Brandwave

Depend vs NorthShore:Which is more popular?

In September 2026, Depend had more branded searches than NorthShore among incontinence brands worldwide. Depend had about 165,000 branded searches, while NorthShore had 2,900. Depend made up 37.3% of all incontinence brand searches we track, and NorthShore accounted for 0.65%. When we asked ChatGPT and Google AI Overviews about incontinence brands, Depend appeared in three of the five answers and NorthShore in two. Depend was mentioned before NorthShore in every answer.

Among incontinence brands worldwide in September 2026

Who do people search for more?

Depend, about 57 searches for every 1 for NorthShore

Depend 165K searchesNorthShore 2.9K searches

Who does AI mention more?

Depend, mentioned in 3 of 5 answers, NorthShore in 2

Depend in 3 of 5NorthShore in 2 of 5

Who does AI recommend more?

Depend, named ahead of NorthShore in every answer

Depend first in 3NorthShore never first

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Top incontinence brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Depend was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. NorthShore was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Depend was listed before NorthShore in every answer.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Depend1st
  2. Poise2nd
  3. TENA3rd
  4. NorthShore4th

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • TENA5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Poise4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Depend3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • NorthShore2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about incontinence brands

5 answers

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Is Depend or NorthShore more popular in search?

This chart shows how often people search Google for Depend and NorthShore by name. Each line represents a brand's share of searches for all four incontinence brands we track, month by month, from English-language searches worldwide.

Depend and NorthShore among incontinence brands worldwide, by month

Share of searches by month for Depend, NorthShore. The figures are in the table below the chart.

View monthly share of searches table
MonthDependTENAPoiseNorthShore
Oct 202534.4%41.9%22.9%0.75%
Nov 202534.4%41.9%22.9%0.75%
Dec 202537.2%37.2%24.8%0.81%
Jan 202633.1%33.1%33.1%0.72%
Feb 202639%39%21.4%0.68%
Mar 202637.2%37.2%24.8%0.81%
Apr 202638.9%38.9%21.3%0.85%
May 202639%39%21.4%0.68%
Jun 202639%39%21.4%0.68%
Jul 202638.9%38.9%21.3%0.85%
Aug 202635.9%43.7%19.7%0.78%
Sep 202637.3%37.3%24.8%0.65%

How has the Depend and NorthShore comparison changed over the last 12 months?

3 findings
  • Depend was ahead of NorthShore in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Depend’s share of searches among incontinence brands worldwide moved from 34.4% to 37.3%, and its estimated monthly branded searches held steady at 165K.
  • Across the 12 months ending September 2026, NorthShore’s share of searches among incontinence brands worldwide moved from 0.75% to 0.65%, and its estimated monthly branded searches moved from 3.6K to 2.9K.

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

2 changes

  1. In September 2026, Depend overtook TENA to become the leader among incontinence brands worldwide, with 37.3% of the searches.

  2. Estimated monthly branded searches for NorthShore worldwide fell 19.4% over 12 measured months, from 3.6K to 2.9K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Depend’s and NorthShore’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.

Depend

1 branded search term

  • depend

NorthShore

1 branded search term

  • northshore care

How the Brand Demand Index is measured

Other head-to-heads among incontinence brands

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