--- title: "Surf: search popularity in New Zealand" description: "Surf makes laundry powder and liquid. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/nz/brands/surf" publisher: "Brandwave" --- # Surf: search popularity in New Zealand Surf makes laundry powder and liquid. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Surf - **Owned by**: Unilever - **Market**: New Zealand - **Measured month**: Sep 2026 - **Share of Search among laundry detergent brands**: 0.66% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Laundry detergent brands | 8 | 0.66% | 80 | - [Laundry detergent brands](/demand/nz/categories/nz-laundry-detergent-brands) ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Persil | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | ecostore | 2nd | 3 of 3 | 1 of 2 | 4 of 5 | | Surf | 3rd | 1 of 3 | 2 of 2 | 3 of 5 | | Cold Power | 4th | 2 of 3 | 1 of 2 | 3 of 5 | | Earthwise | 5th | 0 of 3 | 1 of 2 | 1 of 5 | | Dynamo | 5th | 1 of 3 | 0 of 2 | 1 of 5 | | Tide | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Omo | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about laundry detergent brands - Asked ChatGPT "Which laundry detergent brand should I buy in New Zealand?": 1. Persil, 2. ecostore, 3. Cold Power - Asked ChatGPT "What are the best laundry detergent brands in New Zealand?": 1. Persil, 2. Dynamo, 3. Cold Power, 4. ecostore, 5. Surf - Asked ChatGPT "What's the best laundry detergent brand in New Zealand for clean clothes?": 1. Persil, 2. ecostore - Searched Google, AI Overview "laundry detergent nz": 1. ecostore, 2. Earthwise, 3. Persil, 4. Cold Power, 5. Surf - Searched Google, AI Overview "powder laundry detergent": 1. Surf, 2. Persil Not named in any answer: Tide and Omo. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## How has branded search demand for Surf changed in New Zealand over the last 12 months? - 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? - 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. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Laundry detergent brands | 70 | 0.75% | 7 | | Nov 2025 | Laundry detergent brands | 100 | 1% | 6 | | Dec 2025 | Laundry detergent brands | 60 | 0.73% | 7 | | Jan 2026 | Laundry detergent brands | 90 | 0.88% | 7 | | Feb 2026 | Laundry detergent brands | 100 | 1.2% | 6 | | Mar 2026 | Laundry detergent brands | 90 | 0.91% | 8 | | Apr 2026 | Laundry detergent brands | 90 | 0.92% | 8 | | May 2026 | Laundry detergent brands | 70 | 0.72% | 8 | | Jun 2026 | Laundry detergent brands | 110 | 1.1% | 8 | | Jul 2026 | Laundry detergent brands | 70 | 0.62% | 8 | | Aug 2026 | Laundry detergent brands | 90 | 0.71% | 8 | | Sep 2026 | Laundry detergent brands | 80 | 0.66% | 8 | ## How are Surf’s branded searches counted? 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” ## Which laundry detergent brands compete with Surf? - [Persil](/demand/nz/brands/persil) - [ecostore](/demand/nz/brands/ecostore) - [Earthwise](/demand/nz/brands/earthwise): Head-to-head: /demand/nz/compare/earthwise-vs-surf - [Cold Power](/demand/nz/brands/cold-power): Head-to-head: /demand/nz/compare/cold-power-vs-surf - [Tide](/demand/nz/brands/tide): Head-to-head: /demand/nz/compare/surf-vs-tide - [Dynamo](/demand/nz/brands/dynamo): Head-to-head: /demand/nz/compare/dynamo-vs-surf - [Omo](/demand/nz/brands/omo): Head-to-head: /demand/nz/compare/omo-vs-surf ## 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. - [Unilever](/demand/nz/companies/unilever): Owns 21 tracked brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### 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. ## Cite this page Brandwave. "Surf: search popularity in New Zealand". https://gobrandwave.com/demand/nz/brands/surf This page is also available as HTML at https://gobrandwave.com/demand/nz/brands/surf. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.