Brandwave

How popular isAlways?

In September 2026, people searched for Always by name about 110 times in New Zealand, an 81.4% decrease from the previous year. These searches made up 1% of all New Zealand period care brand searches, placing Always eighth out of ten brands. When we asked both ChatGPT and Google AI Overviews about period care brands, Always appeared in one of the five answers and was the eighth most recommended of the ten.

Search and AI answers in September 2026

Always is the eighth most searched of 10 competitors and the eighth most recommended in AI answers.

  1. LibraShare of searches 28.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  2. U by KotexShare of searches 24.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  3. ModibodiShare of searches 19.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  4. AWWAShare of searches 8.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  5. AlwaysShare of searches 1%Mentioned in 1 of 5 AI answersPlace in AI recommendations 8th

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Top period care brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Always was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Always is the eighth most recommended of the ten.

Most recommended by AI

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

  1. Modibodi1st
  2. Libra2nd
  3. Confitex3rd
  4. AWWA4th
  5. U by Kotex5th
  6. TOM Organic6th
  7. Hello Period7th
  8. Always8th
  9. Stayfree–
  10. Thinx–

Mentioned by AI

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

  • Libra4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Modibodi4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • U by Kotex3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Confitex3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • AWWA2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • TOM Organic2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hello Period2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Always1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Stayfree0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Thinx0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about period care 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 period care brands compete with Always?

Always against period care brands in New Zealand, by month

Share of searches by month for Libra, U by Kotex, Modibodi, AWWA, TOM Organic, Stayfree, Hello Period, Always. The figures are in the table below the chart.

View monthly share of searches table
MonthLibraU by KotexModibodiAWWATOM OrganicStayfreeHello PeriodAlwaysConfitexThinx
Oct 202524.7%16.9%15.9%21.5%3.4%4.4%4.4%6.7%1.3%0.8%
Nov 202519.2%15.5%26.4%20.8%3.2%4%6.1%2.2%1.4%1.1%
Dec 202524.6%18.9%21.9%18.7%3.3%4%4.9%1.4%1.4%0.88%
Jan 202625%19.5%20%20.6%3.2%3.7%4.5%1.3%0.85%1.3%
Feb 202620.1%18.3%15%27%2.9%4%5%1.8%1.1%4.8%
Mar 202621.7%14.9%12.2%32.1%3%3.4%5.1%1.8%0.78%4.9%
Apr 202623.8%18.1%15.3%22.5%3.7%4%4.9%2.6%0.91%4.3%
May 202625.2%20%20.7%11.4%4.4%4%4.9%2.2%0.72%6.5%
Jun 202624.7%19.6%18.7%10.3%4%3.6%6.7%1.9%0.83%9.5%
Jul 202628.6%22.8%15.1%7.5%5.2%4.5%5.5%2%0.84%8%
Aug 202625.7%23.9%23.7%7.1%5.6%4.3%5.2%1.2%0.8%2.4%
Sep 202628.4%24.5%19.8%8.8%5.8%5.6%4.6%1%0.86%0.57%

  1. 1.Libra

    28.4%

    Held 1st. 3K estimated branded searches, +3.5% vs prior month. Share +2.7 points.

  2. 2.U by Kotex

    24.5%

    Held 2nd. 2.6K estimated branded searches, -4.1% vs prior month. Share +0.6 points.

  3. 3.Modibodi

    19.8%

    Held 3rd. 2.1K estimated branded searches, -21.8% vs prior month. Share -3.9 points.

  4. 4.AWWA

    8.8%

    Held 4th. 930 estimated branded searches, +16.3% vs prior month. Share +1.7 points.

  5. 5.TOM Organic

    5.8%

    Held 5th. 610 estimated branded searches, -3.2% vs prior month. Share +0.2 points.

  6. 6.Stayfree

    5.6%

    Moved from 7th to 6th. 590 estimated branded searches, +22.9% vs prior month. Share +1.3 points.

  7. 7.Hello Period

    4.6%

    Moved from 6th to 7th. 480 estimated branded searches, -18.6% vs prior month. Share -0.7 points.

  8. 8.Always

    1%

    Moved from 9th to 8th. 110 estimated branded searches, -21.4% vs prior month. Share -0.2 points.

  9. 9.Confitex

    0.86%

    Moved from 10th to 9th. 90 estimated branded searches, 0% vs prior month. Share +0.1 points.

  10. 10.Thinx

    0.57%

    Moved from 8th to 10th. 60 estimated branded searches, -77.8% vs prior month. Share -1.8 points.

Compare popularity between Always and its closest rivals

Every comparison with Always

9 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Always in New Zealand fell from 590 to 110.
  • Across the 12 months ending September 2026, Always’ share of searches among period care brands in New Zealand decreased from 6.7% to 1%.
  • Across the 12 months ending September 2026, Always fell from 5th to 8th among period care brands in New Zealand.

How did search popularity change for New Zealand period care brands in September 2026?

6 changes

  1. In September 2026, Stayfree overtook Hello Period to rank 6th among period care brands in New Zealand, with 5.6% of the searches.

  2. In September 2026, Libra gained share of searches among period care brands in New Zealand, from 25.7% to 28.4%.

  3. In September 2026, AWWA gained share of searches among period care brands in New Zealand, from 7.1% to 8.8%.

  4. In September 2026, U by Kotex gained share of searches among period care brands in New Zealand, from 23.9% to 24.5%.

  5. In September 2026, Modibodi lost share of searches among period care brands in New Zealand, from 23.7% to 19.8%.

  6. In September 2026, Thinx lost share of searches among period care brands in New Zealand, from 2.4% to 0.57%.

How are Always’ branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Always’ 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.

  • always pads

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How the Brand Demand Index is measured

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