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 5% estimated Share of Search among washing powder brands worldwide and is ranked 5th 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 four 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
Washing powder brands	5th of 6	5%	Shown below
Dishwashing detergent brands	3rd of 6	8.9%	Show ranking
Dishwashing liquid brands	4th of 5	9.1%	Show ranking
Dishwashing brands	1st of 3	47.8%	Show ranking

Which washing powder brands compete with Fairy?

Fairy against washing powder brands worldwide, by month

Month	Ariel	Persil	Gain	Ecover	Fairy	Omo
Oct 2025	36.9%	35%	16.2%	7%	4.8%	0.13%
Nov 2025	33.7%	39%	14.8%	7.8%	4.5%	0.11%
Dec 2025	35.6%	35.3%	17.1%	7.1%	4.8%	0.15%
Jan 2026	35.2%	35.5%	15.4%	8.7%	5.1%	0.13%
Feb 2026	31.2%	40.3%	15.7%	8.1%	4.5%	0.14%
Mar 2026	30.9%	42.8%	14.3%	7%	4.8%	0.15%
Apr 2026	33.1%	40.1%	14.2%	8%	4.5%	0.14%
May 2026	36.9%	37.2%	14.1%	7.5%	4.2%	0.16%
Jun 2026	38.6%	33.8%	16.1%	6.8%	4.6%	0.15%
Jul 2026	43.4%	31.1%	14.8%	6.2%	4.2%	0.14%
Aug 2026	36.7%	36.4%	15.8%	6%	5%	0.16%
Sep 2026	36.7%	36.4%	15.8%	6%	5%	0.19%

Rank	Brand	Share of Search	Estimated monthly branded searches	vs prior month
1, held 1st	Ariel	36.7%	167K	0%
2, held 2nd	Persil Unilever	36.4%	165K	0%
3, held 3rd	Gain	15.8%	71.5K	0%
4, held 4th	Ecover	6%	27.1K	0%
5, held 5th	Fairy Procter & Gamble	5%	22.5K	0%
6, held 6th	Omo Unilever	0.19%	880	+22.2%

1.Ariel
36.7%
Held 1st. 167K estimated branded searches, 0% vs prior month. Share 0 points.
2.Persil
36.4%
Held 2nd. 165K estimated branded searches, 0% vs prior month. Share 0 points.
3.Gain
15.8%
Held 3rd. 71.5K estimated branded searches, 0% vs prior month. Share 0 points.
4.Ecover
6%
Held 4th. 27.1K estimated branded searches, 0% vs prior month. Share 0 points.
5.Fairy
5%
Held 5th. 22.5K estimated branded searches, 0% vs prior month. Share 0 points.
6.Omo
0.19%
Held 6th. 880 estimated branded searches, +22.2% vs prior month. Share 0 points.

Compare search popularity between Fairy and its closest rivals

Every comparison with Fairy

12 comparisons

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

2 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 washing powder brands worldwide held steady, from 4.8% to 5%.

How did search popularity change for washing powder brands worldwide in September 2026?

2 changes

Ecover’s estimated Share of Search among washing powder brands worldwide has lost ground for 3 months in a row, from 6.8% to 6% in September 2026.
Estimated monthly branded searches for Omo worldwide rose 49.2% over 12 measured months, from 590 to 880 in September 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 these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

2 branded search terms