Brandwave

Air Wick vs Febreze:Which is more popular?

In September 2026, Febreze had more branded searches than Air Wick among air freshener brands in New Zealand. Febreze had about 1,630 branded searches, while Air Wick had 1,510. Febreze made up 13.6% of all air freshener brand searches we track, and Air Wick accounted for 12.6%. When we asked ChatGPT and Google AI Overviews about air freshener brands, Air Wick appeared in four of the five answers and Febreze in one. Air Wick was mentioned before Febreze in every answer.

Among air freshener brands in New Zealand in September 2026

Who do people search for more?

Febreze, about 8% more searches than Air Wick

Febreze 1.6K searchesAir Wick 1.5K searches

Who does AI mention more?

Air Wick, mentioned in 4 of 5 answers, Febreze in 1

Air Wick in 4 of 5Febreze in 1 of 5

Who does AI recommend more?

Air Wick, named ahead of Febreze in every answer

Air Wick first in 4Febreze never first

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Top air freshener brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Air Wick was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Febreze was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Air Wick was listed before Febreze in every answer.

Most recommended by AI

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

  1. Air Wick1st
  2. Glade2nd
  3. Ecoya3rd
  4. The Aromatherapy Co.4th
  5. Febreze5th
  6. Ambi Pur–

Mentioned by AI

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

  • Ecoya4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Air Wick4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Glade3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • The Aromatherapy Co.2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Febreze1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ambi Pur0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about air freshener 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 20, 2026.

Is Air Wick or Febreze more popular in search?

This chart shows how often people search Google for Air Wick and Febreze by name. Each line represents a brand's share of searches for all six air freshener brands we track, month by month, from searches in New Zealand.

Air Wick and Febreze among air freshener brands in New Zealand, by month

Share of searches by month for Febreze, Air Wick. The figures are in the table below the chart.

View monthly share of searches table
MonthEcoyaFebrezeAir WickThe Aromatherapy Co.GladeAmbi Pur
Oct 202558%11.5%9.9%14.3%5.6%0.63%
Nov 202579.1%5.1%4.6%8.5%2.3%0.38%
Dec 202570.7%5.5%5.5%15%2.9%0.31%
Jan 202651.6%14%12.5%14.9%6.1%0.93%
Feb 202649%16.6%11.9%14.7%6.7%0.9%
Mar 202652.1%15.2%13.2%12.9%5.8%0.79%
Apr 202653.1%15.6%11.5%12.8%5.8%1.2%
May 202655.1%16%11%12.4%4.6%0.85%
Jun 202655.1%15.7%11%11.4%5.7%1%
Jul 202672.9%9.7%7.1%6.3%3.5%0.43%
Aug 202655.8%14.1%11.6%10.5%7.1%0.8%
Sep 202656.4%13.6%12.6%11%5.5%0.92%

How has the Air Wick and Febreze comparison changed over the last 12 months?

3 findings
  • Febreze was ahead of Air Wick in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Air Wick’s share of searches among air freshener brands in New Zealand moved from 9.9% to 12.6%, and its estimated monthly branded searches moved from 1.1K to 1.5K.
  • Across the 12 months ending September 2026, Febreze’s share of searches among air freshener brands in New Zealand moved from 11.5% to 13.6%, and its estimated monthly branded searches moved from 1.3K to 1.6K.

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

2 changes

  1. In September 2026, Air Wick gained share of searches among air freshener brands in New Zealand, from 11.6% to 12.6%.

  2. Estimated monthly branded searches for Febreze in New Zealand rose 27.3% over 12 measured months, from 1.3K to 1.6K in September 2026.

How are branded searches counted?

16 search terms

Brandwave collects information about searches that people make online using Air Wick’s and Febreze’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Air Wick

9 branded search terms

  • air wick
  • air wick botanica
  • air wick diffuser
  • air wick spray
  • airwick
  • airwick automatic spray
  • airwick diffuser
  • airwick refill
  • botanica air wick

Febreze

7 branded search terms

  • fabric febreze spray
  • febreze
  • febreze air fresh
  • febreze diffuser
  • febreze fabric refresher
  • febreze room spray
  • febreze spray

How the Brand Demand Index is measured

Other head-to-heads among air freshener brands

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