Brandwave

Surf vs Tide:Which is more popular?

In September 2026, Tide had more branded searches than Surf among laundry detergent brands in New Zealand. Tide had about 240 branded searches, while Surf had 80. Tide made up 2% 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 Tide in none.

Among laundry detergent brands in New Zealand in September 2026

Who do people search for more?

Tide, about 3 searches for every 1 for Surf

Tide 240 searchesSurf 80 searches

Who does AI mention more?

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

Surf in 3 of 5Tide in 0 of 5

Who does AI recommend more?

Surf, the only one of the two named

Surf first in 3Tide 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. Tide 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 Surf or Tide more popular in search?

This chart shows how often people search Google for Surf and Tide 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.

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

Share of searches by month for Tide, 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 Surf and Tide comparison changed over the last 12 months?

3 findings
  • Tide was ahead of Surf in every measured month of the 12 months ending September 2026.
  • 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.
  • Across the 12 months ending September 2026, Tide’s share of searches among laundry detergent brands in New Zealand moved from 1.1% to 2%, and its estimated monthly branded searches moved from 100 to 240.

How did search popularity change for New Zealand laundry detergent brands in September 2026?

2 changes

  1. Estimated monthly branded searches for Tide in New Zealand rose 140% over 12 measured months, from 100 to 240 in September 2026.

  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 Surf’s and Tide’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.

Surf

2 branded search terms

  • surf laundry powder nz
  • surf washing powder nz

Tide

3 branded search terms

  • tide detergent nz
  • tide laundry detergent nz
  • tide pods nz

How the Brand Demand Index is measured

Other head-to-heads among laundry detergent brands

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