Purex vs Who Gives A Crap:Which is more popular by branded search in New Zealand?
In August 2026, Purex had more branded searches than Who Gives A Crap among toilet paper and tissue brands in New Zealand. Purex was estimated to have 320 branded searches compared to Who Gives A Crap’s 210, and held an 11.9% Share of Search versus Who Gives A Crap’s 7.8%.
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Which is more popular in search, Purex or Who Gives A Crap?
Compare the toilet paper and tissue brands New Zealand households buy. 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.
Share of Search by month for Purex, Who Gives A Crap. The figures are in the table below the chart.
View monthly share of search table
| Month | Sorbent | Kleenex | Purex | Who Gives A Crap |
|---|---|---|---|---|
| Oct 2025 | 31% | 39.3% | 17% | 12.7% |
| Nov 2025 | 35.6% | 34% | 16.8% | 13.6% |
| Dec 2025 | 38.5% | 30.2% | 17.6% | 13.7% |
| Jan 2026 | 34.2% | 30.6% | 19.9% | 15.3% |
| Feb 2026 | 41% | 29% | 16% | 14% |
| Mar 2026 | 38.3% | 33% | 18.4% | 10.3% |
| Apr 2026 | 33.2% | 36.9% | 16.2% | 13.7% |
| May 2026 | 35.7% | 37% | 14.1% | 13.2% |
| Jun 2026 | 38% | 39.2% | 11% | 11.8% |
| Jul 2026 | 42.1% | 37.1% | 12.4% | 8.5% |
| Aug 2026 | 43.3% | 36.9% | 11.9% | 7.8% |
| Sep 2026 | — | — | — | — |
How has the Purex and Who Gives A Crap comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 11 months ending August 2026: Who Gives A Crap took it in June 2026, Purex took it in July 2026.
- Across the 11 months ending August 2026, Purex’s estimated Share of Search among toilet paper and tissue brands in New Zealand moved from 17% to 11.9%, and its estimated monthly branded searches moved from 390 to 320.
- Across the 11 months ending August 2026, Who Gives A Crap’s estimated Share of Search among toilet paper and tissue brands in New Zealand moved from 12.7% to 7.8%, and its estimated monthly branded searches moved from 290 to 210.
How did search popularity change for New Zealand toilet paper and tissue brands in August 2026?
2 changes
In August 2026, Who Gives A Crap lost estimated Share of Search among toilet paper and tissue brands in New Zealand, from 8.5% to 7.8%.
Estimated monthly branded searches for Purex in New Zealand fell 17.9% over 11 measured months, from 390 to 320 in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Purex’s and Who Gives A Crap’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.
Purex
1 branded search term
- purex toilet paper
Who Gives A Crap
8 branded search terms
- au whogivesacrap org
- who gives a crap new zealand
- who gives a crap nz
- who gives a crap tissues
- who gives a crap toilet roll
- whogivesacrap
- whogivesacrap nz
- whogivesacrap tissues
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.