--- title: "Ajax: search popularity in New Zealand" description: "Ajax makes dishwashing liquid and cleaning products. 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/nz/brands/ajax" publisher: "Brandwave" --- # Ajax: search popularity in New Zealand Ajax makes dishwashing liquid and cleaning products. 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 - **Brand**: Ajax - **Owned by**: Colgate-Palmolive - **Market**: New Zealand - **Measured month**: Sep 2026 - **Share of Search among household cleaning brands**: 0.11% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Household cleaning brands | 10 | 0.11% | 10 | | Dishwashing liquid brands | 6 | 0.41% | 10 | - [Household cleaning brands](/demand/nz/categories/nz-household-cleaning-brands) - [Dishwashing liquid brands](/demand/nz/categories/nz-dish-soap-brands) ## Top household cleaning brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Ajax did not appear in any of the five answers. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | ecostore | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Earthwise | 2nd | 3 of 3 | 0 of 2 | 3 of 5 | | Jif | 3rd | 2 of 3 | 1 of 2 | 3 of 5 | | Dettol | 4th | 3 of 3 | 1 of 2 | 4 of 5 | | Selleys | 5th | 2 of 3 | 1 of 2 | 3 of 5 | | Janola | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Morning Fresh | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Harpic | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Domex | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | White King | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Ajax | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Pine O Cleen | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about household cleaning brands - Asked ChatGPT "Which household cleaning brand should I buy in New Zealand?": 1. Earthwise, 2. ecostore, 3. Selleys, 4. Dettol - Asked ChatGPT "What are the best household cleaning brands in New Zealand?": 1. ecostore, 2. Earthwise, 3. Jif, 4. Dettol, 5. Selleys - Asked ChatGPT "What's the best household cleaning brand in New Zealand for everyday cleaning?": 1. ecostore, 2. Jif, 3. Earthwise, 4. Dettol - Searched Google, AI Overview "best cleaning products": 1. ecostore, 2. Dettol, 3. Selleys, 4. Jif - Searched Google, AI Overview "home cleaning products": 1. ecostore Not named in any answer: Janola, Morning Fresh, Harpic, Domex, White King, Ajax and Pine O Cleen. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## How has branded search demand for Ajax changed in New Zealand over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Ajax in New Zealand held steady at 10. - Across the 12 months ending September 2026, Ajax’s share of searches among household cleaning brands in New Zealand held steady, from 0.14% to 0.11%. - Across the 12 months ending September 2026, Ajax’s share of searches among dishwashing liquid brands in New Zealand held steady, from 0.5% to 0.41%. ## How did search popularity change for New Zealand household cleaning brands in September 2026? - In September 2026, Dettol gained share of searches among household cleaning brands in New Zealand, from 45.8% to 46.5%. - In September 2026, ecostore lost share of searches among household cleaning brands in New Zealand, from 25.6% to 23.8%. - Jif’s share of searches among household cleaning brands in New Zealand has gained ground for 3 months in a row, from 8.1% to 10.1% in September 2026. - Estimated monthly branded searches for Morning Fresh in New Zealand rose 128.6% over 12 measured months, from 140 to 320 in September 2026. - Estimated monthly branded searches for Harpic in New Zealand rose 54.5% over 12 measured months, from 110 to 170 in September 2026. - Estimated monthly branded searches for Domex in New Zealand rose 22.2% over 12 measured months, from 