---
title: "Household cleaning brands in New Zealand: Which are searched most?"
description: "Compare the household cleaning brands New Zealanders buy. Share of Search among Dettol, ecostore, Jif, Janola, Earthwise, Morning Fresh, Harpic, Domex, White King, Ajax, Pine O Cleen and Selleys, the household cleaning 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-household-cleaning-brands"
publisher: "Brandwave"
---

# Household cleaning brands in New Zealand: Which are searched most?

Compare the household cleaning brands New Zealanders buy. Share of Search among Dettol, ecostore, Jif, Janola, Earthwise, Morning Fresh, Harpic, Domex, White King, Ajax, Pine O Cleen and Selleys, the household cleaning 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**: Household cleaning brands
- **Market**: New Zealand
- **Brands compared**: 12
- **Month measured**: Sep 2026
- **Highest Share of Search**: Dettol, 46.5%

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

- 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%.
- 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.

## 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.

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 |
| --- | --- | --- | --- | --- |
| ecostore | 1st | 3 of 3 | 2 of 2 | 5 of 5 |
| Earthwise | 2nd | 3 of 3 | 0 of 2 | 3 of 5 |
| Jif | 3rd | 2 of 3 | 1 of 2 | 3 of 5 |
| Dettol | 4th | 3 of 3 | 1 of 2 | 4 of 5 |
| Selleys | 5th | 2 of 3 | 1 of 2 | 3 of 5 |
| Janola | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Morning Fresh | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Harpic | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Domex | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| White King | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Ajax | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Pine O Cleen | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about household cleaning brands

- Asked ChatGPT "Which household cleaning brand should I buy in New Zealand?": 1. Earthwise, 2. ecostore, 3. Selleys, 4. Dettol
- Asked ChatGPT "What are the best household cleaning brands in New Zealand?": 1. ecostore, 2. Earthwise, 3. Jif, 4. Dettol, 5. Selleys
- Asked ChatGPT "What's the best household cleaning brand in New Zealand for everyday cleaning?": 1. ecostore, 2. Jif, 3. Earthwise, 4. Dettol
- Searched Google, AI Overview "best cleaning products": 1. ecostore, 2. Dettol, 3. Selleys, 4. Jif
- Searched Google, AI Overview "home cleaning products": 1. ecostore

Not named in any answer: Janola, Morning Fresh, Harpic, Domex, White King, Ajax and Pine O Cleen.

Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026.

## Compare search popularity between leading brands

- [Dettol vs ecostore: compare search popularity](/demand/nz/compare/dettol-vs-ecostore): 46.5% against 23.8% Share of Search.
- [Dettol vs Jif: compare search popularity](/demand/nz/compare/dettol-vs-jif): 46.5% against 10.1% Share of Search.
- [Dettol vs Janola: compare search popularity](/demand/nz/compare/dettol-vs-janola): 46.5% against 8% Share of Search.
- [Dettol vs Earthwise: compare search popularity](/demand/nz/compare/dettol-vs-earthwise): 46.5% against 4.4% Share of Search.
- [ecostore vs Jif: compare search popularity](/demand/nz/compare/ecostore-vs-jif): 23.8% against 10.1% Share of Search.
- [ecostore vs Janola: compare search popularity](/demand/nz/compare/ecostore-vs-janola): 23.8% against 8% Share of Search.
- [ecostore vs Earthwise: compare search popularity](/demand/nz/compare/earthwise-vs-ecostore): 23.8% against 4.4% Share of Search.
- [Jif vs Janola: compare search popularity](/demand/nz/compare/janola-vs-jif): 10.1% against 8% Share of Search.
- [Jif vs Earthwise: compare search popularity](/demand/nz/compare/earthwise-vs-jif): 10.1% against 4.4% Share of Search.
- [Janola vs Earthwise: compare search popularity](/demand/nz/compare/earthwise-vs-janola): 8% against 4.4% Share of Search.

