Ajax vs Fairy:Which is more popular?
In September 2026, Fairy had more branded searches than Ajax among dishwashing liquid brands in New Zealand. Fairy had about 110 branded searches, while Ajax had 10. Fairy made up 4.5% of all dishwashing liquid brand searches we track, and Ajax accounted for 0.41%. When we asked ChatGPT and Google AI Overviews about dishwashing liquid brands, Fairy appeared in one of the four answers and Ajax in none.
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Top dishwashing liquid brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Fairy was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Ajax 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.
Palmolive4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Earthwise3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Morning Fresh3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers- Fairy1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Sunlight0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Ajax0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about dishwashing liquid brands
4 answers
Asked ChatGPT
“Which dishwashing liquid brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best dishwashing liquid brands in New Zealand?”
Asked ChatGPT
“What's the best dishwashing liquid brand in New Zealand for washing up?”
Searched Google, AI Overview
“best dishwashing liquid”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“dish soap nz”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Ajax or Fairy more popular in search?
This chart shows how often people search Google for Ajax and Fairy by name. Each line represents a brand's share of searches for all six dishwashing liquid brands we track, month by month, from searches in New Zealand.
Share of searches by month for Fairy, Ajax. The figures are in the table below the chart.
View monthly share of searches table
| Month | Palmolive | Earthwise | Morning Fresh | Sunlight | Fairy | Ajax |
|---|---|---|---|---|---|---|
| Oct 2025 | 49.3% | 24.9% | 7% | 13.9% | 4.5% | 0.5% |
| Nov 2025 | 47.1% | 25.3% | 8% | 16.1% | 2.9% | 0.57% |
| Dec 2025 | 50.6% | 18.5% | 8.6% | 17.3% | 4.3% | 0.62% |
| Jan 2026 | 48.7% | 19.6% | 11.1% | 15.3% | 4.8% | 0.53% |
| Feb 2026 | 46% | 21.5% | 10.4% | 14.7% | 6.7% | 0.61% |
| Mar 2026 | 50.2% | 18.4% | 12.9% | 13.4% | 4.5% | 0.5% |
| Apr 2026 | 51% | 18.7% | 13.1% | 12.1% | 4.5% | 0.51% |
| May 2026 | 49% | 17.6% | 18.6% | 11% | 3.3% | 0.48% |
| Jun 2026 | 50.5% | 17% | 15.1% | 13.7% | 3.3% | 0.47% |
| Jul 2026 | 51% | 15.4% | 12.6% | 13.8% | 6.7% | 0.4% |
| Aug 2026 | 54.7% | 18% | 12.5% | 10.9% | 3.5% | 0.39% |
| Sep 2026 | 51.7% | 18.2% | 13.2% | 12% | 4.5% | 0.41% |
How has the Ajax and Fairy comparison changed over the last 12 months?
3 findings
- Fairy was ahead of Ajax in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Ajax’s share of searches among dishwashing liquid brands in New Zealand moved from 0.5% to 0.41%, and its estimated monthly branded searches held steady at 10.
- Across the 12 months ending September 2026, Fairy’s share of searches among dishwashing liquid brands in New Zealand held steady at 4.5%, and its estimated monthly branded searches moved from 90 to 110.
How did search popularity change for New Zealand dishwashing liquid brands in September 2026?
1 change
In September 2026, Fairy gained share of searches among dishwashing liquid brands in New Zealand, from 3.5% to 4.5%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Ajax’s and Fairy’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 dishwashing liquid brands
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