Household Cleaning Products,
according to AI
Every week we ask ChatGPT, Claude and Gemini the questions real UK consumers ask about household cleaning products — 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 products answers, typically in position 1.8. 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% | 1.8 | 15% | 38% |
| 2 | Astonish | 12% | 2.4 | 15% | 75% |
| 3 | Zoflora | 10% | 3.3 | 4% | 100% |
| 4 | Flash | 7% | 1.3 | 0% | — |
| 5 | Method | 7% | 1.5 | 4% | — |
| 6 | Bio-D | 7% | 1.8 | 12% | 100% |
| 7 | HG | 7% | 1.8 | 0% | — |
| 8 | Fill | 7% | 3.5 | 0% | — |
| 9 | Simple Solution | 5% | 1.0 | 0% | — |
| 10 | Ecover | 5% | 1.7 | 4% | 50% |
| 11 | Milton | 5% | 2.7 | 12% | 100% |
| 12 | Cillit Bang | 5% | 3.0 | 0% | — |
| 13 | Lysol | 3% | 1.5 | 4% | — |
| 14 | Fabulosa | 3% | 3.0 | 0% | — |
| 15 | Cooper & Gracie | 3% | 3.5 | 8% | 50% |
Household Cleaning Products is decided on attraction.
Being named is visibility. Underneath it, every answer describes a brand in three ways — how much it stands out, how much it belongs, and how much it is returned to. In household cleaning products, Bleach London leads attraction at 123 against Viakal at 84, indexed on the category at 100.
Each whorl lights one ring per index threshold cleared. See the full household cleaning products desire edition →
Before it answers, it goes looking for Astonish.
An assistant does not answer from memory alone. It runs its own web searches first, and whoever it searches for is the shortlist it then chooses from. Across 65 searches in household cleaning products, Astonish is named in 40% of the ones that name a brand at all. ChatGPT Web does not report its searches, so these shares are measured against the ones that do.
These are the assistants' own searches, read from their answers — not what anyone typed into a search engine.
The referees of household cleaning products.
The independent sources AI models cite when answering household cleaning products questions — the places a brand needs to be seen, reviewed and ranked.
Astonish converts reads into citations. Dettol 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; Dettol 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% | 1.8 | 15% | 38% |
| 2 | Astonish | 12% | 2.4 | 15% | 75% |
| 3 | Zoflora | 10% | 3.3 | 4% | 100% |
| 4 | Flash | 7% | 1.3 | 0% | — |
| 5 | Method | 7% | 1.5 | 4% | — |
| 6 | Bio-D | 7% | 1.8 | 12% | 100% |
| 7 | HG | 7% | 1.8 | 0% | — |
| 8 | Fill | 7% | 3.5 | 0% | — |
| 9 | Simple Solution | 5% | 1.0 | 0% | — |
| 10 | Ecover | 5% | 1.7 | 4% | 50% |
| 11 | Milton | 5% | 2.7 | 12% | 100% |
| 12 | Cillit Bang | 5% | 3.0 | 0% | — |
| 13 | Lysol | 3% | 1.5 | 4% | — |
| 14 | Fabulosa | 3% | 3.0 | 0% | — |
| 15 | Cooper & Gracie | 3% | 3.5 | 8% | 50% |
All three models agree: Dettol.
A rare consensus — every model puts Dettol first, and their top-five lists overlap 9%. Winning here means winning everywhere at once.
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 |
| Simple Solution | 0% | 5% | 10% | 10pp |
| Fill | 10% | 5% | 5% | 5pp |
Product pages carry household cleaning products.
Every page AI opened while answering, classified by what kind of page it is. Product pages supply the most citations; How-to guides convert best — 89% of the ones models opened were actually cited.
The data behind this chart
| Page type | Cited | Read but not cited | Conversion |
|---|---|---|---|
| Product pages | 93 | 12 | 89% |
| Editorial | 83 | 12 | 87% |
| How-to guides | 65 | 8 | 89% |
| category-page | 47 | 10 | 82% |
| Comparisons | 28 | 8 | 78% |
| Other | 23 | 20 | 53% |
| Documentation | 15 | 16 | 48% |
| Community threads | 15 | 12 | 56% |
Structured data is what separates cited from ignored.
Of the household cleaning products pages models actually opened, how much more often each feature's pages ended up in the cited sources. Structured data is worth 21 percentage points; cites its sources pages fare 35pp worse. Measured within the read population, so selection can't flatter it.
The data behind this chart
| Feature | Pages with | Cited % | Pages without | Cited % | Difference |
|---|---|---|---|---|---|
| Structured data | 395 | 84% | 161 | 63% | +21pp |
| Specifications | 75 | 84% | 481 | 77% | +7pp |
| Named author | 208 | 80% | 348 | 76% | +3pp |
| Answer up front | 231 | 78% | 325 | 77% | +1pp |
| Updated this year | 150 | 75% | 406 | 79% | -4pp |
| Hard statistics | 164 | 71% | 392 | 81% | -10pp |
| Comparison table | 104 | 69% | 452 | 80% | -10pp |
| Cites its sources | 44 | 45% | 512 | 80% | -35pp |
Milton builds pages AI can quote.
Readiness scores each brand's own pages on the structure models reward — a direct answer up front, tables, hard numbers, named authors, structured data, recency, specifications. Fill is the widest gap: well-built pages that still aren't converting into citations.
| Brand | Readiness | Pages cited | Pages profiled |
|---|---|---|---|
| Milton | 54 | 100% | 6 |
| Lysol | 50 | 67% | 3 |
| Fill | 46 | 0% | 98 |
| Dettol | 44 | 6% | 102 |
| Bio-D | 38 | 67% | 9 |
| Zoflora | 33 | 2% | 94 |
| Dirtbusters | 29 | 33% | 3 |
| Persil | 29 | 0% | 3 |
| Astonish | 20 | 6% | 102 |
Readiness is the share of eight measurable structural signals present on a brand's profiled pages. It is a build-quality measure, not a ranking of the brand.
The questions household cleaning products pages have to settle.
Read straight off the pages AI cited: the consumer questions cited content answers most often. Content that fails to settle these is content models have no reason to quote.
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.