---
title: "Dishwashing brands in New Zealand: Which brands are most popular in search?"
description: "Compare the dishwasher tablet and dishwashing liquid brands New Zealanders buy. Share of Search among ecostore, Finish, Morning Fresh and Earth Choice, the dishwashing brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. 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-dishwasher-detergent-brands"
publisher: "Brandwave"
---

# Dishwashing brands in New Zealand: Which brands are most popular in search?

Compare the dishwasher tablet and dishwashing liquid brands New Zealanders buy. Share of Search among ecostore, Finish, Morning Fresh and Earth Choice, the dishwashing brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. 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

- **Competitive set**: Dishwashing brands
- **Market**: New Zealand
- **Brands compared**: 4
- **Month measured**: Aug 2026
- **Highest Share of Search**: ecostore, 63.6%

## Which brand is most popular in search among dishwashing brands in New Zealand?

- In August 2026, ecostore was the most searched among dishwashing brands in New Zealand, with an estimated 8.8K branded searches and 63.6% estimated Share of Search within this set.
- Finish is in 2nd place, 33.3 percentage points behind at 30.3% Share of Search.
- Across the 11 months ending August 2026, ecostore’s estimated Share of Search among dishwashing brands in New Zealand decreased from 67.1% to 63.6%.
- Across the 11 months ending August 2026, Finish’s estimated Share of Search among dishwashing brands in New Zealand increased from 28.4% to 30.3%.
- Across the 11 months ending August 2026, Morning Fresh’s estimated Share of Search among dishwashing brands in New Zealand increased from 4.4% to 6%.
- Across the 11 months ending August 2026, ecostore’s estimated Share of Search among dishwashing brands in New Zealand peaked at 74.1% in November 2025 and was lowest at 58.2% in March 2026.
- Across the 11 months ending August 2026, Finish’s estimated Share of Search among dishwashing brands in New Zealand peaked at 35.1% in March 2026 and was lowest at 22.5% in November 2025.
- Across the 11 months ending August 2026, Morning Fresh’s estimated Share of Search among dishwashing brands in New Zealand peaked at 7.8% in May 2026 and was lowest at 3.3% in November 2025.
- Across the 11 months ending August 2026, Earth Choice held steady: its estimated Share of Search among dishwashing brands in New Zealand moved less than 0.5 percentage points.

## Compare search popularity between leading brands

- [ecostore vs Finish: compare search popularity](/demand/nz/compare/ecostore-vs-finish-dishwashing): 63.6% against 30.3% Share of Search.
- [ecostore vs Morning Fresh: compare search popularity](/demand/nz/compare/ecostore-vs-morning-fresh): 63.6% against 6% Share of Search.
- [Finish vs Morning Fresh: compare search popularity](/demand/nz/compare/finish-dishwashing-vs-morning-fresh): 30.3% against 6% Share of Search.

