---
title: "Toilet paper and tissue brands in New Zealand: Which brands are most popular in search?"
description: "Compare the toilet paper and tissue brands New Zealand households buy. Share of Search among Sorbent, Kleenex, Purex and Who Gives A Crap, the toilet paper and tissue 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-toilet-paper-brands"
publisher: "Brandwave"
---

# Toilet paper and tissue brands in New Zealand: Which brands are most popular in search?

Compare the toilet paper and tissue brands New Zealand households buy. Share of Search among Sorbent, Kleenex, Purex and Who Gives A Crap, the toilet paper and tissue 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**: Toilet paper and tissue brands
- **Market**: New Zealand
- **Brands compared**: 4
- **Month measured**: Aug 2026
- **Highest Share of Search**: Sorbent, 43.3%

## Which brand is most popular in search among toilet paper and tissue brands in New Zealand?

- In August 2026, Sorbent was the most searched among toilet paper and tissue brands in New Zealand, with an estimated 1.2K branded searches and 43.3% estimated Share of Search within this set.
- Kleenex is in 2nd place, 6.3 percentage points behind at 36.9% Share of Search.
- Across the 11 months ending August 2026, Sorbent’s estimated Share of Search among toilet paper and tissue brands in New Zealand increased from 31% to 43.3%.
- Across the 11 months ending August 2026, Kleenex’s estimated Share of Search among toilet paper and tissue brands in New Zealand decreased from 39.3% to 36.9%.
- Across the 11 months ending August 2026, Purex’s estimated Share of Search among toilet paper and tissue brands in New Zealand decreased from 17% to 11.9%.
- Across the 11 months ending August 2026, Who Gives A Crap’s estimated Share of Search among toilet paper and tissue brands in New Zealand decreased from 12.7% to 7.8%.
- Across the 11 months ending August 2026, Kleenex’s estimated Share of Search among toilet paper and tissue brands in New Zealand peaked at 39.3% in October 2025 and was lowest at 29% in February 2026.
- Across the 11 months ending August 2026, Purex’s estimated Share of Search among toilet paper and tissue brands in New Zealand peaked at 19.9% in January 2026 and was lowest at 11% in June 2026.
- Across the 11 months ending August 2026, Who Gives A Crap’s estimated Share of Search among toilet paper and tissue brands in New Zealand peaked at 15.3% in January 2026 and was lowest at 7.8% in August 2026.
- Across the 11 months ending August 2026, Sorbent rose from 2nd to 1st among toilet paper and tissue brands in New Zealand.
- Across the 11 months ending August 2026, Kleenex fell from 1st to 2nd among toilet paper and tissue brands in New Zealand.

## Compare search popularity between leading brands

- [Sorbent vs Kleenex: compare search popularity](/demand/nz/compare/kleenex-vs-sorbent): 43.3% against 36.9% Share of Search.
- [Sorbent vs Purex: compare search popularity](/demand/nz/compare/purex-vs-sorbent): 43.3% against 11.9% Share of Search.
- [Sorbent vs Who Gives A Crap: compare search popularity](/demand/nz/compare/sorbent-vs-who-gives-a-crap): 43.3% against 7.8% Share of Search.
- [Kleenex vs Purex: compare search popularity](/demand/nz/compare/kleenex-vs-purex): 36.9% against 11.9% Share of Search.
- [Kleenex vs Who Gives A Crap: compare search popularity](/demand/nz/compare/kleenex-vs-who-gives-a-crap): 36.9% against 7.8% Share of Search.
- [Purex vs Who Gives A Crap: compare search popularity](/demand/nz/compare/purex-vs-who-gives-a-crap): 11.9% against 7.8% Share of Search.

