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 17% of household cleaning products answers, typically in position 1.5. Astonish follows at 12%, Flash 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 | 17% | 1.5 | 19% | 50% |
| 2 | Astonish | 12% | 2.3 | 13% | 0% |
| 3 | Flash | 10% | 1.7 | 0% | — |
| 4 | Zoflora | 10% | 3.3 | 13% | 100% |
| 5 | Method | 7% | 1.0 | 0% | — |
| 6 | Bio-D | 7% | 2.0 | 13% | 50% |
| 7 | HG | 5% | 1.0 | 0% | — |
| 8 | Milton | 5% | 2.7 | 13% | — |
| 9 | Cillit Bang | 5% | 3.3 | 0% | — |
| 10 | Ecover | 3% | 1.0 | 6% | 20% |
| 11 | Bona | 3% | 1.5 | 0% | — |
| 12 | Dirtbusters | 3% | 1.5 | 13% | 50% |
| 13 | Lithofin | 3% | 1.5 | 0% | — |
| 14 | Mr Muscle | 3% | 1.5 | 0% | — |
| 15 | Simple Solution | 3% | 2.5 | 0% | — |
Fairy is the household cleaning products brand AI wants most.
Being named is visibility. Underneath it, asked to rate each brand directly, the AI assistants judge it three ways — how much it stands out, how much it belongs, and how much it is returned to. They put 23% of the 56 brands rated above indifference. Fairy leads the brands the answers name, at 69% of maximum Desire. On attraction, the most divided driver, Bleach London indexes 124 against Scrubb at 70, on a category average of 100.
Each whorl lights one ring per index threshold cleared (84 / 92 / 100 / 108 / 116). Above indifference means Desire above two-thirds of its maximum. 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 84 searches in household cleaning products, Astonish is named in 33% of the ones that name a brand at all. ChatGPT Web, Copilot do not report their 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.
Dettol converts reads into citations. Ecover doesn't.
When Claude or ChatGPT opens a brand's own pages while answering, does the page make the cited-sources list? Dettol converts 50% of reads; Ecover just 20%. That gap is a content problem, not a visibility problem.
Full data table
| # | Brand | Visibility | Avg. position | Citation share | Read→cited |
|---|---|---|---|---|---|
| 1 | Dettol | 17% | 1.5 | 19% | 50% |
| 2 | Astonish | 12% | 2.3 | 13% | 0% |
| 3 | Flash | 10% | 1.7 | 0% | — |
| 4 | Zoflora | 10% | 3.3 | 13% | 100% |
| 5 | Method | 7% | 1.0 | 0% | — |
| 6 | Bio-D | 7% | 2.0 | 13% | 50% |
| 7 | HG | 5% | 1.0 | 0% | — |
| 8 | Milton | 5% | 2.7 | 13% | — |
| 9 | Cillit Bang | 5% | 3.3 | 0% | — |
| 10 | Ecover | 3% | 1.0 | 6% | 20% |
| 11 | Bona | 3% | 1.5 | 0% | — |
| 12 | Dirtbusters | 3% | 1.5 | 13% | 50% |
| 13 | Lithofin | 3% | 1.5 | 0% | — |
| 14 | Mr Muscle | 3% | 1.5 | 0% | — |
| 15 | Simple Solution | 3% | 2.5 | 0% | — |
All three models agree: Dettol.
A rare consensus — every model puts Dettol first, and their top-five lists overlap 10%. 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 |
|---|---|---|---|---|
| Dettol | 20% | 20% | 10% | 10pp |
| Astonish | 15% | 15% | 5% | 10pp |
| Flash | 10% | 15% | 5% | 10pp |
| Fill | 10% | 0% | 0% | 10pp |
| Fairy | 10% | 0% | 0% | 10pp |
| Zoflora | 10% | 15% | 5% | 10pp |
| Cillit Bang | 5% | 10% | 0% | 10pp |
| Milton | 5% | 10% | 0% | 10pp |
| Lithofin | 0% | 10% | 0% | 10pp |
| Weiman | 5% | 0% | 0% | 5pp |
Editorial carry household cleaning products.
Every page AI opened while answering, classified by what kind of page it is. Editorial supply the most citations; How-to guides convert best — 92% of the ones models opened were actually cited.
The data behind this chart
| Page type | Cited | Read but not cited | Conversion |
|---|---|---|---|
| Editorial | 141 | 15 | 90% |
| Product pages | 138 | 19 | 88% |
| How-to guides | 113 | 10 | 92% |
| category-page | 72 | 14 | 84% |
| Comparisons | 38 | 10 | 79% |
| Other | 29 | 22 | 57% |
| Community threads | 23 | 14 | 62% |
| Reviews | 21 | 4 | 84% |
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 18 percentage points; cites its sources pages fare 29pp 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 | 589 | 87% | 230 | 68% | +18pp |
| Named author | 305 | 85% | 514 | 79% | +6pp |
| Specifications | 119 | 85% | 700 | 81% | +4pp |
| Updated this year | 219 | 82% | 600 | 81% | +0pp |
| Answer up front | 333 | 81% | 486 | 82% | -1pp |
| Hard statistics | 222 | 76% | 597 | 83% | -7pp |
| Comparison table | 148 | 74% | 671 | 83% | -9pp |
| Cites its sources | 52 | 54% | 767 | 83% | -29pp |
Lysol 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 |
|---|---|---|---|
| Lysol | 50 | 67% | 3 |
| Bio One | 50 | 100% | 3 |
| Milton | 48 | 22% | 32 |
| Fill | 46 | 0% | 98 |
| Dettol | 44 | 9% | 105 |
| Bio-D | 41 | 75% | 12 |
| Cooper & Gracie | 38 | 100% | 6 |
| Domestos | 37 | 0% | 26 |
| Ecover | 33 | 100% | 3 |
| Cillit Bang | 33 | 0% | 25 |
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 Sat, 17 Oct 2026 12:58:42 GMT.