Ajax vs Fairy:Which is more popular by branded search?
In August 2026, Ajax and Fairy were level on Share of Search among dishwashing liquid brands worldwide, with an estimated 70 branded searches each, at <0.01% estimated Share of Search each. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Ajax or Fairy?
Compare the dishwashing liquid brands people buy. 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.
Share of Search by month for Ajax, Fairy. The figures are in the table below the chart.
View monthly share of search table
| Month | Dawn | Palmolive | Sunlight | Ajax | Fairy |
|---|---|---|---|---|---|
| Oct 2025 | 91.3% | 8.3% | 0.4% | <0.01% | <0.01% |
| Nov 2025 | 91.4% | 8.3% | 0.33% | <0.01% | <0.01% |
| Dec 2025 | 92.8% | 6.9% | 0.33% | <0.01% | <0.01% |
| Jan 2026 | 91.4% | 8.3% | 0.33% | <0.01% | <0.01% |
| Feb 2026 | 92.8% | 6.9% | 0.33% | <0.01% | <0.01% |
| Mar 2026 | 91.4% | 8.3% | 0.33% | <0.01% | <0.01% |
| Apr 2026 | 91.4% | 8.3% | 0.33% | <0.01% | <0.01% |
| May 2026 | 89.7% | 9.9% | 0.39% | <0.01% | <0.01% |
| Jun 2026 | 89.7% | 9.9% | 0.39% | <0.01% | <0.01% |
| Jul 2026 | 89.7% | 9.9% | 0.39% | <0.01% | <0.01% |
| Aug 2026 | 91.4% | 8.3% | 0.33% | <0.01% | <0.01% |
| Sep 2026 | — | — | — | — | — |
How has the Ajax and Fairy comparison changed over the last 12 months?
3 findings
- Ajax was ahead of Fairy in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Ajax’s estimated Share of Search among dishwashing liquid brands worldwide held steady at <0.01%, and its estimated monthly branded searches moved from 50 to 70.
- Across the 11 months ending August 2026, Fairy’s estimated Share of Search among dishwashing liquid brands worldwide held steady at <0.01%, and its estimated monthly branded searches held steady at 70.
How did search popularity change for dishwashing liquid brands worldwide in August 2026?
1 change
Estimated monthly branded searches for Ajax worldwide rose 40% over 11 measured months, from 50 to 70 in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Ajax’s and Fairy’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
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