Brandwave

How popular isGlade?

In September 2026, people searched for Glade by name about 660 times in New Zealand, about the same as the previous year. These searches made up 5.5% of all New Zealand air freshener brand searches, placing Glade fifth out of six brands. When we asked both ChatGPT and Google AI Overviews about air freshener brands, Glade appeared in three of the five answers and was the second most recommended of the six.

Search and AI answers in September 2026

Glade is the fifth most searched of 6 competitors and the second most recommended in AI answers.

  1. EcoyaShare of searches 56.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  2. FebrezeShare of searches 13.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  3. Air WickShare of searches 12.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  4. The Aromatherapy Co.Share of searches 11%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  5. GladeShare of searches 5.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd

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Top air freshener brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Glade was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Glade is the second most recommended of the six.

Most recommended by AI

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

  1. Air Wick1st
  2. Glade2nd
  3. Ecoya3rd
  4. The Aromatherapy Co.4th
  5. Febreze5th
  6. Ambi Pur–

Mentioned by AI

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

  • Ecoya4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Air Wick4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Glade3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • The Aromatherapy Co.2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Febreze1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ambi Pur0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about air freshener brands

5 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 20, 2026.

Which air freshener brands compete with Glade?

Glade against air freshener brands in New Zealand, by month

Share of searches by month for Ecoya, Febreze, Air Wick, The Aromatherapy Co., Glade. The figures are in the table below the chart.

View monthly share of searches table
MonthEcoyaFebrezeAir WickThe Aromatherapy Co.GladeAmbi Pur
Oct 202558%11.5%9.9%14.3%5.6%0.63%
Nov 202579.1%5.1%4.6%8.5%2.3%0.38%
Dec 202570.7%5.5%5.5%15%2.9%0.31%
Jan 202651.6%14%12.5%14.9%6.1%0.93%
Feb 202649%16.6%11.9%14.7%6.7%0.9%
Mar 202652.1%15.2%13.2%12.9%5.8%0.79%
Apr 202653.1%15.6%11.5%12.8%5.8%1.2%
May 202655.1%16%11%12.4%4.6%0.85%
Jun 202655.1%15.7%11%11.4%5.7%1%
Jul 202672.9%9.7%7.1%6.3%3.5%0.43%
Aug 202655.8%14.1%11.6%10.5%7.1%0.8%
Sep 202656.4%13.6%12.6%11%5.5%0.92%

  1. 1.Ecoya

    56.4%

    Held 1st. 6.7K estimated branded searches, -3% vs prior month. Share +0.5 points.

  2. 2.Febreze

    13.6%

    Held 2nd. 1.6K estimated branded searches, -6.9% vs prior month. Share -0.4 points.

  3. 3.Air Wick

    12.6%

    Held 3rd. 1.5K estimated branded searches, +4.1% vs prior month. Share +1 points.

  4. 4.The Aromatherapy Co.

    11%

    Held 4th. 1.3K estimated branded searches, 0% vs prior month. Share +0.4 points.

  5. 5.Glade

    5.5%

    Held 5th. 660 estimated branded searches, -25.8% vs prior month. Share -1.6 points.

  6. 6.Ambi Pur

    0.92%

    Held 6th. 110 estimated branded searches, +10% vs prior month. Share +0.1 points.

Compare popularity between Glade and its closest rivals

Every comparison with Glade

5 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Glade in New Zealand held steady, from 630 to 660.
  • Across the 12 months ending September 2026, Glade’s share of searches among air freshener brands in New Zealand peaked at 7.1% in August 2026 and was lowest at 2.3% in November 2025.

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

6 changes

  1. In September 2026, Air Wick gained share of searches among air freshener brands in New Zealand, from 11.6% to 12.6%.

  2. In September 2026, Ecoya gained share of searches among air freshener brands in New Zealand, from 55.8% to 56.4%.

  3. In September 2026, Glade lost share of searches among air freshener brands in New Zealand, from 7.1% to 5.5%.

  4. Estimated monthly branded searches for Ambi Pur in New Zealand rose 57.1% over 12 measured months, from 70 to 110 in September 2026.

  5. Estimated monthly branded searches for Febreze in New Zealand rose 27.3% over 12 measured months, from 1.3K to 1.6K in September 2026.

  6. Estimated monthly branded searches for The Aromatherapy Co. in New Zealand fell 18.1% over 12 measured months, from 1.6K to 1.3K in September 2026.

How are Glade’s branded searches counted?

7 search terms

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

  • automatic glade spray
  • glade air freshener
  • glade diffuser
  • glade plug in
  • glade room spray
  • glade spray
  • glade spray refill

Do you work for Glade? 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

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