90 to 110 in September 2026. ## How did search popularity change for New Zealand dishwashing liquid brands in September 2026? - In September 2026, Sunlight gained share of searches among dishwashing liquid brands in New Zealand, from 10.9% to 12%. - In September 2026, Fairy gained share of searches among dishwashing liquid brands in New Zealand, from 3.5% to 4.5%. - In September 2026, Morning Fresh gained share of searches among dishwashing liquid brands in New Zealand, from 12.5% to 13.2%. - In September 2026, Palmolive lost share of searches among dishwashing liquid brands in New Zealand, from 54.7% to 51.7%. - Estimated monthly branded searches for Earthwise in New Zealand fell 12% over 12 measured months, from 500 to 440 in September 2026. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Household cleaning brands | 10 | 0.14% | 10 | | Nov 2025 | Household cleaning brands | 10 | 0.13% | 10 | | Dec 2025 | Household cleaning brands | 10 | 0.14% | 10 | | Jan 2026 | Household cleaning brands | 10 | 0.12% | 10 | | Feb 2026 | Household cleaning brands | 10 | 0.13% | 10 | | Mar 2026 | Household cleaning brands | 10 | 0.12% | 10 | | Apr 2026 | Household cleaning brands | 10 | 0.13% | 10 | | May 2026 | Household cleaning brands | 10 | 0.13% | 10 | | Jun 2026 | Household cleaning brands | 10 | 0.13% | 10 | | Jul 2026 | Household cleaning brands | 10 | 0.12% | 10 | | Aug 2026 | Household cleaning brands | 10 | 0.11% | 10 | | Sep 2026 | Household cleaning brands | 10 | 0.11% | 10 | | Oct 2025 | Dishwashing liquid brands | 10 | 0.5% | 6 | | Nov 2025 | Dishwashing liquid brands | 10 | 0.57% | 6 | | Dec 2025 | Dishwashing liquid brands | 10 | 0.62% | 6 | | Jan 2026 | Dishwashing liquid brands | 10 | 0.53% | 6 | | Feb 2026 | Dishwashing liquid brands | 10 | 0.61% | 6 | | Mar 2026 | Dishwashing liquid brands | 10 | 0.5% | 6 | | Apr 2026 | Dishwashing liquid brands | 10 | 0.51% | 6 | | May 2026 | Dishwashing liquid brands | 10 | 0.48% | 6 | | Jun 2026 | Dishwashing liquid brands | 10 | 0.47% | 6 | | Jul 2026 | Dishwashing liquid brands | 10 | 0.4% | 6 | | Aug 2026 | Dishwashing liquid brands | 10 | 0.39% | 6 | | Sep 2026 | Dishwashing liquid brands | 10 | 0.41% | 6 | ## How are Ajax’s branded searches counted? Brandwave collects information about searches that people make online using Ajax’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading. - “ajax dish detergent” ## Which household cleaning brands compete with Ajax? - [Dettol](/demand/nz/brands/dettol) - [ecostore](/demand/nz/brands/ecostore) - [Jif](/demand/nz/brands/jif) - [Janola](/demand/nz/brands/janola) - [Earthwise](/demand/nz/brands/earthwise) - [Morning Fresh](/demand/nz/brands/morning-fresh) - [Harpic](/demand/nz/brands/harpic): Head-to-head: /demand/nz/compare/ajax-vs-harpic - [Domex](/demand/nz/brands/domex): Head-to-head: /demand/nz/compare/ajax-vs-domex - [White King](/demand/nz/brands/white-king): Head-to-head: /demand/nz/compare/ajax-vs-white-king - [Pine O Cleen](/demand/nz/brands/pine-o-cleen): Head-to-head: /demand/nz/compare/ajax-vs-pine-o-cleen - [Selleys](/demand/nz/brands/selleys): Head-to-head: /demand/nz/compare/ajax-vs-selleys ## Who owns Ajax? Ajax is owned by Colgate-Palmolive. Brandwave also tracks Dynamo, owned by the same company, in New Zealand. - [Colgate-Palmolive](/demand/nz/companies/colgate-palmolive): Owns 5 tracked brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Who owns Ajax? Ajax is owned by Colgate-Palmolive. Brandwave also tracks Dynamo, owned by the same company, in New Zealand. ## Cite this page Brandwave. "Ajax: search popularity in New Zealand". https://gobrandwave.com/demand/nz/brands/ajax This page is also available as HTML at https://gobrandwave.com/demand/nz/brands/ajax. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.