Which house supplies brands do AI assistants recommend in Sweden? Q4 2026
In Sweden, AI assistants most often recommend Air Wick, Finish and Yes 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 Sweden, taking 15% of all recommendation points across 5 assistants. Finish follows with 13.5% and Yes is third with 12.5%.
The top spot is close: only 1.5 points separate Air Wick and Finish, so a small change in how either brand is described online could flip the order.
ChatGPT, Gemini and Grok put Air Wick first, while Claude favours Finish and DeepSeek favours Yes.
The top five brands hold 64% of recommendations out of 21 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% | 35 | 20 | 25 | 35 | 35 |
| 2 | Finish | Reckitt | 13.5% | 25 | 35 | 25 | 25 | 25 |
| 3 | Yes | Colgate-Palmolive | 12.5% | 35 | – | 35 | 35 | 20 |
| 4 | Glade | SC Johnson | 12% | 25 | 25 | 20 | 25 | 25 |
| 5 | Febreze | Procter & Gamble | 11% | – | 35 | 35 | 20 | 20 |
| 6 | Grumme | Grumme | 7.2% | 20 | – | 32 | 20 | – |
| 7 | Fairy | Procter & Gamble | 6% | – | 25 | – | – | 35 |
| 8 | Ecover | SC Johnson | 4.8% | – | 28 | 12 | 8 | – |
| 9 | Ambi Pur | Procter & Gamble | 3.2% | 20 | – | – | – | 12 |
| 10 | Rituals | Rituals | 2.4% | 12 | – | – | 12 | – |
| 11 | ICA | ICA | 2.4% | – | 24 | – | – | – |
| 12 | Yankee Candle | Newell Brands | 1.6% | 8 | – | – | – | 8 |
| 13 | Neutral | Neutral | 1.2% | 12 | – | – | – | – |
| 14 | Pril | Henkel | 1.2% | – | – | – | – | 12 |
| 15 | Sunlight | Unilever | 1.2% | – | – | – | 12 | – |
| 16 | Änglamark | Änglamark | 0.8% | 8 | – | – | – | – |
| 17 | Somat | Henkel | 0.8% | – | – | – | – | 8 |
| 18 | Piu Bello | Generic | 0.8% | – | – | 8 | – | – |
| 19 | Ajax | Colgate-Palmolive | 0.8% | – | – | 8 | – | – |
| 20 | Wunder-Baum | Julius Sämann | 0.8% | – | – | – | 8 | – |
Questions about AI house supplies recommendations
- Which house supplies brand does ChatGPT recommend most in Sweden?
- ChatGPT recommends Air Wick most often for house supplies in Sweden. Across all assistants, Air Wick leads with 15% of recommendations.
- Which house supplies brand is improving fastest in Sweden?
- Yes has the strongest momentum among challengers: AI names it first in 3 of 4 answers where it appears, while holding 12.5% 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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