Brandwave

Always vs TOM Organic:Which is more popular?

In September 2026, TOM Organic had more branded searches than Always among period care brands in New Zealand. TOM Organic had about 610 branded searches, while Always had 110. TOM Organic made up 5.8% of all period care brand searches we track, and Always accounted for 1%. When we asked ChatGPT and Google AI Overviews about period care brands, TOM Organic appeared in two of the five answers and Always in one. TOM Organic was mentioned before Always in two out of three answers that named either.

Among period care brands in New Zealand in September 2026

Who do people search for more?

TOM Organic, about 6 searches for every 1 for Always

TOM Organic 610 searchesAlways 110 searches

Who does AI mention more?

TOM Organic, mentioned in 2 of 5 answers, Always in 1

TOM Organic in 2 of 5Always in 1 of 5

Who does AI recommend more?

TOM Organic, named ahead of Always in 2 of 3 answers

TOM Organic first in 2Always first in 1

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Top period care brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, TOM Organic was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Always was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. TOM Organic was listed before Always in two out of three answers that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Modibodi1st
  2. Libra2nd
  3. Confitex3rd
  4. AWWA4th
  5. U by Kotex5th
  6. TOM Organic6th
  7. Hello Period7th
  8. Always8th
  9. Stayfree–
  10. Thinx–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Libra4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Modibodi4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • U by Kotex3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Confitex3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • AWWA2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • TOM Organic2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hello Period2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Always1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Stayfree0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Thinx0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about period care brands

5 answers

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 Always or TOM Organic more popular in search?

This chart shows how often people search Google for Always and TOM Organic by name. Each line represents a brand's share of searches for all ten period care brands we track, month by month, from searches in New Zealand.

Always and TOM Organic among period care brands in New Zealand, by month

Share of searches by month for TOM Organic, Always. The figures are in the table below the chart.

View monthly share of searches table
MonthLibraU by KotexModibodiAWWATOM OrganicStayfreeHello PeriodAlwaysConfitexThinx
Oct 202524.7%16.9%15.9%21.5%3.4%4.4%4.4%6.7%1.3%0.8%
Nov 202519.2%15.5%26.4%20.8%3.2%4%6.1%2.2%1.4%1.1%
Dec 202524.6%18.9%21.9%18.7%3.3%4%4.9%1.4%1.4%0.88%
Jan 202625%19.5%20%20.6%3.2%3.7%4.5%1.3%0.85%1.3%
Feb 202620.1%18.3%15%27%2.9%4%5%1.8%1.1%4.8%
Mar 202621.7%14.9%12.2%32.1%3%3.4%5.1%1.8%0.78%4.9%
Apr 202623.8%18.1%15.3%22.5%3.7%4%4.9%2.6%0.91%4.3%
May 202625.2%20%20.7%11.4%4.4%4%4.9%2.2%0.72%6.5%
Jun 202624.7%19.6%18.7%10.3%4%3.6%6.7%1.9%0.83%9.5%
Jul 202628.6%22.8%15.1%7.5%5.2%4.5%5.5%2%0.84%8%
Aug 202625.7%23.9%23.7%7.1%5.6%4.3%5.2%1.2%0.8%2.4%
Sep 202628.4%24.5%19.8%8.8%5.8%5.6%4.6%1%0.86%0.57%

How has the Always and TOM Organic comparison changed over the last 12 months?

3 findings
  • The lead changed hands once in the 12 months ending September 2026: TOM Organic took it in November 2025.
  • Across the 12 months ending September 2026, Always’ share of searches among period care brands in New Zealand moved from 6.7% to 1%, and its estimated monthly branded searches moved from 590 to 110.
  • Across the 12 months ending September 2026, TOM Organic’s share of searches among period care brands in New Zealand moved from 3.4% to 5.8%, and its estimated monthly branded searches moved from 300 to 610.

How did search popularity change for New Zealand period care brands in September 2026?

2 changes

  1. TOM Organic’s share of searches among period care brands in New Zealand has gained ground for 3 months in a row, from 4% to 5.8% in September 2026.

  2. In September 2026, Always rose from 9th to 8th among period care brands in New Zealand.

How are branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Always’ and TOM Organic’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.

Always

1 branded search term

  • always pads

TOM Organic

3 branded search terms

  • tom organic
  • tom organic pads
  • tom organic tampons

How the Brand Demand Index is measured

Other head-to-heads among period care brands

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