--- title: "Surf vs Tide: Which is searched more in New Zealand?" description: "Is Surf or Tide more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Laundry detergent brands set in New Zealand. 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." canonical: "https://gobrandwave.com/demand/nz/compare/surf-vs-tide" publisher: "Brandwave" --- # Surf vs Tide: Which is searched more in New Zealand? Is Surf or Tide more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Laundry detergent brands set in New Zealand. 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. ## Key facts - **Compared**: Surf and Tide - **Competitive set**: Laundry detergent brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Surf Share of Search**: 0.66% - **Tide Share of Search**: 2% ## Is Surf or Tide more popular in search? - 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%. - 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. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Persil | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | ecostore | 2nd | 3 of 3 | 1 of 2 | 4 of 5 | | Surf | 3rd | 1 of 3 | 2 of 2 | 3 of 5 | | Cold Power | 4th | 2 of 3 | 1 of 2 | 3 of 5 | | Earthwise | 5th | 0 of 3 | 1 of 2 | 1 of 5 | | Dynamo | 5th | 1 of 3 | 0 of 2 | 1 of 5 | | Tide | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Omo | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about laundry detergent brands - Asked ChatGPT "Which laundry detergent brand should I buy in New Zealand?": 1. Persil, 2. ecostore, 3. Cold Power - Asked ChatGPT "What are the best laundry detergent brands in New Zealand?": 1. Persil, 2. Dynamo, 3. Cold Power, 4. ecostore, 5. Surf - Asked ChatGPT "What's the best laundry detergent brand in New Zealand for clean clothes?": 1. Persil, 2. ecostore - Searched Google, AI Overview "laundry detergent nz": 1. ecostore, 2. Earthwise, 3. Persil, 4. Cold Power, 5. Surf - Searched Google, AI Overview "powder laundry detergent": 1. Surf, 2. Persil Not named in any answer: Tide and Omo. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## How did search popularity change for New Zealand laundry detergent brands in September 2026? - Estimated monthly branded searches for Tide in New Zealand rose 140% over 12 measured months, from 100 to 240 in September 2026. - Estimated monthly branded searches for Surf in New Zealand rose 14.3% over 12 measured months, from 70 to 80 in September 2026. ## Month by month | Month | Surf estimated searches | Surf Share of Search | Surf rank | Tide estimated searches | Tide Share of Search | Tide rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 70 | 0.75% | 7 | 100 | 1.1% | 6 | | Nov 2025 | 100 | 1% | 6 | 110 | 1.1% | 5 | | Dec 2025 | 60 | 0.73% | 7 | 110 | 1.3% | 5 | | Jan 2026 | 90 | 0.88% | 7 | 250 | 2.4% | 4 | | Feb 2026 | 100 | 1.2% | 6 | 170 | 2% | 5 | | Mar 2026 | 90 | 0.91% | 8 | 180 | 1.8% | 5 | | Apr 2026 | 90 | 0.92% | 8 | 220 | 2.2% | 5 | | May 2026 | 70 | 0.72% | 8 | 220 | 2.2% | 5 | | Jun 2026 | 110 | 1.1% | 8 | 290 | 2.8% | 4 | | Jul 2026 | 70 | 0.62% | 8 | 220 | 1.9% | 5 | | Aug 2026 | 90 | 0.71% | 8 | 230 | 1.8% | 5 | | Sep 2026 | 80 | 0.66% | 8 | 240 | 2% | 5 | ## How each brand is measured 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**: Measured on the search terms “surf laundry powder nz” and “surf washing powder nz”, summed into one figure. - **Tide**: Measured on the search terms “tide detergent nz”, “tide laundry detergent nz” and “tide pods nz”, summed into one figure. - [Surf profile](/demand/nz/brands/surf) - [Tide profile](/demand/nz/brands/tide) - [All laundry detergent brands in New Zealand](/demand/nz/categories/nz-laundry-detergent-brands): The set both shares are measured inside, 8 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Surf or Tide more popular in search? 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%. ## Cite this page Brandwave. "Surf vs Tide: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/surf-vs-tide This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/surf-vs-tide. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.