--- title: "Fairy: search popularity in New Zealand" description: "Fairy makes dishwashing liquid and tablets. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/nz/brands/fairy" publisher: "Brandwave" --- # Fairy: search popularity in New Zealand Fairy makes dishwashing liquid and tablets. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Fairy - **Owned by**: Procter & Gamble - **Market**: New Zealand - **Measured month**: Sep 2026 - **Share of Search among dishwashing brands**: 2.7% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Dishwashing brands | 5 | 2.7% | 210 | | Washing powder brands | 3 | 0.3% | 10 | | Dishwashing liquid brands | 5 | 4.5% | 110 | - [Dishwashing brands](/demand/nz/categories/nz-dishwasher-detergent-brands) - [Washing powder brands](/demand/nz/categories/nz-washing-powder-brands) - [Dishwashing liquid brands](/demand/nz/categories/nz-dish-soap-brands) ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Morning Fresh | 1st | 3 of 3 | 0 of 2 | 3 of 5 | | ecostore | 2nd | 2 of 3 | 2 of 2 | 4 of 5 | | Finish | 3rd | 2 of 3 | 1 of 2 | 3 of 5 | | Earth Choice | 4th | 1 of 3 | 1 of 2 | 2 of 5 | | Palmolive | 5th | 2 of 3 | 1 of 2 | 3 of 5 | | Fairy | 6th | 1 of 3 | 1 of 2 | 2 of 5 | ## Every AI answer about dishwashing brands - Asked ChatGPT "Which dishwashing brand should I buy in New Zealand?": 1. Morning Fresh, 2. Finish - Asked ChatGPT "What are the best dishwashing brands in New Zealand?": 1. Morning Fresh, 2. ecostore, 3. Earth Choice, 4. Palmolive, 5. Finish, 6. Fairy - Asked ChatGPT "What's the best dishwashing brand in New Zealand for everyday cleaning?": 1. Morning Fresh, 2. Palmolive, 3. ecostore - Searched Google, AI Overview "dishwasher tablets nz": 1. Finish, 2. Fairy, 3. ecostore - Searched Google, AI Overview "dishwashing liquid nz": 1. Earth Choice, 2. ecostore, 3. Palmolive Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## How has branded search demand for Fairy changed in New Zealand over the last 12 months? - 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. - Across the 12 months ending September 2026, Fairy’s share of searches among washing powder brands in New Zealand held steady, from 0.36% to 0.3%. - Across the 12 months ending September 2026, Fairy’s share of searches among dishwashing liquid brands in New Zealand peaked at 6.7% in February 2026 and was lowest at 2.9% in November 2025. ## How did search popularity change for New Zealand dishwashing brands in September 2026? - In September 2026, Palmolive lost share of searches among dishwashing brands in New Zealand, from 9.9% to 8.5%. - Estimated monthly branded searches for Earth Choice in New Zealand rose 150% over 12 measured months, from 20 to 50 in September 2026. - Estimated monthly branded searches for Morning Fresh in New Zealand rose 128.6% over 12 measured months, from 140 to 320 in September 2026. - 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. - 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. - Estimated monthly branded searches for Fairy in New Zealand fell 16% over 12 measured months, from 250 to 210 in September 2026. ## How did search popularity change for New Zealand washing powder brands in September 2026? - In September 2026, Persil gained share of searches among washing powder brands in New Zealand, from 96% to 97.6%. - In September 2026, Omo lost share of searches among washing powder brands in New Zealand, from 3.7% to 2.1%. ## How did search popularity change for New Zealand dishwashing liquid brands in September 2026? - In September 2026, Sunlight gained share of searches among dishwashing liquid brands in New Zealand, from 10.9% to 12%. - In September 2026, Fairy gained share of searches among dishwashing liquid brands in New Zealand, from 3.5% to 4.5%. - In September 2026, Morning Fresh gained share of searches among dishwashing liquid brands in New Zealand, from 12.5% to 13.2%. - In September 2026, Palmolive lost share of searches among dishwashing liquid brands in New Zealand, from 54.7% to 51.7%. - Estimated monthly branded searches for Earthwise in New Zealand fell 12% over 12 measured months, from 500 to 440 in September 2026. