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Leading Personal Care & Household Brands in AI Search

Benchmarks, the brands AI recommends, and the sources grounding those answers across 4 AI models.

August 2026 edition

Across the six months through August 2026, Sensodyne leads AI search visibility in Personal Care & Household with a Goodie visibility score of 79.7, ahead of Colgate (78.3) and Omo (59.7). The median score across the 25 ranked brands is 20.2, and a score above 20.6 reaches the top ten. The most-cited source grounding these answers is google.com at 14.5% of all citations, while brand-owned pages account for just 2.4%.

5k prompts · 1.7m AI answers · 7.8m citations · Goodie AI Visibility Index

Industry Benchmarks

August 2026 · Personal Care & Household
What good looks like in this category. Read a brand's own score against these before looking at who is winning.
Median visibility score
20.2
Half of the 25 ranked personal care & household brands score below this. The midpoint, not the average, so a few dominant brands do not distort it.
Index-wide median is 71.9
Score to enter the top 10
20.6
Clearing 20.6 puts a brand in the category top ten. The bar sits 0.3 points above the midpoint, so the leaderboard is closely contested.
Brands named per answer
9.5
A typical answer names ten brands, so the consideration set is wide and a mention is comparatively easy to earn.
Index-wide average is 8.8
Citation mix
  • UGC 4%
  • Editorial 3%
  • Video 1%
  • Reference 4%
  • Retail 1%
  • Other 87%
Other leads the third-party sources grounding personal care & household answers. Brand-owned citations sit in the next cell and are not counted here.
Brand-owned citation share
2.4%
Owned content is weak here: third-party sources decide most of these answers.
Index-wide average is 24.2%
Industry sentiment
55/100
Mean tone of mentions across all ranked brands. Per-brand sentiment sits on each brand profile.
Prompts sampled
5k
Real buyer phrasing, 4 models
AI answers analysed
1.7m
201k in August · ▼ 1.0% vs July
Citations parsed
7.8m
1m in August · ▲ 0.3% vs July
Brands observed
911
25 ranked here · 886 unranked

Brand Visibility Leaderboard

All models AI Mode ChatGPT Copilot Perplexity
Brand visibility leaderboard for Personal Care & Household, ranked by six-month average AI visibility score
#BrandVisibility scoreShare of voiceModelsΔ vs last monthSentimentTop cited source
01Sensodyne
79.7
10.2%AI ModeChatGPTCopilotPerplexity—85hastingsdentalcentre.com.au
02Colgate
78.3
10.1%AI ModeChatGPTCopilotPerplexity·84hastingsdentalcentre.com.au
03Omo
59.7
7.7%AI ModeChatGPTCopilot▼ 0.975choice.com.au
04Tide
56.4
7.2%ChatGPTCopilotPerplexity▲ 0.273choice.com.au
05Ecostore
40.5
5.2%ChatGPTCopilot—65homestolove.com.au
06Koala Eco
40.0
5.1%AI ModeCopilot▲ 0.765homestolove.com.au
07Aldi
39.2
5.0%AI ModeChatGPT—65choice.com.au
08Crest
38.6
5.0%CopilotPerplexity▼ 0.364nymag.com
09CeraVe
37.7
4.8%AI ModePerplexity—64cosmetify.com
10Persil
20.6
2.6%Copilot▼ 1.155choice.com.au
25 ranked · visibility is a six-month averageTop source = most frequent source in answers mentioning the brand · Δ compares Aug with Jul

Most-Cited Domains

The answer supply chain
Most-cited domains in AI answers for Personal Care & Household
#DomainCitation shareΔ vs last month
01google.com
14.5%
▼ 15.2
02com.au
7.3%
—
03instagram.com
5.9%
▼ 3.6
04youtube.com
4.5%
▼ 3.6
05lemon8-app.com
4.5%
—
06ada.org
4.1%
▼ 3.6
07productreview.com.au
3.9%
—
08prnewswire.com
3.5%
—
09vogue.com.au
3.2%
▲ 0.9
10desertcart.com.au
3.0%
▼ 0.9
Top 10 of 1k domains observedΔ compares Aug with Jul, in percentage points

