How popular isSurf?
In September 2026, people searched for Surf by name about 80 times in New Zealand, a 14.3% increase from the previous year. These searches made up 0.66% of all New Zealand laundry detergent brand searches, placing Surf eighth out of eight brands. When we asked both ChatGPT and Google AI Overviews about laundry detergent brands, Surf appeared in three of the five answers and was the third most recommended of the eight.
Surf is the eighth most searched of 8 competitors and the third most recommended in AI answers.
PersilShare of searches 44%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
ecostoreShare of searches 37.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
EarthwiseShare of searches 10.4%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
Cold PowerShare of searches 3.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
SurfShare of searches 0.66%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
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Top laundry detergent brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Surf was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Surf is the third most recommended of the eight.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
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
Asked ChatGPT
“Which laundry detergent brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best laundry detergent brands in New Zealand?”
Asked ChatGPT
“What's the best laundry detergent brand in New Zealand for clean clothes?”
Searched Google, AI Overview
“laundry detergent nz”
Searched Google, AI Overview
“powder laundry detergent”
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 Surf?
Share of searches by month for Persil, ecostore, Earthwise, Cold Power, Surf. The figures are in the table below the chart.
View monthly share of searches table
| Month | Persil | ecostore | Earthwise | Cold Power | Tide | Dynamo | Omo | Surf |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 40.3% | 41.4% | 12.3% | 2.2% | 1.1% | 0.64% | 1.4% | 0.75% |
| Nov 2025 | 38.8% | 45.4% | 10% | 2% | 1.1% | 0.73% | 0.94% | 1% |
| Dec 2025 | 41.7% | 42.7% | 9.3% | 2.5% | 1.3% | 0.6% | 1.1% | 0.73% |
| Jan 2026 | 42.2% | 40.2% | 9.5% | 2.3% | 2.4% | 0.78% | 1.7% | 0.88% |
| Feb 2026 | 39.9% | 42% | 10.3% | 2.7% | 2% | 0.93% | 1% | 1.2% |
| Mar 2026 | 43.7% | 39.6% | 9.4% | 2.6% | 1.8% | 1% | 0.91% | 0.91% |
| Apr 2026 | 41.5% | 40.4% | 10% | 2.5% | 2.2% | 1.2% | 1.1% | 0.92% |
| May 2026 | 41.3% | 40.4% | 10% | 2.7% | 2.2% | 1.5% | 1.1% | 0.72% |
| Jun 2026 | 41.6% | 40.4% | 9.7% | 2.2% | 2.8% | 1.1% | 1.1% | 1.1% |
| Jul 2026 | 44.6% | 37.2% | 10% | 3.5% | 1.9% | 1.1% | 0.97% | 0.62% |
| Aug 2026 | 44.5% | 36.9% | 10.6% | 2.7% | 1.8% | 1.4% | 1.3% | 0.71% |
| Sep 2026 | 44% | 37.6% | 10.4% | 3.4% | 2% | 1.2% | 0.74% | 0.66% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 44% | 5.3K | -5.5% | -0.5 points | |
| 2, held 2nd | 37.6% | 4.6K | -2.6% | +0.7 points | |
| 3, held 3rd | 10.4% | 1.3K | -6% | -0.2 points | |
| 4, held 4th | 3.4% | 410 | +20.6% | +0.7 points | |
| 5, held 5th | 2% | 240 | +4.3% | +0.2 points | |
| 6, held 6th | 1.2% | 150 | -16.7% | -0.2 points | |
| 7, held 7th | 0.74% | 90 | -47.1% | -0.6 points | |
| 8, held 8th | 0.66% | 80 | -11.1% | -0.1 points |
1.
Persil44%
Held 1st. 5.3K estimated branded searches, -5.5% vs prior month. Share -0.5 points.
2.
ecostore37.6%
Held 2nd. 4.6K estimated branded searches, -2.6% vs prior month. Share +0.7 points.
10.4%
Held 3rd. 1.3K estimated branded searches, -6% vs prior month. Share -0.2 points.
3.4%
Held 4th. 410 estimated branded searches, +20.6% vs prior month. Share +0.7 points.
5.
Tide2%
Held 5th. 240 estimated branded searches, +4.3% vs prior month. Share +0.2 points.
6.
Dynamo1.2%
Held 6th. 150 estimated branded searches, -16.7% vs prior month. Share -0.2 points.
7.
Omo0.74%
Held 7th. 90 estimated branded searches, -47.1% vs prior month. Share -0.6 points.
8.
Surf0.66%
Held 8th. 80 estimated branded searches, -11.1% vs prior month. Share -0.1 points.
Compare popularity between Surf and its closest rivals
Every comparison with Surf
7 comparisons
How has branded search demand for Surf changed in New Zealand over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Surf in New Zealand rose from 70 to 80.
- Across the 12 months ending September 2026, Surf fell from 7th to 8th among laundry detergent brands in New Zealand.
How did search popularity change for New Zealand laundry detergent brands in September 2026?
6 changes
In September 2026, Cold Power gained share of searches among laundry detergent brands in New Zealand, from 2.7% to 3.4%.
In September 2026, ecostore gained share of searches among laundry detergent brands in New Zealand, from 36.9% to 37.6%.
In September 2026, Omo lost share of searches among laundry detergent brands in New Zealand, from 1.3% to 0.74%.
In September 2026, Persil lost share of searches among laundry detergent brands in New Zealand, from 44.5% to 44%.
Estimated monthly branded searches for Dynamo in New Zealand rose 150% over 12 measured months, from 60 to 150 in September 2026.
Estimated monthly branded searches for Tide in New Zealand rose 140% over 12 measured months, from 100 to 240 in September 2026.
How are Surf’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Surf’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.
- surf laundry powder nz
- surf washing powder nz
Who owns Surf?
Surf is owned by 
Unilever. Brandwave also tracks 
Liquid I.V., 
Ben & Jerry's, 
Continental, 
Dove, Impulse, 
Lipton, 
Lux, 
Lynx, 
Magnum, Omo, Persil, 
Rexona, Sunlight, 
TRESemmé, 
Vaseline and Wild Kiwi Adventure Tours, owned by the same company, in New Zealand.
Do you work for Surf? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is Surf 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.