Brandwave

Omo vs Surf:Which is more popular?

In September 2026, Omo had more branded searches than Surf among laundry detergent brands in New Zealand. Omo had about 90 branded searches, while Surf had 80. Omo made up 0.74% 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 Omo in none.

Among laundry detergent brands in New Zealand in September 2026

Who do people search for more?

Omo, about 13% more searches than Surf

Omo 90 searchesSurf 80 searches

Who does AI mention more?

Surf, mentioned in 3 of 5 answers, Omo in 0

Surf in 3 of 5Omo in 0 of 5

Who does AI recommend more?

Surf, the only one of the two named

Surf first in 3Omo never named

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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. Omo did not appear in any of the five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Persil1st
  2. ecostore2nd
  3. Surf3rd
  4. Cold Power4th
  5. Earthwise5th
  6. Dynamo5th
  7. Tide–
  8. Omo–

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

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 Omo or Surf more popular in search?

This chart shows how often people search Google for Omo 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.

Omo and Surf among laundry detergent brands in New Zealand, by month

Share of searches by month for Omo, Surf. The figures are in the table below the chart.

View monthly share of searches table
MonthPersilecostoreEarthwiseCold PowerTideDynamoOmoSurf
Oct 202540.3%41.4%12.3%2.2%1.1%0.64%1.4%0.75%
Nov 202538.8%45.4%10%2%1.1%0.73%0.94%1%
Dec 202541.7%42.7%9.3%2.5%1.3%0.6%1.1%0.73%
Jan 202642.2%40.2%9.5%2.3%2.4%0.78%1.7%0.88%
Feb 202639.9%42%10.3%2.7%2%0.93%1%1.2%
Mar 202643.7%39.6%9.4%2.6%1.8%1%0.91%0.91%
Apr 202641.5%40.4%10%2.5%2.2%1.2%1.1%0.92%
May 202641.3%40.4%10%2.7%2.2%1.5%1.1%0.72%
Jun 202641.6%40.4%9.7%2.2%2.8%1.1%1.1%1.1%
Jul 202644.6%37.2%10%3.5%1.9%1.1%0.97%0.62%
Aug 202644.5%36.9%10.6%2.7%1.8%1.4%1.3%0.71%
Sep 202644%37.6%10.4%3.4%2%1.2%0.74%0.66%

How has the Omo and Surf comparison changed over the last 12 months?

3 findings
  • The lead changed hands 4 times in the 12 months ending September 2026: Surf took it in November 2025, Omo took it in December 2025, Surf took it in February 2026, Omo took it in April 2026.
  • Across the 12 months ending September 2026, Omo’s share of searches among laundry detergent brands in New Zealand moved from 1.4% to 0.74%, and its estimated monthly branded searches moved from 130 to 90.
  • 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?

2 changes

  1. In September 2026, Omo lost share of searches among laundry detergent brands in New Zealand, from 1.3% to 0.74%.

  2. 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?

5 search terms

Brandwave collects information about searches that people make online using Omo’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.

Omo

3 branded search terms

  • omo detergent
  • omo laundry
  • omo laundry soap

Surf

2 branded search terms

  • surf laundry powder nz
  • surf washing powder nz

How the Brand Demand Index is measured

Other head-to-heads among laundry detergent brands

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