Which laundry brands do AI assistants recommend in Canada? Q4 2026
In Canada, AI assistants most often recommend Tide, Downy and Gain for laundry. Tide is named by 5 of 5 assistants.
What the data says
Tide (Procter & Gamble) is the laundry brand AI assistants recommend most in Canada, taking 13.5% of all recommendation points across 5 assistants. Downy follows with 11.7% and Gain is third with 11.3%.
The top spot is close: only 1.8 points separate Tide and Downy, so a small change in how either brand is described online could flip the order.
Claude and Grok put Tide first, while ChatGPT favours Gain, DeepSeek favours Gain and Gemini favours Gain.
The top five brands hold 56% of recommendations out of 22 brands named in total, leaving room for challengers to break into AI shortlists.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | Tide | Procter & Gamble | 13.5% | 35 | 35 | 43 | 43 | 47 |
| 2 | Downy | Procter & Gamble | 11.7% | 35 | 35 | 35 | 35 | 35 |
| 3 | Gain | Procter & Gamble | 11.3% | 37 | – | 50 | 45 | 37 |
| 4 | OxiClean | Church & Dwight | 10% | 35 | 35 | 20 | 35 | 25 |
| 5 | Shout | SC Johnson | 9.7% | 25 | 25 | 35 | 25 | 35 |
| 6 | Bounce | Bounce | 8% | 25 | 25 | 20 | 25 | 25 |
| 7 | Persil | Henkel | 5.7% | 20 | 25 | 20 | 8 | 12 |
| 8 | Snuggle | Henkel | 5.6% | 20 | 20 | 12 | 12 | 20 |
| 9 | Spray and Wipe | Colgate-Palmolive | 4.3% | 12 | 8 | 25 | – | 20 |
| 10 | Resolve | Reckitt | 3.2% | 20 | – | – | 20 | 8 |
| 11 | Arm & Hammer | Arm & Hammer | 2.9% | 12 | – | 12 | – | 20 |
| 12 | Purex | Henkel | 2.4% | 8 | – | 8 | 12 | 8 |
| 13 | Zout | Henkel | 2.1% | 8 | 12 | 12 | – | – |
| 14 | Sunlight | Unilever | 2.1% | – | – | – | 32 | – |
| 15 | Allie | Kanebo | 1.3% | – | 20 | – | – | – |
| 16 | Seventh Generation | Unilever | 1.3% | – | 20 | – | – | – |
| 17 | Fels-Naptha | Henkel | 1.3% | – | 20 | – | – | – |
| 18 | Fleecy | Colgate-Palmolive | 1.1% | 8 | – | – | 8 | – |
| 19 | All Free | Henkel | 0.8% | – | 12 | – | – | – |
| 20 | Static Guard | B&G Foods | 0.5% | – | – | – | – | 8 |
Questions about AI laundry recommendations
- Which laundry brand does ChatGPT recommend most in Canada?
- ChatGPT recommends Gain most often for laundry in Canada. Across all assistants, Tide leads with 13.5% of recommendations.
- Which laundry brand is improving fastest in Canada?
- Downy has the strongest momentum among challengers: AI names it first in 5 of 5 answers where it appears, while holding 11.7% 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.
Laundry: AI rankings by country
Covers: Detergent, Softener, Stain Removers.
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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