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 0.11% of all New Zealand household cleaning brand searches, placing Ajax tenth out of 12 brands. When we asked both ChatGPT and Google AI Overviews about household cleaning brands, Ajax did not appear in any of the answers.

Search and AI answers in September 2026

Ajax is the tenth most searched of 12 competitors and not listed in any AI answer.

  1. DettolShare of searches 46.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
  2. ecostoreShare of searches 23.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. JifShare of searches 10.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  4. JanolaShare of searches 8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. AjaxShare of searches 0.11%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+7 more

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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.

Most recommended by AI

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

  1. ecostore1st
  2. Earthwise2nd
  3. Jif3rd
  4. Dettol4th
  5. Selleys5th
  6. Janola–
  7. Morning Fresh–
  8. +2 more
  9. White King–
  10. Ajax–
  11. Pine O Cleen–

Mentioned by AI

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

  • ecostore5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Dettol4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Jif3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Earthwise3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Selleys3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Janola0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Morning Fresh0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Harpic0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Domex0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ajax0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about household cleaning brands

5 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 household cleaning brands compete with Ajax?

Ajax against household cleaning brands in New Zealand, by month

Share of searches by month for Dettol, ecostore, Jif, Janola, Earthwise, Morning Fresh, Ajax. The figures are in the table below the chart.

View monthly share of searches table
MonthDettolecostoreJifJanolaEarthwiseMorning FreshHarpicDomexWhite KingAjaxPine O CleenSelleys
Oct 202539.9%31.1%8.2%9.8%5.4%1.9%1.5%1.2%0.54%0.14%0.14%0.14%
Nov 202537.3%35.5%7.5%9%5%1.8%1.4%1.8%0.38%0.13%0.13%0.13%
Dec 202539.2%32.2%8.5%10.2%3.7%2%2%1.6%0.28%0.14%0.14%0.14%
Jan 202642.6%28.8%9%8.7%4%2.6%2.1%1.3%0.49%0.12%0.12%0.12%
Feb 202640.7%30.9%8.2%9.7%4.4%2.3%1.9%1.2%0.4%0.13%0.13%0.13%
Mar 202643.6%27.9%7.5%8.9%4.1%3.2%2.1%1.7%0.62%0.12%0.12%0.12%
Apr 202641.6%30.1%8.1%7.8%4.4%3.4%2.2%1.5%0.53%0.13%0.13%0.13%
May 202641.2%29%7.7%9.1%4.2%4.9%1.8%1.4%0.38%0.13%0.13%0.13%
Jun 202643%29.2%8.1%7.6%4.3%4.1%1.8%0.9%0.52%0.13%0.13%0.13%
Jul 202646%25%8.9%8.7%4%3.8%1.7%1.1%0.48%0.12%0.12%0.12%
Aug 202645.8%25.6%9.8%7.8%4.3%3.4%1.5%1.2%0.32%0.11%0.11%0%
Sep 202646.5%23.8%10.1%8%4.4%3.5%1.9%1.2%0.33%0.11%0.11%0.11%

  1. 1.Dettol

    46.5%

    Held 1st. 4.2K estimated branded searches, -1.2% vs prior month. Share +0.7 points.

  2. 2.ecostore

    23.8%

    Held 2nd. 2.1K estimated branded searches, -9.7% vs prior month. Share -1.9 points.

  3. 3.Jif

    10.1%

    Held 3rd. 910 estimated branded searches, 0% vs prior month. Share +0.3 points.

  4. 4.Janola

    8%

    Held 4th. 720 estimated branded searches, 0% vs prior month. Share +0.2 points.

  5. 5.Earthwise

    4.4%

    Held 5th. 400 estimated branded searches, 0% vs prior month. Share +0.1 points.

  6. 6.Morning Fresh

    3.5%

    Held 6th. 320 estimated branded searches, 0% vs prior month. Share +0.1 points.

  7. 7.Harpic

    1.9%

    Held 7th. 170 estimated branded searches, +21.4% vs prior month. Share +0.4 points.

  8. 8.Domex

    1.2%

    Held 8th. 110 estimated branded searches, 0% vs prior month. Share 0 points.

  9. 9.White King

    0.33%

    Held 9th. 30 estimated branded searches, 0% vs prior month. Share 0 points.

  10. 10.Ajax

    0.11%

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

  11. 11.Pine O Cleen

    0.11%

    Held 11th. 10 estimated branded searches, 0% vs prior month. Share 0 points.

  12. 12.Selleys

    0.11%

    Held 12th. 10 estimated branded searches, — vs prior month. Share +0.1 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 household cleaning brands in New Zealand held steady, from 0.14% to 0.11%.

How did search popularity change for New Zealand household cleaning brands in September 2026?

6 changes

  1. In September 2026, Dettol gained share of searches among household cleaning brands in New Zealand, from 45.8% to 46.5%.

  2. In September 2026, ecostore lost share of searches among household cleaning brands in New Zealand, from 25.6% to 23.8%.

  3. 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.

  4. Estimated monthly branded searches for Morning Fresh in New Zealand rose 128.6% over 12 measured months, from 140 to 320 in September 2026.

  5. Estimated monthly branded searches for Harpic in New Zealand rose 54.5% over 12 measured months, from 110 to 170 in September 2026.

  6. Estimated monthly branded searches for Domex in New Zealand rose 22.2% over 12 measured months, from 90 to 110 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%Shown above
Dishwashing liquid brands6th of 60.41%Show ranking
Creator with pink hair and a pink jacket

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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