## How did search popularity change for New Zealand dishwashing brands in August 2026?

- In August 2026, ecostore gained estimated Share of Search among dishwashing brands in New Zealand, from 61.7% to 63.6%.
- In August 2026, Finish lost estimated Share of Search among dishwashing brands in New Zealand, from 31.9% to 30.3%.
- Morning Fresh’s estimated Share of Search among dishwashing brands in New Zealand has lost ground for 3 months in a row, from 7.8% to 6% in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | ecostore | 63.6% | 8.8K | +6.0% | ecostore |
| 2 | Finish | 30.3% | 4.2K | -2.3% | Reckitt |
| 3 | Morning Fresh | 6% | 830 | 0.0% | Morning Fresh |
| 4 | Earth Choice | 0.14% | 20 | -50.0% | Earth Choice |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | ecostore | 6.9K | 67.1% | 1 |
| Oct 2025 | Finish | 2.9K | 28.4% | 2 |
| Oct 2025 | Morning Fresh | 450 | 4.4% | 3 |
| Oct 2025 | Earth Choice | 20 | 0.19% | 4 |
| Nov 2025 | ecostore | 8.7K | 74.1% | 1 |
| Nov 2025 | Finish | 2.6K | 22.5% | 2 |
| Nov 2025 | Morning Fresh | 390 | 3.3% | 3 |
| Nov 2025 | Earth Choice | 20 | 0.17% | 4 |
| Dec 2025 | ecostore | 6.4K | 68.5% | 1 |
| Dec 2025 | Finish | 2.5K | 26.5% | 2 |
| Dec 2025 | Morning Fresh | 440 | 4.7% | 3 |
| Dec 2025 | Earth Choice | 30 | 0.32% | 4 |
| Jan 2026 | ecostore | 7.6K | 66.1% | 1 |
| Jan 2026 | Finish | 3.3K | 28.5% | 2 |
| Jan 2026 | Morning Fresh | 580 | 5.1% | 3 |
| Jan 2026 | Earth Choice | 30 | 0.26% | 4 |
| Feb 2026 | ecostore | 6.6K | 63% | 1 |
| Feb 2026 | Finish | 3.4K | 32.2% | 2 |
| Feb 2026 | Morning Fresh | 480 | 4.6% | 3 |
| Feb 2026 | Earth Choice | 20 | 0.19% | 4 |
| Mar 2026 | ecostore | 7.3K | 58.2% | 1 |
| Mar 2026 | Finish | 4.4K | 35.1% | 2 |
| Mar 2026 | Morning Fresh | 790 | 6.3% | 3 |
| Mar 2026 | Earth Choice | 50 | 0.4% | 4 |
| Apr 2026 | ecostore | 7.6K | 60.7% | 1 |
| Apr 2026 | Finish | 4.1K | 32.7% | 2 |
| Apr 2026 | Morning Fresh | 790 | 6.3% | 3 |
| Apr 2026 | Earth Choice | 40 | 0.32% | 4 |
| May 2026 | ecostore | 7.6K | 59% | 1 |
| May 2026 | Finish | 4.3K | 33% | 2 |
| May 2026 | Morning Fresh | 1K | 7.8% | 3 |
| May 2026 | Earth Choice | 30 | 0.23% | 4 |
| Jun 2026 | ecostore | 7.6K | 63.4% | 1 |
| Jun 2026 | Finish | 3.6K | 29.9% | 2 |
| Jun 2026 | Morning Fresh | 780 | 6.5% | 3 |
| Jun 2026 | Earth Choice | 20 | 0.17% | 4 |
| Jul 2026 | ecostore | 8.3K | 61.7% | 1 |
| Jul 2026 | Finish | 4.3K | 31.9% | 2 |
| Jul 2026 | Morning Fresh | 830 | 6.2% | 3 |
| Jul 2026 | Earth Choice | 40 | 0.3% | 4 |
| Aug 2026 | ecostore | 8.8K | 63.6% | 1 |
| Aug 2026 | Finish | 4.2K | 30.3% | 2 |
| Aug 2026 | Morning Fresh | 830 | 6% | 3 |
| Aug 2026 | Earth Choice | 20 | 0.14% | 4 |
| Sep 2026 | Earth Choice | — | — | — |
| Sep 2026 | ecostore | — | — | — |
| Sep 2026 | Finish | — | — | — |
| Sep 2026 | Morning Fresh | — | — | — |

## What is being compared

- **Earth Choice**: Measured on the search terms “earth choice dishwasher powder”, “earth choice dishwasher tablets”, “earth choice dishwashing” and “earth choice dishwashing liquid”, summed into one figure.
- **ecostore**: Measured on the search terms “eco store”, “eco store dishwasher powder”, “eco store near me”, “eco store shampoo”, “ecostore”, “ecostore com”, “ecostore detergent”, “ecostore dishwasher”, “ecostore dishwasher powder”, “ecostore dishwasher tablets”, “ecostore dishwashing liquid”, “ecostore laundry”, “ecostore laundry liquid”, “ecostore laundry powder”, “ecostore laundry soaker”, “ecostore nappy balm”, “ecostore near me”, “ecostore nz”, “ecostore online”, “ecostore refill”, “ecostore rinse aid”, “ecostore sensitive laundry liquid”, “ecostore sensitive laundry powder”, “ecostore shampoo”, “ecostore shampoo and conditioner”, “ecostore ultra power”, “ecostore ultra sensitive”, “ecostore ultra sensitive laundry liquid”, “ecostore ultra sensitive shampoo”, “ecostore wool wash” and “the ecostore”, summed into one figure.
- **Finish**: Measured on the search terms “classic finish dishwasher tablets”, “finish dishwasher powder”, “finish dishwasher tablets”, “finish dishwasher tablets 100”, “finish dishwasher tablets 110”, “finish dishwasher tablets 120”, “finish dishwashing liquid”, “finish powerball”, “finish powerball dishwasher tablets”, “finish powerball quantum”, “finish powerball ultimate”, “finish quantum”, “finish quantum dish detergent”, “finish quantum ultimate pro”, “finish ultimate dishwasher tablets” and “finish ultimate dishwasher tablets 100”, summed into one figure.
- **Morning Fresh**: Measured on the search terms “dishwashing liquid morning fresh”, “morning fresh”, “morning fresh dish soap”, “morning fresh dishwasher powder”, “morning fresh dishwasher tablets”, “morning fresh nz”, “morning fresh washing up liquid”, “morningfresh” and “morningfresh com au”, summed into one figure.

- [Earth Choice](/demand/nz/brands/earth-choice)
- [ecostore](/demand/nz/brands/ecostore)
- [Finish](/demand/nz/brands/finish-dishwashing)
- [Morning Fresh](/demand/nz/brands/morning-fresh)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among dishwashing brands in New Zealand?

In August 2026, ecostore was the most searched among dishwashing brands in New Zealand, with an estimated 8.8K branded searches and 63.6% estimated Share of Search within this set.

## Cite this page

Brandwave. "Dishwashing brands in New Zealand: Which brands are most popular in search?". https://gobrandwave.com/demand/nz/categories/nz-dishwasher-detergent-brands

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-dishwasher-detergent-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.