Which household cleaning brands do AI assistants recommend in United Kingdom? Q4 2026
In United Kingdom, AI assistants most often recommend Dettol, Flash and Cif for household cleaning. Dettol is named by 5 of 5 assistants.
What the data says
Dettol (Reckitt) is the household cleaning brand AI assistants recommend most in United Kingdom, taking 13.7% of all recommendation points across 5 assistants. Flash follows with 10.1% and Cif is third with 9.2%.
Dettol's lead over Flash is 3.6 points, a clear advantage in how AI shortlists the category.
Claude and DeepSeek put Dettol first, while ChatGPT favours Flash, Gemini favours Flash and Grok favours Flash.
The top five brands hold 43% of recommendations out of 60 brands named in total, leaving room for challengers to break into AI shortlists.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | Dettol | Reckitt | 13.7% | 95 | 207 | 113 | 93 | 108 |
| 2 | Flash | Procter & Gamble | 10.1% | 122 | 25 | 59 | 115 | 132 |
| 3 | Cif | Unilever | 9.2% | 73 | 97 | 103 | 60 | 82 |
| 4 | Method | Method | 6% | 68 | 52 | 68 | 56 | 28 |
| 5 | Brasso | Reckitt | 3.9% | 35 | 35 | 35 | 35 | 35 |
| 6 | Pledge | SC Johnson | 3.7% | 35 | 25 | 35 | 35 | 35 |
| 7 | Raid | SC Johnson | 3.7% | 25 | 35 | 35 | 35 | 35 |
| 8 | Astonish | The London Oil Refining Company | 3.6% | 68 | – | – | 60 | 36 |
| 9 | Windolene | Reckitt | 3.6% | 35 | 35 | 35 | 35 | 20 |
| 10 | Mr Sheen | SC Johnson | 2.4% | 25 | 35 | – | 25 | 25 |
| 11 | Rentokil | Rentokil Initial | 2.4% | 35 | – | 25 | 25 | 25 |
| 12 | Mr. Muscle | SC Johnson | 2.4% | – | – | 110 | – | – |
| 13 | Harpic | Reckitt | 2.4% | 35 | – | 12 | 25 | 35 |
| 14 | Whoosh! | Whoosh! | 2.2% | 20 | – | 35 | 20 | 25 |
| 15 | Mr Muscle | SC Johnson | 2% | – | 20 | – | 25 | 47 |
| 16 | Tesco | Tesco | 1.8% | – | 80 | – | – | – |
| 17 | Silvo | Reckitt | 1.7% | – | – | 25 | 25 | 25 |
| 18 | Nippon | Independent | 1.6% | 12 | – | 20 | 20 | 20 |
| 19 | Domestos | Unilever | 1.6% | 20 | – | 8 | 35 | 8 |
| 20 | Boots | Boots | 1.4% | – | 65 | – | – | – |
Questions about AI household cleaning recommendations
- Which household cleaning brand does ChatGPT recommend most in United Kingdom?
- ChatGPT recommends Flash most often for household cleaning in United Kingdom. Across all assistants, Dettol leads with 13.7% of recommendations.
- Which household cleaning brand is improving fastest in United Kingdom?
- Brasso has the strongest momentum among challengers: AI names it first in 5 of 5 answers where it appears, while holding 3.9% 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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