Household cleaning brands in New Zealand:Which are most popular?
In September 2026, Dettol was the most searched household cleaning brand in New Zealand, accounting for 46.5% of all searches among the 12 brands we track. When we checked with ChatGPT and Google AI Overviews, ecostore showed up in every answer. ecostore was recommended most often, coming first in two out of three responses that gave a list.
DettolShare of searches 46.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
ecostoreShare of searches 23.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
JifShare of searches 10.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd- JanolaShare of searches 8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
EarthwiseShare of searches 4.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
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Top household cleaning brands in ChatGPT and Google AI Overviews
In Brandwave's three ChatGPT questions and two Google AI Overviews, ecostore appeared every time. ecostore was recommended most often, coming first in two out of three answers that gave a list. Earthwise was second, and Jif was third. Janola, which ranked fourth in searches, was not mentioned at all.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- ecostore5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Dettol4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Jif3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Earthwise3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Selleys3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Janola0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Morning Fresh0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Harpic0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Domex0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
White King0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Ajax0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Pine O Cleen0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about household cleaning brands
5 answers
Asked ChatGPT
“Which household cleaning brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best household cleaning brands in New Zealand?”
Asked ChatGPT
“What's the best household cleaning brand in New Zealand for everyday cleaning?”
Searched Google, AI Overview
“best cleaning products”
Searched Google, AI Overview
“home cleaning products”
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.
Which household cleaning brands do people search for most?
This chart shows how often people search Google for each household cleaning brand by name. Each line represents a brand's share of searches for all 12 household cleaning brands we track, month by month, from searches in New Zealand.
Share of searches by month for Dettol, ecostore, Jif, Janola, Earthwise, Morning Fresh. The figures are in the table below the chart.
View monthly share of searches table
| Month | Dettol | ecostore | Jif | Janola | Earthwise | Morning Fresh | Harpic | Domex | White King | Ajax | Pine O Cleen | Selleys |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 39.9% | 31.1% | 8.2% | 9.8% | 5.4% | 1.9% | 1.5% | 1.2% | 0.54% | 0.14% | 0.14% | 0.14% |
| Nov 2025 | 37.3% | 35.5% | 7.5% | 9% | 5% | 1.8% | 1.4% | 1.8% | 0.38% | 0.13% | 0.13% | 0.13% |
| Dec 2025 | 39.2% | 32.2% | 8.5% | 10.2% | 3.7% | 2% | 2% | 1.6% | 0.28% | 0.14% | 0.14% | 0.14% |
| Jan 2026 | 42.6% | 28.8% | 9% | 8.7% | 4% | 2.6% | 2.1% | 1.3% | 0.49% | 0.12% | 0.12% | 0.12% |
| Feb 2026 | 40.7% | 30.9% | 8.2% | 9.7% | 4.4% | 2.3% | 1.9% | 1.2% | 0.4% | 0.13% | 0.13% | 0.13% |
| Mar 2026 | 43.6% | 27.9% | 7.5% | 8.9% | 4.1% | 3.2% | 2.1% | 1.7% | 0.62% | 0.12% | 0.12% | 0.12% |
| Apr 2026 | 41.6% | 30.1% | 8.1% | 7.8% | 4.4% | 3.4% | 2.2% | 1.5% | 0.53% | 0.13% | 0.13% | 0.13% |
| May 2026 | 41.2% | 29% | 7.7% | 9.1% | 4.2% | 4.9% | 1.8% | 1.4% | 0.38% | 0.13% | 0.13% | 0.13% |
| Jun 2026 | 43% | 29.2% | 8.1% | 7.6% | 4.3% | 4.1% | 1.8% | 0.9% | 0.52% | 0.13% | 0.13% | 0.13% |
| Jul 2026 | 46% | 25% | 8.9% | 8.7% | 4% | 3.8% | 1.7% | 1.1% | 0.48% | 0.12% | 0.12% | 0.12% |
| Aug 2026 | 45.8% | 25.6% | 9.8% | 7.8% | 4.3% | 3.4% | 1.5% | 1.2% | 0.32% | 0.11% | 0.11% | 0% |
| Sep 2026 | 46.5% | 23.8% | 10.1% | 8% | 4.4% | 3.5% | 1.9% | 1.2% | 0.33% | 0.11% | 0.11% | 0.11% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 46.5% | 4.2K | -1.2% | +0.7 points | |
| 2, held 2nd | 23.8% | 2.1K | -9.7% | -1.9 points | |
| 3, held 3rd | 10.1% | 910 | 0% | +0.3 points | |
| 4, held 4th | 8% | 720 | 0% | +0.2 points | |
| 5, held 5th | 4.4% | 400 | 0% | +0.1 points | |
| 6, held 6th | 3.5% | 320 | 0% | +0.1 points | |
| 7, held 7th | 1.9% | 170 | +21.4% | +0.4 points | |
| 8, held 8th | 1.2% | 110 | 0% | 0 points | |
| 9, held 9th | 0.33% | 30 | 0% | 0 points | |
| 10, held 10th | 0.11% | 10 | 0% | 0 points | |
| 11, held 11th | 0.11% | 10 | 0% | 0 points | |
| 12, held 12th | 0.11% | 10 | — | +0.1 points |
1.