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Dishwashing brands | 250 | 3.8% | 4 | | Nov 2025 | Dishwashing brands | 170 | 2.6% | 4 | | Dec 2025 | Dishwashing brands | 190 | 3.3% | 4 | | Jan 2026 | Dishwashing brands | 270 | 3.9% | 4 | | Feb 2026 | Dishwashing brands | 250 | 3.7% | 4 | | Mar 2026 | Dishwashing brands | 210 | 2.8% | 5 | | Apr 2026 | Dishwashing brands | 250 | 3.5% | 5 | | May 2026 | Dishwashing brands | 190 | 2.6% | 5 | | Jun 2026 | Dishwashing brands | 170 | 2.4% | 5 | | Jul 2026 | Dishwashing brands | 270 | 3.5% | 5 | | Aug 2026 | Dishwashing brands | 210 | 2.6% | 5 | | Sep 2026 | Dishwashing brands | 210 | 2.7% | 5 | | Oct 2025 | Washing powder brands | 10 | 0.36% | 3 | | Nov 2025 | Washing powder brands | 10 | 0.37% | 3 | | Dec 2025 | Washing powder brands | 10 | 0.41% | 3 | | Jan 2026 | Washing powder brands | 10 | 0.32% | 3 | | Feb 2026 | Washing powder brands | 10 | 0.41% | 3 | | Mar 2026 | Washing powder brands | 10 | 0.33% | 3 | | Apr 2026 | Washing powder brands | 10 | 0.36% | 3 | | May 2026 | Washing powder brands | 10 | 0.33% | 3 | | Jun 2026 | Washing powder brands | 10 | 0.33% | 3 | | Jul 2026 | Washing powder brands | 10 | 0.3% | 3 | | Aug 2026 | Washing powder brands | 10 | 0.27% | 3 | | Sep 2026 | Washing powder brands | 10 | 0.3% | 3 | | Oct 2025 | Dishwashing liquid brands | 90 | 4.5% | 5 | | Nov 2025 | Dishwashing liquid brands | 50 | 2.9% | 5 | | Dec 2025 | Dishwashing liquid brands | 70 | 4.3% | 5 | | Jan 2026 | Dishwashing liquid brands | 90 | 4.8% | 5 | | Feb 2026 | Dishwashing liquid brands | 110 | 6.7% | 5 | | Mar 2026 | Dishwashing liquid brands | 90 | 4.5% | 5 | | Apr 2026 | Dishwashing liquid brands | 90 | 4.5% | 5 | | May 2026 | Dishwashing liquid brands | 70 | 3.3% | 5 | | Jun 2026 | Dishwashing liquid brands | 70 | 3.3% | 5 | | Jul 2026 | Dishwashing liquid brands | 170 | 6.7% | 5 | | Aug 2026 | Dishwashing liquid brands | 90 | 3.5% | 5 | | Sep 2026 | Dishwashing liquid brands | 110 | 4.5% | 5 | ## How are Fairy’s branded searches counted? 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” ## Which dishwashing brands compete with Fairy? - [ecostore](/demand/nz/brands/ecostore): Head-to-head: /demand/nz/compare/ecostore-vs-fairy - [Finish](/demand/nz/brands/finish-dishwashing): Head-to-head: /demand/nz/compare/fairy-vs-finish-dishwashing - [Palmolive](/demand/nz/brands/palmolive): Head-to-head: /demand/nz/compare/fairy-vs-palmolive - [Morning Fresh](/demand/nz/brands/morning-fresh): Head-to-head: /demand/nz/compare/fairy-vs-morning-fresh - [Earth Choice](/demand/nz/brands/earth-choice): Head-to-head: /demand/nz/compare/earth-choice-vs-fairy ## 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. - [Procter & Gamble](/demand/nz/companies/procter-and-gamble): Owns 16 tracked brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### 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. ## Cite this page Brandwave. "Fairy: search popularity in New Zealand". https://gobrandwave.com/demand/nz/brands/fairy This page is also available as HTML at https://gobrandwave.com/demand/nz/brands/fairy. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.