---
title: "Washing powder brands: Which are searched most?"
description: "Compare the washing powder brands people buy. Share of Search among Ariel, Persil, Gain, Ecover, Fairy and Omo, the washing powder brands Brandwave compares worldwide, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/global-en/categories/washing-powder-brands"
publisher: "Brandwave"
---

# Washing powder brands: Which are searched most?

Compare the washing powder brands people buy. Share of Search among Ariel, Persil, Gain, Ecover, Fairy and Omo, the washing powder brands Brandwave compares worldwide, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Washing powder brands
- **Market**: Global
- **Brands compared**: 6
- **Month measured**: Sep 2026
- **Highest Share of Search**: Ariel, 38.3%

## Which brand is most popular in search among washing powder brands worldwide?

- Ariel and Persil share the highest estimated Share of Search among washing powder brands worldwide, at 38.3% and 37.9% in September 2026.
- Across the 12 months ending September 2026, Persil’s estimated Share of Search among washing powder brands worldwide increased from 36.4% to 37.9%.
- Across the 12 months ending September 2026, Ecover’s estimated Share of Search among washing powder brands worldwide decreased from 7.3% to 6.2%.
- Across the 12 months ending September 2026, Ariel’s estimated Share of Search among washing powder brands worldwide peaked at 45% in July 2026 and was lowest at 32.2% in March 2026.
- Across the 12 months ending September 2026, Persil’s estimated Share of Search among washing powder brands worldwide peaked at 44.5% in March 2026 and was lowest at 32.2% in July 2026.
- Across the 12 months ending September 2026, Gain’s estimated Share of Search among washing powder brands worldwide peaked at 17.8% in December 2025 and was lowest at 14.6% in May 2026.
- Across the 12 months ending September 2026, Ecover’s estimated Share of Search among washing powder brands worldwide peaked at 9.1% in January 2026 and was lowest at 6.2% in September 2026.
- Across the 12 months ending September 2026, Ariel, Gain, Fairy and Omo held steady: their estimated Share of Search among washing powder brands worldwide each moved less than 0.5 percentage points.

## Compare search popularity between leading brands

- [Ariel vs Persil: compare search popularity](/demand/global-en/compare/ariel-vs-persil): 38.3% against 37.9% Share of Search.
- [Ariel vs Gain: compare search popularity](/demand/global-en/compare/ariel-vs-gain): 38.3% against 16.4% Share of Search.
- [Ariel vs Ecover: compare search popularity](/demand/global-en/compare/ariel-vs-ecover): 38.3% against 6.2% Share of Search.
- [Persil vs Gain: compare search popularity](/demand/global-en/compare/gain-vs-persil): 37.9% against 16.4% Share of Search.
- [Persil vs Ecover: compare search popularity](/demand/global-en/compare/ecover-vs-persil): 37.9% against 6.2% Share of Search.
- [Gain vs Ecover: compare search popularity](/demand/global-en/compare/ecover-vs-gain): 16.4% against 6.2% Share of Search.

