Always vs WUKA:Which is more popular?
In September 2026, Always had more branded searches than WUKA among period care brands in the United Kingdom. Always had about 27,100 branded searches, while WUKA had 8,100. Always made up 38.7% of all period care brand searches we track, and WUKA accounted for 11.6%. When we asked ChatGPT and Google AI Overviews about period care brands, WUKA appeared in three of the four answers and Always in one. WUKA was mentioned before Always in every answer that named either.
Who do people search for more?
Always, about 3 searches for every 1 for WUKA
Who does AI mention more?
WUKA, mentioned in 3 of 4 answers, Always in 1
Who does AI recommend more?
WUKA, named ahead of Always in 2 of 2 answers
Follow Always vs WUKA and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top period care brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, WUKA was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Always was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. WUKA was listed before Always in every answer that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Modibodi3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers- WUKA3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Tampax2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers- Always1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Mooncup1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Bodyform1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers- Lil-Lets1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Natracare0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about period care brands
4 answers
Asked ChatGPT
“What are the best period products?”
Asked ChatGPT
“What are the best period pants in the UK?”
Asked ChatGPT
“Which tampons are best for heavy periods?”
Searched Google, AI Overview
“period pants”
Searched Google, AI Overview
“sanitary pads”
Google showed no AI Overview for this search.
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.
Is Always or WUKA more popular in search?
This chart shows how often people search Google for Always and WUKA by name. Each line represents a brand's share of searches for all eight period care brands we track, month by month, from searches in United Kingdom.
Share of searches by month for Always, WUKA. The figures are in the table below the chart.
View monthly share of searches table
| Month | Always | Modibodi | Tampax | WUKA | Mooncup | Bodyform | Lil-Lets | Natracare |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 47.5% | 14.2% | 9.5% | 7.7% | 11.6% | 5.2% | 2.8% | 1.5% |
| Nov 2025 | 36.6% | 24.4% | 10.9% | 10.9% | 7.3% | 5.9% | 2.6% | 1.3% |
| Dec 2025 | 40.3% | 18% | 12.1% | 8% | 12.1% | 5.4% | 2.8% | 1.3% |
| Jan 2026 | 35.7% | 23.8% | 10.7% | 13% | 7.1% | 4.7% | 3.2% | 1.7% |
| Feb 2026 | 34.7% | 23.1% | 10.3% | 12.7% | 10.3% | 4.5% | 3% | 1.4% |
| Mar 2026 | 39% | 21.3% | 11.7% | 11.7% | 6.3% | 5.2% | 3.5% | 1.4% |
| Apr 2026 | 40.4% | 22.1% | 9.8% | 12.1% | 6.6% | 4.3% | 2.8% | 1.9% |
| May 2026 | 32.4% | 26.4% | 11.8% | 14.5% | 6.4% | 4.2% | 2.8% | 1.5% |
| Jun 2026 | 31.7% | 31.7% | 11.6% | 11.6% | 5.1% | 4.1% | 2.7% | 1.4% |
| Jul 2026 | 30% | 30% | 13.4% | 13.4% | 4.9% | 3.9% | 2.6% | 1.8% |
| Aug 2026 | 35.4% | 23.7% | 12.9% | 12.9% | 5.8% | 3.8% | 3.8% | 1.7% |
| Sep 2026 | 38.7% | 21.1% | 14.1% | 11.6% | 5.1% | 4.1% | 3.4% | 1.9% |
How has the Always and WUKA comparison changed over the last 12 months?
3 findings
- Always was ahead of WUKA in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Always’ share of searches among period care brands in the United Kingdom moved from 47.5% to 38.7%, and its estimated monthly branded searches moved from 40.5K to 27.1K.
- Across the 12 months ending September 2026, WUKA’s share of searches among period care brands in the United Kingdom moved from 7.7% to 11.6%, and its estimated monthly branded searches moved from 6.6K to 8.1K.
How did search popularity change for United Kingdom period care brands in September 2026?
2 changes
In September 2026, Always gained share of searches among period care brands in the United Kingdom, from 35.4% to 38.7%.
In September 2026, WUKA lost share of searches among period care brands in the United Kingdom, from 12.9% to 11.6%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Always’ and WUKA’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.
Other head-to-heads among period care brands
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.