--- title: "Tide: search popularity in the United States" description: "Tide makes laundry detergent. 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/us/brands/tide" publisher: "Brandwave" --- # Tide: search popularity in the United States Tide makes laundry detergent. 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 - **Brand**: Tide - **Owned by**: Procter & Gamble - **Market**: United States - **Measured month**: Sep 2026 - **Share of Search among laundry detergent brands**: 44.3% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Laundry detergent brands | 1 | 44.3% | 87.6K | - [Laundry detergent brands](/demand/us/categories/us-laundry-detergent-brands) ## Top laundry detergent brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Tide was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Tide is the most recommended of the ten. 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 | | --- | --- | --- | --- | --- | | Tide | 1st | 2 of 3 | 2 of 2 | 4 of 5 | | all | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | Arm & Hammer | 3rd | 1 of 3 | 2 of 2 | 3 of 5 | | Gain | 4th | 0 of 3 | 1 of 2 | 1 of 5 | | Purex | 4th | 0 of 3 | 1 of 2 | 1 of 5 | | Persil | 6th | 1 of 3 | 0 of 2 | 1 of 5 | | Seventh Generation | 7th | 1 of 3 | 0 of 2 | 1 of 5 | | Dropps | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Blueland | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Tru Earth | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about laundry detergent brands - Asked ChatGPT "What's the best laundry detergent?": 1. Tide, 2. Persil, 3. all - Asked ChatGPT "Which laundry detergent is best for sensitive skin?": 1. all, 2. Tide, 3. Arm & Hammer, 4. Seventh Generation - Asked ChatGPT "Are laundry sheets as good as regular detergent?": 1. all - Searched Google, AI Overview "laundry detergent": 1. all, 2. Purex, 3. Arm & Hammer, 4. Tide - Searched Google, AI Overview "best laundry detergent": 1. Tide, 2. Gain, 3. Arm & Hammer, 4. all Not named in any answer: Dropps, Blueland and Tru Earth. Brands are listed in the order each answer named them. The answers were collected in United States on October 27, 2026. ## How has branded search demand for Tide changed in the United States over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Tide in the United States fell from 148K to 87.6K. - Across the 12 months ending September 2026, Tide’s share of searches among laundry detergent brands in the United States decreased from 56.4% to 44.3%. - Across the 12 months ending September 2026, Tide’s share of searches among laundry detergent brands in the United States peaked at 58.4% in January 2026 and was lowest at 44.3% in September 2026. ## How did search popularity change for United States laundry detergent brands in September 2026? - In September 2026, Persil gained share of searches among laundry detergent brands in the United States, from 6.4% to 9.2%. - In September 2026, Gain gained share of searches among laundry detergent brands in the United States, from 7.8% to 9.2%. - In September 2026, all gained share of searches among laundry detergent brands in the United States, from 4.3% to 5%. - In September 2026, Purex gained share of searches among laundry detergent brands in the United States, from 4.3% to 5%. - In September 2026, Dropps gained share of searches among laundry detergent brands in the United States, from 3.5% to 4.1%. - In September 2026, Tide lost share of searches among laundry detergent brands in the United States, from 49.5% to 44.3%. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Laundry detergent brands | 148K | 56.4% | 1 | | Nov 2025 | Laundry detergent brands | 135K | 55.4% | 1 | | Dec 2025 | Laundry detergent brands | 135K | 56% | 1 | | Jan 2026 | Laundry detergent brands | 165K | 58.4% | 1 | | Feb 2026 | Laundry detergent brands | 121K | 54.3% | 1 | | Mar 2026 | Laundry detergent brands | 148K | 57.9% | 1 | | Apr 2026 | Laundry detergent brands | 110K | 51.4% | 1 | | May 2026 | Laundry detergent brands | 93.6K | 47.5% | 1 | | Jun 2026 | Laundry detergent brands | 87.6K | 47.6% | 1 | | Jul 2026 | Laundry detergent brands | 93.6K | 47.5% | 1 | | Aug 2026 | Laundry detergent brands | 115K | 49.5% | 1 | | Sep 2026 | Laundry detergent brands | 87.6K | 44.3% | 1 | ## How are Tide’s branded searches counted? Brandwave collects information about searches that people make online using Tide’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. - “tide laundry detergent” - “tide pods” ## Which laundry detergent brands compete with Tide? - [Arm & Hammer](/demand/us/brands/arm-and-hammer): Head-to-head: /demand/us/compare/arm-and-hammer-vs-tide - [Gain](/demand/us/brands/gain): Head-to-head: /demand/us/compare/gain-vs-tide - [Persil](/demand/us/brands/persil): Head-to-head: /demand/us/compare/persil-vs-tide - [all](/demand/us/brands/all-laundry): Head-to-head: /demand/us/compare/all-laundry-vs-tide - [Purex](/demand/us/brands/purex): Head-to-head: /demand/us/compare/purex-vs-tide - [Dropps](/demand/us/brands/dropps) - [Blueland](/demand/us/brands/blueland) - [Seventh Generation](/demand/us/brands/seventh-generation) - [Tru Earth](/demand/us/brands/tru-earth) ## Who owns Tide? Tide is owned by Procter & Gamble. Brandwave also tracks Native, DayQuil, Gillette, Head & Shoulders, Luvs, NyQuil, Old Spice, Oral-B, Pampers, Pantene and Secret, owned by the same company, in the United States. - [Procter & Gamble](/demand/us/companies/procter-and-gamble): Owns 19 tracked 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 ### Who owns Tide? Tide is owned by Procter & Gamble. Brandwave also tracks Native, DayQuil, Gillette, Head & Shoulders, Luvs, NyQuil, Old Spice, Oral-B, Pampers, Pantene and Secret, owned by the same company, in the United States. ## Cite this page Brandwave. "Tide: search popularity in the United States". https://gobrandwave.com/demand/us/brands/tide This page is also available as HTML at https://gobrandwave.com/demand/us/brands/tide. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.