Always vs U by Kotex:Which is more popular?
In September 2026, U by Kotex had more branded searches than Always among period care brands in New Zealand. U by Kotex had about 2,580 branded searches, while Always had 110. U by Kotex made up 24.5% 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, U by Kotex appeared in three of the five answers and Always in one. U by Kotex was mentioned before Always in every answer that named either.
Who do people search for more?
U by Kotex, about 23 searches for every 1 for Always
Who does AI mention more?
U by Kotex, mentioned in 3 of 5 answers, Always in 1
Who does AI recommend more?
U by Kotex, named ahead of Always in 3 of 3 answers
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Top period care brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, U by Kotex was mentioned in three out of five: in two of the three ChatGPT answers and in one 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. U by Kotex was listed before Always in every answer that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Modibodi1st
Libra2nd
Confitex3rd
AWWA4th- U by Kotex5th
TOM Organic6th
Hello Period7th
Always8th
Stayfree–
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
Asked ChatGPT
“Which period care brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best period care brands in New Zealand?”
Asked ChatGPT
“What's the best period care brand in New Zealand for heavy flow?”
Searched Google, AI Overview
“period underwear nz”
Searched Google, AI Overview
“tampons nz”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Always or U by Kotex more popular in search?
This chart shows how often people search Google for Always and U by Kotex 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.
Share of searches by month for U by Kotex, Always. The figures are in the table below the chart.
View monthly share of searches table
| Month | Libra | U by Kotex | Modibodi | AWWA | TOM Organic | Stayfree | Hello Period | Always | Confitex | Thinx |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 24.7% | 16.9% | 15.9% | 21.5% | 3.4% | 4.4% | 4.4% | 6.7% | 1.3% | 0.8% |
| Nov 2025 | 19.2% | 15.5% | 26.4% | 20.8% | 3.2% | 4% | 6.1% | 2.2% | 1.4% | 1.1% |
| Dec 2025 | 24.6% | 18.9% | 21.9% | 18.7% | 3.3% | 4% | 4.9% | 1.4% | 1.4% | 0.88% |
| Jan 2026 | 25% | 19.5% | 20% | 20.6% | 3.2% | 3.7% | 4.5% | 1.3% | 0.85% | 1.3% |
| Feb 2026 | 20.1% | 18.3% | 15% | 27% | 2.9% | 4% | 5% | 1.8% | 1.1% | 4.8% |
| Mar 2026 | 21.7% | 14.9% | 12.2% | 32.1% | 3% | 3.4% | 5.1% | 1.8% | 0.78% | 4.9% |
| Apr 2026 | 23.8% | 18.1% | 15.3% | 22.5% | 3.7% | 4% | 4.9% | 2.6% | 0.91% | 4.3% |
| May 2026 | 25.2% | 20% | 20.7% | 11.4% | 4.4% | 4% | 4.9% | 2.2% | 0.72% | 6.5% |
| Jun 2026 | 24.7% | 19.6% | 18.7% | 10.3% | 4% | 3.6% | 6.7% | 1.9% | 0.83% | 9.5% |
| Jul 2026 | 28.6% | 22.8% | 15.1% | 7.5% | 5.2% | 4.5% | 5.5% | 2% | 0.84% | 8% |
| Aug 2026 | 25.7% | 23.9% | 23.7% | 7.1% | 5.6% | 4.3% | 5.2% | 1.2% | 0.8% | 2.4% |
| Sep 2026 | 28.4% | 24.5% | 19.8% | 8.8% | 5.8% | 5.6% | 4.6% | 1% | 0.86% | 0.57% |
How has the Always and U by Kotex comparison changed over the last 12 months?
3 findings
- U by Kotex was ahead of Always in every measured month of the 12 months ending September 2026.
- 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, U by Kotex’s share of searches among period care brands in New Zealand moved from 16.9% to 24.5%, and its estimated monthly branded searches moved from 1.5K to 2.6K.
How did search popularity change for New Zealand period care brands in September 2026?
2 changes
In September 2026, U by Kotex gained share of searches among period care brands in New Zealand, from 23.9% to 24.5%.
In September 2026, Always rose from 9th to 8th among period care brands in New Zealand.
How are branded searches counted?
7 search terms
Brandwave collects information about searches that people make online using Always’ and U by Kotex’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
U by Kotex
6 branded search terms
- by kotex
- kotex
- kotex pads
- kotex pads u
- pad kotex overnight
- tampon kotex u
Other head-to-heads among period care brands
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