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 97.6% of all New Zealand washing powder brand searches, placing Persil first out of three brands. When we asked both ChatGPT and Google AI Overviews about washing powder brands, Persil appeared in all answers.
Persil is the most searched of 3 competitors.
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Top washing powder brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Persil appeared in all five answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
See every answer about washing powder brands
5 answers
Asked ChatGPT
“Which washing powder brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best washing powder brands in New Zealand?”
Asked ChatGPT
“What's the best washing powder brand in New Zealand for clean clothes?”
Searched Google, AI Overview
“washing powder nz”
Searched Google, AI Overview
“laundry powder”
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 Persil?
Share of searches by month for Persil, Omo. The figures are in the table below the chart.
View monthly share of searches table
| Month | Persil | Omo | Fairy |
|---|---|---|---|
| Oct 2025 | 95.7% | 3.9% | 0.36% |
| Nov 2025 | 97.1% | 2.6% | 0.37% |
| Dec 2025 | 96.7% | 2.9% | 0.41% |
| Jan 2026 | 95.1% | 4.5% | 0.32% |
| Feb 2026 | 96.7% | 2.9% | 0.41% |
| Mar 2026 | 97.3% | 2.3% | 0.33% |
| Apr 2026 | 96.4% | 3.3% | 0.36% |
| May 2026 | 96.7% | 3% | 0.33% |
| Jun 2026 | 96.7% | 3% | 0.33% |
| Jul 2026 | 97% | 2.7% | 0.3% |
| Aug 2026 | 96% | 3.7% | 0.27% |
| Sep 2026 | 97.6% | 2.1% | 0.3% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 97.6% | 3.3K | -8.4% | +1.6 points | |
| 2, held 2nd | 2.1% | 70 | -50% | -1.7 points | |
| 3, held 3rd | 0.3% | 10 | 0% | 0 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 washing powder brands in New Zealand increased from 95.7% to 97.6%.
- Across the 12 months ending September 2026, Persil’s share of searches among washing powder brands in New Zealand peaked at 97.6% in September 2026 and was lowest at 95.1% in January 2026.
How did search popularity change for New Zealand washing powder brands in September 2026?
2 changes
In September 2026, Persil gained share of searches among washing powder brands in New Zealand, from 96% to 97.6%.
In September 2026, Omo lost share of searches among washing powder brands in New Zealand, from 3.7% to 2.1%.
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
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?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Laundry detergent brands | 1st of 8 | 44% | Show ranking |
| Detergent pods brands | 1st of 3 | 86.3% | Show ranking |
| Washing powder brands | 1st of 3 | 97.6% | Shown above |
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.