Which household cleaning brands do AI assistants recommend in Sweden? Q4 2026
In Sweden, AI assistants most often recommend Cif, Grumme and Ajax 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 in Sweden, taking 13.4% of all recommendation points across 5 assistants. Grumme follows with 12.4% and Ajax is third with 10.4%.
The top spot is close: only 1 points separate Cif and Grumme, so a small change in how either brand is described online could flip the order.
Grok puts Cif first, while ChatGPT favours Ajax, Claude favours Frosch, DeepSeek favours Grumme and Gemini favours Ajax.
The top five brands hold 45% of recommendations out of 74 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 | 13.4% | 132 | 74 | 145 | 60 | 194 |
| 2 | Grumme | Grumme | 12.4% | 139 | – | 237 | 130 | 52 |
| 3 | Ajax | Colgate-Palmolive | 10.4% | 165 | – | 84 | 140 | 77 |
| 4 | Ecover | SC Johnson | 4.7% | – | 156 | 56 | – | – |
| 5 | Frosch | Werner & Mertz | 4.4% | – | 196 | – | – | – |
| 6 | Pledge | SC Johnson | 3.3% | 35 | 8 | 35 | 47 | 25 |
| 7 | Raid | SC Johnson | 3.2% | 20 | 35 | 35 | 20 | 35 |
| 8 | ICA | ICA | 2.8% | – | 124 | – | – | – |
| 9 | Domestos | Unilever | 2.7% | – | 86 | – | – | 35 |
| 10 | Brasso | Reckitt | 2.2% | 8 | 35 | – | 20 | 35 |
| 11 | Bonamine | Pfizer | 2.1% | 45 | 40 | – | 8 | – |
| 12 | Mr. Potato | Mamee | 1.8% | – | – | – | – | 80 |
| 13 | Radar | SC Johnson | 1.6% | 35 | – | – | 35 | – |
| 14 | Hama | Hama | 1.6% | 35 | – | – | 35 | – |
| 15 | Whoosh! | Whoosh! | 1.6% | – | – | 35 | – | 35 |
| 16 | Häxan | Cederroth / Orkla | 1.5% | 25 | – | – | 43 | – |
| 17 | Yes | Colgate-Palmolive | 1.4% | – | – | 64 | – | – |
| 18 | Sidol | Henkel | 1.3% | – | – | 35 | – | 25 |
| 19 | Änglamark | Änglamark | 1.2% | 56 | – | – | – | – |
| 20 | Myrr | Bayer | 1.1% | 25 | – | – | 25 | – |
Questions about AI household cleaning recommendations
- Which household cleaning brand does ChatGPT recommend most in Sweden?
- ChatGPT recommends Ajax most often for household cleaning in Sweden. Across all assistants, Cif leads with 13.4% of recommendations.
- Which household cleaning brand is improving fastest in Sweden?
- Raid has the strongest momentum among challengers: AI names it first in 3 of 5 answers where it appears, while holding 3.2% 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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