---
title: "Laundry detergent brands in New Zealand: Which brands are most popular in search?"
description: "Compare the laundry detergent brands New Zealand households buy. Share of Search among ecostore, Persil, Earthwise, Cold Power and Omo, the laundry detergent 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-laundry-detergent-brands"
publisher: "Brandwave"
---

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

Compare the laundry detergent brands New Zealand households buy. Share of Search among ecostore, Persil, Earthwise, Cold Power and Omo, the laundry detergent 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**: Laundry detergent brands
- **Market**: New Zealand
- **Brands compared**: 5
- **Month measured**: Aug 2026
- **Highest Share of Search**: ecostore, 47.6%

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

- In August 2026, ecostore was the most searched among laundry detergent brands in New Zealand, with an estimated 8.8K branded searches and 47.6% estimated Share of Search within this set.
- Persil is in 2nd place, 7.6 percentage points behind at 39.9% Share of Search.
- Across the 11 months ending August 2026, ecostore’s estimated Share of Search among laundry detergent brands in New Zealand decreased from 49.9% to 47.6%.
- Across the 11 months ending August 2026, Persil’s estimated Share of Search among laundry detergent brands in New Zealand increased from 36.1% to 39.9%.
- Across the 11 months ending August 2026, Earthwise’s estimated Share of Search among laundry detergent brands in New Zealand decreased from 10% to 8%.
- Across the 11 months ending August 2026, ecostore’s estimated Share of Search among laundry detergent brands in New Zealand peaked at 57.5% in November 2025 and was lowest at 47.6% in August 2026.
- Across the 11 months ending August 2026, Persil’s estimated Share of Search among laundry detergent brands in New Zealand peaked at 39.9% in August 2026 and was lowest at 32% in November 2025.
- Across the 11 months ending August 2026, Earthwise’s estimated Share of Search among laundry detergent brands in New Zealand peaked at 10% in October 2025 and was lowest at 7.2% in November 2025.
- Across the 11 months ending August 2026, Cold Power’s estimated Share of Search among laundry detergent brands in New Zealand peaked at 4.5% in July 2026 and was lowest at 2.7% in November 2025.
- Across the 11 months ending August 2026, Cold Power and Omo held steady: their estimated Share of Search among laundry detergent brands in New Zealand each moved less than 0.5 percentage points.

## Compare search popularity between leading brands

- [ecostore vs Persil: compare search popularity](/demand/nz/compare/ecostore-vs-persil): 47.6% against 39.9% Share of Search.
- [ecostore vs Earthwise: compare search popularity](/demand/nz/compare/earthwise-vs-ecostore): 47.6% against 8% Share of Search.
- [ecostore vs Cold Power: compare search popularity](/demand/nz/compare/cold-power-vs-ecostore): 47.6% against 3.5% Share of Search.
- [Persil vs Earthwise: compare search popularity](/demand/nz/compare/earthwise-vs-persil): 39.9% against 8% Share of Search.
- [Persil vs Cold Power: compare search popularity](/demand/nz/compare/cold-power-vs-persil): 39.9% against 3.5% Share of Search.
- [Earthwise vs Cold Power: compare search popularity](/demand/nz/compare/cold-power-vs-earthwise): 8% against 3.5% Share of Search.

