Brandwave

How popular isTide?

In September 2026, people searched for Tide by name about 240 times in New Zealand, a 140% increase from the previous year. These searches made up 2% of all New Zealand laundry detergent brand searches, placing Tide fifth out of eight brands. When we asked both ChatGPT and Google AI Overviews about laundry detergent brands, Tide did not appear in any of the answers.

Search and AI answers in September 2026

Tide is the fifth most searched of 8 competitors and not listed in any AI answer.

  1. PersilShare of searches 44%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. ecostoreShare of searches 37.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  3. EarthwiseShare of searches 10.4%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  4. Cold PowerShare of searches 3.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  5. TideShare of searches 2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top laundry detergent brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Tide did not appear in any of the five answers.

Most recommended by AI

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

  1. Persil1st
  2. ecostore2nd
  3. Surf3rd
  4. Cold Power4th
  5. Earthwise5th
  6. Dynamo5th
  7. Tide–
  8. Omo–

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

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 laundry detergent brands compete with Tide?

Tide against laundry detergent brands in New Zealand, by month

Share of searches by month for Persil, ecostore, Earthwise, Cold Power, Tide. The figures are in the table below the chart.

View monthly share of searches table
MonthPersilecostoreEarthwiseCold PowerTideDynamoOmoSurf
Oct 202540.3%41.4%12.3%2.2%1.1%0.64%1.4%0.75%
Nov 202538.8%45.4%10%2%1.1%0.73%0.94%1%
Dec 202541.7%42.7%9.3%2.5%1.3%0.6%1.1%0.73%
Jan 202642.2%40.2%9.5%2.3%2.4%0.78%1.7%0.88%
Feb 202639.9%42%10.3%2.7%2%0.93%1%1.2%
Mar 202643.7%39.6%9.4%2.6%1.8%1%0.91%0.91%
Apr 202641.5%40.4%10%2.5%2.2%1.2%1.1%0.92%
May 202641.3%40.4%10%2.7%2.2%1.5%1.1%0.72%
Jun 202641.6%40.4%9.7%2.2%2.8%1.1%1.1%1.1%
Jul 202644.6%37.2%10%3.5%1.9%1.1%0.97%0.62%
Aug 202644.5%36.9%10.6%2.7%1.8%1.4%1.3%0.71%
Sep 202644%37.6%10.4%3.4%2%1.2%0.74%0.66%

  1. 1.Persil

    44%

    Held 1st. 5.3K estimated branded searches, -5.5% vs prior month. Share -0.5 points.

  2. 2.ecostore

    37.6%

    Held 2nd. 4.6K estimated branded searches, -2.6% vs prior month. Share +0.7 points.

  3. 3.Earthwise

    10.4%

    Held 3rd. 1.3K estimated branded searches, -6% vs prior month. Share -0.2 points.

  4. 4.Cold Power

    3.4%

    Held 4th. 410 estimated branded searches, +20.6% vs prior month. Share +0.7 points.

  5. 5.Tide

    2%

    Held 5th. 240 estimated branded searches, +4.3% vs prior month. Share +0.2 points.

  6. 6.Dynamo

    1.2%

    Held 6th. 150 estimated branded searches, -16.7% vs prior month. Share -0.2 points.

  7. 7.Omo

    0.74%

    Held 7th. 90 estimated branded searches, -47.1% vs prior month. Share -0.6 points.

  8. 8.Surf

    0.66%

    Held 8th. 80 estimated branded searches, -11.1% vs prior month. Share -0.1 points.

Compare popularity between Tide and its closest rivals

Every comparison with Tide

7 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Tide in New Zealand rose from 100 to 240.
  • Across the 12 months ending September 2026, Tide’s share of searches among laundry detergent brands in New Zealand increased from 1.1% to 2%.
  • Across the 12 months ending September 2026, Tide’s share of searches among laundry detergent brands in New Zealand peaked at 2.8% in June 2026 and was lowest at 1.1% in October 2025.
  • Across the 12 months ending September 2026, Tide rose from 6th to 5th among laundry detergent brands in New Zealand.

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

6 changes

  1. In September 2026, Cold Power gained share of searches among laundry detergent brands in New Zealand, from 2.7% to 3.4%.

  2. In September 2026, ecostore gained share of searches among laundry detergent brands in New Zealand, from 36.9% to 37.6%.

  3. In September 2026, Omo lost share of searches among laundry detergent brands in New Zealand, from 1.3% to 0.74%.

  4. In September 2026, Persil lost share of searches among laundry detergent brands in New Zealand, from 44.5% to 44%.

  5. Estimated monthly branded searches for Dynamo in New Zealand rose 150% over 12 measured months, from 60 to 150 in September 2026.

  6. Estimated monthly branded searches for Tide in New Zealand rose 140% over 12 measured months, from 100 to 240 in September 2026.

How are Tide’s branded searches counted?

3 search terms

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

  • tide detergent nz
  • tide laundry detergent nz
  • tide pods nz

How the Brand Demand Index is measured

Who owns Tide?

Tide is owned by Procter & Gamble. Brandwave also tracks Native, Ambi Pur, Braun, Braun Silk-expert, Fairy, Gillette, Head & Shoulders, Old Spice, Oral-B, Pampers and Pantene, owned by the same company, in New Zealand.

Do you work for Tide? To request corrections or removal please contact us via our support page and we will be happy to assist.

Where does Tide compete?

Tide is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Laundry detergent brands5th of 82%Shown above
Detergent pods brands3rd of 30.78%Show ranking
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Is Tide 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.

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