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 liquid brands worldwide and is ranked 5th of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.

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Which dishwashing liquid brands compete with Fairy?

Fairy against dishwashing liquid brands worldwide, by month

Month	Dawn	Palmolive	Sunlight	Ajax	Fairy
Oct 2025	91.3%	8.3%	0.4%	<0.01%	<0.01%
Nov 2025	91.4%	8.3%	0.33%	<0.01%	<0.01%
Dec 2025	92.8%	6.9%	0.33%	<0.01%	<0.01%
Jan 2026	91.4%	8.3%	0.33%	<0.01%	<0.01%
Feb 2026	92.8%	6.9%	0.33%	<0.01%	<0.01%
Mar 2026	91.4%	8.3%	0.33%	<0.01%	<0.01%
Apr 2026	91.4%	8.3%	0.33%	<0.01%	<0.01%
May 2026	89.7%	9.9%	0.39%	<0.01%	<0.01%
Jun 2026	89.7%	9.9%	0.39%	<0.01%	<0.01%
Jul 2026	89.7%	9.9%	0.39%	<0.01%	<0.01%
Aug 2026	91.4%	8.3%	0.33%	<0.01%	<0.01%
Sep 2026	—	—	—	—	—

Rank	Brand	Share of Search	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Dawn	91.4%	1M	0%	+1.7 points
2, held 2nd	Palmolive	8.3%	90.5K	-17.7%	-1.6 points
3, held 3rd	Sunlight Unilever	0.33%	3.6K	-18.2%	-0.1 points
4, held 4th	Ajax	<0.01%	70	+40%	0 points
5, held 5th	Fairy Procter & Gamble	<0.01%	70	+40%	0 points

1.Dawn
91.4%
Held 1st. 1M estimated branded searches, 0% vs prior month. Share +1.7 points.
2.Palmolive
8.3%
Held 2nd. 90.5K estimated branded searches, -17.7% vs prior month. Share -1.6 points.
3.Sunlight
0.33%
Held 3rd. 3.6K estimated branded searches, -18.2% vs prior month. Share -0.1 points.
4.Ajax
<0.01%
Held 4th. 70 estimated branded searches, +40% vs prior month. Share 0 points.
5.Fairy
<0.01%
Held 5th. 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 fell from 4th to 5th among dishwashing liquid brands worldwide.

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

4 changes

In August 2026, Dawn gained estimated Share of Search among dishwashing liquid brands worldwide, from 89.7% to 91.4%.
In August 2026, Palmolive lost estimated Share of Search among dishwashing liquid brands worldwide, from 9.9% to 8.3%.
Estimated monthly branded searches for Ajax worldwide rose 40% over 11 measured months, from 50 to 70 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.

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%	Show ranking
Dishwashing liquid brands	5th of 5	<0.01%	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 this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

1 branded search term