Kleenex vs Who Gives A Crap:Which is more popular in New Zealand?
In October 2026, Kleenex had more branded searches than Who Gives A Crap among toilet paper and tissue brands in New Zealand. Kleenex had about 810 branded searches, while Who Gives A Crap had 70. Kleenex made up 29.9% of all toilet paper and tissue brand searches we track, and Who Gives A Crap accounted for 2.6%. When we asked ChatGPT and Google AI Overviews about toilet paper and tissue brands, Kleenex appeared in three of the four answers and Who Gives A Crap in none.
Who do people search for more?
Kleenex, about 12 searches for every 1 for Who Gives A Crap
Who does AI mention more?
Kleenex, mentioned in 3 of 4 answers, Who Gives A Crap in 0
Who does AI recommend more?
Kleenex, the only one of the two named
Follow Kleenex vs Who Gives A Crap and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top toilet paper and tissue brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Kleenex was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Who Gives A Crap did not appear in any of the 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 Who Gives A Crap more popular in search?
This chart shows how often people search Google for Kleenex and Who Gives A Crap 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, Who Gives A Crap. 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 Who Gives A Crap changed in New Zealand over the last 12 months?
3 findings
- Kleenex was ahead of Who Gives A Crap in every measured month of the 12 months ending 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, Who Gives A Crap’s share of searches among toilet paper and tissue brands in New Zealand moved from 8.6% to 2.6%, and its estimated monthly branded searches moved from 170 to 70.
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.
Estimated monthly branded searches for Who Gives A Crap in New Zealand fell 58.8% over 12 measured months, from 170 to 70 in October 2026.
How are Kleenex’s and Who Gives A Crap’s branded searches counted?
5 search terms
Brandwave collects information about searches that people make online using Kleenex’s and Who Gives A Crap’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.
Kleenex
4 branded search terms
- kleenex
- kleenex tissue box
- kleenex tissues
- kleenex toilet paper
Who Gives A Crap
1 branded search term
- whogivesacrap
Other head-to-heads among toilet paper and tissue brands
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.