Which laundry brands do AI assistants recommend in Netherlands? Q4 2026
In Netherlands, AI assistants most often recommend Robijn, Ariel and Vanish for laundry. Robijn is named by 4 of 5 assistants.
What the data says
Robijn (Unilever) is the laundry brand AI assistants recommend most in Netherlands, taking 15.8% of all recommendation points across 5 assistants. Ariel follows with 13.5% and Vanish is third with 9.9%.
The top spot is close: only 2.3 points separate Robijn and Ariel, so a small change in how either brand is described online could flip the order.
ChatGPT, DeepSeek and Gemini put Robijn first, while Claude favours Ecos and Grok favours Ariel.
The top five brands hold 56% of recommendations out of 24 brands named in total, leaving room for challengers to break into AI shortlists.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | Robijn | Unilever | 15.8% | 60 | – | 67 | 55 | 55 |
| 2 | Ariel | Procter & Gamble | 13.5% | 35 | 25 | 35 | 35 | 72 |
| 3 | Vanish | Reckitt | 9.9% | 35 | 8 | 35 | 35 | 35 |
| 4 | Lenor | Procter & Gamble | 9% | 25 | 35 | 25 | 25 | 25 |
| 5 | Persil | Henkel | 7.3% | 12 | 35 | 25 | 25 | 12 |
| 6 | OMO | Unilever | 6.5% | 20 | – | 12 | 12 | 53 |
| 7 | Dr. Beckmann | Delta Pronatura | 4.3% | 25 | – | 20 | 12 | 8 |
| 8 | Ecos | Ecos | 4.3% | – | 65 | – | – | – |
| 9 | HG | HG International | 3.5% | 20 | – | 25 | 8 | – |
| 10 | Frosch | Werner & Mertz | 3.4% | – | 51 | – | – | – |
| 11 | Polysilane | Kalbe Farma | 2.7% | 20 | – | – | 20 | – |
| 12 | Biotex | Unilever | 2.7% | 12 | – | – | 28 | – |
| 13 | Shout | SC Johnson | 2.5% | – | – | – | 25 | 12 |
| 14 | Dreft | Procter & Gamble | 2.4% | – | – | 28 | – | 8 |
| 15 | Jumbo | Jumbo | 2.4% | – | 36 | – | – | – |
| 16 | Ecover | SC Johnson | 2.1% | 8 | – | 12 | 12 | – |
| 17 | Comfort | Unilever | 1.7% | – | 25 | – | – | – |
| 18 | Neutral | Neutral | 1.3% | 20 | – | – | – | – |
| 19 | Coccolino | Unilever | 1.3% | – | – | – | – | 20 |
| 20 | OxiClean | Church & Dwight | 1.3% | – | 20 | – | – | – |
Questions about AI laundry recommendations
- Which laundry brand does ChatGPT recommend most in Netherlands?
- ChatGPT recommends Robijn most often for laundry in Netherlands. Across all assistants, Robijn leads with 15.8% of recommendations.
- Which laundry brand is improving fastest in Netherlands?
- Vanish has the strongest momentum among challengers: AI names it first in 4 of 5 answers where it appears, while holding 9.9% 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.
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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