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 0.3% of all New Zealand washing powder brand searches, placing Fairy third out of three brands. When we asked both ChatGPT and Google AI Overviews about washing powder brands, Fairy did not appear in any of the answers.

Search and AI answers in September 2026

Fairy is the third most searched of 3 competitors.

  1. PersilShare of searches 97.6%Mentioned in 5 of 5 AI answers
  2. OmoShare of searches 2.1%Mentioned in 1 of 5 AI answers
  3. FairyShare of searches 0.3%Mentioned in 0 of 5 AI answers
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Top washing powder brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Fairy did not appear in any of the five answers.

Mentioned by AI

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

  • Persil5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Omo1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Fairy0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about washing powder brands

5 answers

  • Asked ChatGPT

    “Which washing powder brand should I buy in New Zealand?”

    1. 1Persil

  • Asked ChatGPT

    “What are the best washing powder brands in New Zealand?”

    1. 1Persil

  • Asked ChatGPT

    “What's the best washing powder brand in New Zealand for clean clothes?”

    1. 1Persil

  • Searched Google, AI Overview

    “washing powder nz”

    1. 1Persil
    2. 2Omo

  • Searched Google, AI Overview

    “laundry powder”

    1. 1Persil

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 washing powder brands compete with Fairy?

Fairy against washing powder brands in New Zealand, by month

Share of searches by month for Persil, Omo, Fairy. The figures are in the table below the chart.

View monthly share of searches table
MonthPersilOmoFairy
Oct 202595.7%3.9%0.36%
Nov 202597.1%2.6%0.37%
Dec 202596.7%2.9%0.41%
Jan 202695.1%4.5%0.32%
Feb 202696.7%2.9%0.41%
Mar 202697.3%2.3%0.33%
Apr 202696.4%3.3%0.36%
May 202696.7%3%0.33%
Jun 202696.7%3%0.33%
Jul 202697%2.7%0.3%
Aug 202696%3.7%0.27%
Sep 202697.6%2.1%0.3%

  1. 1.Persil

    97.6%

    Held 1st. 3.3K estimated branded searches, -8.4% vs prior month. Share +1.6 points.

  2. 2.Omo

    2.1%

    Held 2nd. 70 estimated branded searches, -50% vs prior month. Share -1.7 points.

  3. 3.Fairy

    0.3%

    Held 3rd. 10 estimated branded searches, 0% vs prior month. Share 0 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?

2 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 washing powder brands in New Zealand held steady, from 0.36% to 0.3%.

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

2 changes

  1. In September 2026, Persil gained share of searches among washing powder brands in New Zealand, from 96% to 97.6%.

  2. In September 2026, Omo lost share of searches among washing powder brands in New Zealand, from 3.7% to 2.1%.

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%Show ranking
Washing powder brands3rd of 30.3%Shown above
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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