## How did search popularity change for New Zealand household cleaning brands in September 2026?

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Dettol | 46.5% | 4.2K | -1.2% | Reckitt |
| 2 | ecostore | 23.8% | 2.1K | -9.7% | ecostore |
| 3 | Jif | 10.1% | 910 | 0.0% | Jif |
| 4 | Janola | 8% | 720 | 0.0% | Janola |
| 5 | Earthwise | 4.4% | 400 | 0.0% | Earthwise |
| 6 | Morning Fresh | 3.5% | 320 | 0.0% | Morning Fresh |
| 7 | Harpic | 1.9% | 170 | +21.4% | Reckitt |
| 8 | Domex | 1.2% | 110 | 0.0% | Reckitt |
| 9 | White King | 0.33% | 30 | 0.0% | Pental |
| 10 | Ajax | 0.11% | 10 | 0.0% | Colgate-Palmolive |
| 11 | Pine O Cleen | 0.11% | 10 | 0.0% | Reckitt |
| 12 | Selleys | 0.11% | 10 | — | Selleys |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Dettol | 2.9K | 39.9% | 1 |
| Oct 2025 | ecostore | 2.3K | 31.1% | 2 |
| Oct 2025 | Janola | 720 | 9.8% | 3 |
| Oct 2025 | Jif | 600 | 8.2% | 4 |
| Oct 2025 | Earthwise | 400 | 5.4% | 5 |
| Oct 2025 | Morning Fresh | 140 | 1.9% | 6 |
| Oct 2025 | Harpic | 110 | 1.5% | 7 |
| Oct 2025 | Domex | 90 | 1.2% | 8 |
| Oct 2025 | White King | 40 | 0.54% | 9 |
| Oct 2025 | Ajax | 10 | 0.14% | 10 |
| Oct 2025 | Pine O Cleen | 10 | 0.14% | 11 |
| Oct 2025 | Selleys | 10 | 0.14% | 12 |
| Nov 2025 | Dettol | 3K | 37.3% | 1 |
| Nov 2025 | ecostore | 2.8K | 35.5% | 2 |
| Nov 2025 | Janola | 720 | 9% | 3 |
| Nov 2025 | Jif | 600 | 7.5% | 4 |
| Nov 2025 | Earthwise | 400 | 5% | 5 |
| Nov 2025 | Domex | 140 | 1.8% | 6 |
| Nov 2025 | Morning Fresh | 140 | 1.8% | 7 |
| Nov 2025 | Harpic | 110 | 1.4% | 8 |
| Nov 2025 | White King | 30 | 0.38% | 9 |
| Nov 2025 | Ajax | 10 | 0.13% | 10 |
| Nov 2025 | Pine O Cleen | 10 | 0.13% | 11 |
| Nov 2025 | Selleys | 10 | 0.13% | 12 |
| Dec 2025 | Dettol | 2.8K | 39.2% | 1 |
| Dec 2025 | ecostore | 2.3K | 32.2% | 2 |
| Dec 2025 | Janola | 720 | 10.2% | 3 |
| Dec 2025 | Jif | 600 | 8.5% | 4 |
| Dec 2025 | Earthwise | 260 | 3.7% | 5 |
| Dec 2025 | Harpic | 140 | 2% | 6 |
| Dec 2025 | Morning Fresh | 140 | 2% | 7 |
| Dec 2025 | Domex | 110 | 1.6% | 8 |
| Dec 2025 | White King | 20 | 0.28% | 9 |
| Dec 2025 | Ajax | 10 | 0.14% | 10 |
| Dec 2025 | Pine O Cleen | 10 | 0.14% | 11 |
| Dec 2025 | Selleys | 10 | 0.14% | 12 |
| Jan 2026 | Dettol | 3.5K | 42.6% | 1 |
| Jan 2026 | ecostore | 2.4K | 28.8% | 2 |
| Jan 2026 | Jif | 740 | 9% | 3 |
| Jan 2026 | Janola | 720 | 8.7% | 4 |
| Jan 2026 | Earthwise | 330 | 4% | 5 |
| Jan 2026 | Morning Fresh | 210 | 2.6% | 6 |
| Jan 2026 | Harpic | 170 | 2.1% | 7 |
| Jan 2026 | Domex | 110 | 1.3% | 8 |
| Jan 2026 | White King | 40 | 0.49% | 9 |
| Jan 2026 | Ajax | 10 | 0.12% | 10 |
| Jan 2026 | Pine O Cleen | 10 | 0.12% | 11 |
| Jan 2026 | Selleys | 10 | 0.12% | 12 |
| Feb 2026 | Dettol | 3K | 40.7% | 1 |
| Feb 2026 | ecostore | 2.3K | 30.9% | 2 |
| Feb 2026 | Janola | 720 | 9.7% | 3 |
| Feb 2026 | Jif | 610 | 8.2% | 4 |
| Feb 2026 | Earthwise | 330 | 4.4% | 5 |
| Feb 2026 | Morning Fresh | 170 | 2.3% | 6 |
| Feb 2026 | Harpic | 140 | 1.9% | 7 |
| Feb 2026 | Domex | 90 | 1.2% | 8 |
| Feb 2026 | White King | 30 | 0.4% | 9 |
| Feb 2026 | Ajax | 10 | 0.13% | 10 |
| Feb 2026 | Pine O Cleen | 10 | 0.13% | 11 |
| Feb 2026 | Selleys | 10 | 0.13% | 12 |
| Mar 2026 | Dettol | 3.5K | 43.6% | 1 |
| Mar 2026 | ecostore | 2.3K | 27.9% | 2 |
| Mar 2026 | Janola | 720 | 8.9% | 3 |
