--- title: "Ajax vs Morning Fresh: Which is searched more in New Zealand?" description: "Is Ajax or Morning Fresh more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Dishwashing liquid brands set in New Zealand. 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/categories/nz-dish-soap-brands/compare/ajax-vs-morning-fresh" publisher: "Brandwave" --- # Ajax vs Morning Fresh: Which is searched more in New Zealand? Is Ajax or Morning Fresh more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Dishwashing liquid brands set in New Zealand. 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 - **Compared**: Ajax and Morning Fresh - **Competitive set**: Dishwashing liquid brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Ajax Share of Search**: 0.41% - **Morning Fresh Share of Search**: 13.2% ## Is Ajax or Morning Fresh more popular in search? - In September 2026, Morning Fresh had more branded searches than Ajax among dishwashing liquid brands in New Zealand. Morning Fresh had about 320 branded searches, while Ajax had 10. Morning Fresh made up 13.2% of all dishwashing liquid brand searches we track, and Ajax accounted for 0.41%. - Morning Fresh was ahead of Ajax in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Ajax’s share of searches among dishwashing liquid brands in New Zealand moved from 0.5% to 0.41%, and its estimated monthly branded searches held steady at 10. - Across the 12 months ending September 2026, Morning Fresh’s share of searches among dishwashing liquid brands in New Zealand moved from 7% to 13.2%, and its estimated monthly branded searches moved from 140 to 320. ## Top dishwashing liquid brands in ChatGPT and Google AI Overviews In three ChatGPT questions and one Google AI Overview, Morning Fresh was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Ajax did not appear in any of the four answers. 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 | | --- | --- | --- | --- | --- | | Morning Fresh | 1st | 3 of 3 | 0 of 1 | 3 of 4 | | Palmolive | 2nd | 3 of 3 | 1 of 1 | 4 of 4 | | Earthwise | 3rd | 3 of 3 | 0 of 1 | 3 of 4 | | Fairy | 4th | 1 of 3 | 0 of 1 | 1 of 4 | | Sunlight | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Ajax | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | ## Every AI answer about dishwashing liquid brands - Asked ChatGPT "Which dishwashing liquid brand should I buy in New Zealand?": 1. Morning Fresh, 2. Palmolive, 3. Earthwise - Asked ChatGPT "What are the best dishwashing liquid brands in New Zealand?": 1. Morning Fresh, 2. Palmolive, 3. Earthwise, 4. Fairy - Asked ChatGPT "What's the best dishwashing liquid brand in New Zealand for washing up?": 1. Morning Fresh, 2. Palmolive, 3. Earthwise - Searched Google, AI Overview "dish soap nz": 1. Palmolive Not named in any answer: Sunlight and Ajax. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## How did search popularity change for New Zealand dishwashing liquid brands in September 2026? - In September 2026, Morning Fresh gained share of searches among dishwashing liquid brands in New Zealand, from 12.5% to 13.2%. ## Month by month | Month | Ajax estimated searches | Ajax Share of Search | Ajax rank | Morning Fresh estimated searches | Morning Fresh Share of Search | Morning Fresh rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 10 | 0.5% | 6 | 140 | 7% | 4 | | Nov 2025 | 10 | 0.57% | 6 | 140 | 8% | 4 | | Dec 2025 | 10 | 0.62% | 6 | 140 | 8.6% | 4 | | Jan 2026 | 10 | 0.53% | 6 | 210 | 11.1% | 4 | | Feb 2026 | 10 | 0.61% | 6 | 170 | 10.4% | 4 | | Mar 2026 | 10 | 0.5% | 6 | 260 | 12.9% | 4 | | Apr 2026 | 10 | 0.51% | 6 | 260 | 13.1% | 3 | | May 2026 | 10 | 0.48% | 6 | 390 | 18.6% | 2 | | Jun 2026 | 10 | 0.47% | 6 | 320 | 15.1% | 3 | | Jul 2026 | 10 | 0.4% | 6 | 320 | 12.6% | 4 | | Aug 2026 | 10 | 0.39% | 6 | 320 | 12.5% | 3 | | Sep 2026 | 10 | 0.41% | 6 | 320 | 13.2% | 3 | ## How each brand is measured Brandwave collects information about searches that people make online using Ajax’s and Morning Fresh’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. - **Ajax**: Measured on the search term “ajax dish detergent”. - **Morning Fresh**: Measured on the search terms “morning fresh” and “morningfresh”, summed into one figure. - [Ajax profile](/demand/nz/brands/ajax) - [Morning Fresh profile](/demand/nz/brands/morning-fresh) - [All dishwashing liquid brands in New Zealand](/demand/nz/categories/nz-dish-soap-brands): The set both shares are measured inside, 6 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 ### Is Ajax or Morning Fresh more popular in search? In September 2026, Morning Fresh had more branded searches than Ajax among dishwashing liquid brands in New Zealand. Morning Fresh had about 320 branded searches, while Ajax had 10. Morning Fresh made up 13.2% of all dishwashing liquid brand searches we track, and Ajax accounted for 0.41%. ## Cite this page Brandwave. "Ajax vs Morning Fresh: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/categories/nz-dish-soap-brands/compare/ajax-vs-morning-fresh This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-dish-soap-brands/compare/ajax-vs-morning-fresh. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.