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 1.5. 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% |
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 125 against Viakal at 85, indexed on the category at 100.
Each whorl lights one ring per index threshold cleared. See the full household cleaning products desire edition →
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. 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% |
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 |
|---|---|---|---|---|
| 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.