Brandwave

How popular isDawn in search?

In September 2026, there were an estimated 79.8K branded searches for Dawn in United States which held steady over the last 12 months. Dawn holds 47.5% estimated Share of Search among United States dish soap brands and is ranked 1st of 5 competitors for search popularity.

Share of Search, September 2026
  1. Dawn47.5%
  2. Blueland24.1%
  3. Branch Basics24.1%
  4. Ajax2.1%
  5. Cleancult2.1%
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Which dish soap brands compete with Dawn?

Dawn against dish soap brands in United States, by month

Share of Search by month for Dawn, Blueland, Branch Basics, Ajax, Cleancult. The figures are in the table below the chart.

View monthly share of search table
MonthDawnBluelandBranch BasicsAjaxCleancult
Oct 202542.8%26.5%26.5%1.9%2.4%
Nov 202535.7%27.4%33.5%1.3%2%
Dec 202542.7%26.9%26.9%1.6%2%
Jan 202642%27.2%27.2%1.6%2%
Feb 202639.3%28.3%28.3%1.7%2.5%
Mar 202640.3%25%30.5%1.5%2.7%
Apr 202642.7%26.5%26.5%1.9%2.4%
May 202636.1%26.8%32.7%1.9%2.4%
Jun 202640.7%24.7%30.2%2.2%2.2%
Jul 202640.5%24.6%30%2.2%2.7%
Aug 202643%26.4%26.4%1.9%2.3%
Sep 202647.5%24.1%24.1%2.1%2.1%

  1. 1.Dawn

    47.5%

    Held 1st. 79.8K estimated branded searches, -1.2% vs prior month. Share +4.5 points.

  2. 2.Blueland

    24.1%

    Held 2nd. 40.5K estimated branded searches, -18.2% vs prior month. Share -2.3 points.

  3. 3.Branch Basics

    24.1%

    Held 3rd. 40.5K estimated branded searches, -18.2% vs prior month. Share -2.3 points.

  4. 4.Ajax

    2.1%

    Moved from 5th to 4th. 3.6K estimated branded searches, 0% vs prior month. Share +0.2 points.

  5. 5.Cleancult

    2.1%

    Moved from 4th to 5th. 3.6K estimated branded searches, -18.2% vs prior month. Share -0.2 points.

Compare search popularity between Dawn and its closest rivals

Every comparison with Dawn

How has branded search demand for Dawn changed in United States over the last 12 months?

  • Across the 12 months ending September 2026, estimated monthly branded searches for Dawn in United States held steady, from 80.1K to 79.8K.
  • Across the 12 months ending September 2026, Dawn’s estimated Share of Search among dish soap brands in United States increased from 42.8% to 47.5%.
  • Across the 12 months ending September 2026, Dawn’s estimated Share of Search among dish soap brands in United States peaked at 47.5% in September 2026 and was lowest at 35.7% in November 2025.

How did search popularity change for United States dish soap brands in September 2026?

  1. In September 2026, Dawn gained estimated Share of Search among dish soap brands in United States, from 43% to 47.5%.

  2. In September 2026, Blueland lost estimated Share of Search among dish soap brands in United States, from 26.4% to 24.1%.

  3. In September 2026, Branch Basics lost estimated Share of Search among dish soap brands in United States, from 26.4% to 24.1%.

  4. In September 2026, Ajax rose from 5th to 4th among dish soap brands in United States.

  5. In September 2026, Cleancult fell from 4th to 5th among dish soap brands in United States.

How is Dawn measured?

Brandwave collects information about searches that people make online using Dawn’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

4 branded search terms

  • dawn detergent
  • dawn dish soap
  • dawn dishwashing liquid
  • dawn soap

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How the Brand Demand Index is measured

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