Earthwise vs Jif:Which is more popular?
In September 2026, Jif had more branded searches than Earthwise among household cleaning brands in New Zealand. Jif had about 910 branded searches, while Earthwise had 400. Jif made up 10.1% of all household cleaning brand searches we track, and Earthwise accounted for 4.4%. When we asked ChatGPT and Google AI Overviews about household cleaning brands, Earthwise and Jif each appeared in three of the five answers. Earthwise was mentioned before Jif in two out of three answers.
Who do people search for more?
Jif, about 2 searches for every 1 for Earthwise
Who does AI mention more?
Both were mentioned in 3 of 5 answers.
Who does AI recommend more?
Earthwise, named ahead of Jif in 2 of 3 answers
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Top household cleaning brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Earthwise was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Jif was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Earthwise was listed before Jif in two out of three answers.
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.
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
See every answer about household cleaning brands
5 answers
Asked ChatGPT
“Which household cleaning brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best household cleaning brands in New Zealand?”
Asked ChatGPT
“What's the best household cleaning brand in New Zealand for everyday cleaning?”
Searched Google, AI Overview
“best cleaning products”
Searched Google, AI Overview
“home cleaning products”
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 Earthwise or Jif more popular in search?
This chart shows how often people search Google for Earthwise and Jif 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.
Share of searches by month for Jif, Earthwise. The figures are in the table below the chart.
View monthly share of searches table
| Month | Dettol | ecostore | Jif | Janola | Earthwise | Morning Fresh | Harpic | Domex | White King | Ajax | Pine O Cleen | Selleys |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 39.9% | 31.1% | 8.2% | 9.8% | 5.4% | 1.9% | 1.5% | 1.2% | 0.54% | 0.14% | 0.14% | 0.14% |
| Nov 2025 | 37.3% | 35.5% | 7.5% | 9% | 5% | 1.8% | 1.4% | 1.8% | 0.38% | 0.13% | 0.13% | 0.13% |
| Dec 2025 | 39.2% | 32.2% | 8.5% | 10.2% | 3.7% | 2% | 2% | 1.6% | 0.28% | 0.14% | 0.14% | 0.14% |
| Jan 2026 | 42.6% | 28.8% | 9% | 8.7% | 4% | 2.6% | 2.1% | 1.3% | 0.49% | 0.12% | 0.12% | 0.12% |
| Feb 2026 | 40.7% | 30.9% | 8.2% | 9.7% | 4.4% | 2.3% | 1.9% | 1.2% | 0.4% | 0.13% | 0.13% | 0.13% |
| Mar 2026 | 43.6% | 27.9% | 7.5% | 8.9% | 4.1% | 3.2% | 2.1% | 1.7% | 0.62% | 0.12% | 0.12% | 0.12% |
| Apr 2026 | 41.6% | 30.1% | 8.1% | 7.8% | 4.4% | 3.4% | 2.2% | 1.5% | 0.53% | 0.13% | 0.13% | 0.13% |
| May 2026 | 41.2% | 29% | 7.7% | 9.1% | 4.2% | 4.9% | 1.8% | 1.4% | 0.38% | 0.13% | 0.13% | 0.13% |
| Jun 2026 | 43% | 29.2% | 8.1% | 7.6% | 4.3% | 4.1% | 1.8% | 0.9% | 0.52% | 0.13% | 0.13% | 0.13% |
| Jul 2026 | 46% | 25% | 8.9% | 8.7% | 4% | 3.8% | 1.7% | 1.1% | 0.48% | 0.12% | 0.12% | 0.12% |
| Aug 2026 | 45.8% | 25.6% | 9.8% | 7.8% | 4.3% | 3.4% | 1.5% | 1.2% | 0.32% | 0.11% | 0.11% | 0% |
| Sep 2026 | 46.5% | 23.8% | 10.1% | 8% | 4.4% | 3.5% | 1.9% | 1.2% | 0.33% | 0.11% | 0.11% | 0.11% |
How has the Earthwise and Jif comparison changed over the last 12 months?
3 findings
- Jif was ahead of Earthwise in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Earthwise’s share of searches among household cleaning brands in New Zealand moved from 5.4% to 4.4%, and its estimated monthly branded searches held steady at 400.
- Across the 12 months ending September 2026, Jif’s share of searches among household cleaning brands in New Zealand moved from 8.2% to 10.1%, and its estimated monthly branded searches moved from 600 to 910.
How did search popularity change for New Zealand household cleaning brands in September 2026?
1 change
Jif’s share of searches among household cleaning brands in New Zealand has gained ground for 3 months in a row, from 8.1% to 10.1% in September 2026.
How are branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Earthwise’s and Jif’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 household cleaning brands
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