Brandwave

How popular isTENA?

In September 2026, people searched for TENA by name about 1,600 times in New Zealand, a 29% increase from the previous year. These searches made up 42.8% of all New Zealand incontinence brand searches, placing TENA first out of five brands. When we asked both ChatGPT and Google AI Overviews about incontinence brands, TENA appeared in all answers and was the most recommended of the five.

Search and AI answers in September 2026

TENA is the most searched of 5 competitors and the most recommended in AI answers.

  1. TENAShare of searches 42.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. PoiseShare of searches 31.3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  3. DependShare of searches 13.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  4. MoliCareShare of searches 10.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  5. ConfitexShare of searches 2.4%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
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Top incontinence brands in ChatGPT and Google AI Overviews

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

Most recommended by AI

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

  1. TENA1st
  2. Depend2nd
  3. MoliCare3rd
  4. Confitex4th
  5. Poise5th

Mentioned by AI

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

  • TENA5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Depend4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • MoliCare4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Poise2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Confitex1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about incontinence brands

5 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which incontinence brands compete with TENA?

TENA against incontinence brands in New Zealand, by month

Share of searches by month for TENA, Poise, Depend, MoliCare, Confitex. The figures are in the table below the chart.

View monthly share of searches table
MonthTENAPoiseDependMoliCareConfitex
Oct 202544.9%24.6%14.5%11.6%4.3%
Nov 202545.1%23.1%15.7%10.2%5.9%
Dec 202539.6%24.7%14%16.6%5.1%
Jan 202634.9%31.6%12.1%17.6%3.7%
Feb 202643.9%26.7%15.3%9.9%4.2%
Mar 202647.1%25.4%14.8%9.7%3%
Apr 202645.8%28.2%12.8%10.3%2.9%
May 202647.2%27.7%12.6%10.1%2.5%
Jun 202646.5%28.4%12.2%9.8%3.1%
Jul 202645.9%29.4%12.2%9.8%2.8%
Aug 202640.3%35.4%13.2%8.6%2.4%
Sep 202642.8%31.3%13.1%10.4%2.4%

  1. 1.TENA

    42.8%

    Held 1st. 1.6K estimated branded searches, +7.4% vs prior month. Share +2.5 points.

  2. 2.Poise

    31.3%

    Held 2nd. 1.2K estimated branded searches, -10.7% vs prior month. Share -4.1 points.

  3. 3.Depend

    13.1%

    Held 3rd. 490 estimated branded searches, 0% vs prior month. Share -0.1 points.

  4. 4.MoliCare

    10.4%

    Held 4th. 390 estimated branded searches, +21.9% vs prior month. Share +1.8 points.

  5. 5.Confitex

    2.4%

    Held 5th. 90 estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between TENA and its closest rivals

Every comparison with TENA

4 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for TENA in New Zealand rose from 1.2K to 1.6K.
  • Across the 12 months ending September 2026, TENA’s share of searches among incontinence brands in New Zealand decreased from 44.9% to 42.8%.
  • Across the 12 months ending September 2026, TENA’s share of searches among incontinence brands in New Zealand peaked at 47.2% in May 2026 and was lowest at 34.9% in January 2026.

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

5 changes

  1. In September 2026, TENA gained share of searches among incontinence brands in New Zealand, from 40.3% to 42.8%.

  2. In September 2026, MoliCare gained share of searches among incontinence brands in New Zealand, from 8.6% to 10.4%.

  3. In September 2026, Poise lost share of searches among incontinence brands in New Zealand, from 35.4% to 31.3%.

  4. Confitex’s share of searches among incontinence brands in New Zealand has lost ground for 3 months in a row, from 3.1% to 2.4% in September 2026.

  5. Estimated monthly branded searches for Depend in New Zealand rose 22.5% over 12 measured months, from 400 to 490 in September 2026.

How are TENA’s branded searches counted?

6 search terms

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

  • pads tena
  • pants tena
  • tena
  • tena adult diapers
  • tena bladder pads
  • tena liners

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How the Brand Demand Index is measured

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