Brandwave

Earthwise vs Morning Fresh:Which is more popular?

In September 2026, Earthwise had more branded searches than Morning Fresh among dishwashing liquid brands in New Zealand. Earthwise had about 440 branded searches, while Morning Fresh had 320. Earthwise made up 18.2% of all dishwashing liquid brand searches we track, and Morning Fresh accounted for 13.2%. When we asked ChatGPT and Google AI Overviews about dishwashing liquid brands, Earthwise and Morning Fresh each appeared in three of the four answers. Morning Fresh was mentioned before Earthwise in every answer.

Among dishwashing liquid brands in New Zealand in September 2026

Who do people search for more?

Earthwise, about 38% more searches than Morning Fresh

Earthwise 440 searchesMorning Fresh 320 searches

Who does AI mention more?

Both were mentioned in 3 of 4 answers.

Earthwise in 3 of 4Morning Fresh in 3 of 4

Who does AI recommend more?

Morning Fresh, named ahead of Earthwise in every answer

Morning Fresh first in 3Earthwise never first

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Top dishwashing liquid brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Earthwise and Morning Fresh were each mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Morning Fresh was listed before Earthwise in every answer.

Most recommended by AI

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

  1. Morning Fresh1st
  2. Palmolive2nd
  3. Earthwise3rd
  4. Fairy4th
  5. Sunlight–
  6. Ajax–

Mentioned by AI

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

  • Palmolive4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Earthwise3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Morning Fresh3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Fairy1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Sunlight0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Ajax0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about dishwashing liquid brands

4 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.

Is Earthwise or Morning Fresh more popular in search?

This chart shows how often people search Google for Earthwise and Morning Fresh by name. Each line represents a brand's share of searches for all six dishwashing liquid brands we track, month by month, from searches in New Zealand.

Earthwise and Morning Fresh among dishwashing liquid brands in New Zealand, by month

Share of searches by month for Earthwise, Morning Fresh. The figures are in the table below the chart.

View monthly share of searches table
MonthPalmoliveEarthwiseMorning FreshSunlightFairyAjax
Oct 202549.3%24.9%7%13.9%4.5%0.5%
Nov 202547.1%25.3%8%16.1%2.9%0.57%
Dec 202550.6%18.5%8.6%17.3%4.3%0.62%
Jan 202648.7%19.6%11.1%15.3%4.8%0.53%
Feb 202646%21.5%10.4%14.7%6.7%0.61%
Mar 202650.2%18.4%12.9%13.4%4.5%0.5%
Apr 202651%18.7%13.1%12.1%4.5%0.51%
May 202649%17.6%18.6%11%3.3%0.48%
Jun 202650.5%17%15.1%13.7%3.3%0.47%
Jul 202651%15.4%12.6%13.8%6.7%0.4%
Aug 202654.7%18%12.5%10.9%3.5%0.39%
Sep 202651.7%18.2%13.2%12%4.5%0.41%

How has the Earthwise and Morning Fresh comparison changed over the last 12 months?

3 findings

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

2 changes

  1. In September 2026, Morning Fresh gained share of searches among dishwashing liquid brands in New Zealand, from 12.5% to 13.2%.

  2. Estimated monthly branded searches for Earthwise in New Zealand fell 12% over 12 measured months, from 500 to 440 in September 2026.

How are branded searches counted?

4 search terms

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

Earthwise

2 branded search terms

  • earthwise
  • earthwise dishwashing liquid

Morning Fresh

2 branded search terms

  • morning fresh
  • morningfresh

How the Brand Demand Index is measured

Other head-to-heads among dishwashing liquid brands

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