Washing powder brands in New Zealand:Which are most popular?
In September 2026, Persil was the most searched washing powder brand in New Zealand, accounting for 97.6% of all searches among the three brands we track. When we checked with ChatGPT and Google AI Overviews, Persil showed up in every answer.
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Top washing powder brands in ChatGPT and Google AI Overviews
In Brandwave's three ChatGPT questions and two Google AI Overviews, Persil appeared every time. Fairy, which ranked third in searches, was not mentioned at all.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
See every answer about washing powder brands
5 answers
Asked ChatGPT
“Which washing powder brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best washing powder brands in New Zealand?”
Asked ChatGPT
“What's the best washing powder brand in New Zealand for clean clothes?”
Searched Google, AI Overview
“washing powder nz”
Searched Google, AI Overview
“laundry powder”
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.
Which washing powder brands do people search for most?
This chart shows how often people search Google for each washing powder brand by name. Each line represents a brand's share of searches for all three washing powder brands we track, month by month, from searches in New Zealand.
Share of searches by month for Persil, Omo. The figures are in the table below the chart.
View monthly share of searches table
| Month | Persil | Omo | Fairy |
|---|---|---|---|
| Oct 2025 | 95.7% | 3.9% | 0.36% |
| Nov 2025 | 97.1% | 2.6% | 0.37% |
| Dec 2025 | 96.7% | 2.9% | 0.41% |
| Jan 2026 | 95.1% | 4.5% | 0.32% |
| Feb 2026 | 96.7% | 2.9% | 0.41% |
| Mar 2026 | 97.3% | 2.3% | 0.33% |
| Apr 2026 | 96.4% | 3.3% | 0.36% |
| May 2026 | 96.7% | 3% | 0.33% |
| Jun 2026 | 96.7% | 3% | 0.33% |
| Jul 2026 | 97% | 2.7% | 0.3% |
| Aug 2026 | 96% | 3.7% | 0.27% |
| Sep 2026 | 97.6% | 2.1% | 0.3% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 97.6% | 3.3K | -8.4% | +1.6 points | |
| 2, held 2nd | 2.1% | 70 | -50% | -1.7 points | |
| 3, held 3rd | 0.3% | 10 | 0% | 0 points |
Which brand is most popular in search among washing powder brands in New Zealand?
3 brands
In September 2026, Persil was the most searched among washing powder brands in New Zealand, with an estimated 3.3K branded searches, 97.6% of all searches for the three we track. Omo is in 2nd place, 95.5 percentage points behind at 2.1%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
 Persil | 95.7% → 97.6% | 97.6%Sep 2026 | 95.1%Jan 2026 | 1st |
 Omo | 3.9% → 2.1% | 4.5%Jan 2026 | 2.1%Sep 2026 | 2nd |
| Fairy | 0.36% → 0.3% | 0.41%Dec 2025 | 0.27%Aug 2026 | 3rd |
Each finding as a sentence
- Across the 12 months ending September 2026, Persil’s share of searches among washing powder brands in New Zealand increased from 95.7% to 97.6%.
- Across the 12 months ending September 2026, Omo’s share of searches among washing powder brands in New Zealand decreased from 3.9% to 2.1%.
- Across the 12 months ending September 2026, Persil’s share of searches among washing powder brands in New Zealand peaked at 97.6% in September 2026 and was lowest at 95.1% in January 2026.
- Across the 12 months ending September 2026, Omo’s share of searches among washing powder brands in New Zealand peaked at 4.5% in January 2026 and was lowest at 2.1% in September 2026.
- Across the 12 months ending September 2026, Fairy held steady: its share of searches among washing powder brands in New Zealand moved less than 0.5 percentage points.
How did search popularity change for New Zealand washing powder brands in September 2026?
2 changes
In September 2026, Persil gained share of searches among washing powder brands in New Zealand, from 96% to 97.6%.
In September 2026, Omo lost share of searches among washing powder brands in New Zealand, from 3.7% to 2.1%.
Compare popularity between leading brands
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