## How did search popularity change for New Zealand toilet paper and tissue brands in August 2026?

- In August 2026, Sorbent gained estimated Share of Search among toilet paper and tissue brands in New Zealand, from 42.1% to 43.3%.
- In August 2026, Who Gives A Crap lost estimated Share of Search among toilet paper and tissue brands in New Zealand, from 8.5% to 7.8%.
- Estimated monthly branded searches for Kleenex in New Zealand rose 10% over 11 measured months, from 900 to 990 in August 2026.
- Estimated monthly branded searches for Purex in New Zealand fell 17.9% over 11 measured months, from 390 to 320 in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Sorbent | 43.3% | 1.2K | +6.4% | Sorbent |
| 2 | Kleenex | 36.9% | 990 | +3.1% | Kimberly-Clark |
| 3 | Purex | 11.9% | 320 | 0.0% | Purex |
| 4 | Who Gives A Crap | 7.8% | 210 | -4.5% | Who Gives A Crap |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Kleenex | 900 | 39.3% | 1 |
| Oct 2025 | Sorbent | 710 | 31% | 2 |
| Oct 2025 | Purex | 390 | 17% | 3 |
| Oct 2025 | Who Gives A Crap | 290 | 12.7% | 4 |
| Nov 2025 | Sorbent | 680 | 35.6% | 1 |
| Nov 2025 | Kleenex | 650 | 34% | 2 |
| Nov 2025 | Purex | 320 | 16.8% | 3 |
| Nov 2025 | Who Gives A Crap | 260 | 13.6% | 4 |
| Dec 2025 | Sorbent | 700 | 38.5% | 1 |
| Dec 2025 | Kleenex | 550 | 30.2% | 2 |
| Dec 2025 | Purex | 320 | 17.6% | 3 |
| Dec 2025 | Who Gives A Crap | 250 | 13.7% | 4 |
| Jan 2026 | Sorbent | 670 | 34.2% | 1 |
| Jan 2026 | Kleenex | 600 | 30.6% | 2 |
| Jan 2026 | Purex | 390 | 19.9% | 3 |
| Jan 2026 | Who Gives A Crap | 300 | 15.3% | 4 |
| Feb 2026 | Sorbent | 820 | 41% | 1 |
| Feb 2026 | Kleenex | 580 | 29% | 2 |
| Feb 2026 | Purex | 320 | 16% | 3 |
| Feb 2026 | Who Gives A Crap | 280 | 14% | 4 |
| Mar 2026 | Sorbent | 1K | 38.3% | 1 |
| Mar 2026 | Kleenex | 860 | 33% | 2 |
| Mar 2026 | Purex | 480 | 18.4% | 3 |
| Mar 2026 | Who Gives A Crap | 270 | 10.3% | 4 |
| Apr 2026 | Kleenex | 890 | 36.9% | 1 |
| Apr 2026 | Sorbent | 800 | 33.2% | 2 |
| Apr 2026 | Purex | 390 | 16.2% | 3 |
| Apr 2026 | Who Gives A Crap | 330 | 13.7% | 4 |
| May 2026 | Kleenex | 840 | 37% | 1 |
| May 2026 | Sorbent | 810 | 35.7% | 2 |
| May 2026 | Purex | 320 | 14.1% | 3 |
| May 2026 | Who Gives A Crap | 300 | 13.2% | 4 |
| Jun 2026 | Kleenex | 930 | 39.2% | 1 |
| Jun 2026 | Sorbent | 900 | 38% | 2 |
| Jun 2026 | Who Gives A Crap | 280 | 11.8% | 3 |
| Jun 2026 | Purex | 260 | 11% | 4 |
| Jul 2026 | Sorbent | 1.1K | 42.1% | 1 |
| Jul 2026 | Kleenex | 960 | 37.1% | 2 |
| Jul 2026 | Purex | 320 | 12.4% | 3 |
| Jul 2026 | Who Gives A Crap | 220 | 8.5% | 4 |
| Aug 2026 | Sorbent | 1.2K | 43.3% | 1 |
| Aug 2026 | Kleenex | 990 | 36.9% | 2 |
| Aug 2026 | Purex | 320 | 11.9% | 3 |
| Aug 2026 | Who Gives A Crap | 210 | 7.8% | 4 |
| Sep 2026 | Kleenex | — | — | — |
| Sep 2026 | Purex | — | — | — |
| Sep 2026 | Sorbent | — | — | — |
| Sep 2026 | Who Gives A Crap | — | — | — |

## What is being compared

- **Kleenex**: Measured on the search terms “kleenex”, “kleenex near me”, “kleenex new zealand”, “kleenex nz”, “kleenex tissue box”, “kleenex tissues” and “kleenex toilet paper”, summed into one figure.
- **Purex**: Measured on the search term “purex toilet paper”.
- **Sorbent**: Measured on the search terms “sorbent hypoallergenic toilet paper”, “sorbent tissues”, “sorbent toilet paper”, “sorbent toilet paper pak n save”, “sorbent toilet rolls” and “toilet paper sorbent”, summed into one figure.
- **Who Gives A Crap**: Measured on the search terms “au whogivesacrap org”, “who gives a crap new zealand”, “who gives a crap nz”, “who gives a crap tissues”, “who gives a crap toilet roll”, “whogivesacrap”, “whogivesacrap nz” and “whogivesacrap tissues”, summed into one figure.

- [Kleenex](/demand/nz/brands/kleenex)
- [Purex](/demand/nz/brands/purex)
- [Sorbent](/demand/nz/brands/sorbent)
- [Who Gives A Crap](/demand/nz/brands/who-gives-a-crap)

## 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 toilet paper and tissue brands in New Zealand?

In August 2026, Sorbent was the most searched among toilet paper and tissue brands in New Zealand, with an estimated 1.2K branded searches and 43.3% estimated Share of Search within this set.

## Cite this page

Brandwave. "Toilet paper and tissue brands in New Zealand: Which brands are most popular in search?". https://gobrandwave.com/demand/nz/categories/nz-toilet-paper-brands

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