Which house supplies brands do AI assistants recommend in United Kingdom? Q4 2026
In United Kingdom, AI assistants most often recommend Fairy, Febreze and Air Wick for house supplies. Fairy is named by 5 of 5 assistants.
What the data says
Fairy (Procter & Gamble) is the house supplies brand AI assistants recommend most in United Kingdom, taking 17.5% of all recommendation points across 5 assistants. Febreze follows with 14.5% and Air Wick is third with 14%.
Fairy's lead over Febreze is 3 points, a clear advantage in how AI shortlists the category.
put Fairy first, while ChatGPT favours Febreze, Claude favours Febreze, DeepSeek favours Febreze, Gemini favours Air Wick and Grok favours Air Wick.
The top five brands hold 70% of recommendations out of 19 brands named in total, leaving room for challengers to break into AI shortlists.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | Fairy | Procter & Gamble | 17.5% | 35 | 35 | 35 | 35 | 35 |
| 2 | Febreze | Procter & Gamble | 14.5% | 35 | 35 | 35 | 20 | 20 |
| 3 | Air Wick | Reckitt | 14% | 25 | 20 | 25 | 35 | 35 |
| 4 | Finish | Reckitt | 12% | 25 | 20 | 25 | 25 | 25 |
| 5 | Glade | SC Johnson | 11.5% | 20 | 25 | 20 | 25 | 25 |
| 6 | Ecover | SC Johnson | 7.2% | 12 | – | 20 | 20 | 20 |
| 7 | Persil | Henkel | 4.8% | 20 | – | 8 | 8 | 12 |
| 8 | Yankee Candle | Newell Brands | 2.8% | 8 | – | 12 | – | 8 |
| 9 | Ecos | Ecos | 2.5% | – | 25 | – | – | – |
| 10 | Method | Method | 2.4% | – | – | 12 | 12 | – |
| 11 | Dettol | Reckitt | 2.4% | – | 24 | – | – | – |
| 12 | Ambi Pur | Procter & Gamble | 2% | – | – | – | 8 | 12 |
| 13 | Zoflora | Thornton & Ross | 1.2% | 12 | – | – | – | – |
| 14 | Jo Malone | Jo Malone | 1.2% | – | – | – | 12 | – |
| 15 | Astonish | The London Oil Refining Company | 0.8% | 8 | – | – | – | – |
| 16 | Dawn | Procter & Gamble | 0.8% | – | – | – | – | 8 |
| 17 | Neutradol | Neutradol | 0.8% | – | – | 8 | – | – |
| 18 | Boots | Boots | 0.8% | – | 8 | – | – | – |
| 19 | Tesco | Tesco | 0.8% | – | 8 | – | – | – |
Questions about AI house supplies recommendations
- Which house supplies brand does ChatGPT recommend most in United Kingdom?
- ChatGPT recommends Febreze most often for house supplies in United Kingdom. Across all assistants, Fairy leads with 17.5% of recommendations.
- Which house supplies brand is improving fastest in United Kingdom?
- Febreze has the strongest momentum among challengers: AI names it first in 3 of 5 answers where it appears, while holding 14.5% 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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