Which house supplies brands do AI assistants recommend in Germany? Q4 2026
In Germany, AI assistants most often recommend Air Wick, Febreze and Fairy for house supplies. Air Wick is named by 5 of 5 assistants.
What the data says
Air Wick (Reckitt) is the house supplies brand AI assistants recommend most in Germany, taking 15% of all recommendation points across 5 assistants. Febreze follows with 13.5% and Fairy is third with 12.2%.
The top spot is close: only 1.5 points separate Air Wick and Febreze, so a small change in how either brand is described online could flip the order.
DeepSeek, Gemini and Grok put Air Wick first, while ChatGPT favours Febreze and Claude favours Febreze.
The top five brands hold 62% of recommendations out of 17 brands named in total, leaving room for challengers to break into AI shortlists.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | Air Wick | Reckitt | 15% | 25 | 20 | 35 | 35 | 35 |
| 2 | Febreze | Procter & Gamble | 13.5% | 35 | 35 | 25 | 20 | 20 |
| 3 | Fairy | Procter & Gamble | 12.2% | 25 | 25 | 35 | 12 | 25 |
| 4 | Glade | SC Johnson | 10.7% | 20 | 25 | 12 | 25 | 25 |
| 5 | Finish | Reckitt | 10.3% | 35 | 35 | – | 25 | 8 |
| 6 | Pril | Henkel | 10.2% | 12 | – | 20 | 35 | 35 |
| 7 | Somat | Henkel | 7.7% | 20 | – | 25 | 20 | 12 |
| 8 | Frosch | Werner & Mertz | 5.6% | 20 | 8 | 12 | 16 | – |
| 9 | Ecover | SC Johnson | 3.6% | – | 28 | 8 | – | – |
| 10 | dm-bio | dm-drogerie markt | 2.4% | – | 24 | – | – | – |
| 11 | Calgonit | Reckitt | 2% | – | – | – | – | 20 |
| 12 | Erdal | Werner & Mertz | 2% | – | – | 20 | – | – |
| 13 | Ambi Pur | Procter & Gamble | 1.2% | – | – | – | – | 12 |
| 14 | Ipuro | Gries Deco Company | 1.2% | – | – | – | 12 | – |
| 15 | Denkmit | dm-drogerie markt | 0.8% | 8 | – | – | – | – |
| 16 | Yankee Candle | Newell Brands | 0.8% | – | – | – | – | 8 |
| 17 | Primavera | Primavera Life | 0.8% | – | – | 8 | – | – |
Questions about AI house supplies recommendations
- Which house supplies brand does ChatGPT recommend most in Germany?
- ChatGPT recommends Febreze most often for house supplies in Germany. Across all assistants, Air Wick leads with 15% of recommendations.
- Which house supplies brand is improving fastest in Germany?
- Finish has the strongest momentum among challengers: AI names it first in 2 of 4 answers where it appears, while holding 10.3% share. This is the first Q4 2026 reading; change over time will be shown from the next update.
- How is the ranking calculated?
- We ask each AI assistant the questions shoppers ask in each category and market, record the top five brands it names, and give 35, 25, 20, 12 and 8 points for positions one to five. Share is a brand's points divided by all points awarded.
House Supplies: AI rankings by country
Covers: Air Fresheners, Dishwashing.
Method: each AI assistant is asked the shopper questions for every segment in the category and market; the top five brands named score 35, 25, 20, 12 and 8 points. Share is a brand's points divided by all points awarded. Rankings reflect AI answers, not sales.
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