Kleenex vs Purex:Which is more popular in New Zealand?
In October 2026, Kleenex had more branded searches than Purex among toilet paper and tissue brands in New Zealand. Kleenex had about 810 branded searches, while Purex had 690. Kleenex made up 29.9% of all toilet paper and tissue brand searches we track, and Purex accounted for 25.5%. When we asked ChatGPT and Google AI Overviews about toilet paper and tissue brands, Kleenex and Purex each appeared in three of the four answers. Purex was mentioned before Kleenex in three out of four answers.
Who do people search for more?
Kleenex, about 17% more searches than Purex
Who does AI mention more?
Both were mentioned in 3 of 4 answers.
Who does AI recommend more?
Purex, named ahead of Kleenex in 3 of 4 answers
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Top toilet paper and tissue brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Kleenex and Purex were each mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Purex was listed before Kleenex in three out of four answers.
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.
Sorbent4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Quilton4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Paseo4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers- Kleenex3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Purex3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Who Gives A Crap0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about toilet paper and tissue brands
4 answers
Asked ChatGPT
“Which toilet paper or tissue brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best toilet paper and tissue brands in New Zealand?”
Asked ChatGPT
“What's the best toilet paper or tissue brand in New Zealand for family bathroom supplies?”
Searched Google, AI Overview
“toilet paper brands nz”
Searched Google, AI Overview
“best toilet paper”
Google showed no AI Overview for this search.
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 Kleenex or Purex more popular in search?
This chart shows how often people search Google for Kleenex and Purex by name. Each line represents a brand's share of searches for all six toilet paper and tissue brands we track, month by month, from searches in New Zealand.
Share of searches by month for Kleenex, Purex. The figures are in the table below the chart.
View monthly share of searches table
| Month | Sorbent | Kleenex | Purex | Quilton | Who Gives A Crap | Paseo |
|---|---|---|---|---|---|---|
| Nov 2025 | 31.5% | 31.5% | 23.4% | 3.6% | 8.6% | 1.5% |
| Dec 2025 | 33% | 28.2% | 24.5% | 5.9% | 7.4% | 1.1% |
| Jan 2026 | 29.4% | 28.9% | 26% | 5.9% | 8.3% | 1.5% |
| Feb 2026 | 35.9% | 26.8% | 22% | 5.7% | 8.1% | 1.4% |
| Mar 2026 | 33.7% | 31.4% | 24.6% | 5.3% | 4.2% | 0.76% |
| Apr 2026 | 30.8% | 36.7% | 22.4% | 4.6% | 4.6% | 0.84% |
| May 2026 | 33% | 36.6% | 19.2% | 4.5% | 4.9% | 1.8% |
| Jun 2026 | 35% | 39.3% | 15.8% | 4.3% | 3.8% | 1.7% |
| Jul 2026 | 36.3% | 34.8% | 16.8% | 6.6% | 3.3% | 2.2% |
| Aug 2026 | 37.9% | 34.6% | 17.5% | 5% | 3.2% | 1.8% |
| Sep 2026 | 36.9% | 26.1% | 29% | 3.8% | 2.2% | 1.9% |
| Oct 2026 | 35.8% | 29.9% | 25.5% | 4.8% | 2.6% | 1.5% |
How has branded search for Kleenex and Purex changed in New Zealand over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending October 2026: Purex took it in September 2026, Kleenex took it in October 2026.
- Across the 12 months ending October 2026, Kleenex’s share of searches among toilet paper and tissue brands in New Zealand moved from 31.5% to 29.9%, and its estimated monthly branded searches moved from 620 to 810.
- Across the 12 months ending October 2026, Purex’s share of searches among toilet paper and tissue brands in New Zealand moved from 23.4% to 25.5%, and its estimated monthly branded searches moved from 460 to 690.
How did search popularity change for New Zealand toilet paper and tissue brands in October 2026?
2 changes
In October 2026, Kleenex overtook Purex to rank 2nd among toilet paper and tissue brands in New Zealand, with 29.9% of the searches.
In October 2026, Purex lost share of searches among toilet paper and tissue brands in New Zealand, from 29% to 25.5%.
How are Kleenex’s and Purex’s branded searches counted?
6 search terms
Brandwave collects information about searches that people make online using Kleenex’s and Purex’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.
Other head-to-heads among toilet paper and tissue brands
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