Earthwise vs Surf:Which is more popular?
In September 2026, Earthwise had more branded searches than Surf among laundry detergent brands in New Zealand. Earthwise had about 1,260 branded searches, while Surf had 80. Earthwise made up 10.4% of all laundry detergent brand searches we track, and Surf accounted for 0.66%. When we asked ChatGPT and Google AI Overviews about laundry detergent brands, Surf appeared in three of the five answers and Earthwise in one. Surf was mentioned before Earthwise in two out of three answers that named either.
Who do people search for more?
Earthwise, about 16 searches for every 1 for Surf
Who does AI mention more?
Surf, mentioned in 3 of 5 answers, Earthwise in 1
Who does AI recommend more?
Surf, named ahead of Earthwise in 2 of 3 answers
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Top laundry detergent brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Surf was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Earthwise was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Surf was listed before Earthwise 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.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Persil5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
ecostore4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Cold Power3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Surf3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Earthwise1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Dynamo1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Tide0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Omo0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about laundry detergent brands
5 answers
Asked ChatGPT
“Which laundry detergent brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best laundry detergent brands in New Zealand?”
Asked ChatGPT
“What's the best laundry detergent brand in New Zealand for clean clothes?”
Searched Google, AI Overview
“laundry detergent nz”
Searched Google, AI Overview
“powder laundry detergent”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Earthwise or Surf more popular in search?
This chart shows how often people search Google for Earthwise and Surf by name. Each line represents a brand's share of searches for all eight laundry detergent brands we track, month by month, from searches in New Zealand.
Share of searches by month for Earthwise, Surf. The figures are in the table below the chart.
View monthly share of searches table
| Month | Persil | ecostore | Earthwise | Cold Power | Tide | Dynamo | Omo | Surf |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 40.3% | 41.4% | 12.3% | 2.2% | 1.1% | 0.64% | 1.4% | 0.75% |
| Nov 2025 | 38.8% | 45.4% | 10% | 2% | 1.1% | 0.73% | 0.94% | 1% |
| Dec 2025 | 41.7% | 42.7% | 9.3% | 2.5% | 1.3% | 0.6% | 1.1% | 0.73% |
| Jan 2026 | 42.2% | 40.2% | 9.5% | 2.3% | 2.4% | 0.78% | 1.7% | 0.88% |
| Feb 2026 | 39.9% | 42% | 10.3% | 2.7% | 2% | 0.93% | 1% | 1.2% |
| Mar 2026 | 43.7% | 39.6% | 9.4% | 2.6% | 1.8% | 1% | 0.91% | 0.91% |
| Apr 2026 | 41.5% | 40.4% | 10% | 2.5% | 2.2% | 1.2% | 1.1% | 0.92% |
| May 2026 | 41.3% | 40.4% | 10% | 2.7% | 2.2% | 1.5% | 1.1% | 0.72% |
| Jun 2026 | 41.6% | 40.4% | 9.7% | 2.2% | 2.8% | 1.1% | 1.1% | 1.1% |
| Jul 2026 | 44.6% | 37.2% | 10% | 3.5% | 1.9% | 1.1% | 0.97% | 0.62% |
| Aug 2026 | 44.5% | 36.9% | 10.6% | 2.7% | 1.8% | 1.4% | 1.3% | 0.71% |
| Sep 2026 | 44% | 37.6% | 10.4% | 3.4% | 2% | 1.2% | 0.74% | 0.66% |
How has the Earthwise and Surf comparison changed over the last 12 months?
3 findings
- Earthwise was ahead of Surf in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Earthwise’s share of searches among laundry detergent brands in New Zealand moved from 12.3% to 10.4%, and its estimated monthly branded searches moved from 1.1K to 1.3K.
- Across the 12 months ending September 2026, Surf’s share of searches among laundry detergent brands in New Zealand moved from 0.75% to 0.66%, and its estimated monthly branded searches moved from 70 to 80.
How did search popularity change for New Zealand laundry detergent brands in September 2026?
1 change
Estimated monthly branded searches for Surf in New Zealand rose 14.3% over 12 measured months, from 70 to 80 in September 2026.
How are branded searches counted?
6 search terms
Brandwave collects information about searches that people make online using Earthwise’s and Surf’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.
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