How popular isFairy in search?
In September 2026, there were an estimated 22.5K branded searches for Fairy worldwide which held steady over the last 12 months. Fairy holds 42.4% estimated Share of Search among dishwashing brands worldwide and is ranked 2nd of 3 competitors for search popularity. These are worldwide searches for English-language branded terms.
Finish52%- Fairy42.4%
Earth Choice5.6%
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Which dishwashing brands compete with Fairy?
Share of Search by month for Finish, Fairy, Earth Choice. The figures are in the table below the chart.
View monthly share of search table
| Month | Finish | Fairy | Earth Choice |
|---|---|---|---|
| Oct 2025 | 56.9% | 38% | 5% |
| Nov 2025 | 60.5% | 33% | 6.5% |
| Dec 2025 | 61.2% | 33.4% | 5.4% |
| Jan 2026 | 56.3% | 37.6% | 6% |
| Feb 2026 | 61.2% | 33.4% | 5.4% |
| Mar 2026 | 56.3% | 37.6% | 6% |
| Apr 2026 | 55.6% | 37.1% | 7.3% |
| May 2026 | 55.6% | 37.1% | 7.3% |
| Jun 2026 | 55.6% | 37.1% | 7.3% |
| Jul 2026 | 55.6% | 37.1% | 7.3% |
| Aug 2026 | 51.4% | 41.9% | 6.7% |
| Sep 2026 | 52% | 42.4% | 5.6% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 52% | 22.2K | 0% | +0.6 points | |
| 2, held 2nd | 42.4% | 18.1K | 0% | +0.5 points | |
| 3, held 3rd | 5.6% | 2.4K | -17.2% | -1.1 points |
Compare search popularity between Fairy and its closest rivals
How has branded search demand for Fairy changed worldwide over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Fairy worldwide held steady at 22.5K.
- Across the 12 months ending September 2026, Fairy’s estimated Share of Search among dishwashing brands worldwide increased from 38% to 42.4%.
- Across the 12 months ending September 2026, Fairy’s estimated Share of Search among dishwashing brands worldwide peaked at 42.4% in September 2026 and was lowest at 33% in November 2025.
How did search popularity change for dishwashing brands worldwide in September 2026?
2 changes
In September 2026, Finish gained estimated Share of Search among dishwashing brands worldwide, from 51.4% to 52%.
In September 2026, Earth Choice lost estimated Share of Search among dishwashing brands worldwide, from 6.7% to 5.6%.
Where does Fairy compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Washing powder brands | 5th of 6 | 1% | Show ranking |
| Dishwashing detergent brands | 4th of 6 | 7.3% | Show ranking |
| Dishwashing liquid brands | 3rd of 5 | 8.4% | Show ranking |
| Dishwashing brands | 2nd of 3 | 42.4% | Shown above |
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 these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.
2 branded search terms
- fairy liquid
- fairy washing powder
Who owns Fairy?
Fairy is owned by 
Procter & Gamble. Brandwave also tracks 
Native, 
Gillette, 
Head & Shoulders, 
Old Spice, 
Oral-B, 
Pampers, 
Pantene and 
Tide, owned by the same company, worldwide.
Do you work for Fairy? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is Fairy your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.