AI-recommended household cleaning brands: rankings in 20 countries
Worldwide, AI assistants most often recommend Cif, Dettol and Pledge for household cleaning. Cif is named by 5 of 5 assistants.
What the data says
Cif (Unilever) is the household cleaning brand AI assistants recommend most worldwide, taking 8.3% of all recommendation points across 5 assistants. Dettol follows with 3.9% and Pledge is third with 3.2%.
Cif's lead over Dettol is 4.4 points, a clear advantage in how AI shortlists the category.
Claude, DeepSeek and Grok put Cif first, while ChatGPT favours Mr Muscle and Gemini favours Ajax.
The top five brands hold 22% of recommendations out of 537 brands named in total, leaving room for challengers to break into AI shortlists.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | Cif | Unilever | 8.3% | 613 | 2535 | 1535 | 543 | 2285 |
| 2 | Dettol | Reckitt | 3.9% | 764 | 1197 | 457 | 593 | 513 |
| 3 | Pledge | SC Johnson | 3.2% | 498 | 525 | 637 | 587 | 640 |
| 4 | Raid | SC Johnson | 3.1% | 534 | 700 | 470 | 420 | 645 |
| 5 | Ajax | Colgate-Palmolive | 3% | 935 | – | 632 | 634 | 533 |
| 6 | Brasso | Reckitt | 3% | 443 | 700 | 385 | 452 | 700 |
| 7 | Mr. Muscle | SC Johnson | 2.8% | – | – | 679 | 466 | 1413 |
| 8 | Mr. Clean | Procter & Gamble | 2.2% | 104 | 838 | 729 | 40 | 285 |
| 9 | Frosch | Werner & Mertz | 2.1% | 155 | 1380 | 169 | 89 | 68 |
| 10 | 3M | 3M | 1.7% | 902 | – | 172 | 208 | 239 |
| 11 | Domestos | Unilever | 1.7% | 160 | 952 | 16 | 126 | 265 |
| 12 | Harpic | Reckitt | 1.7% | 208 | 250 | 155 | 189 | 689 |
| 13 | Handy | Handy | 1.5% | – | 1370 | – | – | – |
| 14 | Windex | SC Johnson | 1.5% | 105 | 510 | 220 | 262 | 243 |
| 15 | Mr Muscle | SC Johnson | 1.4% | 1202 | 20 | – | 25 | 47 |
| 16 | Kao | Kao | 1.4% | 40 | – | 970 | 8 | 250 |
| 17 | Ecover | SC Johnson | 1.4% | – | 1092 | 156 | – | – |
| 18 | Lysol | Reckitt | 1.3% | 180 | 230 | 265 | 305 | 206 |
| 19 | Baygon | SC Johnson | 1.2% | 275 | 200 | 154 | 210 | 266 |
| 20 | Clorox | Clorox | 1.2% | 176 | 360 | 160 | 182 | 220 |
Questions about AI household cleaning recommendations
- Which household cleaning brand does ChatGPT recommend most?
- ChatGPT recommends Mr Muscle most often for household cleaning. Across all assistants, Cif leads with 8.3% of recommendations.
- Which household cleaning brand is improving fastest?
- Brasso has the strongest momentum among challengers: AI names it first in 70 of 81 answers where it appears, while holding 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.
Household Cleaning: AI rankings by country
Covers: Bathroom Cleaners, Electronics Cleaners, Floor Cleaners, Furniture Polish/Wood Care, Glass Cleaners, Indoor Insect & Pest Control, Metal Cleaners, Multi-Purpose Cleaners, Surface Cleaners.
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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