Dettol46.5%
Held 1st. 4.2K estimated branded searches, -1.2% vs prior month. Share +0.7 points.
2.
ecostore23.8%
Held 2nd. 2.1K estimated branded searches, -9.7% vs prior month. Share -1.9 points.
3.
Jif10.1%
Held 3rd. 910 estimated branded searches, 0% vs prior month. Share +0.3 points.
4.Janola
8%
Held 4th. 720 estimated branded searches, 0% vs prior month. Share +0.2 points.
4.4%
Held 5th. 400 estimated branded searches, 0% vs prior month. Share +0.1 points.
3.5%
Held 6th. 320 estimated branded searches, 0% vs prior month. Share +0.1 points.
7.
Harpic1.9%
Held 7th. 170 estimated branded searches, +21.4% vs prior month. Share +0.4 points.
8.
Domex1.2%
Held 8th. 110 estimated branded searches, 0% vs prior month. Share 0 points.
0.33%
Held 9th. 30 estimated branded searches, 0% vs prior month. Share 0 points.
10.
Ajax0.11%
Held 10th. 10 estimated branded searches, 0% vs prior month. Share 0 points.
11.
Pine O Cleen0.11%
Held 11th. 10 estimated branded searches, 0% vs prior month. Share 0 points.
12.
Selleys0.11%
Held 12th. 10 estimated branded searches, — vs prior month. Share +0.1 points.
Which brand is most popular in search among household cleaning brands in New Zealand?
12 brands
In September 2026, Dettol was the most searched among household cleaning brands in New Zealand, with an estimated 4.2K branded searches, 46.5% of all searches for the 12 we track. ecostore is in 2nd place, 22.7 percentage points behind at 23.8%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Dettol | 39.9% → 46.5% | 46.5%Sep 2026 | 37.3%Nov 2025 | 1st |
| ecostore | 31.1% → 23.8% | 35.5%Nov 2025 | 23.8%Sep 2026 | 2nd |
| Jif | 8.2% → 10.1% | 10.1%Sep 2026 | 7.5%Nov 2025 | 4th → 3rd |
| Janola | 9.8% → 8% | 10.2%Dec 2025 | 7.6%Jun 2026 | 3rd → 4th |
| Earthwise | 5.4% → 4.4% | 5.4%Oct 2025 | 3.7%Dec 2025 | 5th |
| Morning Fresh | 1.9% → 3.5% | 4.9%May 2026 | 1.8%Nov 2025 | 6th |
| Harpic | 1.5% → 1.9% | 2.2%Apr 2026 | 1.4%Nov 2025 | 7th |
| Domex | 1.2% | 1.8%Nov 2025 | 0.9%Jun 2026 | 8th |
| White King | 0.54% → 0.33% | 0.62%Mar 2026 | 0.28%Dec 2025 | 9th |
| Ajax | 0.14% → 0.11% | 0.14%Dec 2025 | 0.11%Aug 2026 | 10th |
| Pine O Cleen | 0.14% → 0.11% | 0.14%Dec 2025 | 0.11%Aug 2026 | 11th |
| Selleys | 0.14% → 0.11% | 0.14%Dec 2025 | 0%Aug 2026 | 12th |
Each finding as a sentence
- Across the 12 months ending September 2026, Dettol’s share of searches among household cleaning brands in New Zealand increased from 39.9% to 46.5%.
