Earth Choice vs Fairy:Which is more popular?
In September 2026, Fairy had more branded searches than Earth Choice among dishwashing brands in New Zealand. Fairy had about 210 branded searches, while Earth Choice had 50. Fairy made up 2.7% of all dishwashing brand searches we track, and Earth Choice accounted for 0.64%. When we asked ChatGPT and Google AI Overviews about dishwashing brands, Earth Choice and Fairy each appeared in two of the five answers. Earth Choice was mentioned before Fairy in two out of three answers that named either.
Who do people search for more?
Fairy, about 4 searches for every 1 for Earth Choice
Who does AI mention more?
Both were mentioned in 2 of 5 answers.
Who does AI recommend more?
Earth Choice, named ahead of Fairy in 2 of 3 answers
Follow Earth Choice vs Fairy and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top dishwashing brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Earth Choice and Fairy were each mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Earth Choice was listed before Fairy 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.
Morning Fresh1st
ecostore2nd
Finish3rd- Earth Choice4th
Palmolive5th- Fairy6th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- ecostore4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Finish3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Palmolive3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Morning Fresh3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Fairy2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Earth Choice2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
See every answer about dishwashing brands
5 answers
Asked ChatGPT
“Which dishwashing brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best dishwashing brands in New Zealand?”
Asked ChatGPT
“What's the best dishwashing brand in New Zealand for everyday cleaning?”
Searched Google, AI Overview
“dishwasher tablets nz”
Searched Google, AI Overview
“dishwashing liquid nz”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Earth Choice or Fairy more popular in search?
This chart shows how often people search Google for Earth Choice and Fairy by name. Each line represents a brand's share of searches for all six dishwashing brands we track, month by month, from searches in New Zealand.
Share of searches by month for Fairy, Earth Choice. The figures are in the table below the chart.
View monthly share of searches table
| Month | ecostore | Finish | Palmolive | Morning Fresh | Fairy | Earth Choice |
|---|---|---|---|---|---|---|
| Oct 2025 | 50.2% | 35.7% | 7.8% | 2.1% | 3.8% | 0.31% |
| Nov 2025 | 58% | 30.6% | 6.5% | 2.1% | 2.6% | 0.3% |
| Dec 2025 | 52.7% | 33.5% | 7.5% | 2.5% | 3.3% | 0.53% |
| Jan 2026 | 50.4% | 34.4% | 7.7% | 3.1% | 3.9% | 0.44% |
| Feb 2026 | 47.3% | 39.6% | 6.4% | 2.5% | 3.7% | 0.45% |
| Mar 2026 | 41.7% | 44.7% | 7% | 3.4% | 2.8% | 0.39% |
| Apr 2026 | 47.1% | 37.7% | 7.4% | 3.6% | 3.5% | 0.7% |
| May 2026 | 45.7% | 38.4% | 7.5% | 5.3% | 2.6% | 0.54% |
| Jun 2026 | 49.4% | 34.6% | 8.5% | 4.6% | 2.4% | 0.43% |
| Jul 2026 | 43.7% | 37.4% | 10.6% | 4.2% | 3.5% | 0.65% |
| Aug 2026 | 46.1% | 37.1% | 9.9% | 3.9% | 2.6% | 0.37% |
| Sep 2026 | 46.5% | 37.5% | 8.5% | 4.1% | 2.7% | 0.64% |
How has the Earth Choice and Fairy comparison changed over the last 12 months?
3 findings
- Fairy was ahead of Earth Choice in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Earth Choice’s share of searches among dishwashing brands in New Zealand moved from 0.31% to 0.64%, and its estimated monthly branded searches moved from 20 to 50.
- Across the 12 months ending September 2026, Fairy’s share of searches among dishwashing brands in New Zealand moved from 3.8% to 2.7%, and its estimated monthly branded searches moved from 250 to 210.
How did search popularity change for New Zealand dishwashing brands in September 2026?
2 changes
Estimated monthly branded searches for Earth Choice in New Zealand rose 150% over 12 measured months, from 20 to 50 in September 2026.
Estimated monthly branded searches for Fairy in New Zealand fell 16% over 12 measured months, from 250 to 210 in September 2026.
How are branded searches counted?
5 search terms
Brandwave collects information about searches that people make online using Earth Choice’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.
Earth Choice
2 branded search terms
- earth choice
- earth choice dishwashing
Fairy
3 branded search terms
- fairy dishwasher tablets nz
- fairy dishwashing liquid nz
- fairy liquid nz
Other head-to-heads among dishwashing brands
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.