How popular isTide in search?

In September 2026, there were an estimated 160K branded searches for Tide worldwide which held steady over the last 12 months. Tide holds 32% estimated Share of Search among detergent pods brands worldwide and is ranked 2nd of 7 competitors for search popularity. These are worldwide searches for English-language branded terms.

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Which detergent pods brands compete with Tide?

Tide against detergent pods brands worldwide, by month

Month	Persil	Tide	Gain	Arm and Hammer	Dropps	Finish	Cascade
Oct 2025	31.5%	30.4%	14.6%	8.8%	5.2%	5.2%	4.4%
Nov 2025	32.9%	31.8%	12.5%	7.5%	5.4%	5.4%	4.6%
Dec 2025	28.2%	33.4%	13.7%	7.8%	6.9%	5.7%	4.3%
Jan 2026	31.1%	32.2%	13.5%	7.3%	5.1%	5.1%	5.7%
Feb 2026	33.4%	32.3%	13%	7.6%	4.5%	5.5%	3.6%
Mar 2026	36.5%	31%	12.3%	8.3%	4%	4.9%	2.9%
Apr 2026	33.9%	32.8%	12%	9.4%	4.6%	4.6%	2.8%
May 2026	33.7%	32.6%	12.8%	9.4%	4.5%	4.5%	2.4%
Jun 2026	29.8%	33.2%	14.2%	10.4%	4.9%	4.9%	2.6%
Jul 2026	29.1%	34.4%	13.9%	9.9%	4.8%	4.8%	3.1%
Aug 2026	32.8%	31.7%	14.2%	9.1%	4.4%	4.4%	3.2%
Sep 2026	33.1%	32%	14.3%	9.2%	4.4%	4.4%	2.6%

Rank	Brand	Share of Search	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Persil Unilever	33.1%	165K	0%	+0.2 points
2, held 2nd	Tide Procter & Gamble	32%	160K	0%	+0.2 points
3, held 3rd	Gain	14.3%	71.5K	0%	+0.1 points
4, held 4th	Arm and Hammer	9.2%	45.9K	0%	+0.1 points
5, held 5th	Dropps	4.4%	22.2K	0%	0 points
6, held 6th	Finish Reckitt	4.4%	22.2K	0%	0 points
7, held 7th	Cascade	2.6%	12.8K	-21.3%	-0.7 points

1.Persil
33.1%
Held 1st. 165K estimated branded searches, 0% vs prior month. Share +0.2 points.
2.Tide
32%
Held 2nd. 160K estimated branded searches, 0% vs prior month. Share +0.2 points.
3.Gain
14.3%
Held 3rd. 71.5K estimated branded searches, 0% vs prior month. Share +0.1 points.
4.Arm and Hammer
9.2%
Held 4th. 45.9K estimated branded searches, 0% vs prior month. Share +0.1 points.
5.Dropps
4.4%
Held 5th. 22.2K estimated branded searches, 0% vs prior month. Share 0 points.
6.Finish
4.4%
Held 6th. 22.2K estimated branded searches, 0% vs prior month. Share 0 points.
7.Cascade
2.6%
Held 7th. 12.8K estimated branded searches, -21.3% vs prior month. Share -0.7 points.

Compare search popularity between Tide and its closest rivals

Every comparison with Tide

10 comparisons

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

3 findings

Across the 12 months ending September 2026, estimated monthly branded searches for Tide worldwide held steady at 160K.
Across the 12 months ending September 2026, Tide’s estimated Share of Search among detergent pods brands worldwide increased from 30.4% to 32%.
Across the 12 months ending September 2026, Tide’s estimated Share of Search among detergent pods brands worldwide peaked at 34.4% in July 2026 and was lowest at 30.4% in October 2025.

How did search popularity change for detergent pods brands worldwide in September 2026?

3 changes

In September 2026, Cascade lost estimated Share of Search among detergent pods brands worldwide, from 3.2% to 2.6%.
Estimated monthly branded searches for Dropps worldwide fell 18.1% over 12 measured months, from 27.1K to 22.2K in September 2026.
Estimated monthly branded searches for Finish worldwide fell 18.1% over 12 measured months, from 27.1K to 22.2K in September 2026.

Where does Tide compete?

Tide 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
Laundry detergent brands	3rd of 6	27%	Show ranking
Laundry pod brands	3rd of 5	28.3%	Show ranking
Detergent pods brands	2nd of 7	32%	Shown above
Powder detergent brands	1st of 4	52.5%	Show ranking

How is Tide measured?

Brandwave collects information about searches that people make online using Tide’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