| Mar 2026 | Jif | 610 | 7.5% | 4 |
| Mar 2026 | Earthwise | 330 | 4.1% | 5 |
| Mar 2026 | Morning Fresh | 260 | 3.2% | 6 |
| Mar 2026 | Harpic | 170 | 2.1% | 7 |
| Mar 2026 | Domex | 140 | 1.7% | 8 |
| Mar 2026 | White King | 50 | 0.62% | 9 |
| Mar 2026 | Ajax | 10 | 0.12% | 10 |
| Mar 2026 | Pine O Cleen | 10 | 0.12% | 11 |
| Mar 2026 | Selleys | 10 | 0.12% | 12 |
| Apr 2026 | Dettol | 3.1K | 41.6% | 1 |
| Apr 2026 | ecostore | 2.3K | 30.1% | 2 |
| Apr 2026 | Jif | 610 | 8.1% | 3 |
| Apr 2026 | Janola | 590 | 7.8% | 4 |
| Apr 2026 | Earthwise | 330 | 4.4% | 5 |
| Apr 2026 | Morning Fresh | 260 | 3.4% | 6 |
| Apr 2026 | Harpic | 170 | 2.2% | 7 |
| Apr 2026 | Domex | 110 | 1.5% | 8 |
| Apr 2026 | White King | 40 | 0.53% | 9 |
| Apr 2026 | Ajax | 10 | 0.13% | 10 |
| Apr 2026 | Pine O Cleen | 10 | 0.13% | 11 |
| Apr 2026 | Selleys | 10 | 0.13% | 12 |
| May 2026 | Dettol | 3.3K | 41.2% | 1 |
| May 2026 | ecostore | 2.3K | 29% | 2 |
| May 2026 | Janola | 720 | 9.1% | 3 |
| May 2026 | Jif | 610 | 7.7% | 4 |
| May 2026 | Morning Fresh | 390 | 4.9% | 5 |
| May 2026 | Earthwise | 330 | 4.2% | 6 |
| May 2026 | Harpic | 140 | 1.8% | 7 |
| May 2026 | Domex | 110 | 1.4% | 8 |
| May 2026 | White King | 30 | 0.38% | 9 |
| May 2026 | Ajax | 10 | 0.13% | 10 |
| May 2026 | Pine O Cleen | 10 | 0.13% | 11 |
| May 2026 | Selleys | 10 | 0.13% | 12 |
| Jun 2026 | Dettol | 3.3K | 43% | 1 |
| Jun 2026 | ecostore | 2.3K | 29.2% | 2 |
| Jun 2026 | Jif | 630 | 8.1% | 3 |
| Jun 2026 | Janola | 590 | 7.6% | 4 |
| Jun 2026 | Earthwise | 330 | 4.3% | 5 |
| Jun 2026 | Morning Fresh | 320 | 4.1% | 6 |
| Jun 2026 | Harpic | 140 | 1.8% | 7 |
| Jun 2026 | Domex | 70 | 0.9% | 8 |
| Jun 2026 | White King | 40 | 0.52% | 9 |
| Jun 2026 | Ajax | 10 | 0.13% | 10 |
| Jun 2026 | Pine O Cleen | 10 | 0.13% | 11 |
| Jun 2026 | Selleys | 10 | 0.13% | 12 |
| Jul 2026 | Dettol | 3.8K | 46% | 1 |
| Jul 2026 | ecostore | 2.1K | 25% | 2 |
| Jul 2026 | Jif | 740 | 8.9% | 3 |
| Jul 2026 | Janola | 720 | 8.7% | 4 |
| Jul 2026 | Earthwise | 330 | 4% | 5 |
| Jul 2026 | Morning Fresh | 320 | 3.8% | 6 |
| Jul 2026 | Harpic | 140 | 1.7% | 7 |
| Jul 2026 | Domex | 90 | 1.1% | 8 |
| Jul 2026 | White King | 40 | 0.48% | 9 |
| Jul 2026 | Ajax | 10 | 0.12% | 10 |
| Jul 2026 | Pine O Cleen | 10 | 0.12% | 11 |
| Jul 2026 | Selleys | 10 | 0.12% | 12 |
| Aug 2026 | Dettol | 4.3K | 45.8% | 1 |
| Aug 2026 | ecostore | 2.4K | 25.6% | 2 |
| Aug 2026 | Jif | 910 | 9.8% | 3 |
| Aug 2026 | Janola | 720 | 7.8% | 4 |
| Aug 2026 | Earthwise | 400 | 4.3% | 5 |
| Aug 2026 | Morning Fresh | 320 | 3.4% | 6 |
| Aug 2026 | Harpic | 140 | 1.5% | 7 |
| Aug 2026 | Domex | 110 | 1.2% | 8 |
| Aug 2026 | White King | 30 | 0.32% | 9 |
| Aug 2026 | Ajax | 10 | 0.11% | 10 |
| Aug 2026 | Pine O Cleen | 10 | 0.11% | 11 |
| Aug 2026 | Selleys | 0 | 0% | 12 |
| Sep 2026 | Dettol | 4.2K | 46.5% | 1 |
| Sep 2026 | ecostore | 2.1K | 23.8% | 2 |
| Sep 2026 | Jif | 910 | 10.1% | 3 |
| Sep 2026 | Janola | 720 | 8% | 4 |
| Sep 2026 | Earthwise | 400 | 4.4% | 5 |
| Sep 2026 | Morning Fresh | 320 | 3.5% | 6 |
| Sep 2026 | Harpic | 170 | 1.9% | 7 |
| Sep 2026 | Domex | 110 | 1.2% | 8 |
| Sep 2026 | White King | 30 | 0.33% | 9 |
| Sep 2026 | Ajax | 10 | 0.11% | 10 |
| Sep 2026 | Pine O Cleen | 10 | 0.11% | 11 |
| Sep 2026 | Selleys | 10 | 0.11% | 12 |

