Brandwave

How popular isPersil?

In September 2026, people searched for Persil by name about 5,330 times in New Zealand, a 41% increase from the previous year. These searches made up 86.3% of all New Zealand detergent pods brand searches, placing Persil first out of three brands. When we asked both ChatGPT and Google AI Overviews about detergent pods brands, Persil appeared in four of the five answers.

Search and AI answers in September 2026

Persil is the most searched of 3 competitors.

  1. PersilShare of searches 86.3%Mentioned in 4 of 5 AI answers
  2. FinishShare of searches 12.9%Mentioned in 0 of 5 AI answers
  3. TideShare of searches 0.78%Mentioned in 2 of 5 AI answers
Persil website (opens in a new tab)

Follow Persil and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top detergent pods brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Persil was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews.

Mentioned by AI

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

  • Persil4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Tide2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Finish0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about detergent pods brands

5 answers

  • Asked ChatGPT

    “Which detergent pods brand should I buy in New Zealand?”

    1. 1Persil

  • Asked ChatGPT

    “What are the best detergent pods brands in New Zealand?”

    1. 1Persil

  • Asked ChatGPT

    “What's the best detergent pods brand in New Zealand for a family load?”

    1. 1Persil

  • Searched Google, AI Overview

    “best detergent pods”

    1. 1Tide
    2. 2Persil

  • Searched Google, AI Overview

    “laundry pods nz”

    1. 1Tide

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 detergent pods brands compete with Persil?

Persil against detergent pods brands in New Zealand, by month

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

View monthly share of searches table
MonthPersilFinishTide
Oct 202587.7%12%0.32%
Nov 202586.7%12.9%0.32%
Dec 202587.2%12.1%0.73%
Jan 202687.2%11.7%1.2%
Feb 202684.7%14.9%0.36%
Mar 202682%17.5%0.55%
Apr 202686.9%12.5%0.64%
May 202685.3%14.4%0.29%
Jun 202687.9%11.8%0.29%
Jul 202685.5%13.7%0.76%
Aug 202687.1%12.5%0.48%
Sep 202686.3%12.9%0.78%

  1. 1.Persil

    86.3%

    Held 1st. 3.3K estimated branded searches, -8% vs prior month. Share -0.7 points.

  2. 2.Finish

    12.9%

    Held 2nd. 500 estimated branded searches, -3.8% vs prior month. Share +0.4 points.

  3. 3.Tide

    0.78%

    Held 3rd. 30 estimated branded searches, +50% vs prior month. Share +0.3 points.

Compare popularity between Persil and its closest rivals

Every comparison with Persil

8 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Persil in New Zealand rose from 3.8K to 5.3K.
  • Across the 12 months ending September 2026, Persil’s share of searches among detergent pods brands in New Zealand decreased from 87.7% to 86.3%.
  • Across the 12 months ending September 2026, Persil’s share of searches among detergent pods brands in New Zealand peaked at 87.9% in June 2026 and was lowest at 82% in March 2026.

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

3 changes

  1. In September 2026, Persil lost share of searches among detergent pods brands in New Zealand, from 87.1% to 86.3%.

  2. Estimated monthly branded searches for Tide in New Zealand rose 200% over 12 measured months, from 10 to 30 in September 2026.

  3. Estimated monthly branded searches for Finish in New Zealand rose 35.1% over 12 measured months, from 370 to 500 in September 2026.

How are Persil’s branded searches counted?

6 search terms

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

  • laundry persil
  • persil
  • persil detergent
  • persil expert
  • persil laundry liquid
  • persil ultimate

How the Brand Demand Index is measured

Who owns Persil?

Persil is owned by Unilever. Brandwave also tracks Liquid I.V., Ben & Jerry's, Continental, Dove, Impulse, Lipton, Lux, Lynx, Magnum, Omo, Rexona, Sunlight, Surf, TRESemmé, Vaseline and Wild Kiwi Adventure Tours, owned by the same company, in New Zealand.

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

Where does Persil compete?

Persil 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
Laundry detergent brands1st of 844%Show ranking
Detergent pods brands1st of 386.3%Shown above
Washing powder brands1st of 397.6%Show ranking
Creator with pink hair and a pink jacket

Is Persil 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.

Start free