Household & Cleaning,
according to AI
Every week we ask ChatGPT, Claude and Gemini the questions real UK consumers ask about household & cleaning — and record exactly which brands they put forward. Right now, Dettol owns the conversation.
0 AI answers this run · 0 brands named · measured, never estimated
Dettol is the default answer.
Named in 20% of household & cleaning answers, typically in position 1.5. Astonish follows at 12%, Zoflora at 10%.
Every brand AI names, ranked.
Visibility is the share of answers naming the brand; citation share is its slice of all brand-owned pages cited; read→cited is how often its pages convert a read into a citation.
| # | Brand | Visibility | Avg. position | Citation share | Read→cited |
|---|---|---|---|---|---|
| 1 | Dettol | 20% | 1.5 | 0% | — |
| 2 | Astonish | 12% | 1.7 | 22% | 75% |
| 3 | Zoflora | 10% | 2.8 | 6% | 100% |
| 4 | Flash | 7% | 1.3 | 0% | — |
| 5 | Method | 7% | 1.5 | 6% | — |
| 6 | Bio-D | 7% | 1.8 | 17% | 100% |
| 7 | Ecover | 5% | 1.7 | 6% | 50% |
| 8 | Cillit Bang | 5% | 2.0 | 0% | — |
| 9 | Milton | 5% | 2.3 | 17% | 100% |
| 10 | Lysol | 3% | 1.5 | 6% | — |
| 11 | Viakal | 2% | 1.0 | 0% | — |
| 12 | Cif | 2% | 2.0 | 0% | — |
| 13 | Mr Muscle | 2% | 3.0 | 0% | — |
| 14 | Your brand | 0% | — | 22% | 38% |
The referees of household & cleaning.
The independent sources AI models cite when answering household & cleaning questions — the places a brand needs to be seen, reviewed and ranked.
Astonish converts reads into citations. Your brand doesn't.
When Claude or ChatGPT opens a brand's own pages while answering, does the page make the cited-sources list? Astonish converts 75% of reads; Your brand just 38%. That gap is a content problem, not a visibility problem.
Full data table
| # | Brand | Visibility | Avg. position | Citation share | Read→cited |
|---|---|---|---|---|---|
| 1 | Dettol | 20% | 1.5 | 0% | — |
| 2 | Astonish | 12% | 1.7 | 22% | 75% |
| 3 | Zoflora | 10% | 2.8 | 6% | 100% |
| 4 | Flash | 7% | 1.3 | 0% | — |
| 5 | Method | 7% | 1.5 | 6% | — |
| 6 | Bio-D | 7% | 1.8 | 17% | 100% |
| 7 | Ecover | 5% | 1.7 | 6% | 50% |
| 8 | Cillit Bang | 5% | 2.0 | 0% | — |
| 9 | Milton | 5% | 2.3 | 17% | 100% |
| 10 | Lysol | 3% | 1.5 | 6% | — |
| 11 | Viakal | 2% | 1.0 | 0% | — |
| 12 | Cif | 2% | 2.0 | 0% | — |
| 13 | Mr Muscle | 2% | 3.0 | 0% | — |
| 14 | Your brand | 0% | — | 22% | 38% |
The models do not agree on who leads.
Ask about household & cleaning and the brand you are shown depends on the assistant: Claude → Lysol, Gemini → Dettol, ChatGPT → Dettol. Their top-five lists share just 20% of names.
Brands whose visibility swings most between models — the bar per model, widest gap on the right.
The data behind this chart
| Brand | Claude | Gemini | ChatGPT | Spread |
|---|---|---|---|---|
| Astonish | 0% | 20% | 15% | 20pp |
| Dettol | 10% | 25% | 25% | 15pp |
| Method | 5% | 15% | 0% | 15pp |
| Cillit Bang | 0% | 15% | 0% | 15pp |
| Lysol | 10% | 0% | 0% | 10pp |
| Zoflora | 5% | 15% | 10% | 10pp |
| Ecover | 0% | 10% | 5% | 10pp |
| Milton | 0% | 5% | 10% | 10pp |
| Flash | 5% | 10% | 5% | 5pp |
| Bio-D | 5% | 10% | 5% | 5pp |
Nineteen more categories.
Method: 20 unbranded consumer prompts per category, spread across the buying journey, run weekly against ChatGPT, Claude and Gemini. Read→cited uses Claude and ChatGPT only (Gemini does not separate the two). Correlational observations of model behaviour at the time of the run. Data from the run completed Wed, 02 Sep 2026 02:47:49 GMT.