--- title: "Earthwise vs Morning Fresh: Which is searched more in New Zealand?" description: "Is Earthwise 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/earthwise-vs-morning-fresh" publisher: "Brandwave" --- # Earthwise vs Morning Fresh: Which is searched more in New Zealand? Is Earthwise 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**: Earthwise and Morning Fresh - **Competitive set**: Dishwashing liquid brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Earthwise Share of Search**: 18.2% - **Morning Fresh Share of Search**: 13.2% ## Is Earthwise or Morning Fresh more popular in search? - 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%. - The lead changed hands 2 times in the 12 months ending September 2026: Morning Fresh took it in May 2026, Earthwise took it in June 2026. - Across the 12 months ending September 2026, Earthwise’s share of searches among dishwashing liquid brands in New Zealand moved from 24.9% to 18.2%, and its estimated monthly branded searches moved from 500 to 440. - 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, 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. 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%. - Estimated monthly branded searches for Earthwise in New Zealand fell 12% over 12 measured months, from 500 to 440 in September 2026. ## Month by month | Month | Earthwise estimated searches | Earthwise Share of Search | Earthwise rank | Morning Fresh estimated searches | Morning Fresh Share of Search | Morning Fresh rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 500 | 24.9% | 2 | 140 | 7% | 4 | | Nov 2025 | 440 | 25.3% | 2 | 140 | 8% | 4 | | Dec 2025 | 300 | 18.5% | 2 | 140 | 8.6% | 4 | | Jan 2026 | 370 | 19.6% | 2 | 210 | 11.1% | 4 | | Feb 2026 | 350 | 21.5% | 2 | 170 | 10.4% | 4 | | Mar 2026 | 370 | 18.4% | 2 | 260 | 12.9% | 4 | | Apr 2026 | 370 | 18.7% | 2 | 260 | 13.1% | 3 | | May 2026 | 370 | 17.6% | 3 | 390 | 18.6% | 2 | | Jun 2026 | 360 | 17% | 2 | 320 | 15.1% | 3 | | Jul 2026 | 390 | 15.4% | 2 | 320 | 12.6% | 4 | | Aug 2026 | 460 | 18% | 2 | 320 | 12.5% | 3 | | Sep 2026 | 440 | 18.2% | 2 | 320 | 13.2% | 3 | ## How each brand is measured 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**: Measured on the search terms “earthwise” and “earthwise dishwashing liquid”, summed into one figure. - **Morning Fresh**: Measured on the search terms “morning fresh” and “morningfresh”, summed into one figure. - [Earthwise profile](/demand/nz/brands/earthwise) - [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 Earthwise or Morning Fresh more popular in search? 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%. ## Cite this page Brandwave. "Earthwise vs Morning Fresh: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/categories/nz-dish-soap-brands/compare/earthwise-vs-morning-fresh This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-dish-soap-brands/compare/earthwise-vs-morning-fresh. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.