Brandwave

Stayfree vs TOM Organic:Which is more popular?

In September 2026, Stayfree had more branded searches than TOM Organic among period care brands in Australia. Stayfree had about 3,600 branded searches, while TOM Organic had 2,400. Stayfree made up 6% of all period care brand searches we track, and TOM Organic accounted for 4%. When we asked ChatGPT and Google AI Overviews about period care brands, TOM Organic appeared in three of the five answers and Stayfree in none.

Among period care brands in Australia in September 2026

Who do people search for more?

Stayfree, about 50% more searches than TOM Organic

Stayfree 3.6K searchesTOM Organic 2.4K searches

Who does AI mention more?

TOM Organic, mentioned in 3 of 5 answers, Stayfree in 0

TOM Organic in 3 of 5Stayfree in 0 of 5

Who does AI recommend more?

TOM Organic, the only one of the two named

TOM Organic first in 3Stayfree never named

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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. Stayfree 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. 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 Stayfree or TOM Organic more popular in search?

This chart shows how often people search Google for Stayfree 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.

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

Share of searches by month for Stayfree, TOM Organic. 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 Stayfree and TOM Organic comparison changed over the last 12 months?

3 findings
  • Stayfree was ahead of TOM Organic in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Stayfree’s share of searches among period care brands in Australia moved from 3.9% to 6%, and its estimated monthly branded searches moved from 2.4K to 3.6K.
  • 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. Estimated monthly branded searches for Stayfree in Australia rose 50% over 12 measured months, from 2.4K to 3.6K in September 2026.

  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 Stayfree’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.

Stayfree

1 branded search term

  • stayfree pads

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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