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

- In August 2026, Persil gained estimated Share of Search among laundry detergent brands in New Zealand, from 39.2% to 39.9%.
- In August 2026, Cold Power lost estimated Share of Search among laundry detergent brands in New Zealand, from 4.5% to 3.5%.
- ecostore’s estimated Share of Search among laundry detergent brands in New Zealand has lost ground for 3 months in a row, from 52.2% to 47.6% in August 2026.
- Estimated monthly branded searches for Omo in New Zealand rose 30.8% over 11 measured months, from 130 to 170 in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | ecostore | 47.6% | 8.8K | +6.0% | ecostore |
| 2 | Persil | 39.9% | 7.4K | +8.9% | Unilever |
| 3 | Earthwise | 8% | 1.5K | +12.1% | Earthwise |
| 4 | Cold Power | 3.5% | 650 | -16.7% | Cold Power |
| 5 | Omo | 0.92% | 170 | +54.5% | Unilever |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | ecostore | 6.9K | 49.9% | 1 |
| Oct 2025 | Persil | 5K | 36.1% | 2 |
| Oct 2025 | Earthwise | 1.4K | 10% | 3 |
| Oct 2025 | Cold Power | 420 | 3% | 4 |
| Oct 2025 | Omo | 130 | 0.94% | 5 |
| Nov 2025 | ecostore | 8.7K | 57.5% | 1 |
| Nov 2025 | Persil | 4.9K | 32% | 2 |
| Nov 2025 | Earthwise | 1.1K | 7.2% | 3 |
| Nov 2025 | Cold Power | 410 | 2.7% | 4 |
| Nov 2025 | Omo | 90 | 0.59% | 5 |
| Dec 2025 | ecostore | 6.4K | 51.9% | 1 |
| Dec 2025 | Persil | 4.6K | 36.7% | 2 |
| Dec 2025 | Earthwise | 920 | 7.4% | 3 |
| Dec 2025 | Cold Power | 400 | 3.2% | 4 |
| Dec 2025 | Omo | 90 | 0.73% | 5 |
| Jan 2026 | ecostore | 7.6K | 49.7% | 1 |
| Jan 2026 | Persil | 5.9K | 38.6% | 2 |
| Jan 2026 | Earthwise | 1.1K | 7.4% | 3 |
| Jan 2026 | Cold Power | 490 | 3.2% | 4 |
| Jan 2026 | Omo | 170 | 1.1% | 5 |
| Feb 2026 | ecostore | 6.6K | 51.8% | 1 |
| Feb 2026 | Persil | 4.6K | 36.2% | 2 |
| Feb 2026 | Earthwise | 1K | 7.9% | 3 |
| Feb 2026 | Cold Power | 440 | 3.4% | 4 |
| Feb 2026 | Omo | 90 | 0.7% | 5 |
| Mar 2026 | ecostore | 7.3K | 49.7% | 1 |
| Mar 2026 | Persil | 5.7K | 38.9% | 2 |
| Mar 2026 | Earthwise | 1.1K | 7.5% | 3 |
| Mar 2026 | Cold Power | 480 | 3.3% | 4 |
| Mar 2026 | Omo | 90 | 0.61% | 5 |
| Apr 2026 | ecostore | 7.6K | 51.6% | 1 |
| Apr 2026 | Persil | 5.4K | 36.8% | 2 |
| Apr 2026 | Earthwise | 1.1K | 7.6% | 3 |
| Apr 2026 | Cold Power | 470 | 3.2% | 4 |
| Apr 2026 | Omo | 110 | 0.75% | 5 |
| May 2026 | ecostore | 7.6K | 52.2% | 1 |
| May 2026 | Persil | 5.3K | 36% | 2 |
| May 2026 | Earthwise | 1.1K | 7.6% | 3 |
| May 2026 | Cold Power | 510 | 3.5% | 4 |
| May 2026 | Omo | 110 | 0.75% | 5 |
| Jun 2026 | ecostore | 7.6K | 50.7% | 1 |
| Jun 2026 | Persil | 5.7K | 37.7% | 2 |
| Jun 2026 | Earthwise | 1.1K | 7.5% | 3 |
| Jun 2026 | Cold Power | 500 | 3.3% | 4 |
| Jun 2026 | Omo | 110 | 0.73% | 5 |
| Jul 2026 | ecostore | 8.3K | 48% | 1 |
| Jul 2026 | Persil | 6.8K | 39.2% | 2 |
| Jul 2026 | Earthwise | 1.3K | 7.6% | 3 |
| Jul 2026 | Cold Power | 780 | 4.5% | 4 |
| Jul 2026 | Omo | 110 | 0.64% | 5 |
| Aug 2026 | ecostore | 8.8K | 47.6% | 1 |
| Aug 2026 | Persil | 7.4K | 39.9% | 2 |
| Aug 2026 | Earthwise | 1.5K | 8% | 3 |
| Aug 2026 | Cold Power | 650 | 3.5% | 4 |
| Aug 2026 | Omo | 170 | 0.92% | 5 |
| Sep 2026 | Cold Power | — | — | — |
| Sep 2026 | Earthwise | — | — | — |
| Sep 2026 | ecostore | — | — | — |
| Sep 2026 | Omo | — | — | — |
| Sep 2026 | Persil | — | — | — |

## What is being compared

- **Cold Power**: Measured on the search terms “cold power”, “cold power detergent”, “cold power laundry detergent”, “cold power laundry liquid”, “cold power liquid”, “cold power nz”, “cold power sensitive” and “coldpower”, summed into one figure.
- **Earthwise**: Measured on the search terms “earthwise”, “earthwise cleaning”, “earthwise co nz”, “earthwise detergent”, “earthwise dishwashing liquid”, “earthwise laundry liquid”, “earthwise laundry powder”, “earthwise near me”, “earthwise nz” and “earthwise wool and delicates”, 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.
- **Omo**: Measured on the search terms “omo detergent”, “omo laundry” and “omo laundry soap”, summed into one figure.
- **Persil**: Measured on the search terms “laundry persil”, “pak n save persil”, “persil”, “persil 2kg”, “persil 4kg”, “persil 4l”, “persil 5 kg”, “persil 6kg”, “persil detergent”, “persil expert”, “persil gold”, “persil laundry liquid”, “persil near me”, “persil nz”, “persil online”, “persil pak n save”, “persil ultimate” and “persil ultimate 4kg”, summed into one figure.

- [Cold Power](/demand/nz/brands/cold-power)
- [Earthwise](/demand/nz/brands/earthwise)
- [ecostore](/demand/nz/brands/ecostore)
- [Omo](/demand/nz/brands/omo)
- [Persil](/demand/nz/brands/persil)

## 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 laundry detergent brands in New Zealand?

In August 2026, ecostore was the most searched among laundry detergent brands in New Zealand, with an estimated 8.8K branded searches and 47.6% estimated Share of Search within this set.

## Cite this page

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

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