Fairy vs Persil:Which is more popular?
In September 2026, Persil had more branded searches than Fairy among washing powder brands in New Zealand. Persil had about 3,290 branded searches, while Fairy had 10. Persil made up 97.6% of all washing powder brand searches we track, and Fairy accounted for 0.3%. When we asked ChatGPT and Google AI Overviews about washing powder brands, Persil appeared in all five answers and Fairy in none.
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Top washing powder brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Persil appeared in all five answers. Fairy did not appear in any of the five answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
See every answer about washing powder brands
5 answers
Asked ChatGPT
“Which washing powder brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best washing powder brands in New Zealand?”
Asked ChatGPT
“What's the best washing powder brand in New Zealand for clean clothes?”
Searched Google, AI Overview
“washing powder nz”
Searched Google, AI Overview
“laundry powder”
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 Fairy or Persil more popular in search?
This chart shows how often people search Google for Fairy and Persil by name. Each line represents a brand's share of searches for all three washing powder brands we track, month by month, from searches in New Zealand.
Share of searches by month for Persil, Fairy. The figures are in the table below the chart.
View monthly share of searches table
| Month | Persil | Omo | Fairy |
|---|---|---|---|
| Oct 2025 | 95.7% | 3.9% | 0.36% |
| Nov 2025 | 97.1% | 2.6% | 0.37% |
| Dec 2025 | 96.7% | 2.9% | 0.41% |
| Jan 2026 | 95.1% | 4.5% | 0.32% |
| Feb 2026 | 96.7% | 2.9% | 0.41% |
| Mar 2026 | 97.3% | 2.3% | 0.33% |
| Apr 2026 | 96.4% | 3.3% | 0.36% |
| May 2026 | 96.7% | 3% | 0.33% |
| Jun 2026 | 96.7% | 3% | 0.33% |
| Jul 2026 | 97% | 2.7% | 0.3% |
| Aug 2026 | 96% | 3.7% | 0.27% |
| Sep 2026 | 97.6% | 2.1% | 0.3% |
How has the Fairy and Persil comparison changed over the last 12 months?
3 findings
- Persil 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, Persil’s share of searches among washing powder brands in New Zealand moved from 95.7% to 97.6%, and its estimated monthly branded searches moved from 2.7K to 3.3K.
How did search popularity change for New Zealand washing powder brands in September 2026?
1 change
In September 2026, Persil gained share of searches among washing powder brands in New Zealand, from 96% to 97.6%.
How are branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Fairy’s and Persil’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 washing powder brands
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