Earthwise vs Fairy:Which is more popular?
In September 2026, Earthwise had more branded searches than Fairy among dishwashing liquid brands in New Zealand. Earthwise had about 440 branded searches, while Fairy had 110. Earthwise made up 18.2% of all dishwashing liquid brand searches we track, and Fairy accounted for 4.5%. When we asked ChatGPT and Google AI Overviews about dishwashing liquid brands, Earthwise appeared in three of the four answers and Fairy in one. Earthwise was mentioned before Fairy in every answer.
Who do people search for more?
Earthwise, about 4 searches for every 1 for Fairy
Who does AI mention more?
Earthwise, mentioned in 3 of 4 answers, Fairy in 1
Who does AI recommend more?
Earthwise, named ahead of Fairy in every answer
Follow Earthwise 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 liquid brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Earthwise was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Fairy was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Earthwise was listed before Fairy in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Palmolive4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers- Earthwise3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Morning Fresh3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers- Fairy1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Sunlight0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Ajax0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about dishwashing liquid brands
4 answers
Asked ChatGPT
“Which dishwashing liquid brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best dishwashing liquid brands in New Zealand?”
Asked ChatGPT
“What's the best dishwashing liquid brand in New Zealand for washing up?”
Searched Google, AI Overview
“best dishwashing liquid”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“dish soap nz”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Earthwise or Fairy more popular in search?
This chart shows how often people search Google for Earthwise and Fairy by name. Each line represents a brand's share of searches for all six dishwashing liquid brands we track, month by month, from searches in New Zealand.
Share of searches by month for Earthwise, Fairy. The figures are in the table below the chart.
View monthly share of searches table
| Month | Palmolive | Earthwise | Morning Fresh | Sunlight | Fairy | Ajax |
|---|---|---|---|---|---|---|
| Oct 2025 | 49.3% | 24.9% | 7% | 13.9% | 4.5% | 0.5% |
| Nov 2025 | 47.1% | 25.3% | 8% | 16.1% | 2.9% | 0.57% |
| Dec 2025 | 50.6% | 18.5% | 8.6% | 17.3% | 4.3% | 0.62% |
| Jan 2026 | 48.7% | 19.6% | 11.1% | 15.3% | 4.8% | 0.53% |
| Feb 2026 | 46% | 21.5% | 10.4% | 14.7% | 6.7% | 0.61% |
| Mar 2026 | 50.2% | 18.4% | 12.9% | 13.4% | 4.5% | 0.5% |
| Apr 2026 | 51% | 18.7% | 13.1% | 12.1% | 4.5% | 0.51% |
| May 2026 | 49% | 17.6% | 18.6% | 11% | 3.3% | 0.48% |
| Jun 2026 | 50.5% | 17% | 15.1% | 13.7% | 3.3% | 0.47% |
| Jul 2026 | 51% | 15.4% | 12.6% | 13.8% | 6.7% | 0.4% |
| Aug 2026 | 54.7% | 18% | 12.5% | 10.9% | 3.5% | 0.39% |
| Sep 2026 | 51.7% | 18.2% | 13.2% | 12% | 4.5% | 0.41% |
How has the Earthwise and Fairy comparison changed over the last 12 months?
3 findings
- Earthwise was ahead of Fairy in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Earthwise’s share of searches among dishwashing liquid brands in New Zealand moved from 24.9% to 18.2%, and its estimated monthly branded searches moved from 500 to 440.
- Across the 12 months ending September 2026, Fairy’s share of searches among dishwashing liquid brands in New Zealand held steady at 4.5%, and its estimated monthly branded searches moved from 90 to 110.
How did search popularity change for New Zealand dishwashing liquid brands in September 2026?
2 changes
In September 2026, Fairy gained share of searches among dishwashing liquid brands in New Zealand, from 3.5% to 4.5%.
Estimated monthly branded searches for Earthwise in New Zealand fell 12% over 12 measured months, from 500 to 440 in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Earthwise’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.
Other head-to-heads among dishwashing liquid 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.