Doulton’s share of searches among water filter brands in Australia moved from 27.2% to 28.7%, and its estimated monthly branded searches held steady at 8.1K.
How did search popularity change for Australia water filter brands in September 2026?
2 changes
In September 2026, Brita gained share of searches among water filter brands in Australia, from 13.4% to 15.6%.
In September 2026, Doulton lost share of searches among water filter brands in Australia, from 36.9% to 28.7%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Brita’s and Doulton’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.
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