--- title: "Fairy vs Omo: Which is searched more in New Zealand?" description: "Is Fairy or Omo more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Washing powder 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/fairy-vs-omo" publisher: "Brandwave" --- # Fairy vs Omo: Which is searched more in New Zealand? Is Fairy or Omo more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Washing powder 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**: Fairy and Omo - **Competitive set**: Washing powder brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Fairy Share of Search**: 0.3% - **Omo Share of Search**: 2.1% ## Is Fairy or Omo more popular in search? - In September 2026, Omo had more branded searches than Fairy among washing powder brands in New Zealand. Omo had about 70 branded searches, while Fairy had 10. Omo made up 2.1% of all washing powder brand searches we track, and Fairy accounted for 0.3%. - Omo was ahead of Fairy in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Fairy’s share of searches among washing powder brands in New Zealand moved from 0.36% to 0.3%, and its estimated monthly branded searches held steady at 10. - Across the 12 months ending September 2026, Omo’s share of searches among washing powder brands in New Zealand moved from 3.9% to 2.1%, and its estimated monthly branded searches moved from 110 to 70. ## Top washing powder brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Omo was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Fairy did not appear in any of the five answers. Too few answers listed options to rank the brands, so only mentions are counted. | Brand | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | | Persil | 3 of 3 | 2 of 2 | 5 of 5 | | Omo | 0 of 3 | 1 of 2 | 1 of 5 | | Fairy | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about washing powder brands - Asked ChatGPT "Which washing powder brand should I buy in New Zealand?": 1. Persil - Asked ChatGPT "What are the best washing powder brands in New Zealand?": 1. Persil - Asked ChatGPT "What's the best washing powder brand in New Zealand for clean clothes?": 1. Persil - Searched Google, AI Overview "washing powder nz": 1. Persil, 2. Omo - Searched Google, AI Overview "laundry powder": 1. Persil Not named in any answer: Fairy. 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 washing powder brands in September 2026? - In September 2026, Omo lost share of searches among washing powder brands in New Zealand, from 3.7% to 2.1%. ## Month by month | Month | Fairy estimated searches | Fairy Share of Search | Fairy rank | Omo estimated searches | Omo Share of Search | Omo rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 10 | 0.36% | 3 | 110 | 3.9% | 2 | | Nov 2025 | 10 | 0.37% | 3 | 70 | 2.6% | 2 | | Dec 2025 | 10 | 0.41% | 3 | 70 | 2.9% | 2 | | Jan 2026 | 10 | 0.32% | 3 | 140 | 4.5% | 2 | | Feb 2026 | 10 | 0.41% | 3 | 70 | 2.9% | 2 | | Mar 2026 | 10 | 0.33% | 3 | 70 | 2.3% | 2 | | Apr 2026 | 10 | 0.36% | 3 | 90 | 3.3% | 2 | | May 2026 | 10 | 0.33% | 3 | 90 | 3% | 2 | | Jun 2026 | 10 | 0.33% | 3 | 90 | 3% | 2 | | Jul 2026 | 10 | 0.3% | 3 | 90 | 2.7% | 2 | | Aug 2026 | 10 | 0.27% | 3 | 140 | 3.7% | 2 | | Sep 2026 | 10 | 0.3% | 3 | 70 | 2.1% | 2 | ## How each brand is measured Brandwave collects information about searches that people make online using Fairy’s and Omo’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. - **Fairy**: Measured on the search term “fairy washing powder”. - **Omo**: Measured on the search term “omo washing powder”. - [Fairy profile](/demand/nz/brands/fairy) - [Omo profile](/demand/nz/brands/omo) - [All washing powder brands in New Zealand](/demand/nz/categories/nz-washing-powder-brands): The set both shares are measured inside, 3 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 Fairy or Omo more popular in search? In September 2026, Omo had more branded searches than Fairy among washing powder brands in New Zealand. Omo had about 70 branded searches, while Fairy had 10. Omo made up 2.1% of all washing powder brand searches we track, and Fairy accounted for 0.3%. ## Cite this page Brandwave. "Fairy vs Omo: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/fairy-vs-omo This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/fairy-vs-omo. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.