Brandwave

TOM Organic vs U by Kotex:Which is more popular?

In September 2026, U by Kotex had more branded searches than TOM Organic among period care brands in New Zealand. U by Kotex had about 2,580 branded searches, while TOM Organic had 610. U by Kotex made up 24.5% of all period care brand searches we track, and TOM Organic accounted for 5.8%. When we asked ChatGPT and Google AI Overviews about period care brands, U by Kotex appeared in three of the five answers and TOM Organic in two. TOM Organic and U by Kotex were each mentioned first in two of the four answers that named either.

Among period care brands in New Zealand in September 2026

Who do people search for more?

U by Kotex, about 4 searches for every 1 for TOM Organic

U by Kotex 2.6K searchesTOM Organic 610 searches

Who does AI mention more?

U by Kotex, mentioned in 3 of 5 answers, TOM Organic in 2

U by Kotex in 3 of 5TOM Organic in 2 of 5

Who does AI recommend more?

Each is named first in 2 of 4 answers.

TOM Organic first in 2U by Kotex first in 2

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Top period care brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, U by Kotex was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. TOM Organic was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. TOM Organic and U by Kotex were each listed first in two of the four answers that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Modibodi1st
  2. Libra2nd
  3. Confitex3rd
  4. AWWA4th
  5. U by Kotex5th
  6. TOM Organic6th
  7. Hello Period7th
  8. Always8th
  9. Stayfree–
  10. Thinx–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Libra4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Modibodi4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • U by Kotex3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Confitex3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • AWWA2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • TOM Organic2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hello Period2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Always1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Stayfree0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Thinx0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about period care brands

5 answers

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.

Is TOM Organic or U by Kotex more popular in search?

This chart shows how often people search Google for TOM Organic and U by Kotex by name. Each line represents a brand's share of searches for all ten period care brands we track, month by month, from searches in New Zealand.

TOM Organic and U by Kotex among period care brands in New Zealand, by month

Share of searches by month for U by Kotex, TOM Organic. The figures are in the table below the chart.

View monthly share of searches table
MonthLibraU by KotexModibodiAWWATOM OrganicStayfreeHello PeriodAlwaysConfitexThinx
Oct 202524.7%16.9%15.9%21.5%3.4%4.4%4.4%6.7%1.3%0.8%
Nov 202519.2%15.5%26.4%20.8%3.2%4%6.1%2.2%1.4%1.1%
Dec 202524.6%18.9%21.9%18.7%3.3%4%4.9%1.4%1.4%0.88%
Jan 202625%19.5%20%20.6%3.2%3.7%4.5%1.3%0.85%1.3%
Feb 202620.1%18.3%15%27%2.9%4%5%1.8%1.1%4.8%
Mar 202621.7%14.9%12.2%32.1%3%3.4%5.1%1.8%0.78%4.9%
Apr 202623.8%18.1%15.3%22.5%3.7%4%4.9%2.6%0.91%4.3%
May 202625.2%20%20.7%11.4%4.4%4%4.9%2.2%0.72%6.5%
Jun 202624.7%19.6%18.7%10.3%4%3.6%6.7%1.9%0.83%9.5%
Jul 202628.6%22.8%15.1%7.5%5.2%4.5%5.5%2%0.84%8%
Aug 202625.7%23.9%23.7%7.1%5.6%4.3%5.2%1.2%0.8%2.4%
Sep 202628.4%24.5%19.8%8.8%5.8%5.6%4.6%1%0.86%0.57%

How has the TOM Organic and U by Kotex comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand period care brands in September 2026?

2 changes

  1. In September 2026, U by Kotex gained share of searches among period care brands in New Zealand, from 23.9% to 24.5%.

  2. TOM Organic’s share of searches among period care brands in New Zealand has gained ground for 3 months in a row, from 4% to 5.8% in September 2026.

How are branded searches counted?

9 search terms

Brandwave collects information about searches that people make online using TOM Organic’s and U by Kotex’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.

TOM Organic

3 branded search terms

  • tom organic
  • tom organic pads
  • tom organic tampons

U by Kotex

6 branded search terms

  • by kotex
  • kotex
  • kotex pads
  • kotex pads u
  • pad kotex overnight
  • tampon kotex u

How the Brand Demand Index is measured

Other head-to-heads among period care brands

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