Which house supplies brands do AI assistants recommend in Japan? Q4 2026
In Japan, AI assistants most often recommend Joy, Febreze and Glade for house supplies. Joy is named by 5 of 5 assistants.
What the data says
Joy is the house supplies brand AI assistants recommend most in Japan, taking 11.5% of all recommendation points across 5 assistants. Febreze follows with 10.8% and Glade is third with 9.2%.
The top spot is close: only 0.7 points separate Joy and Febreze, so a small change in how either brand is described online could flip the order.
ChatGPT puts Joy first, while Claude favours Sunlight, DeepSeek favours Kao, Gemini favours Febreze and Grok favours Kobayashi.
The top five brands hold 44% of recommendations out of 27 brands named in total, leaving room for challengers to break into AI shortlists.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | Joy | Joy | 11.5% | 35 | 12 | 8 | 25 | 35 |
| 2 | Febreze | Procter & Gamble | 10.8% | 20 | 25 | 20 | 35 | 8 |
| 3 | Glade | SC Johnson | 9.2% | 12 | 20 | 35 | – | 25 |
| 4 | Shoshugen | Kobayashi Pharmaceutical | 6% | 35 | – | – | 25 | – |
| 5 | Kyukyutto | Kao | 6% | 25 | – | – | 35 | – |
| 6 | Air Wick | Reckitt | 5.3% | 8 | – | 25 | – | 20 |
| 7 | Lion | Lion | 4.5% | – | – | 25 | – | 20 |
| 8 | Sunlight | Unilever | 4.3% | – | 35 | – | – | 8 |
| 9 | Kao | Kao | 4.3% | – | – | 43 | – | – |
| 10 | Magica | Lion | 4% | 20 | – | – | 20 | – |
| 11 | Sawaday | Kobayashi Pharmaceutical | 3.7% | 25 | – | – | 12 | – |
| 12 | Kobayashi | Kobayashi Pharmaceutical | 3.5% | – | – | – | – | 35 |
| 13 | Ambi Pur | Procter & Gamble | 3.5% | – | 35 | – | – | – |
| 14 | Fairy | Procter & Gamble | 3.2% | – | 20 | – | – | 12 |
| 15 | Finish | Reckitt | 3.2% | 8 | – | 12 | 12 | – |
| 16 | CuCute | Kao | 2.5% | – | – | – | – | 25 |
| 17 | OMO | Unilever | 2.5% | – | 25 | – | – | – |
| 18 | Sukki-ri! | Earth Corporation | 2% | – | – | – | 20 | – |
| 19 | Pigeon | Pigeon | 2% | – | – | 20 | – | – |
| 20 | S.T. Corporation | S.T. Corporation | 1.2% | – | – | – | – | 12 |
Questions about AI house supplies recommendations
- Which house supplies brand does ChatGPT recommend most in Japan?
- ChatGPT recommends Joy most often for house supplies in Japan. Across all assistants, Joy leads with 11.5% of recommendations.
- Which house supplies brand is improving fastest in Japan?
- Shoshugen has the strongest momentum among challengers: AI names it first in 1 of 2 answers where it appears, while holding 6% 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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