## What is being compared

- **Ajax**: Measured on the search term “ajax dish detergent”.
- **Dettol**: Measured on the search terms “dettol”, “dettol antibacterial”, “dettol disinfectant”, “dettol laundry liquid”, “dettol laundry sanitiser”, “dettol laundry sanitizer”, “dettol liquid”, “dettol sanitizer” and “dettol wipes”, summed into one figure.
- **Domex**: Measured on the search term “domex”.
- **Earthwise**: Measured on the search terms “earthwise” and “earthwise cleaning”, summed into one figure.
- **ecostore**: Measured on the search terms “eco store”, “ecostore”, “ecostore nappy balm”, “ecostore refill”, “ecostore rinse aid”, “ecostore ultra power”, “ecostore ultra sensitive” and “the ecostore”, summed into one figure.
- **Harpic**: Measured on the search term “harpic”.
- **Janola**: Measured on the search term “janola”.
- **Jif**: Measured on the search terms “jif cleaner” and “jif cream cleanser”, summed into one figure.
- **Morning Fresh**: Measured on the search terms “morning fresh” and “morningfresh”, summed into one figure.
- **Pine O Cleen**: Measured on the search term “pine o cleen”.
- **Selleys**: Measured on the search term “selleys cleaner”.
- **White King**: Measured on the search term “white king”.

- [Ajax](/demand/nz/brands/ajax)
- [Dettol](/demand/nz/brands/dettol)
- [Domex](/demand/nz/brands/domex)
- [Earthwise](/demand/nz/brands/earthwise)
- [ecostore](/demand/nz/brands/ecostore)
- [Harpic](/demand/nz/brands/harpic)
- [Janola](/demand/nz/brands/janola)
- [Jif](/demand/nz/brands/jif)
- [Morning Fresh](/demand/nz/brands/morning-fresh)
- [Pine O Cleen](/demand/nz/brands/pine-o-cleen)
- [Selleys](/demand/nz/brands/selleys)
- [White King](/demand/nz/brands/white-king)

## 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

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

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.

## Cite this page

Brandwave. "Household cleaning brands in New Zealand: Which are searched most?". https://gobrandwave.com/demand/nz/categories/nz-household-cleaning-brands

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