Brandwave

Dettol vs Morning Fresh:Which is more popular?

In September 2026, Dettol had more branded searches than Morning Fresh among household cleaning brands in New Zealand. Dettol had about 4,200 branded searches, while Morning Fresh had 320. Dettol made up 46.5% of all household cleaning brand searches we track, and Morning Fresh accounted for 3.5%. When we asked ChatGPT and Google AI Overviews about household cleaning brands, Dettol appeared in four of the five answers and Morning Fresh in none.

Among household cleaning brands in New Zealand in September 2026

Who do people search for more?

Dettol, about 13 searches for every 1 for Morning Fresh

Dettol 4.2K searchesMorning Fresh 320 searches

Who does AI mention more?

Dettol, mentioned in 4 of 5 answers, Morning Fresh in 0

Dettol in 4 of 5Morning Fresh in 0 of 5

Who does AI recommend more?

Dettol, the only one of the two named

Dettol first in 3Morning Fresh never named

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Top household cleaning brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Dettol was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Morning Fresh did not appear in any of the five answers.

Most recommended by AI

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

  1. ecostore1st
  2. Earthwise2nd
  3. Jif3rd
  4. Dettol4th
  5. Selleys5th
  6. Janola–
  7. Morning Fresh–
  8. Harpic–
  9. Domex–
  10. White King–
  11. +2 more

Mentioned by AI

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

  • ecostore5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Dettol4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Jif3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Earthwise3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Selleys3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Janola0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Morning Fresh0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Harpic0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Domex0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • White King0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about household cleaning 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 Dettol or Morning Fresh more popular in search?

This chart shows how often people search Google for Dettol and Morning Fresh by name. Each line represents a brand's share of searches for all 12 household cleaning brands we track, month by month, from searches in New Zealand.

Dettol and Morning Fresh among household cleaning brands in New Zealand, by month

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

View monthly share of searches table
MonthDettolecostoreJifJanolaEarthwiseMorning FreshHarpicDomexWhite KingAjaxPine O CleenSelleys
Oct 202539.9%31.1%8.2%9.8%5.4%1.9%1.5%1.2%0.54%0.14%0.14%0.14%
Nov 202537.3%35.5%7.5%9%5%1.8%1.4%1.8%0.38%0.13%0.13%0.13%
Dec 202539.2%32.2%8.5%10.2%3.7%2%2%1.6%0.28%0.14%0.14%0.14%
Jan 202642.6%28.8%9%8.7%4%2.6%2.1%1.3%0.49%0.12%0.12%0.12%
Feb 202640.7%30.9%8.2%9.7%4.4%2.3%1.9%1.2%0.4%0.13%0.13%0.13%
Mar 202643.6%27.9%7.5%8.9%4.1%3.2%2.1%1.7%0.62%0.12%0.12%0.12%
Apr 202641.6%30.1%8.1%7.8%4.4%3.4%2.2%1.5%0.53%0.13%0.13%0.13%
May 202641.2%29%7.7%9.1%4.2%4.9%1.8%1.4%0.38%0.13%0.13%0.13%
Jun 202643%29.2%8.1%7.6%4.3%4.1%1.8%0.9%0.52%0.13%0.13%0.13%
Jul 202646%25%8.9%8.7%4%3.8%1.7%1.1%0.48%0.12%0.12%0.12%
Aug 202645.8%25.6%9.8%7.8%4.3%3.4%1.5%1.2%0.32%0.11%0.11%0%
Sep 202646.5%23.8%10.1%8%4.4%3.5%1.9%1.2%0.33%0.11%0.11%0.11%

How has the Dettol and Morning Fresh comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand household cleaning brands in September 2026?

2 changes

  1. In September 2026, Dettol gained share of searches among household cleaning brands in New Zealand, from 45.8% to 46.5%.

  2. Estimated monthly branded searches for Morning Fresh in New Zealand rose 128.6% over 12 measured months, from 140 to 320 in September 2026.

How are branded searches counted?

11 search terms

Brandwave collects information about searches that people make online using Dettol’s and Morning Fresh’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

9 branded search terms

  • dettol
  • dettol antibacterial
  • dettol disinfectant
  • dettol laundry liquid
  • dettol laundry sanitiser
  • dettol laundry sanitizer
  • dettol liquid
  • dettol sanitizer
  • dettol wipes

Morning Fresh

2 branded search terms

  • morning fresh
  • morningfresh

How the Brand Demand Index is measured

Other head-to-heads among household cleaning brands

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