Ecover vs Fairy:Which is searched more?
In September 2026, Ecover had more branded searches than Fairy among washing powder brands worldwide. Ecover was estimated to have 27.1K branded searches compared to Fairy’s 4.4K, and held a 6.2% Share of Search versus Fairy’s 1%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Ecover or Fairy?
Compare the washing powder 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 Ecover, Fairy. The figures are in the table below the chart.
View monthly share of search table
| Month | Ariel | Persil | Gain | Ecover | Fairy | Omo |
|---|---|---|---|---|---|---|
| Oct 2025 | 38.4% | 36.4% | 16.8% | 7.3% | 0.97% | 0.13% |
| Nov 2025 | 34.9% | 40.4% | 15.3% | 8.1% | 1.1% | 0.12% |
| Dec 2025 | 37% | 36.7% | 17.8% | 7.4% | 0.98% | 0.16% |
| Jan 2026 | 36.6% | 37% | 16% | 9.1% | 1.2% | 0.13% |
| Feb 2026 | 32.4% | 41.8% | 16.3% | 8.4% | 0.91% | 0.15% |
| Mar 2026 | 32.2% | 44.5% | 14.9% | 7.3% | 0.97% | 0.16% |
| Apr 2026 | 34.3% | 41.6% | 14.7% | 8.3% | 0.91% | 0.15% |
| May 2026 | 38.1% | 38.5% | 14.6% | 7.7% | 0.84% | 0.17% |
| Jun 2026 | 40.1% | 35.1% | 16.7% | 7% | 0.94% | 0.15% |
| Jul 2026 | 45% | 32.2% | 15.4% | 6.5% | 0.86% | 0.14% |
| Aug 2026 | 38.3% | 37.9% | 16.4% | 6.2% | 1% | 0.17% |
| Sep 2026 | 38.3% | 37.9% | 16.4% | 6.2% | 1% | 0.2% |
How has the Ecover and Fairy comparison changed over the last 12 months?
3 findings
- Ecover was ahead of Fairy in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Ecover’s estimated Share of Search among washing powder brands worldwide moved from 7.3% to 6.2%, and its estimated monthly branded searches moved from 33.1K to 27.1K.
- Across the 12 months ending September 2026, Fairy’s estimated Share of Search among washing powder brands worldwide moved from 0.97% to 1%, and its estimated monthly branded searches held steady at 4.4K.
How did search popularity change for washing powder brands worldwide in September 2026?
1 change
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.
Other head-to-heads among washing powder brands
How each brand is measured
Brandwave collects information about searches that people make online using Ecover’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.
Put your own brand in this comparison
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