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 29.1% of all New Zealand body wash and soap brand searches, placing Dettol second out of seven brands. When we asked both ChatGPT and Google AI Overviews about body wash and soap brands, Dettol did not appear in any of the answers.

Search and AI answers in September 2026

Dettol is the second most searched of 7 competitors and not listed in any AI answer.

  1. DoveShare of searches 44.1%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  2. DettolShare of searches 29.1%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  3. PalmoliveShare of searches 14.8%Mentioned in 1 of 4 AI answersPlace in AI recommendations 3rd
  4. LuxShare of searches 5.3%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  5. ProtexShare of searches 4.2%Mentioned in 0 of 4 AI answersPlace in AI recommendations –

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Top body wash and soap brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Dettol 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. Dove1st
  2. QV Skincare2nd
  3. Palmolive3rd
  4. Dettol–
  5. Lux–
  6. Protex–
  7. Imperial Leather–

Mentioned by AI

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

  • Dove4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • QV Skincare3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Palmolive1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Dettol0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Lux0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Protex0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Imperial Leather0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about body wash and soap brands

4 answers

  • Asked ChatGPT

    “Which body wash or soap brand should I buy in New Zealand?”

    1. 1Dove
    2. 2QV Skincare
    3. 3Palmolive

  • Asked ChatGPT

    “What are the best body wash and soap brands in New Zealand?”

    1. 1Dove
    2. 2QV Skincare

  • Asked ChatGPT

    “What's the best body wash or soap brand in New Zealand for daily showering?”

    1. 1Dove
    2. 2QV Skincare

  • Searched Google, AI Overview

    “best body wash”

    1. 1Dove

  • Searched Google, AI Overview

    “hand wash nz”

    Google showed no AI Overview for this search.

Not named in any answer:

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

Which body wash and soap brands compete with Dettol?

Dettol against body wash and soap brands in New Zealand, by month

Share of searches by month for Dove, Dettol, Palmolive, Lux, Protex. The figures are in the table below the chart.

View monthly share of searches table
MonthDoveDettolPalmoliveLuxProtexImperial LeatherQV Skincare
Oct 202547%28.9%12.4%4.2%4.8%1.6%0.95%
Nov 202545.6%29.5%12.5%5.2%4.9%1.4%0.98%
Dec 202543.6%30.3%13.7%5.2%4.6%1.7%0.91%
Jan 202640.5%33.8%12.6%5.6%4.6%1.8%1.1%
Feb 202641.9%33.3%11.9%4.9%5.1%1.6%1.3%
Mar 202641.2%33.1%13.4%4.4%5.1%1.4%1.2%
Apr 202641.3%32%13.8%4.8%5.1%1.8%1.2%
May 202639.7%31.9%14.3%6.2%4.6%1.5%1.8%
Jun 202641.8%31.4%13%5.5%5.7%1.6%1.1%
Jul 202643.8%31.8%12.5%4.6%4.8%1.5%1.1%
Aug 202643%31.6%13.1%5.3%5%1.3%0.77%
Sep 202644.1%29.1%14.8%5.3%4.2%1.5%0.95%

  1. 1.Dove

    44.1%

    Held 1st. 8.8K estimated branded searches, +12.9% vs prior month. Share +1.1 points.

  2. 2.Dettol

    29.1%

    Held 2nd. 5.8K estimated branded searches, +1.7% vs prior month. Share -2.4 points.

  3. 3.Palmolive

    14.8%

    Held 3rd. 3K estimated branded searches, +25.2% vs prior month. Share +1.8 points.

  4. 4.Lux

    5.3%

    Held 4th. 1.1K estimated branded searches, +10.4% vs prior month. Share 0 points.

  5. 5.Protex

    4.2%

    Held 5th. 840 estimated branded searches, -8.7% vs prior month. Share -0.9 points.

  6. 6.Imperial Leather

    1.5%

    Held 6th. 300 estimated branded searches, +30.4% vs prior month. Share +0.2 points.

  7. 7.QV Skincare

    0.95%

    Held 7th. 190 estimated branded searches, +35.7% 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?

2 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 body wash and soap brands in New Zealand peaked at 33.8% in January 2026 and was lowest at 28.9% in October 2025.

How did search popularity change for New Zealand body wash and soap brands in September 2026?

6 changes

  1. In September 2026, Palmolive gained share of searches among body wash and soap brands in New Zealand, from 13.1% to 14.8%.

  2. In September 2026, Dove gained share of searches among body wash and soap brands in New Zealand, from 43% to 44.1%.

  3. In September 2026, Dettol lost share of searches among body wash and soap brands in New Zealand, from 31.6% to 29.1%.

  4. In September 2026, Protex lost share of searches among body wash and soap brands in New Zealand, from 5% to 4.2%.

  5. Estimated monthly branded searches for Lux in New Zealand rose 71% over 12 measured months, from 620 to 1.1K in September 2026.

  6. Estimated monthly branded searches for QV Skincare in New Zealand rose 35.7% over 12 measured months, from 140 to 190 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%Shown above
Foaming hand wash brands2nd of 437.1%Show ranking
Antiseptic brands1st of 441.7%Show ranking
Antiseptic spray brands1st of 345.6%Show ranking
Household cleaning brands1st of 1246.5%Show ranking
Antiseptic cream brands1st of 355.7%Show ranking
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