- Across the 12 months ending September 2026, ecostore’s share of searches among household cleaning brands in New Zealand decreased from 31.1% to 23.8%.
- Across the 12 months ending September 2026, Jif’s share of searches among household cleaning brands in New Zealand increased from 8.2% to 10.1%.
- Across the 12 months ending September 2026, Janola’s share of searches among household cleaning brands in New Zealand decreased from 9.8% to 8%.
- Across the 12 months ending September 2026, Earthwise’s share of searches among household cleaning brands in New Zealand decreased from 5.4% to 4.4%.
- Across the 12 months ending September 2026, Morning Fresh’s share of searches among household cleaning brands in New Zealand increased from 1.9% to 3.5%.
- Across the 12 months ending September 2026, Dettol’s share of searches among household cleaning brands in New Zealand peaked at 46.5% in September 2026 and was lowest at 37.3% in November 2025.
- Across the 12 months ending September 2026, ecostore’s share of searches among household cleaning brands in New Zealand peaked at 35.5% in November 2025 and was lowest at 23.8% in September 2026.
- Across the 12 months ending September 2026, Jif’s share of searches among household cleaning brands in New Zealand peaked at 10.1% in September 2026 and was lowest at 7.5% in November 2025.
- Across the 12 months ending September 2026, Janola’s share of searches among household cleaning brands in New Zealand peaked at 10.2% in December 2025 and was lowest at 7.6% in June 2026.
- Across the 12 months ending September 2026, Earthwise’s share of searches among household cleaning brands in New Zealand peaked at 5.4% in October 2025 and was lowest at 3.7% in December 2025.
- Across the 12 months ending September 2026, Morning Fresh’s share of searches among household cleaning brands in New Zealand peaked at 4.9% in May 2026 and was lowest at 1.8% in November 2025.
- Across the 12 months ending September 2026, Jif rose from 4th to 3rd among household cleaning brands in New Zealand.
- Across the 12 months ending September 2026, Janola fell from 3rd to 4th among household cleaning brands in New Zealand.
- Across the 12 months ending September 2026, Harpic, Domex, White King, Ajax, Pine O Cleen and Selleys held steady: their share of searches among household cleaning brands in New Zealand each moved less than 0.5 percentage points.
How did search popularity change for New Zealand household cleaning brands in September 2026?
7 changes
In September 2026, Dettol gained share of searches among household cleaning brands in New Zealand, from 45.8% to 46.5%.
In September 2026, ecostore lost share of searches among household cleaning brands in New Zealand, from 25.6% to 23.8%.
Jif’s share of searches among household cleaning brands in New Zealand has gained ground for 3 months in a row, from 8.1% to 10.1% in September 2026.
Estimated monthly branded searches for Morning Fresh in New Zealand rose 128.6% over 12 measured months, from 140 to 320 in September 2026.
Estimated monthly branded searches for Harpic in New Zealand rose 54.5% over 12 measured months, from 110 to 170 in September 2026.
Estimated monthly branded searches for Domex in New Zealand rose 22.2% over 12 measured months, from 90 to 110 in September 2026.
Estimated monthly branded searches for White King in New Zealand fell 25% over 12 measured months, from 40 to 30 in September 2026.
Compare popularity between leading brands
- Dettol vs ecostore: compare popularity
- Dettol vs Jif: compare popularity
- Dettol vs Janola: compare popularity
- Dettol vs Earthwise: compare popularity
- ecostore vs Jif: compare popularity
- ecostore vs Janola: compare popularity
- ecostore vs Earthwise: compare popularity
- Jif vs Janola: compare popularity
- Jif vs Earthwise: compare popularity
- Janola vs Earthwise: compare popularity
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