Prompts, Topics & Movers

What's driving this month's answers

Top prompts

Top prompts sampled for Personal Care & Household, with distinct brands named and sources cited
#PromptBrandsSources
01Household cleaning brands with eco friendly products73206
02Personal care brands consumers buy repeatedly123180
03Which laundry detergents clean best?38129
04Baby care brands parents trust127122
05Toothpaste brands recommended by dentists44121
Top 5 of 5k sampledDistinct brands named & sources cited

Biggest movers

Aug vs Jul
Rising
Koala Ecoscore 40.0
▲ 0.7
Dovescore 17.3
▲ 0.6
Tidescore 56.4
▲ 0.2
Falling
GAIA Natural Babyscore 20.2
▼ 3.5
Aveenoscore 19.0
▼ 1.3
Persilscore 20.6
▼ 1.1
10 ranked brands scored in both Jul and AugIndustry avg ±0.9/mo

Global Search Demand

Where this industry's questions originate
4,670,131 searches sampled
Tracked markets for Personal Care & Household, by sampled search volume
#CountrySearch volume
01United States2.6M
02United Kingdom1.1M
03Australia269K
04Canada212K
05Japan171K
06Germany133K
07Italy73K
08Egypt36K
09France35K
10Singapore24K
11United Arab Emirates22K
12Saudi Arabia21K
12 tracked markets

How the Models Differ

Same industry, 4 verdicts
AI Mode
77 of 219 brands visible
01 GAIA Natural Baby81.0
02 CeraVe78.2
03 Sensodyne78.0
04 Koala Eco77.8
05 Omo77.6
Full AI Mode cut →
ChatGPT
84 of 219 brands visible
01 Sensodyne84.0
02 Ecostore83.6
03 Johnson's Baby81.8
04 Omo81.3
05 La Roche-Posay81.1
Full ChatGPT cut →
Copilot
84 of 219 brands visible
01 Colgate83.9
02 Persil82.4
03 Koala Eco82.2
04 Sensodyne81.5
05 Crest81.4
Full Copilot cut →
Perplexity
93 of 219 brands visible
01 Tide79.2
02 Solly Baby78.7
03 Colgate78.7
04 Flybaby77.4
05 Blueland76.8
Full Perplexity cut →
This edition

What Changed This Month

Sensodyne leads Personal Care & Household this edition with a visibility score of 79.7, ahead of Colgate at 78.3.

google.com is the most-cited source grounding personal care & household answers, at roughly 14.5% of citations. Brand-owned pages account for 2.4% — the rest of the answer supply chain runs through third-party sources.

The median visibility score across ranked personal care & household brands is 20.2, and a score above 20.6 reaches the industry top ten.

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What you get
  • Visibility score
  • Industry rank
  • Brands ahead of you
  • Model and source gaps
Our Methodology

Our Approach to Gathering AI Visibility Data

We process millions of real prompts across AI Mode, ChatGPT, Copilot and Perplexity, then track which brands, products, and domains show up in the answers. That's the raw data behind every score in the Index.

Real Intent Capture

This data results from processing millions of real user prompts. We use advanced semantic and agentic processing to categorize them and define intent, filtering out noise to focus on high-value queries.

Global Model Interrogation

We execute these prompts across different models, including GPT, Perplexity, AI Mode, and more, and across different regions. This allows us to map model understand exactly "how they think" in each market.

Attribution Mapping

We analyze the generated answers to capture the "Kingmaker" domains; the specific sources the models cite giving you a causal link between source authority and brand visibility.

Read the full methodology → Read the full methodology →
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FAQ · Personal Care & Household

Questions?
We Have
the Answers.

Sensodyne currently leads AI search visibility in personal care & household with a Goodie visibility score of 79.7, measured across the tracked AI models.

google.com is the most-cited source in personal care & household AI answers, grounding roughly 14.5% of citations in this industry.

The median score among ranked personal care & household brands is 20.2. A score above 20.6 places a brand in the industry top ten.

Each edition samples the same tracked prompt set across the models Goodie follows, then ranks brands by how often they are named in those answers.

Monthly. Each edition re-samples the tracked prompt set so month-over-month figures are directly comparable.