Brandwave

TOM Organic vs U by Kotex:Which is more popular?

In September 2026, U by Kotex had more branded searches than TOM Organic among period care brands in Australia. U by Kotex had about 6,800 branded searches, while TOM Organic had 2,400. U by Kotex made up 11.2% 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 U by Kotex in two. U by Kotex was mentioned before TOM Organic in two out of three answers that named either.

Among period care brands in Australia in September 2026

Who do people search for more?

U by Kotex, about 3 searches for every 1 for TOM Organic

U by Kotex 6.8K searchesTOM Organic 2.4K searches

Who does AI mention more?

TOM Organic, mentioned in 3 of 5 answers, U by Kotex in 2

TOM Organic in 3 of 5U by Kotex in 2 of 5

Who does AI recommend more?

U by Kotex, named ahead of TOM Organic in 2 of 3 answers

U by Kotex first in 2TOM Organic first in 1

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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. U by Kotex was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. U by Kotex was listed before TOM Organic in two out of three answers 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 TOM Organic or U by Kotex more popular in search?

This chart shows how often people search Google for TOM Organic and U by Kotex 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.

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

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

3 findings

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

2 changes

  1. Estimated monthly branded searches for U by Kotex in Australia rose 38.8% over 12 measured months, from 4.9K to 6.8K 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?

3 search terms

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

TOM Organic

1 branded search term

  • tom organic

U by Kotex

2 branded search terms

  • kotex
  • u by kotex

How the Brand Demand Index is measured

Other head-to-heads among period care brands

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