Brandwave

How popular isAjax?

In September 2026, people searched for Ajax by name about 10 times in New Zealand, about the same as the previous year. These searches made up 0.41% of all New Zealand dishwashing liquid brand searches, placing Ajax sixth out of six brands. When we asked both ChatGPT and Google AI Overviews about dishwashing liquid brands, Ajax did not appear in any of the answers.

Search and AI answers in September 2026

Ajax is the sixth most searched of 6 competitors and not listed in any AI answer.

  1. PalmoliveShare of searches 51.7%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
  2. EarthwiseShare of searches 18.2%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
  3. Morning FreshShare of searches 13.2%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st
  4. SunlightShare of searches 12%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  5. AjaxShare of searches 0.41%Mentioned in 0 of 4 AI answersPlace in AI recommendations –

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Top dishwashing liquid brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Ajax did not appear in any of the four answers.

Most recommended by AI

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

  1. Morning Fresh1st
  2. Palmolive2nd
  3. Earthwise3rd
  4. Fairy4th
  5. Sunlight–
  6. Ajax–

Mentioned by AI

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

  • Palmolive4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Earthwise3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Morning Fresh3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Fairy1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Sunlight0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Ajax0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about dishwashing liquid brands

4 answers

Not named in any answer:

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

Which dishwashing liquid brands compete with Ajax?

Ajax against dishwashing liquid brands in New Zealand, by month

Share of searches by month for Palmolive, Earthwise, Morning Fresh, Sunlight, Fairy, Ajax. The figures are in the table below the chart.

View monthly share of searches table
MonthPalmoliveEarthwiseMorning FreshSunlightFairyAjax
Oct 202549.3%24.9%7%13.9%4.5%0.5%
Nov 202547.1%25.3%8%16.1%2.9%0.57%
Dec 202550.6%18.5%8.6%17.3%4.3%0.62%
Jan 202648.7%19.6%11.1%15.3%4.8%0.53%
Feb 202646%21.5%10.4%14.7%6.7%0.61%
Mar 202650.2%18.4%12.9%13.4%4.5%0.5%
Apr 202651%18.7%13.1%12.1%4.5%0.51%
May 202649%17.6%18.6%11%3.3%0.48%
Jun 202650.5%17%15.1%13.7%3.3%0.47%
Jul 202651%15.4%12.6%13.8%6.7%0.4%
Aug 202654.7%18%12.5%10.9%3.5%0.39%
Sep 202651.7%18.2%13.2%12%4.5%0.41%

  1. 1.Palmolive

    51.7%

    Held 1st. 1.3K estimated branded searches, -10.7% vs prior month. Share -3 points.

  2. 2.Earthwise

    18.2%

    Held 2nd. 440 estimated branded searches, -4.3% vs prior month. Share +0.2 points.

  3. 3.Morning Fresh

    13.2%

    Held 3rd. 320 estimated branded searches, 0% vs prior month. Share +0.7 points.

  4. 4.Sunlight

    12%

    Held 4th. 290 estimated branded searches, +3.6% vs prior month. Share +1 points.

  5. 5.Fairy

    4.5%

    Held 5th. 110 estimated branded searches, +22.2% vs prior month. Share +1 points.

  6. 6.Ajax

    0.41%

    Held 6th. 10 estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Ajax and its closest rivals

How has branded search demand for Ajax changed in New Zealand over the last 12 months?

2 findings
  • 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 dishwashing liquid brands in New Zealand held steady, from 0.5% to 0.41%.

How did search popularity change for New Zealand dishwashing liquid brands in September 2026?

5 changes

  1. In September 2026, Sunlight gained share of searches among dishwashing liquid brands in New Zealand, from 10.9% to 12%.

  2. In September 2026, Fairy gained share of searches among dishwashing liquid brands in New Zealand, from 3.5% to 4.5%.

  3. In September 2026, Morning Fresh gained share of searches among dishwashing liquid brands in New Zealand, from 12.5% to 13.2%.

  4. In September 2026, Palmolive lost share of searches among dishwashing liquid brands in New Zealand, from 54.7% to 51.7%.

  5. Estimated monthly branded searches for Earthwise in New Zealand fell 12% over 12 measured months, from 500 to 440 in September 2026.

How are Ajax’s branded searches counted?

1 search term

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

How the Brand Demand Index is measured

Who owns Ajax?

Ajax is owned by Colgate-Palmolive. Brandwave also tracks Dynamo, owned by the same company, in New Zealand.

Do you work for Ajax? To request corrections or removal please contact us via our support page and we will be happy to assist.

Where does Ajax compete?

Ajax is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Household cleaning brands10th of 120.11%Show ranking
Dishwashing liquid brands6th of 60.41%Shown above
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Is Ajax your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

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