Brandwave

How popular isPurex?

In October 2026, people searched for Purex by name about 690 times in New Zealand, a 50% increase from the previous year. These searches made up 25.5% of all New Zealand toilet paper and tissue brand searches, placing Purex third out of six brands. When we asked both ChatGPT and Google AI Overviews about toilet paper and tissue brands, Purex appeared in three of the four answers and was the fourth most recommended of the six.

Search and AI answers in October 2026

Purex is the third most searched of 6 competitors and the fourth most recommended in the AI answers we collected.

  1. SorbentShare of searches 35.8%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  2. KleenexShare of searches 29.9%Mentioned in 3 of 4 AI answersPlace in AI recommendations 5th
  3. PurexShare of searches 25.5%Mentioned in 3 of 4 AI answersPlace in AI recommendations 4th
  4. QuiltonShare of searches 4.8%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
  5. Who Gives A CrapShare of searches 2.6%Mentioned in 0 of 4 AI answersPlace in AI recommendations –

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Top toilet paper and tissue brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Purex was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Purex is the fourth most recommended of the six.

Most recommended by AI

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

  1. Sorbent1st
  2. Quilton2nd
  3. Paseo3rd
  4. Purex4th
  5. Kleenex5th
  6. Who Gives A Crap–

Mentioned by AI

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

  • Sorbent4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Quilton4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Paseo4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Kleenex3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Purex3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Who Gives A Crap0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about toilet paper and tissue brands

4 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.

How often do people search for Purex compared with other New Zealand toilet paper and tissue brands?

Purex against toilet paper and tissue brands in New Zealand, by month

Share of searches by month for Sorbent, Kleenex, Purex, Quilton, Who Gives A Crap. The figures are in the table below the chart.

View monthly share of searches table
MonthSorbentKleenexPurexQuiltonWho Gives A CrapPaseo
Nov 202531.5%31.5%23.4%3.6%8.6%1.5%
Dec 202533%28.2%24.5%5.9%7.4%1.1%
Jan 202629.4%28.9%26%5.9%8.3%1.5%
Feb 202635.9%26.8%22%5.7%8.1%1.4%
Mar 202633.7%31.4%24.6%5.3%4.2%0.76%
Apr 202630.8%36.7%22.4%4.6%4.6%0.84%
May 202633%36.6%19.2%4.5%4.9%1.8%
Jun 202635%39.3%15.8%4.3%3.8%1.7%
Jul 202636.3%34.8%16.8%6.6%3.3%2.2%
Aug 202637.9%34.6%17.5%5%3.2%1.8%
Sep 202636.9%26.1%29%3.8%2.2%1.9%
Oct 202635.8%29.9%25.5%4.8%2.6%1.5%

  1. 1.Sorbent

    35.8%

    Held 1st. 970 estimated branded searches, -16.4% vs prior month. Share -1.1 points.

  2. 2.Kleenex

    29.9%

    Moved from 3rd to 2nd. 810 estimated branded searches, -1.2% vs prior month. Share +3.8 points.

  3. 3.Purex

    25.5%

    Moved from 2nd to 3rd. 690 estimated branded searches, -24.2% vs prior month. Share -3.5 points.

  4. 4.Quilton

    4.8%

    Held 4th. 130 estimated branded searches, +8.3% vs prior month. Share +1 points.

  5. 5.Who Gives A Crap

    2.6%

    Held 5th. 70 estimated branded searches, 0% vs prior month. Share +0.4 points.

  6. 6.Paseo

    1.5%

    Held 6th. 40 estimated branded searches, -33.3% vs prior month. Share -0.4 points.

Compare popularity between Purex and its closest rivals

Every comparison with Purex

5 comparisons

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

3 findings
  • Across the 12 months ending October 2026, estimated monthly branded searches for Purex in New Zealand rose from 460 to 690.
  • Across the 12 months ending October 2026, Purex’s share of searches among toilet paper and tissue brands in New Zealand increased from 23.4% to 25.5%.
  • Across the 12 months ending October 2026, Purex’s share of searches among toilet paper and tissue brands in New Zealand peaked at 29% in September 2026 and was lowest at 15.8% in June 2026.

How did search popularity change for New Zealand toilet paper and tissue brands in October 2026?

6 changes

  1. In October 2026, Kleenex overtook Purex to rank 2nd among toilet paper and tissue brands in New Zealand, with 29.9% of the searches.

  2. In October 2026, Quilton gained share of searches among toilet paper and tissue brands in New Zealand, from 3.8% to 4.8%.

  3. In October 2026, Purex lost share of searches among toilet paper and tissue brands in New Zealand, from 29% to 25.5%.

  4. In October 2026, Sorbent lost share of searches among toilet paper and tissue brands in New Zealand, from 36.9% to 35.8%.

  5. Estimated monthly branded searches for Paseo in New Zealand rose 33.3% over 12 measured months, from 30 to 40 in October 2026.

  6. Estimated monthly branded searches for Who Gives A Crap in New Zealand fell 58.8% over 12 measured months, from 170 to 70 in October 2026.

How are Purex’s branded searches counted?

2 search terms

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

  • purex
  • purex toilet paper

Do you work for Purex? 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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