Brandwave

How popular isDettol?

In September 2026, people searched for Dettol by name about 6,470 times in New Zealand, a 32% increase from the previous year. These searches made up 41.7% of all New Zealand antiseptic brand searches, placing Dettol first out of four brands. When we asked both ChatGPT and Google AI Overviews about antiseptic brands, Dettol appeared in two of the five answers and was the fourth most recommended of the four.

Search and AI answers in September 2026

Dettol is the most searched of 4 competitors and the fourth most recommended in AI answers.

  1. DettolShare of searches 41.7%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  2. BetadineShare of searches 26.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. CrystadermShare of searches 25.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  4. SavlonShare of searches 6.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
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Top antiseptic brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Dettol was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Dettol is the fourth most recommended of the four.

Most recommended by AI

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

  1. Betadine1st
  2. Savlon2nd
  3. Crystaderm3rd
  4. Dettol4th

Mentioned by AI

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

  • Betadine5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Savlon4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Crystaderm3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Dettol2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about antiseptic brands

5 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Which antiseptic brands compete with Dettol?

Dettol against antiseptic brands in New Zealand, by month

Share of searches by month for Dettol, Betadine, Crystaderm, Savlon. The figures are in the table below the chart.

View monthly share of searches table
MonthDettolBetadineCrystadermSavlon
Oct 202534.9%29.3%28.2%7.7%
Nov 202534.9%29.5%28.1%7.5%
Dec 202533.5%29.8%28.7%8%
Jan 202636%25.6%30.4%8%
Feb 202635.2%29.3%28%7.4%
Mar 202635.1%26.3%30.5%8%
Apr 202635.4%29.2%27.9%7.6%
May 202636.3%29%27.1%7.6%
Jun 202638%26.5%28.9%6.6%
Jul 202640.6%27.7%25.8%5.9%
Aug 202641.7%26.6%24.9%6.8%
Sep 202641.7%26.6%25.1%6.6%

  1. 1.Dettol

    41.7%

    Held 1st. 4.8K estimated branded searches, -1% vs prior month. Share 0 points.

  2. 2.Betadine

    26.6%

    Held 2nd. 3.1K estimated branded searches, -1.3% vs prior month. Share -0.1 points.

  3. 3.Crystaderm

    25.1%

    Held 3rd. 2.9K estimated branded searches, 0% vs prior month. Share +0.3 points.

  4. 4.Savlon

    6.6%

    Held 4th. 760 estimated branded searches, -3.8% vs prior month. Share -0.2 points.

Compare popularity between Dettol and its closest rivals

Every comparison with Dettol

17 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Dettol in New Zealand rose from 4.9K to 6.5K.
  • Across the 12 months ending September 2026, Dettol’s share of searches among antiseptic brands in New Zealand increased from 34.9% to 41.7%.
  • Across the 12 months ending September 2026, Dettol’s share of searches among antiseptic brands in New Zealand peaked at 41.7% in September 2026 and was lowest at 33.5% in December 2025.

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

1 change

  1. Dettol’s share of searches among antiseptic brands in New Zealand has gained ground for 3 months in a row, from 38% to 41.7% in September 2026.

How are Dettol’s branded searches counted?

18 search terms

Brandwave collects information about searches that people make online using Dettol’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • dettol
  • dettol antibacterial
  • dettol antibacterial soap
  • dettol antiseptic
  • dettol antiseptic liquid
  • dettol body wash
  • dettol disinfectant
  • dettol hand wash
  • dettol handwash
  • dettol laundry liquid
  • dettol laundry sanitiser
  • dettol laundry sanitizer
  • dettol liquid
  • dettol sanitizer
  • dettol shower gel
  • dettol soap
  • dettol wash
  • dettol wipes

How the Brand Demand Index is measured

Who owns Dettol?

Dettol is owned by Reckitt. Brandwave also tracks Finish, Disprin, Gaviscon, Nurofen and Veet, owned by the same company, in New Zealand.

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

Where does Dettol compete?

Dettol is ranked in six competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Body wash and soap brands2nd of 729.1%Show ranking
Foaming hand wash brands2nd of 437.1%Show ranking
Antiseptic brands1st of 441.7%Shown above
Antiseptic spray brands1st of 345.6%Show ranking
Household cleaning brands1st of 1246.5%Show ranking
Antiseptic cream brands1st of 355.7%Show ranking
Creator with pink hair and a pink jacket

Is Dettol your brand?

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