Copilot cut

Leading Personal Care & Household Brands in AI Search

The same monthly sample, re-ranked using only Copilot answers.

August 2026 edition

Across the six months through August 2026, Colgate leads AI search visibility in Personal Care & Household on Copilot with a Goodie visibility score of 83.9, ahead of Persil (82.4) and Koala Eco (82.2). The median score across the 10 ranked brands is 80.7. The most-cited source grounding these answers is ada.org at 6.2% of all citations, while brand-owned pages account for just 9.1%.

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

Industry Benchmarks

August 2026 · Personal Care & Household · Copilot
What good looks like in this category. Read a brand's own score against these before looking at who is winning.
Median visibility score
80.7
Half of the 10 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 74.2
Score to enter the top 10
—
Fewer than ten brands are ranked in this category, so there is no top-ten bar to report yet.
Brands named per answer
5.8
A typical answer names six brands, so the consideration set is narrow and a mention is hard-won.
Index-wide average is 6.5
Citation mix
  • UGC 5%
  • Editorial 2%
  • Reference 10%
  • Retail 2%
  • Other 81%
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
9.1%
Owned content is weak here: third-party sources decide most of these answers.
Index-wide average is 24.2%
Industry sentiment
85/100
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
10 ranked here · 901 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
01Colgate
83.9
10.5%Copilot▼ 5.487toothpasteology.com.au
02Persil
82.4
10.3%Copilot—86consumerreports.org
03Koala Eco
82.2
10.3%Copilot—86homestolove.com.au
04Sensodyne
81.5
10.2%Copilot—86ada.org
05Crest
81.4
10.2%Copilot—86toothpasteology.com.au
06Omo
79.9
10.0%Copilot—85choice.com.au
07Estee Lauder
79.3
9.9%Copilot—85rankandstyle.com
08Ecostore
78.3
9.8%Copilot—84homestolove.com.au
09Parodontax
76.2
9.5%Copilot—83toothpasteology.com.au
10Tide
74.8
9.4%Copilot▲ 5.082choice.com.au
10 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
01ada.org
6.2%
▼ 8.1
02consumerreports.org
5.0%
▼ 4.5
03desertcart.com.au
3.0%
▼ 0.9
04com.au
2.7%
—
05u-buy.com.au
2.7%
·
06ebay.com.au
2.4%
▼ 0.9
07choice.com.au
2.4%
▲ 3.7
08wikipedia.org
2.3%
—
09toothpasteology.com.au
2.3%
—
10axios.com
1.8%
—
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
01Toothpaste brands recommended by dentists1722
02Which laundry detergents clean best?1121
03Personal care brands consumers buy repeatedly2918
04Household cleaning brands with eco friendly products1418
05Baby care brands parents trust3415
Top 5 of 5k sampledDistinct brands named & sources cited

Biggest movers

Aug vs Jul
Rising
Tidescore 74.8
▲ 5.0
Falling
Colgatescore 83.9
▼ 5.4
2 ranked brands scored in both Jul and AugIndustry avg ±5.2/mo

Global Search Demand

Where this industry's questions originate
88,501 searches sampled
Tracked markets for Personal Care & Household, by sampled search volume
#CountrySearch volume
01United States39K
02Japan24K
03United Kingdom12K
04Australia4K
05Canada3K
06Germany2K
07Italy1K
08Egypt604
09France519
10Singapore386
11United Arab Emirates364
12Saudi Arabia341
12 tracked markets
This edition

What Changed This Month

Colgate leads Personal Care & Household this edition with a visibility score of 83.9, ahead of Persil at 82.4.

ada.org is the most-cited source grounding personal care & household answers, at roughly 6.2% of citations. Brand-owned pages account for 9.1% — the rest of the answer supply chain runs through third-party sources.

The median visibility score across ranked personal care & household brands is 80.7, and a score above 51.5 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.

Colgate currently leads AI search visibility in personal care & household with a Goodie visibility score of 83.9, measured across the tracked AI models.

ada.org is the most-cited source in personal care & household AI answers, grounding roughly 6.2% of citations in this industry.

The median score among ranked personal care & household brands is 80.7. A score above 51.5 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.