Brandwave

How popular isMorning Fresh in search?

In August 2026, there were an estimated 830 branded searches for Morning Fresh in New Zealand which is up 84.4% over the last 11 months. Morning Fresh holds 6% estimated Share of Search among New Zealand dishwashing brands and is ranked 3rd of 4 competitors for search popularity.

Share of Search, August 2026
  1. ecostore63.6%
  2. Finish30.3%
  3. Morning Fresh6%
  4. Earth Choice0.14%
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Which dishwashing brands compete with Morning Fresh?

Morning Fresh against dishwashing brands in New Zealand, by month

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

View monthly share of search table
MonthecostoreFinishMorning FreshEarth Choice
Oct 202567.1%28.4%4.4%0.19%
Nov 202574.1%22.5%3.3%0.17%
Dec 202568.5%26.5%4.7%0.32%
Jan 202666.1%28.5%5.1%0.26%
Feb 202663%32.2%4.6%0.19%
Mar 202658.2%35.1%6.3%0.4%
Apr 202660.7%32.7%6.3%0.32%
May 202659%33%7.8%0.23%
Jun 202663.4%29.9%6.5%0.17%
Jul 202661.7%31.9%6.2%0.3%
Aug 202663.6%30.3%6%0.14%
Sep 2026————

  1. 1.ecostore

    63.6%

    held 1st · 8.8K estimated branded searches · +6% vs prior month · +1.9 points

  2. 2.Finish

    30.3%

    held 2nd · 4.2K estimated branded searches · -2.3% vs prior month · -1.6 points

  3. 3.Morning Fresh

    6%

    held 3rd · 830 estimated branded searches · 0% vs prior month · -0.2 points

  4. 4.Earth Choice

    0.14%

    held 4th · 20 estimated branded searches · -50% vs prior month · -0.2 points

Compare search popularity between Morning Fresh and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Morning Fresh in New Zealand rose from 450 to 830.
  • Across the 11 months ending August 2026, Morning Fresh’s estimated Share of Search among dishwashing brands in New Zealand increased from 4.4% to 6%.
  • Across the 11 months ending August 2026, Morning Fresh’s estimated Share of Search among dishwashing brands in New Zealand peaked at 7.8% in May 2026 and was lowest at 3.3% in November 2025.

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

  1. In August 2026, ecostore gained estimated Share of Search among dishwashing brands in New Zealand, from 61.7% to 63.6%.

  2. In August 2026, Finish lost estimated Share of Search among dishwashing brands in New Zealand, from 31.9% to 30.3%.

  3. Morning Fresh’s estimated Share of Search among dishwashing brands in New Zealand has lost ground for 3 months in a row, from 7.8% to 6% in August 2026.

Which dishwashing liquid brands compete with Morning Fresh?

Morning Fresh against dishwashing liquid brands in New Zealand, by month

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

View monthly share of search table
MonthPalmoliveEarthwiseMorning FreshSunlight
Oct 202552.8%30.7%10%6.5%
Nov 202555.9%27.2%9.7%7.2%
Dec 202557.9%23.5%11.2%7.4%
Jan 202654.1%25.8%13.4%6.7%
Feb 202652.8%27.4%13%6.8%
Mar 202653.4%23.5%16.9%6.2%
Apr 202653%24.3%17.2%5.4%
May 202652.5%22.3%20.3%4.8%
Jun 202653.9%23.7%16.4%6.1%
Jul 202653.5%24.4%15.4%6.7%
Aug 202655.4%25.4%14.2%5%
Sep 2026————

  1. 1.Palmolive

    55.4%

    held 1st · 3.2K estimated branded searches · +11.8% vs prior month · +1.9 points

  2. 2.Earthwise

    25.4%

    held 2nd · 1.5K estimated branded searches · +12.1% vs prior month · +0.9 points

  3. 3.Morning Fresh

    14.2%

    held 3rd · 830 estimated branded searches · 0% vs prior month · -1.1 points

  4. 4.Sunlight

    5%

    held 4th · 290 estimated branded searches · -19.4% vs prior month · -1.7 points

Compare search popularity between Morning Fresh and its closest rivals

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

  • Across the 11 months ending August 2026, Morning Fresh’s estimated Share of Search among dishwashing liquid brands in New Zealand increased from 10% to 14.2%.
  • Across the 11 months ending August 2026, Morning Fresh’s estimated Share of Search among dishwashing liquid brands in New Zealand peaked at 20.3% in May 2026 and was lowest at 9.7% in November 2025.

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

  1. In August 2026, Palmolive gained estimated Share of Search among dishwashing liquid brands in New Zealand, from 53.5% to 55.4%.

  2. In August 2026, Earthwise gained estimated Share of Search among dishwashing liquid brands in New Zealand, from 24.4% to 25.4%.

  3. In August 2026, Sunlight lost estimated Share of Search among dishwashing liquid brands in New Zealand, from 6.7% to 5%.

  4. In August 2026, Morning Fresh lost estimated Share of Search among dishwashing liquid brands in New Zealand, from 15.4% to 14.2%.

How is Morning Fresh measured?

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

9 branded search terms

  • dishwashing liquid morning fresh
  • morning fresh
  • morning fresh dish soap
  • morning fresh dishwasher powder
  • morning fresh dishwasher tablets
  • morning fresh nz
  • morning fresh washing up liquid
  • morningfresh
  • morningfresh com au

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How the Brand Demand Index is measured

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