How popular isTide in search?

Q: Who owns Tide?

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

In August 2026, there were an estimated 170 branded searches for Tide worldwide which is up 240% over the last 11 months. Tide holds 0.02% estimated Share of Search among laundry pod 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 laundry pod brands compete with Tide?

Tide against laundry pod brands worldwide, by month

Month	Ariel	Gain	Persil	Omo	Tide
Oct 2025	60.7%	27.1%	12.2%	0.04%	<0.01%
Nov 2025	55.8%	30.5%	13.7%	0.04%	<0.01%
Dec 2025	60.7%	27.1%	12.2%	0.05%	<0.01%
Jan 2026	68.2%	20.5%	11.2%	0.04%	<0.01%
Feb 2026	70.8%	17.4%	11.7%	0.04%	<0.01%
Mar 2026	64.8%	19.4%	15.8%	0.06%	<0.01%
Apr 2026	62%	22.7%	15.2%	0.05%	0.01%
May 2026	62%	22.7%	15.2%	0.07%	0.01%
Jun 2026	63.8%	23.3%	12.8%	0.06%	0.02%
Jul 2026	63.8%	23.3%	12.8%	0.06%	0.01%
Aug 2026	62%	22.7%	15.2%	0.07%	0.02%
Sep 2026	—	—	—	—	—

Rank	Brand	Share of Search	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Ariel	62%	673K	0%	-1.8 points
2, held 2nd	Gain	22.7%	246K	0%	-0.6 points
3, held 3rd	Persil Unilever	15.2%	165K	+22.2%	+2.4 points
4, held 4th	Omo Unilever	0.07%	720	+22%	0 points
5, held 5th	Tide Procter & Gamble	0.02%	170	+21.4%	0 points

1.Ariel
62%
Held 1st. 673K estimated branded searches, 0% vs prior month. Share -1.8 points.
2.Gain
22.7%
Held 2nd. 246K estimated branded searches, 0% vs prior month. Share -0.6 points.
3.Persil
15.2%
Held 3rd. 165K estimated branded searches, +22.2% vs prior month. Share +2.4 points.
4.Omo
0.07%
Held 4th. 720 estimated branded searches, +22% vs prior month. Share 0 points.
5.Tide
0.02%
Held 5th. 170 estimated branded searches, +21.4% vs prior month. Share 0 points.

Compare search popularity between Tide and its closest rivals

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

2 findings

Across the 11 months ending August 2026, estimated monthly branded searches for Tide worldwide rose from 50 to 170.
Across the 11 months ending August 2026, Tide’s estimated Share of Search among laundry pod brands worldwide held steady, from <0.01% to 0.02%.

How did search popularity change for laundry pod brands worldwide in August 2026?

5 changes

In August 2026, Persil gained estimated Share of Search among laundry pod brands worldwide, from 12.8% to 15.2%.
In August 2026, Ariel lost estimated Share of Search among laundry pod brands worldwide, from 63.8% to 62%.
In August 2026, Gain lost estimated Share of Search among laundry pod brands worldwide, from 23.3% to 22.7%.
Estimated monthly branded searches for Tide worldwide rose 240% over 11 measured months, from 50 to 170 in August 2026.
Estimated monthly branded searches for Omo worldwide rose 22% over 11 measured months, from 590 to 720 in August 2026.

Where does Tide compete?

Tide 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
Laundry detergent brands	6th of 6	0.02%	Show ranking
Laundry pod brands	5th of 5	0.02%	Shown above

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 this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

1 branded search term