Stayfree vs TOM Organic:Which is more popular?
In September 2026, Stayfree and TOM Organic were level in searches among period care brands in New Zealand, with an estimated 590 versus 610 branded searches, at 5.6% and 5.8% of the total. When we asked ChatGPT and Google AI Overviews about period care brands, TOM Organic appeared in two of the five answers and Stayfree in none.
Who do people search for more?
TOM Organic and Stayfree are searched for about as often as each other.
Who does AI mention more?
TOM Organic, mentioned in 2 of 5 answers, Stayfree in 0
Who does AI recommend more?
TOM Organic, the only one of the two named
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Top period care brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, TOM Organic was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Stayfree 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.
Modibodi1st
Libra2nd
Confitex3rd
AWWA4th
U by Kotex5th- TOM Organic6th
Hello Period7th
Always8th
Stayfree–
Thinx–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Libra4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Modibodi4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- U by Kotex3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Confitex3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- AWWA2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- TOM Organic2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Hello Period2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Always1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Stayfree0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Thinx0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about period care brands
5 answers
Asked ChatGPT
“Which period care brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best period care brands in New Zealand?”
Asked ChatGPT
“What's the best period care brand in New Zealand for heavy flow?”
Searched Google, AI Overview
“period underwear nz”
Searched Google, AI Overview
“tampons nz”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Stayfree or TOM Organic more popular in search?
This chart shows how often people search Google for Stayfree and TOM Organic by name. Each line represents a brand's share of searches for all ten period care brands we track, month by month, from searches in New Zealand.
Share of searches by month for TOM Organic, Stayfree. The figures are in the table below the chart.
View monthly share of searches table
| Month | Libra | U by Kotex | Modibodi | AWWA | TOM Organic | Stayfree | Hello Period | Always | Confitex | Thinx |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 24.7% | 16.9% | 15.9% | 21.5% | 3.4% | 4.4% | 4.4% | 6.7% | 1.3% | 0.8% |
| Nov 2025 | 19.2% | 15.5% | 26.4% | 20.8% | 3.2% | 4% | 6.1% | 2.2% | 1.4% | 1.1% |
| Dec 2025 | 24.6% | 18.9% | 21.9% | 18.7% | 3.3% | 4% | 4.9% | 1.4% | 1.4% | 0.88% |
| Jan 2026 | 25% | 19.5% | 20% | 20.6% | 3.2% | 3.7% | 4.5% | 1.3% | 0.85% | 1.3% |
| Feb 2026 | 20.1% | 18.3% | 15% | 27% | 2.9% | 4% | 5% | 1.8% | 1.1% | 4.8% |
| Mar 2026 | 21.7% | 14.9% | 12.2% | 32.1% | 3% | 3.4% | 5.1% | 1.8% | 0.78% | 4.9% |
| Apr 2026 | 23.8% | 18.1% | 15.3% | 22.5% | 3.7% | 4% | 4.9% | 2.6% | 0.91% | 4.3% |
| May 2026 | 25.2% | 20% | 20.7% | 11.4% | 4.4% | 4% | 4.9% | 2.2% | 0.72% | 6.5% |
| Jun 2026 | 24.7% | 19.6% | 18.7% | 10.3% | 4% | 3.6% | 6.7% | 1.9% | 0.83% | 9.5% |
| Jul 2026 | 28.6% | 22.8% | 15.1% | 7.5% | 5.2% | 4.5% | 5.5% | 2% | 0.84% | 8% |
| Aug 2026 | 25.7% | 23.9% | 23.7% | 7.1% | 5.6% | 4.3% | 5.2% | 1.2% | 0.8% | 2.4% |
| Sep 2026 | 28.4% | 24.5% | 19.8% | 8.8% | 5.8% | 5.6% | 4.6% | 1% | 0.86% | 0.57% |
How has the Stayfree and TOM Organic comparison changed over the last 12 months?
3 findings
- The lead changed hands once in the 12 months ending September 2026: TOM Organic took it in May 2026.
- Across the 12 months ending September 2026, Stayfree’s share of searches among period care brands in New Zealand moved from 4.4% to 5.6%, and its estimated monthly branded searches moved from 390 to 590.
- Across the 12 months ending September 2026, TOM Organic’s share of searches among period care brands in New Zealand moved from 3.4% to 5.8%, and its estimated monthly branded searches moved from 300 to 610.
How did search popularity change for New Zealand period care brands in September 2026?
2 changes
In September 2026, Stayfree overtook Hello Period to rank 6th among period care brands in New Zealand, with 5.6% of the searches.
TOM Organic’s share of searches among period care brands in New Zealand has gained ground for 3 months in a row, from 4% to 5.8% in September 2026.
How are branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Stayfree’s and TOM Organic’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.
Stayfree
1 branded search term
- stayfree pads
TOM Organic
3 branded search terms
- tom organic
- tom organic pads
- tom organic tampons
Other head-to-heads among period care brands
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