How popular isTide in search?

Q: Who owns Tide?

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

In September 2026, there were an estimated 170 branded searches for Tide worldwide which is up 240% over the last 12 months. Tide holds 0.04% estimated Share of Search among powder Detergent 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 powder Detergent brands compete with Tide?

Tide against powder Detergent brands worldwide, by month

Month	Gain	Miele	Arm and Hammer	Purex	Tide
Oct 2025	66.4%	20.4%	8.3%	4.9%	<0.01%
Nov 2025	61.2%	28.1%	6.2%	4.5%	<0.01%
Dec 2025	56.4%	31.5%	7%	5.1%	<0.01%
Jan 2026	59.6%	27.3%	7.6%	5.4%	0.03%
Feb 2026	58.1%	26.7%	8.9%	6.4%	0.02%
Mar 2026	53.8%	30.2%	10%	5.9%	0.02%
Apr 2026	56.9%	26.1%	10.6%	6.3%	0.03%
May 2026	56.9%	26.1%	10.6%	6.3%	0.03%
Jun 2026	56.8%	26%	10.9%	6.3%	0.05%
Jul 2026	57%	26.1%	10.6%	6.3%	0.03%
Aug 2026	53.8%	30.2%	10%	5.9%	0.04%
Sep 2026	57%	26.1%	10.6%	6.3%	0.04%

Rank	Brand	Share of Search	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Gain	57%	246K	0%	+3.1 points
2, held 2nd	Miele	26.1%	113K	-18.1%	-4 points
3, held 3rd	Arm and Hammer	10.6%	45.9K	0%	+0.6 points
4, held 4th	Purex	6.3%	27.1K	0%	+0.3 points
5, held 5th	Tide Procter & Gamble	0.04%	170	0%	0 points

1.Gain
57%
Held 1st. 246K estimated branded searches, 0% vs prior month. Share +3.1 points.
2.Miele
26.1%
Held 2nd. 113K estimated branded searches, -18.1% vs prior month. Share -4 points.
3.Arm and Hammer
10.6%
Held 3rd. 45.9K estimated branded searches, 0% vs prior month. Share +0.6 points.
4.Purex
6.3%
Held 4th. 27.1K estimated branded searches, 0% vs prior month. Share +0.3 points.
5.Tide
0.04%
Held 5th. 170 estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between Tide and its closest rivals

Every comparison with Tide

15 comparisons

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

2 findings

Across the 12 months ending September 2026, estimated monthly branded searches for Tide worldwide rose from 50 to 170.
Across the 12 months ending September 2026, Tide’s estimated Share of Search among powder Detergent brands worldwide held steady, from <0.01% to 0.04%.

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

4 changes

In September 2026, Gain gained estimated Share of Search among powder Detergent brands worldwide, from 53.8% to 57%.
In September 2026, Arm and Hammer gained estimated Share of Search among powder Detergent brands worldwide, from 10% to 10.6%.
In September 2026, Miele lost estimated Share of Search among powder Detergent brands worldwide, from 30.2% to 26.1%.
Estimated monthly branded searches for Tide worldwide rose 240% over 12 measured months, from 50 to 170 in September 2026.

Where does Tide compete?

Tide is ranked in five 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
Business bank account providers	5th of 5	<0.01%	Show ranking
Laundry detergent brands	6th of 6	0.02%	Show ranking
Laundry pod brands	5th of 5	0.02%	Show ranking
Detergent Pods brands	7th of 7	0.02%	Show ranking
Powder Detergent brands	5th of 5	0.04%	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