Which household cleaning brands do AI assistants recommend in Germany? Q4 2026
In Germany, AI assistants most often recommend Frosch, Sagrotan and Denkmit for household cleaning. Frosch is named by 5 of 5 assistants.
What the data says
Frosch (Werner & Mertz) is the household cleaning brand AI assistants recommend most in Germany, taking 15.2% of all recommendation points across 5 assistants. Sagrotan follows with 8.3% and Denkmit is third with 5%.
Frosch's lead over Sagrotan is 6.9 points, a clear advantage in how AI shortlists the category.
ChatGPT, Claude, DeepSeek and Gemini put Frosch first, while Grok favours Sagrotan.
The top five brands hold 36% of recommendations out of 67 brands named in total, leaving room for challengers to break into AI shortlists.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | Frosch | Werner & Mertz | 15.2% | 155 | 204 | 169 | 89 | 68 |
| 2 | Sagrotan | Reckitt | 8.3% | 83 | – | 125 | 67 | 98 |
| 3 | Denkmit | dm-drogerie markt | 5% | 116 | – | 72 | 36 | – |
| 4 | Cif | Unilever | 3.8% | – | 74 | 95 | – | – |
| 5 | Raid | SC Johnson | 3.7% | 35 | 35 | 25 | 35 | 35 |
| 6 | Ecover | SC Johnson | 3.6% | – | 156 | 8 | – | – |
| 7 | Bref | Henkel | 3.5% | 35 | – | 84 | 37 | – |
| 8 | Pronto | SC Johnson | 3.1% | 35 | – | 35 | 35 | 35 |
| 9 | Meister Proper | Procter & Gamble | 3% | 59 | – | – | 75 | – |
| 10 | Sidol | Henkel | 2.9% | 35 | – | 35 | 35 | 25 |
| 11 | Domestos | Unilever | 2.9% | – | 86 | – | 8 | 35 |
| 12 | Poliboy | Poliboy | 2.8% | 45 | – | – | 50 | 32 |
| 13 | dm-bio | dm-drogerie markt | 2.3% | – | 104 | – | – | – |
| 14 | Cillit Bang | Reckitt | 1.9% | – | – | – | – | 87 |
| 15 | Sidolin | Henkel | 1.6% | 35 | – | – | 35 | – |
| 16 | Mr. Potato | Mamee | 1.6% | – | – | – | – | 70 |
| 17 | Brasso | Reckitt | 1.6% | – | 35 | – | – | 35 |
| 18 | General | Henkel | 1.6% | – | – | – | 70 | – |
| 19 | Aeroxon | Aeroxon | 1.4% | 20 | – | – | 20 | 25 |
| 20 | Vileda | Freudenberg | 1.4% | – | – | – | – | 63 |
Questions about AI household cleaning recommendations
- Which household cleaning brand does ChatGPT recommend most in Germany?
- ChatGPT recommends Frosch most often for household cleaning in Germany. Across all assistants, Frosch leads with 15.2% of recommendations.
- Which household cleaning brand is improving fastest in Germany?
- Pronto has the strongest momentum among challengers: AI names it first in 4 of 4 answers where it appears, while holding 3.1% 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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