How popular isFairy in search?

Q: Who owns Fairy?

Fairy is owned by Procter & Gamble. Brandwave also tracks Native, Braun, Gillette, Head & Shoulders, Oral-B, Pampers, Pantene and Tide, owned by the same company, worldwide.

In August 2026, there were an estimated 70 branded searches for Fairy worldwide which held steady over the last 11 months. Fairy holds <0.01% estimated Share of Search among dishwashing detergent brands worldwide and is ranked 6th of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

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Where does Fairy compete?

Fairy is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.

Competitor set	Rank	Share of Search	Ranking
Dishwashing detergent brands	6th of 6	<0.01%	Shown below
Dishwashing liquid brands	5th of 5	<0.01%	Show ranking

Which dishwashing detergent brands compete with Fairy?

Fairy against dishwashing detergent brands worldwide, by month

Month	Dawn	Cascade	Palmolive	Finish	Sunlight	Fairy
Oct 2025	67.1%	24.7%	6.1%	1.8%	0.3%	<0.01%
Nov 2025	67.1%	24.7%	6.1%	1.8%	0.24%	<0.01%
Dec 2025	67.9%	25%	5%	1.8%	0.24%	<0.01%
Jan 2026	63.6%	28.6%	5.8%	1.7%	0.23%	<0.01%
Feb 2026	67.9%	25%	5%	1.8%	0.24%	<0.01%
Mar 2026	67.1%	24.7%	6.1%	1.8%	0.24%	<0.01%
Apr 2026	63.8%	28.7%	5.8%	1.4%	0.23%	<0.01%
May 2026	59.2%	32.4%	6.5%	1.6%	0.26%	<0.01%
Jun 2026	59.2%	32.4%	6.5%	1.6%	0.26%	<0.01%
Jul 2026	59.3%	32.6%	6.5%	1.3%	0.26%	<0.01%
Aug 2026	60%	33%	5.4%	1.3%	0.22%	<0.01%
Sep 2026	—	—	—	—	—	—

Rank	Brand	Share of Search	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Dawn	60%	1M	0%	+0.7 points
2, held 2nd	Cascade	33%	550K	0%	+0.4 points
3, held 3rd	Palmolive	5.4%	90.5K	-17.7%	-1.1 points
4, held 4th	Finish Reckitt	1.3%	22.2K	0%	0 points
5, held 5th	Sunlight Unilever	0.22%	3.6K	-18.2%	0 points
6, held 6th	Fairy Procter & Gamble	<0.01%	70	+40%	0 points

1.Dawn
60%
Held 1st. 1M estimated branded searches, 0% vs prior month. Share +0.7 points.
2.Cascade
33%
Held 2nd. 550K estimated branded searches, 0% vs prior month. Share +0.4 points.
3.Palmolive
5.4%
Held 3rd. 90.5K estimated branded searches, -17.7% vs prior month. Share -1.1 points.
4.Finish
1.3%
Held 4th. 22.2K estimated branded searches, 0% vs prior month. Share 0 points.
5.Sunlight
0.22%
Held 5th. 3.6K estimated branded searches, -18.2% vs prior month. Share 0 points.
6.Fairy
<0.01%
Held 6th. 70 estimated branded searches, +40% vs prior month. Share 0 points.

Compare search popularity between Fairy and its closest rivals

How has branded search demand for Fairy changed worldwide over the last 12 months?

2 findings

Across the 11 months ending August 2026, estimated monthly branded searches for Fairy worldwide held steady at 70.
Across the 11 months ending August 2026, Fairy’s estimated Share of Search among dishwashing detergent brands worldwide held steady at <0.01%.

How did search popularity change for dishwashing detergent brands worldwide in August 2026?

5 changes

In August 2026, Dawn gained estimated Share of Search among dishwashing detergent brands worldwide, from 59.3% to 60%.
In August 2026, Palmolive lost estimated Share of Search among dishwashing detergent brands worldwide, from 6.5% to 5.4%.
Estimated monthly branded searches for Cascade worldwide rose 49.5% over 11 measured months, from 368K to 550K in August 2026.
Estimated monthly branded searches for Sunlight worldwide fell 18.2% over 11 measured months, from 4.4K to 3.6K in August 2026.
Estimated monthly branded searches for Finish worldwide fell 18.1% over 11 measured months, from 27.1K to 22.2K in August 2026.

How is Fairy measured?

Brandwave collects information about searches that people make online using Fairy’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

1 branded search term