Brandwave

How popular isEarthwise?

In September 2026, people searched for Earthwise by name about 1,320 times in New Zealand, about the same as the previous year. These searches made up 18.2% of all New Zealand dishwashing liquid brand searches, placing Earthwise second out of six brands. When we asked both ChatGPT and Google AI Overviews about dishwashing liquid brands, Earthwise appeared in three of the four answers and was the third most recommended of the six.

Search and AI answers in September 2026

Earthwise is the second most searched of 6 competitors and the third most recommended in AI answers.

  1. PalmoliveShare of searches 51.7%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
  2. EarthwiseShare of searches 18.2%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
  3. Morning FreshShare of searches 13.2%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st
  4. SunlightShare of searches 12%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  5. FairyShare of searches 4.5%Mentioned in 1 of 4 AI answersPlace in AI recommendations 4th

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Top dishwashing liquid brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Earthwise was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Earthwise is the third most recommended of the six.

Most recommended by AI

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

  1. Morning Fresh1st
  2. Palmolive2nd
  3. Earthwise3rd
  4. Fairy4th
  5. Sunlight–
  6. Ajax–

Mentioned by AI

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

  • Palmolive4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Earthwise3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Morning Fresh3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Fairy1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Sunlight0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Ajax0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about dishwashing liquid brands

4 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 dishwashing liquid brands compete with Earthwise?

Earthwise against dishwashing liquid brands in New Zealand, by month

Share of searches by month for Palmolive, Earthwise, Morning Fresh, Sunlight, Fairy. The figures are in the table below the chart.

View monthly share of searches table
MonthPalmoliveEarthwiseMorning FreshSunlightFairyAjax
Oct 202549.3%24.9%7%13.9%4.5%0.5%
Nov 202547.1%25.3%8%16.1%2.9%0.57%
Dec 202550.6%18.5%8.6%17.3%4.3%0.62%
Jan 202648.7%19.6%11.1%15.3%4.8%0.53%
Feb 202646%21.5%10.4%14.7%6.7%0.61%
Mar 202650.2%18.4%12.9%13.4%4.5%0.5%
Apr 202651%18.7%13.1%12.1%4.5%0.51%
May 202649%17.6%18.6%11%3.3%0.48%
Jun 202650.5%17%15.1%13.7%3.3%0.47%
Jul 202651%15.4%12.6%13.8%6.7%0.4%
Aug 202654.7%18%12.5%10.9%3.5%0.39%
Sep 202651.7%18.2%13.2%12%4.5%0.41%

  1. 1.Palmolive

    51.7%

    Held 1st. 1.3K estimated branded searches, -10.7% vs prior month. Share -3 points.

  2. 2.Earthwise

    18.2%

    Held 2nd. 440 estimated branded searches, -4.3% vs prior month. Share +0.2 points.

  3. 3.Morning Fresh

    13.2%

    Held 3rd. 320 estimated branded searches, 0% vs prior month. Share +0.7 points.

  4. 4.Sunlight

    12%

    Held 4th. 290 estimated branded searches, +3.6% vs prior month. Share +1 points.

  5. 5.Fairy

    4.5%

    Held 5th. 110 estimated branded searches, +22.2% vs prior month. Share +1 points.

  6. 6.Ajax

    0.41%

    Held 6th. 10 estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Earthwise and its closest rivals

Every comparison with Earthwise

16 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Earthwise in New Zealand held steady at 1.3K.
  • Across the 12 months ending September 2026, Earthwise’s share of searches among dishwashing liquid brands in New Zealand decreased from 24.9% to 18.2%.
  • Across the 12 months ending September 2026, Earthwise’s share of searches among dishwashing liquid brands in New Zealand peaked at 25.3% in November 2025 and was lowest at 15.4% in July 2026.

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

5 changes

  1. In September 2026, Sunlight gained share of searches among dishwashing liquid brands in New Zealand, from 10.9% to 12%.

  2. In September 2026, Fairy gained share of searches among dishwashing liquid brands in New Zealand, from 3.5% to 4.5%.

  3. In September 2026, Morning Fresh gained share of searches among dishwashing liquid brands in New Zealand, from 12.5% to 13.2%.

  4. In September 2026, Palmolive lost share of searches among dishwashing liquid brands in New Zealand, from 54.7% to 51.7%.

  5. Estimated monthly branded searches for Earthwise in New Zealand fell 12% over 12 measured months, from 500 to 440 in September 2026.

How are Earthwise’s branded searches counted?

6 search terms

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

  • earthwise
  • earthwise cleaning
  • earthwise detergent
  • earthwise dishwashing liquid
  • earthwise laundry liquid
  • earthwise laundry powder

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

How the Brand Demand Index is measured

Where does Earthwise compete?

Earthwise is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Laundry detergent brands3rd of 810.4%Show ranking
Household cleaning brands5th of 124.4%Show ranking
Dishwashing liquid brands2nd of 618.2%Shown above
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