Brandwave

How popular isVaseline?

In September 2026, people searched for Vaseline by name about 13,900 times in New Zealand, a 53.5% increase from the previous year. These searches made up 38.1% of all New Zealand body care brand searches, placing Vaseline first out of seven brands. When we asked both ChatGPT and Google AI Overviews about body care brands, Vaseline did not appear in any of the answers.

Search and AI answers in September 2026

Vaseline is the most searched of 7 competitors and not listed in any AI answer.

  1. VaselineShare of searches 38.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. AveenoShare of searches 21.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 1st
  3. CeraVeShare of searches 15.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
  4. Bio-OilShare of searches 11.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. EssanoShare of searches 6.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th

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Top body care brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Vaseline 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. Aveeno1st
  2. CeraVe2nd
  3. Trilogy3rd
  4. Essano4th
  5. Palmer's5th
  6. Vaseline–
  7. Bio-Oil–

Mentioned by AI

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

  • Aveeno2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • CeraVe2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Essano2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Palmer's2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Trilogy1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Vaseline0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bio-Oil0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about body care brands

5 answers

  • Asked ChatGPT

    “Which body care brand should I buy in New Zealand?”

    1. 1Aveeno
    2. 2Essano
    3. 3CeraVe

  • Asked ChatGPT

    “What are the best body care brands in New Zealand?”

    1. 1Essano

  • Asked ChatGPT

    “What's the best body care brand in New Zealand for dry skin?”

    1. 1CeraVe
    2. 2Aveeno

  • Searched Google, AI Overview

    “best body lotion”

    1. 1Palmer's

  • Searched Google, AI Overview

    “body oil nz”

    1. 1Trilogy
    2. 2Palmer's

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Which body care brands compete with Vaseline?

Vaseline against body care brands in New Zealand, by month

Share of searches by month for Vaseline, Aveeno, CeraVe, Bio-Oil, Essano, Palmer's. The figures are in the table below the chart.

View monthly share of searches table
MonthVaselineAveenoCeraVeBio-OilEssanoPalmer'sTrilogy
Oct 202531.7%20.5%19.2%11.2%7.4%8.1%1.8%
Nov 202529.4%21.4%19.2%13.5%7.3%6.5%2.6%
Dec 202530.1%21.7%20.3%11.8%8%6.1%2%
Jan 202629.2%20.2%23.8%11.4%7.7%6.2%1.5%
Feb 202629.6%20.7%23.2%11.1%7.6%6.3%1.7%
Mar 202630.9%21.6%20.5%11.9%6.7%6.6%1.8%
Apr 202630.5%20.9%21%12.3%7.1%6.3%1.9%
May 202628.5%18.7%22.5%11.5%12.1%5.1%1.7%
Jun 202628.4%21.4%23%11.2%8%6%1.9%
Jul 202631.3%23.7%20%9.8%6.9%6.3%2.1%
Aug 202639.5%21.5%16.7%8.4%6.3%5.8%1.8%
Sep 202638.1%21.2%15.1%11.1%6.8%6.1%1.6%

  1. 1.Vaseline

    38.1%

    Held 1st. 13.9K estimated branded searches, -12.5% vs prior month. Share -1.4 points.

  2. 2.Aveeno

    21.2%

    Held 2nd. 7.8K estimated branded searches, -10.6% vs prior month. Share -0.3 points.

  3. 3.CeraVe

    15.1%

    Held 3rd. 5.5K estimated branded searches, -17.8% vs prior month. Share -1.6 points.

  4. 4.Bio-Oil

    11.1%

    Held 4th. 4.1K estimated branded searches, +20.1% vs prior month. Share +2.7 points.

  5. 5.Essano

    6.8%

    Held 5th. 2.5K estimated branded searches, -1.6% vs prior month. Share +0.5 points.

  6. 6.Palmer's

    6.1%

    Held 6th. 2.2K estimated branded searches, -4.3% vs prior month. Share +0.3 points.

  7. 7.Trilogy

    1.6%

    Held 7th. 600 estimated branded searches, -17.8% vs prior month. Share -0.2 points.

Compare popularity between Vaseline and its closest rivals

Every comparison with Vaseline

6 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Vaseline in New Zealand rose from 9.1K to 13.9K.
  • Across the 12 months ending September 2026, Vaseline’s share of searches among body care brands in New Zealand increased from 31.7% to 38.1%.
  • Across the 12 months ending September 2026, Vaseline’s share of searches among body care brands in New Zealand peaked at 39.5% in August 2026 and was lowest at 28.4% in June 2026.

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

6 changes

  1. In September 2026, Bio-Oil gained share of searches among body care brands in New Zealand, from 8.4% to 11.1%.

  2. In September 2026, Essano gained share of searches among body care brands in New Zealand, from 6.3% to 6.8%.

  3. In September 2026, CeraVe lost share of searches among body care brands in New Zealand, from 16.7% to 15.1%.

  4. In September 2026, Vaseline lost share of searches among body care brands in New Zealand, from 39.5% to 38.1%.

  5. Estimated monthly branded searches for Aveeno in New Zealand rose 32.1% over 12 measured months, from 5.9K to 7.8K in September 2026.

  6. Estimated monthly branded searches for Trilogy in New Zealand rose 17.6% over 12 measured months, from 510 to 600 in September 2026.

How are Vaseline’s branded searches counted?

14 search terms

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

  • body oil vaseline
  • gluta hya vaseline
  • oil vaseline
  • petrolatum vaseline
  • vaseline
  • vaseline body lotion
  • vaseline cocoa butter
  • vaseline for chafing
  • vaseline gluta hya
  • vaseline jelly original
  • vaseline lip therapy
  • vaseline lotions
  • vaseline moisturiser
  • vaseline rosy lips

How the Brand Demand Index is measured

Who owns Vaseline?

Vaseline is owned by Unilever. Brandwave also tracks Liquid I.V., Ben & Jerry's, Continental, Dove, Impulse, Lipton, Lux, Lynx, Magnum, Omo, Persil, Rexona, Sunlight, Surf, TRESemmé and Wild Kiwi Adventure Tours, owned by the same company, in New Zealand.

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

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