Brandwave

Dettol vs Imperial Leather:Which is more popular?

In September 2026, Dettol had more branded searches than Imperial Leather among body wash and soap brands in New Zealand. Dettol had about 5,850 branded searches, while Imperial Leather had 300. Dettol made up 29.1% of all body wash and soap brand searches we track, and Imperial Leather accounted for 1.5%. When we asked ChatGPT and Google AI Overviews about body wash and soap brands, neither Dettol nor Imperial Leather appeared in any of the four answers.

Among body wash and soap brands in New Zealand in September 2026

Who do people search for more?

Dettol, about 20 searches for every 1 for Imperial Leather

Dettol 5.8K searchesImperial Leather 300 searches

Who does AI mention more?

Both were mentioned in 0 of 4 answers.

Dettol in 0 of 4Imperial Leather in 0 of 4

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Top body wash and soap brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, neither Dettol nor Imperial Leather showed up in any of the four answers.

Most recommended by AI

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

  1. Dove1st
  2. QV Skincare2nd
  3. Palmolive3rd
  4. Dettol–
  5. Lux–
  6. Protex–
  7. Imperial Leather–

Mentioned by AI

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

  • Dove4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • QV Skincare3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Palmolive1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Dettol0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Lux0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Protex0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Imperial Leather0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about body wash and soap brands

4 answers

  • Asked ChatGPT

    “Which body wash or soap brand should I buy in New Zealand?”

    1. 1Dove
    2. 2QV Skincare
    3. 3Palmolive

  • Asked ChatGPT

    “What are the best body wash and soap brands in New Zealand?”

    1. 1Dove
    2. 2QV Skincare

  • Asked ChatGPT

    “What's the best body wash or soap brand in New Zealand for daily showering?”

    1. 1Dove
    2. 2QV Skincare

  • Searched Google, AI Overview

    “best body wash”

    1. 1Dove

  • Searched Google, AI Overview

    “hand wash nz”

    Google showed no AI Overview for this search.

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Is Dettol or Imperial Leather more popular in search?

This chart shows how often people search Google for Dettol and Imperial Leather by name. Each line represents a brand's share of searches for all seven body wash and soap brands we track, month by month, from searches in New Zealand.

Dettol and Imperial Leather among body wash and soap brands in New Zealand, by month

Share of searches by month for Dettol, Imperial Leather. The figures are in the table below the chart.

View monthly share of searches table
MonthDoveDettolPalmoliveLuxProtexImperial LeatherQV Skincare
Oct 202547%28.9%12.4%4.2%4.8%1.6%0.95%
Nov 202545.6%29.5%12.5%5.2%4.9%1.4%0.98%
Dec 202543.6%30.3%13.7%5.2%4.6%1.7%0.91%
Jan 202640.5%33.8%12.6%5.6%4.6%1.8%1.1%
Feb 202641.9%33.3%11.9%4.9%5.1%1.6%1.3%
Mar 202641.2%33.1%13.4%4.4%5.1%1.4%1.2%
Apr 202641.3%32%13.8%4.8%5.1%1.8%1.2%
May 202639.7%31.9%14.3%6.2%4.6%1.5%1.8%
Jun 202641.8%31.4%13%5.5%5.7%1.6%1.1%
Jul 202643.8%31.8%12.5%4.6%4.8%1.5%1.1%
Aug 202643%31.6%13.1%5.3%5%1.3%0.77%
Sep 202644.1%29.1%14.8%5.3%4.2%1.5%0.95%

How has the Dettol and Imperial Leather comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand body wash and soap brands in September 2026?

2 changes

  1. In September 2026, Dettol lost share of searches among body wash and soap brands in New Zealand, from 31.6% to 29.1%.

  2. Estimated monthly branded searches for Imperial Leather in New Zealand rose 25% over 12 measured months, from 240 to 300 in September 2026.

How are branded searches counted?

20 search terms

Brandwave collects information about searches that people make online using Dettol’s and Imperial Leather’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.

Dettol

16 branded search terms

  • dettol
  • dettol antibacterial
  • dettol antibacterial soap
  • dettol body wash
  • dettol disinfectant
  • dettol hand wash
  • dettol handwash
  • dettol laundry liquid
  • dettol laundry sanitiser
  • dettol laundry sanitizer
  • dettol liquid
  • dettol sanitizer
  • dettol shower gel
  • dettol soap
  • dettol wash
  • dettol wipes

Imperial Leather

4 branded search terms

  • cusson imperial leather
  • imperial leather
  • imperial leather deodorant
  • imperial leather soap

How the Brand Demand Index is measured

Other head-to-heads among body wash and soap brands

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