Brandwave

How popular isDifflam?

In September 2026, people searched for Difflam by name about 5,930 times in New Zealand, a 77% increase from the previous year. These searches made up 26% of all New Zealand throat lozenge brand searches, placing Difflam third out of three brands. When we asked both ChatGPT and Google AI Overviews about throat lozenge brands, Difflam appeared in all answers and was the most recommended of the three.

Search and AI answers in September 2026

Difflam is the third most searched of 3 competitors and the most recommended in AI answers.

  1. StrepsilsShare of searches 43.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  2. BetadineShare of searches 30.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  3. DifflamShare of searches 26%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
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Top throat lozenge brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Difflam appeared in all five answers. Difflam is the most recommended of the three.

Most recommended by AI

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

  1. Difflam1st
  2. Strepsils2nd
  3. Betadine3rd

Mentioned by AI

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

  • Strepsils5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Difflam5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Betadine2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers

See every answer about throat lozenge brands

5 answers

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

Which throat lozenge brands compete with Difflam?

Difflam against throat lozenge brands in New Zealand, by month

Share of searches by month for Strepsils, Betadine, Difflam. The figures are in the table below the chart.

View monthly share of searches table
MonthStrepsilsBetadineDifflam
Oct 202538.8%41.7%19.5%
Nov 202531.5%49.6%19%
Dec 202531.1%49.8%19.1%
Jan 202631.5%52.2%16.4%
Feb 202635.3%48.3%16.3%
Mar 202643.8%38.3%17.9%
Apr 202635.7%46.5%17.8%
May 202642.5%37.1%20.4%
Jun 202645.1%32%22.9%
Jul 202644.8%31.5%23.7%
Aug 202651.9%24%24%
Sep 202643.7%30.4%26%

  1. 1.Strepsils

    43.7%

    Held 1st. 4.2K estimated branded searches, -33.4% vs prior month. Share -8.2 points.

  2. 2.Betadine

    30.4%

    Held 2nd. 2.9K estimated branded searches, 0% vs prior month. Share +6.3 points.

  3. 3.Difflam

    26%

    Held 3rd. 2.5K estimated branded searches, -14.5% vs prior month. Share +1.9 points.

Compare popularity between Difflam and its closest rivals

Every comparison with Difflam

8 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Difflam in New Zealand rose from 3.4K to 5.9K.
  • Across the 12 months ending September 2026, Difflam’s share of searches among throat lozenge brands in New Zealand increased from 19.5% to 26%.
  • Across the 12 months ending September 2026, Difflam’s share of searches among throat lozenge brands in New Zealand peaked at 26% in September 2026 and was lowest at 16.3% in February 2026.

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

3 changes

  1. In September 2026, Betadine gained share of searches among throat lozenge brands in New Zealand, from 24% to 30.4%.

  2. In September 2026, Difflam gained share of searches among throat lozenge brands in New Zealand, from 24% to 26%.

  3. In September 2026, Strepsils lost share of searches among throat lozenge brands in New Zealand, from 51.9% to 43.7%.

How are Difflam’s branded searches counted?

13 search terms

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

  • benzydamine difflam
  • difflam
  • difflam gargle
  • difflam lozenges
  • difflam mouth gel
  • difflam mouth rinse
  • difflam mouthwash
  • difflam oral rinse
  • difflam plus
  • difflam spray
  • difflam throat lozenges
  • difflam throat spray
  • difflamplus

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How the Brand Demand Index is measured

Where does Difflam compete?

Difflam 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
Cold and flu brands2nd of 818.6%Show ranking
Throat lozenge brands3rd of 326%Shown above
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