Fairy vs Omo:Which is searched more?
In September 2026, Fairy had more branded searches than Omo among washing powder brands worldwide. Fairy was estimated to have 4.4K branded searches compared to Omo’s 880, and held a 1% Share of Search versus Omo’s 0.2%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Fairy or Omo?
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 Fairy, Omo. 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 Fairy and Omo comparison changed over the last 12 months?
3 findings
- Fairy was ahead of Omo in every measured month of the 12 months ending September 2026.
- 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.
- Across the 12 months ending September 2026, Omo’s estimated Share of Search among washing powder brands worldwide moved from 0.13% to 0.2%, and its estimated monthly branded searches moved from 590 to 880.
How did search popularity change for washing powder brands worldwide in September 2026?
1 change
Estimated monthly branded searches for Omo worldwide rose 49.2% over 12 measured months, from 590 to 880 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 Fairy’s and Omo’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
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.