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

- Ecover’s estimated Share of Search among washing powder brands worldwide has lost ground for 3 months in a row, from 7% to 6.2% in September 2026.
- Estimated monthly branded searches for Omo worldwide rose 49.2% over 12 measured months, from 590 to 880 in September 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Ariel | 38.3% | 167K | 0.0% | Ariel |
| 2 | Persil | 37.9% | 165K | 0.0% | Unilever |
| 3 | Gain | 16.4% | 71.5K | 0.0% | Gain |
| 4 | Ecover | 6.2% | 27.1K | 0.0% | Ecover |
| 5 | Fairy | 1% | 4.4K | 0.0% | Procter & Gamble |
| 6 | Omo | 0.2% | 880 | +22.2% | Unilever |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Ariel | 174K | 38.4% | 1 |
| Oct 2025 | Persil | 165K | 36.4% | 2 |
| Oct 2025 | Gain | 76.4K | 16.8% | 3 |
| Oct 2025 | Ecover | 33.1K | 7.3% | 4 |
| Oct 2025 | Fairy | 4.4K | 0.97% | 5 |
| Oct 2025 | Omo | 590 | 0.13% | 6 |
| Nov 2025 | Persil | 165K | 40.4% | 1 |
| Nov 2025 | Ariel | 143K | 34.9% | 2 |
| Nov 2025 | Gain | 62.5K | 15.3% | 3 |
| Nov 2025 | Ecover | 33.1K | 8.1% | 4 |
| Nov 2025 | Fairy | 4.4K | 1.1% | 5 |
| Nov 2025 | Omo | 480 | 0.12% | 6 |
| Dec 2025 | Ariel | 136K | 37% | 1 |
| Dec 2025 | Persil | 135K | 36.7% | 2 |
| Dec 2025 | Gain | 65.5K | 17.8% | 3 |
| Dec 2025 | Ecover | 27.1K | 7.4% | 4 |
| Dec 2025 | Fairy | 3.6K | 0.98% | 5 |
| Dec 2025 | Omo | 590 | 0.16% | 6 |
| Jan 2026 | Persil | 165K | 37% | 1 |
| Jan 2026 | Ariel | 163K | 36.6% | 2 |
| Jan 2026 | Gain | 71.5K | 16% | 3 |
| Jan 2026 | Ecover | 40.5K | 9.1% | 4 |
| Jan 2026 | Fairy | 5.4K | 1.2% | 5 |
| Jan 2026 | Omo | 590 | 0.13% | 6 |
| Feb 2026 | Persil | 165K | 41.8% | 1 |
| Feb 2026 | Ariel | 128K | 32.4% | 2 |
| Feb 2026 | Gain | 64.4K | 16.3% | 3 |
| Feb 2026 | Ecover | 33.1K | 8.4% | 4 |
| Feb 2026 | Fairy | 3.6K | 0.91% | 5 |
| Feb 2026 | Omo | 590 | 0.15% | 6 |
| Mar 2026 | Persil | 201K | 44.5% | 1 |
| Mar 2026 | Ariel | 145K | 32.2% | 2 |
| Mar 2026 | Gain | 67.4K | 14.9% | 3 |
| Mar 2026 | Ecover | 33.1K | 7.3% | 4 |
| Mar 2026 | Fairy | 4.4K | 0.97% | 5 |
| Mar 2026 | Omo | 720 | 0.16% | 6 |
| Apr 2026 | Persil | 165K | 41.6% | 1 |
| Apr 2026 | Ariel | 136K | 34.3% | 2 |
| Apr 2026 | Gain | 58.4K | 14.7% | 3 |
| Apr 2026 | Ecover | 33.1K | 8.3% | 4 |
| Apr 2026 | Fairy | 3.6K | 0.91% | 5 |
| Apr 2026 | Omo | 590 | 0.15% | 6 |
| May 2026 | Persil | 165K | 38.5% | 1 |
| May 2026 | Ariel | 163K | 38.1% | 2 |
| May 2026 | Gain | 62.5K | 14.6% | 3 |
| May 2026 | Ecover | 33.1K | 7.7% | 4 |
| May 2026 | Fairy | 3.6K | 0.84% | 5 |
| May 2026 | Omo | 720 | 0.17% | 6 |
| Jun 2026 | Ariel | 154K | 40.1% | 1 |
| Jun 2026 | Persil | 135K | 35.1% | 2 |
| Jun 2026 | Gain | 64.4K | 16.7% | 3 |
| Jun 2026 | Ecover | 27.1K | 7% | 4 |
| Jun 2026 | Fairy | 3.6K | 0.94% | 5 |
| Jun 2026 | Omo | 590 | 0.15% | 6 |
| Jul 2026 | Ariel | 189K | 45% | 1 |
| Jul 2026 | Persil | 135K | 32.2% | 2 |
| Jul 2026 | Gain | 64.4K | 15.4% | 3 |
| Jul 2026 | Ecover | 27.1K | 6.5% | 4 |
| Jul 2026 | Fairy | 3.6K | 0.86% | 5 |
| Jul 2026 | Omo | 590 | 0.14% | 6 |
| Aug 2026 | Ariel | 167K | 38.3% | 1 |
| Aug 2026 | Persil | 165K | 37.9% | 2 |
| Aug 2026 | Gain | 71.5K | 16.4% | 3 |
| Aug 2026 | Ecover | 27.1K | 6.2% | 4 |
| Aug 2026 | Fairy | 4.4K | 1% | 5 |
| Aug 2026 | Omo | 720 | 0.17% | 6 |
| Sep 2026 | Ariel | 167K | 38.3% | 1 |
| Sep 2026 | Persil | 165K | 37.9% | 2 |
| Sep 2026 | Gain | 71.5K | 16.4% | 3 |
| Sep 2026 | Ecover | 27.1K | 6.2% | 4 |
| Sep 2026 | Fairy | 4.4K | 1% | 5 |
| Sep 2026 | Omo | 880 | 0.2% | 6 |

## What is being compared

- **Ariel**: Measured on the search terms “ariel detergent”, “ariel laundry detergent”, “ariel pod” and “ariel powder”, summed into one figure.
- **Ecover**: Measured on the search term “ecover”.
- **Fairy**: Measured on the search term “fairy washing powder”.
- **Gain**: Measured on the search terms “gain detergent”, “gain detergent pod”, “gain laundry detergent” and “gain pod”, summed into one figure.
- **Omo**: Measured on the search term “omo laundry”.
- **Persil**: Measured on the search term “persil”.

- [Ariel](/demand/global-en/brands/ariel)
- [Ecover](/demand/global-en/brands/ecover)
- [Fairy](/demand/global-en/brands/fairy)
- [Gain](/demand/global-en/brands/gain)
- [Omo](/demand/global-en/brands/omo)
- [Persil](/demand/global-en/brands/persil)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among washing powder brands worldwide?

Ariel and Persil share the highest estimated Share of Search among washing powder brands worldwide, at 38.3% and 37.9% in September 2026. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Washing powder brands: Which are searched most?". https://gobrandwave.com/demand/global-en/categories/washing-powder-brands

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/washing-powder-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.