Brandwave

How popular isFairy?

In September 2026, people searched for Fairy by name about 220 times in New Zealand, a 15.4% decrease from the previous year. These searches made up 2.7% of all New Zealand dishwashing brand searches, placing Fairy fifth out of six brands. When we asked both ChatGPT and Google AI Overviews about dishwashing brands, Fairy appeared in two of the five answers and was the sixth most recommended of the six.

Search and AI answers in September 2026

Fairy is the fifth most searched of 6 competitors and the sixth most recommended in AI answers.

  1. ecostoreShare of searches 46.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  2. FinishShare of searches 37.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  3. PalmoliveShare of searches 8.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  4. Morning FreshShare of searches 4.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  5. FairyShare of searches 2.7%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th

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Top dishwashing brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Fairy was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Fairy is the sixth 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. ecostore2nd
  3. Finish3rd
  4. Earth Choice4th
  5. Palmolive5th
  6. Fairy6th

Mentioned by AI

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

  • ecostore4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Finish3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Palmolive3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Morning Fresh3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Fairy2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Earth Choice2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about dishwashing 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 dishwashing brands compete with Fairy?

Fairy against dishwashing brands in New Zealand, by month

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

View monthly share of searches table
MonthecostoreFinishPalmoliveMorning FreshFairyEarth Choice
Oct 202550.2%35.7%7.8%2.1%3.8%0.31%
Nov 202558%30.6%6.5%2.1%2.6%0.3%
Dec 202552.7%33.5%7.5%2.5%3.3%0.53%
Jan 202650.4%34.4%7.7%3.1%3.9%0.44%
Feb 202647.3%39.6%6.4%2.5%3.7%0.45%
Mar 202641.7%44.7%7%3.4%2.8%0.39%
Apr 202647.1%37.7%7.4%3.6%3.5%0.7%
May 202645.7%38.4%7.5%5.3%2.6%0.54%
Jun 202649.4%34.6%8.5%4.6%2.4%0.43%
Jul 202643.7%37.4%10.6%4.2%3.5%0.65%
Aug 202646.1%37.1%9.9%3.9%2.6%0.37%
Sep 202646.5%37.5%8.5%4.1%2.7%0.64%

  1. 1.ecostore

    46.5%

    Held 1st. 3.6K estimated branded searches, -4.2% vs prior month. Share +0.4 points.

  2. 2.Finish

    37.5%

    Held 2nd. 2.9K estimated branded searches, -4% vs prior month. Share +0.4 points.

  3. 3.Palmolive

    8.5%

    Held 3rd. 660 estimated branded searches, -18.5% vs prior month. Share -1.4 points.

  4. 4.Morning Fresh

    4.1%

    Held 4th. 320 estimated branded searches, 0% vs prior month. Share +0.2 points.

  5. 5.Fairy

    2.7%

    Held 5th. 210 estimated branded searches, 0% vs prior month. Share +0.1 points.

  6. 6.Earth Choice

    0.64%

    Held 6th. 50 estimated branded searches, +66.7% vs prior month. Share +0.3 points.

Compare popularity between Fairy and its closest rivals

Every comparison with Fairy

6 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Fairy in New Zealand fell from 260 to 220.
  • Across the 12 months ending September 2026, Fairy’s share of searches among dishwashing brands in New Zealand decreased from 3.8% to 2.7%.
  • Across the 12 months ending September 2026, Fairy’s share of searches among dishwashing brands in New Zealand peaked at 3.9% in January 2026 and was lowest at 2.4% in June 2026.
  • Across the 12 months ending September 2026, Fairy fell from 4th to 5th among dishwashing brands in New Zealand.

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

6 changes

  1. In September 2026, Palmolive lost share of searches among dishwashing brands in New Zealand, from 9.9% to 8.5%.

  2. Estimated monthly branded searches for Earth Choice in New Zealand rose 150% over 12 measured months, from 20 to 50 in September 2026.

  3. Estimated monthly branded searches for Morning Fresh in New Zealand rose 128.6% over 12 measured months, from 140 to 320 in September 2026.

  4. Estimated monthly branded searches for Finish in New Zealand rose 24.9% over 12 measured months, from 2.3K to 2.9K in September 2026.

  5. Estimated monthly branded searches for ecostore in New Zealand rose 10.4% over 12 measured months, from 3.3K to 3.6K in September 2026.

  6. Estimated monthly branded searches for Fairy in New Zealand fell 16% over 12 measured months, from 250 to 210 in September 2026.

How are Fairy’s branded searches counted?

4 search terms

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

  • fairy dishwasher tablets nz
  • fairy dishwashing liquid nz
  • fairy liquid nz
  • fairy washing powder

How the Brand Demand Index is measured

Who owns Fairy?

Fairy is owned by Procter & Gamble. Brandwave also tracks Native, Ambi Pur, Braun, Braun Silk-expert, Gillette, Head & Shoulders, Old Spice, Oral-B, Pampers, Pantene and Tide, owned by the same company, in New Zealand.

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

Where does Fairy compete?

Fairy 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
Dishwashing brands5th of 62.7%Shown above
Washing powder brands3rd of 30.3%Show ranking
Dishwashing liquid brands5th of 64.5%Show ranking
Creator with pink hair and a pink jacket

Is Fairy your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

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