Dilmah vs Madura:Which is more popular?
In September 2026, Madura had more branded searches than Dilmah among tea brands in Australia. Madura had about 2,400 branded searches, while Dilmah had 1,600. Madura made up 6.7% of all tea brand searches we track, and Dilmah accounted for 4.5%. When we asked ChatGPT and Google AI Overviews about tea brands, Dilmah appeared in all five answers and Madura in two. Dilmah was mentioned before Madura in four out of five answers.
Who do people search for more?
Madura, about 50% more searches than Dilmah
Who does AI mention more?
Dilmah, mentioned in every answer we collected
Who does AI recommend more?
Dilmah, named ahead of Madura in 4 of 5 answers
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Top tea brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Dilmah appeared in all five answers. Madura was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Dilmah was listed before Madura in four out of 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.
T25 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Dilmah5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Twinings3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Nerada3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Madura2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Madame Flavour2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Bushells2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Tetley2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Lipton1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about tea brands
5 answers
Asked ChatGPT
“What's the best tea brand in Australia?”
Asked ChatGPT
“Which black tea brand is best in Australia?”
Asked ChatGPT
“What are the best tea brands to buy at the supermarket in Australia?”
Searched Google, AI Overview
“tea brands”
Searched Google, AI Overview
“best tea”
Brands are shown in the order each answer named them. The survey took place in Australia on October 23, 2026.
Is Dilmah or Madura more popular in search?
This chart shows how often people search Google for Dilmah and Madura by name. Each line represents a brand's share of searches for all nine tea brands we track, month by month, from searches in Australia.
Share of searches by month for Madura, Dilmah. The figures are in the table below the chart.
View monthly share of searches table
| Month | T2 | Twinings | Madura | Lipton | Nerada | Dilmah | Madame Flavour | Bushells | Tetley |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 63.4% | 10.3% | 5.4% | 5.4% | 5.4% | 3.7% | 2.1% | 2.5% | 1.7% |
| Nov 2025 | 76.2% | 5.5% | 4.5% | 3.6% | 3.6% | 2.4% | 1.7% | 1.7% | 0.9% |
| Dec 2025 | 76.9% | 4.6% | 5.5% | 3.6% | 3.6% | 2.5% | 1.1% | 1.4% | 0.91% |
| Jan 2026 | 58.3% | 9.3% | 9.3% | 6.1% | 6.1% | 4.2% | 1.9% | 3.2% | 1.5% |
| Feb 2026 | 57.7% | 9.3% | 9.3% | 7.4% | 6.2% | 3.9% | 2.3% | 2.3% | 1.5% |
| Mar 2026 | 59.5% | 9.5% | 7.9% | 6.2% | 6.2% | 4.3% | 2.4% | 2.4% | 1.6% |
| Apr 2026 | 59.5% | 9.5% | 7.9% | 6.2% | 6.2% | 4.3% | 2.4% | 2.4% | 1.6% |
| May 2026 | 60.7% | 9.8% | 7.9% | 5.2% | 5.2% | 5.2% | 2.4% | 2% | 1.6% |
| Jun 2026 | 58.6% | 9.5% | 9.5% | 5% | 6.3% | 5% | 2.6% | 1.9% | 1.6% |
| Jul 2026 | 59.1% | 9.6% | 7.7% | 6.4% | 6.4% | 5.1% | 2.3% | 1.9% | 1.6% |
| Aug 2026 | 59.6% | 9.7% | 6.4% | 6.4% | 6.4% | 5.1% | 2.4% | 2.4% | 1.6% |
| Sep 2026 | 62% | 10.1% | 6.7% | 5.3% | 5.3% | 4.5% | 2.5% | 2% | 1.6% |
How has the Dilmah and Madura comparison changed over the last 12 months?
3 findings
- Madura was ahead of Dilmah in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Dilmah’s share of searches among tea brands in Australia moved from 3.7% to 4.5%, and its estimated monthly branded searches moved from 1.3K to 1.6K.
- Across the 12 months ending September 2026, Madura’s share of searches among tea brands in Australia moved from 5.4% to 6.7%, and its estimated monthly branded searches moved from 1.9K to 2.4K.
How did search popularity change for Australia tea brands in September 2026?
2 changes
In September 2026, Dilmah lost share of searches among tea brands in Australia, from 5.1% to 4.5%.
In September 2026, Madura rose from 4th to 3rd among tea brands in Australia.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Dilmah’s and Madura’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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