Overview Leaderboard Methodology
Industry Report

Laundry Detergents

Cleaning formulations (liquid, powder, or pods) designed to remove stains, odors, and soils from clothing and textiles.

Brands tracked: 33
Brands analyzed: 33
Last updated: 2026-04-23
Model: OpenAI GPT-5
Prompts: 263
Total responses: 1,330
Top Brand Overall?
Tide
94/100

Highest overall AI Visibility Score in this industry.

LBA Leader?
Tide
89

Highest score on the LBA metric in this industry.

Authority Leader?
Tide
94

Highest score on the Authority metric in this industry.

TOM Leader?
Tide
100

Highest score on the TOM metric in this industry.

Tide is the default answer in AI responses for Laundry Detergents

When users ask ChatGPT, Claude, or Gemini about Laundry Detergents, Tide is the brand that surfaces first - unprompted, consistently, and usually at the top of any list the model generates. Persil is a close second, but the gap between them is meaningful. If you're competing in this space and you're not in the top handful, you're effectively invisible to AI-driven discovery.

Brand Leaderboard All 33 Laundry Detergents brands ranked

Ranked by overall AI Visibility Score (smoothed geometric mean of LBA, Authority, and TOM with an LBA-based floor on Authority and TOM, see methodology). Click any brand for the full report.

# Brand LBA Authority TOM Overall
1
Tide
tide.com
 89
94
100
94
2
Persil
persil.com
 79
48
86
69
3
Arm & Hammer
armandhammer.com
 75
36
80
60
4
Seventh Generation
seventhgeneration.com
 71
27
67
51
5
all
all-laundry.com
 54
38
53
48
6
All Free Clear
allfreeclear.com
 69
29
35
41
7
Gain
ilovegain.com
 72
9
61
36
8
Persil ProClean
persilproclean.com
 76
12
35
33
9
OxiClean
oxiclean.com
 73
11
29
30
10
Method
methodproducts.com
 75
8
29
27
11
ECOS
ecos.com
 71
7
24
25
12
A
Ariel
ariel.co.uk
 84
8
8
20
13
Dreft
dreft.com
 77
8
8
19
14
OMO
omo.com
 77
8
8
19
15
Mrs. Meyer's
mrsmeyers.com
 76
8
8
18
16
Rockin' Green
rockingreen.com
 73
7
7
18
17
The Laundress
thelaundress.com
 75
8
8
18
18
Tru Earth
tru.earth
 75
7
7
18
19
Woolite
woolite.us
 75
7
7
18
20
Dropps
dropps.com
 69
7
7
17
21
Earth Breeze
earthbreeze.com
 70
7
7
17
22
Ecover
ecover.com
 70
7
7
17
23
Purex
purex.com
 64
6
9
17
24
Molly's Suds
mollyssuds.com
 67
7
7
16
25
Nellie's
nelliesclean.com
 64
6
6
16
26
Surf
surf.co.uk
 66
7
7
16
27
Bio-D
biod.co.uk
 60
6
6
15
28
Attitude
livingattitude.com
 56
6
6
14
29
Dirty Labs
dirtylabs.com
 58
6
6
14
30
Smol
smolproducts.com
 56
6
6
14
31
HEX
hexperformance.com
 50
5
5
13
32
Sheets Laundry Club
sheetslaundryclub.com
 44
4
4
11
33
Defunkify
defunkify.com
 32
3
3
9

How is this calculated? Methodology

Every brand in this leaderboard is scored against the same set of 263 shared Laundry Detergents prompts. The same prompts, same model, same iterations. So differences in scores reflect actual differences in AI visibility, not differences in measurement.

Overall AI Visibility Score
Smoothed geometric mean of LBA, Authority and TOM. Authority and TOM are floored at LBA × 0.1 before the geometric mean (the same floor used in the per-metric cards above, so brand cards and the composite tell the same story). Formula: composite = ((LBA + 5)(Authority + 5)(TOM + 5))^(1/3) - 5. The floor keeps brands the model clearly recognises but doesn't yet recommend from collapsing to zero, while a single genuinely weak metric still pulls the composite down. Full methodology.
Shared industry prompts
For Authority and TOM, all brands in the industry are scored against the same 263 category prompts (e.g. "best SEO tools for agencies"). This makes brand-to-brand comparisons valid - everyone faces identical inputs. LBA prompts are per-brand because they ask brand-specific questions.
Latent Brand Association (LBA)
5 brand probes + 1 control prompt, each run 5 times in recall mode (no web search). LBA = quality × meta × stability × share × recognition × 100. Read the full LBA methodology →
LLM Authority
50 organic category prompts (discovery, comparison, problem and transactional intents), each run once in recall mode and once in retrieval mode. Score = frequency × log-decayed prominence × intent weight, then 50/50 averaged across the two modes. Read the full Authority methodology →
Top of Mind (TOM)
15 high-volume discovery prompts (sourced from Keywords Everywhere search-volume data), each run 5 times in pure recall mode (no web). Score = frequency × (0.5 + 0.5 × log-prominence), volume-weighted. Read the full TOM methodology →