--- title: "Washing powder brands in New Zealand: Which are searched most?" description: "Compare the washing powder brands people buy. Share of Search among Persil, Omo and Fairy, the washing powder 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-washing-powder-brands" publisher: "Brandwave" --- # Washing powder brands in New Zealand: Which are searched most? Compare the washing powder brands people buy. Share of Search among Persil, Omo and Fairy, the washing powder 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**: Washing powder brands - **Market**: New Zealand - **Brands compared**: 3 - **Month measured**: Sep 2026 - **Highest Share of Search**: Persil, 97.6% ## Which brand is most popular in search among washing powder brands in New Zealand? - 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%. - 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. ## 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. Too few answers listed options to rank the brands, so only mentions are counted. | Brand | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | | Persil | 3 of 3 | 2 of 2 | 5 of 5 | | Omo | 0 of 3 | 1 of 2 | 1 of 5 | | Fairy | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about washing powder brands - Asked ChatGPT "Which washing powder brand should I buy in New Zealand?": 1. Persil - Asked ChatGPT "What are the best washing powder brands in New Zealand?": 1. Persil - Asked ChatGPT "What's the best washing powder brand in New Zealand for clean clothes?": 1. Persil - Searched Google, AI Overview "washing powder nz": 1. Persil, 2. Omo - Searched Google, AI Overview "laundry powder": 1. Persil Not named in any answer: Fairy. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## Compare search popularity between leading brands - [Persil vs Omo: compare search popularity](/demand/nz/compare/omo-vs-persil): 97.6% against 2.1% Share of Search. ## How did search popularity change for New Zealand washing powder brands in September 2026? - 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%. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Persil | 97.6% | 3.3K | -8.4% | Unilever | | 2 | Omo | 2.1% | 70 | -50.0% | Unilever | | 3 | Fairy | 0.3% | 10 | 0.0% | Procter & Gamble | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Persil | 2.7K | 95.7% | 1 | | Oct 2025 | Omo | 110 | 3.9% | 2 | | Oct 2025 | Fairy | 10 | 0.36% | 3 | | Nov 2025 | Persil | 2.6K | 97.1% | 1 | | Nov 2025 | Omo | 70 | 2.6% | 2 | | Nov 2025 | Fairy | 10 | 0.37% | 3 | | Dec 2025 | Persil | 2.3K | 96.7% | 1 | | Dec 2025 | Omo | 70 | 2.9% | 2 | | Dec 2025 | Fairy | 10 | 0.41% | 3 | | Jan 2026 | Persil | 2.9K | 95.1% | 1 | | Jan 2026 | Omo | 140 | 4.5% | 2 | | Jan 2026 | Fairy | 10 | 0.32% | 3 | | Feb 2026 | Persil | 2.3K | 96.7% | 1 | | Feb 2026 | Omo | 70 | 2.9% | 2 | | Feb 2026 | Fairy | 10 | 0.41% | 3 | | Mar 2026 | Persil | 2.9K | 97.3% | 1 | | Mar 2026 | Omo | 70 | 2.3% | 2 | | Mar 2026 | Fairy | 10 | 0.33% | 3 | | Apr 2026 | Persil | 2.6K | 96.4% | 1 | | Apr 2026 | Omo | 90 | 3.3% | 2 | | Apr 2026 | Fairy | 10 | 0.36% | 3 | | May 2026 | Persil | 2.9K | 96.7% | 1 | | May 2026 | Omo | 90 | 3% | 2 | | May 2026 | Fairy | 10 | 0.33% | 3 | | Jun 2026 | Persil | 3K | 96.7% | 1 | | Jun 2026 | Omo | 90 | 3% | 2 | | Jun 2026 | Fairy | 10 | 0.33% | 3 | | Jul 2026 | Persil | 3.3K | 97% | 1 | | Jul 2026 | Omo | 90 | 2.7% | 2 | | Jul 2026 | Fairy | 10 | 0.3% | 3 | | Aug 2026 | Persil | 3.6K | 96% | 1 | | Aug 2026 | Omo | 140 | 3.7% | 2 | | Aug 2026 | Fairy | 10 | 0.27% | 3 | | Sep 2026 | Persil | 3.3K | 97.6% | 1 | | Sep 2026 | Omo | 70 | 2.1% | 2 | | Sep 2026 | Fairy | 10 | 0.3% | 3 | ## What is being compared - **Fairy**: Measured on the search term “fairy washing powder”. - **Omo**: Measured on the search term “omo washing powder”. - **Persil**: Measured on the search terms “persil”, “persil expert” and “persil ultimate”, summed into one figure. - [Fairy](/demand/nz/brands/fairy) - [Omo](/demand/nz/brands/omo) - [Persil](/demand/nz/brands/persil) ## Methodology - [How is the Brand Demand Index 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 washing powder brands in New Zealand? 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. ## Cite this page Brandwave. "Washing powder brands in New Zealand: Which are searched most?". https://gobrandwave.com/demand/nz/categories/nz-washing-powder-brands This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-washing-powder-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.