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 44% of all New Zealand laundry detergent brand searches, placing Persil first out of eight brands. When we asked both ChatGPT and Google AI Overviews about laundry detergent brands, Persil appeared in all answers and was the most recommended of the eight.

Search and AI answers in September 2026

Persil is the most searched of 8 competitors and the most recommended in AI answers.

  1. PersilShare of searches 44%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. ecostoreShare of searches 37.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  3. EarthwiseShare of searches 10.4%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  4. Cold PowerShare of searches 3.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  5. TideShare of searches 2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top laundry detergent brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Persil appeared in all five answers. Persil is the most recommended of the eight.

Most recommended by AI

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

  1. Persil1st
  2. ecostore2nd
  3. Surf3rd
  4. Cold Power4th
  5. Earthwise5th
  6. Dynamo5th
  7. Tide–
  8. Omo–

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
  • ecostore4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Cold Power3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Surf3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Earthwise1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Dynamo1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tide0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Omo0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about laundry detergent 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 21, 2026.

Which laundry detergent brands compete with Persil?

Persil against laundry detergent brands in New Zealand, by month

Share of searches by month for Persil, ecostore, Earthwise, Cold Power. The figures are in the table below the chart.

View monthly share of searches table
MonthPersilecostoreEarthwiseCold PowerTideDynamoOmoSurf
Oct 202540.3%41.4%12.3%2.2%1.1%0.64%1.4%0.75%
Nov 202538.8%45.4%10%2%1.1%0.73%0.94%1%
Dec 202541.7%42.7%9.3%2.5%1.3%0.6%1.1%0.73%
Jan 202642.2%40.2%9.5%2.3%2.4%0.78%1.7%0.88%
Feb 202639.9%42%10.3%2.7%2%0.93%1%1.2%
Mar 202643.7%39.6%9.4%2.6%1.8%1%0.91%0.91%
Apr 202641.5%40.4%10%2.5%2.2%1.2%1.1%0.92%
May 202641.3%40.4%10%2.7%2.2%1.5%1.1%0.72%
Jun 202641.6%40.4%9.7%2.2%2.8%1.1%1.1%1.1%
Jul 202644.6%37.2%10%3.5%1.9%1.1%0.97%0.62%
Aug 202644.5%36.9%10.6%2.7%1.8%1.4%1.3%0.71%
Sep 202644%37.6%10.4%3.4%2%1.2%0.74%0.66%

  1. 1.Persil

    44%

    Held 1st. 5.3K estimated branded searches, -5.5% vs prior month. Share -0.5 points.

  2. 2.ecostore

    37.6%

    Held 2nd. 4.6K estimated branded searches, -2.6% vs prior month. Share +0.7 points.

  3. 3.Earthwise

    10.4%

    Held 3rd. 1.3K estimated branded searches, -6% vs prior month. Share -0.2 points.

  4. 4.Cold Power

    3.4%

    Held 4th. 410 estimated branded searches, +20.6% vs prior month. Share +0.7 points.

  5. 5.Tide

    2%

    Held 5th. 240 estimated branded searches, +4.3% vs prior month. Share +0.2 points.

  6. 6.Dynamo

    1.2%

    Held 6th. 150 estimated branded searches, -16.7% vs prior month. Share -0.2 points.

  7. 7.Omo

    0.74%

    Held 7th. 90 estimated branded searches, -47.1% vs prior month. Share -0.6 points.

  8. 8.Surf

    0.66%

    Held 8th. 80 estimated branded searches, -11.1% vs prior month. Share -0.1 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?

4 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 laundry detergent brands in New Zealand increased from 40.3% to 44%.
  • Across the 12 months ending September 2026, Persil’s share of searches among laundry detergent brands in New Zealand peaked at 44.6% in July 2026 and was lowest at 38.8% in November 2025.
  • Across the 12 months ending September 2026, Persil rose from 2nd to 1st among laundry detergent brands in New Zealand.

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

6 changes

  1. In September 2026, Cold Power gained share of searches among laundry detergent brands in New Zealand, from 2.7% to 3.4%.

  2. In September 2026, ecostore gained share of searches among laundry detergent brands in New Zealand, from 36.9% to 37.6%.

  3. In September 2026, Omo lost share of searches among laundry detergent brands in New Zealand, from 1.3% to 0.74%.

  4. In September 2026, Persil lost share of searches among laundry detergent brands in New Zealand, from 44.5% to 44%.

  5. Estimated monthly branded searches for Dynamo in New Zealand rose 150% over 12 measured months, from 60 to 150 in September 2026.

  6. Estimated monthly branded searches for Tide in New Zealand rose 140% over 12 measured months, from 100 to 240 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%Shown above
Detergent pods brands1st of 386.3%Show ranking
Washing powder brands1st of 397.6%Show ranking
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Is Persil your brand?

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