--- title: "Earthwise vs Fairy: Which is searched more in New Zealand?" description: "Is Earthwise or Fairy more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Dishwashing liquid brands set in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/nz/compare/earthwise-vs-fairy" publisher: "Brandwave" --- # Earthwise vs Fairy: Which is searched more in New Zealand? Is Earthwise or Fairy more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Dishwashing liquid brands set in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: Earthwise and Fairy - **Competitive set**: Dishwashing liquid brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Earthwise Share of Search**: 18.2% - **Fairy Share of Search**: 4.5% ## Is Earthwise or Fairy more popular in search? - 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%. - 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. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Morning Fresh | 1st | 3 of 3 | 0 of 1 | 3 of 4 | | Palmolive | 2nd | 3 of 3 | 1 of 1 | 4 of 4 | | Earthwise | 3rd | 3 of 3 | 0 of 1 | 3 of 4 | | Fairy | 4th | 1 of 3 | 0 of 1 | 1 of 4 | | Sunlight | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Ajax | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | ## Every AI answer about dishwashing liquid brands - Asked ChatGPT "Which dishwashing liquid brand should I buy in New Zealand?": 1. Morning Fresh, 2. Palmolive, 3. Earthwise - Asked ChatGPT "What are the best dishwashing liquid brands in New Zealand?": 1. Morning Fresh, 2. Palmolive, 3. Earthwise, 4. Fairy - Asked ChatGPT "What's the best dishwashing liquid brand in New Zealand for washing up?": 1. Morning Fresh, 2. Palmolive, 3. Earthwise - Searched Google, AI Overview "dish soap nz": 1. Palmolive Not named in any answer: Sunlight and Ajax. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## How did search popularity change for New Zealand dishwashing liquid brands in September 2026? - 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. ## Month by month | Month | Earthwise estimated searches | Earthwise Share of Search | Earthwise rank | Fairy estimated searches | Fairy Share of Search | Fairy rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 500 | 24.9% | 2 | 90 | 4.5% | 5 | | Nov 2025 | 440 | 25.3% | 2 | 50 | 2.9% | 5 | | Dec 2025 | 300 | 18.5% | 2 | 70 | 4.3% | 5 | | Jan 2026 | 370 | 19.6% | 2 | 90 | 4.8% | 5 | | Feb 2026 | 350 | 21.5% | 2 | 110 | 6.7% | 5 | | Mar 2026 | 370 | 18.4% | 2 | 90 | 4.5% | 5 | | Apr 2026 | 370 | 18.7% | 2 | 90 | 4.5% | 5 | | May 2026 | 370 | 17.6% | 3 | 70 | 3.3% | 5 | | Jun 2026 | 360 | 17% | 2 | 70 | 3.3% | 5 | | Jul 2026 | 390 | 15.4% | 2 | 170 | 6.7% | 5 | | Aug 2026 | 460 | 18% | 2 | 90 | 3.5% | 5 | | Sep 2026 | 440 | 18.2% | 2 | 110 | 4.5% | 5 | ## How each brand is measured 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. - **Earthwise**: Measured on the search terms “earthwise” and “earthwise dishwashing liquid”, summed into one figure. - **Fairy**: Measured on the search term “fairy dishwasher tablets nz”. - [Earthwise profile](/demand/nz/brands/earthwise) - [Fairy profile](/demand/nz/brands/fairy) - [All dishwashing liquid brands in New Zealand](/demand/nz/categories/nz-dish-soap-brands): The set both shares are measured inside, 6 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Earthwise or Fairy more popular in search? 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%. ## Cite this page Brandwave. "Earthwise vs Fairy: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/earthwise-vs-fairy This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/earthwise-vs-fairy. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.