Brandwave

Carefree vs TOM Organic:Which is more popular?

In September 2026, TOM Organic had more branded searches than Carefree among period care brands in Australia. TOM Organic had about 2,400 branded searches, while Carefree had 880. TOM Organic made up 4% of all period care brand searches we track, and Carefree accounted for 1.5%. When we asked ChatGPT and Google AI Overviews about period care brands, TOM Organic appeared in three of the five answers and Carefree in one. TOM Organic was mentioned before Carefree in every answer that named either.

Among period care brands in Australia in September 2026

Who do people search for more?

TOM Organic, about 3 searches for every 1 for Carefree

TOM Organic 2.4K searchesCarefree 880 searches

Who does AI mention more?

TOM Organic, mentioned in 3 of 5 answers, Carefree in 1

TOM Organic in 3 of 5Carefree in 1 of 5

Who does AI recommend more?

TOM Organic, named ahead of Carefree in 3 of 3 answers

TOM Organic first in 3Carefree never first

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Top period care brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, TOM Organic was mentioned in three out of five: in two of the three ChatGPT answers and in one of the 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. TOM Organic was listed before Carefree in every answer that named either.

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.

Is Carefree or TOM Organic more popular in search?

This chart shows how often people search Google for Carefree and TOM Organic 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.

Carefree and TOM Organic among period care brands in Australia, by month

Share of searches by month for TOM Organic, 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%

How has the Carefree and TOM Organic comparison changed over the last 12 months?

3 findings
  • TOM Organic was ahead of Carefree in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Carefree’s share of searches among period care brands in Australia moved from 1.2% to 1.5%, and its estimated monthly branded searches moved from 720 to 880.
  • Across the 12 months ending September 2026, TOM Organic’s share of searches among period care brands in Australia moved from 3.1% to 4%, and its estimated monthly branded searches moved from 1.9K to 2.4K.

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

2 changes

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

  2. Estimated monthly branded searches for TOM Organic in Australia rose 26.3% over 12 measured months, from 1.9K to 2.4K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Carefree’s and TOM Organic’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.

Carefree

1 branded search term

  • carefree tampons

TOM Organic

1 branded search term

  • tom organic

How the Brand Demand Index is measured

Other head-to-heads among period care brands

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