--- title: "Household cleaning brands: Which are searched most?" description: "Compare the household cleaning brands people buy. Share of Search among Dettol, Harpic, Domex, Ajax, White King and Pine O Cleen, the household cleaning brands Brandwave compares worldwide, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/global-en/categories/household-cleaning-brands" publisher: "Brandwave" --- # Household cleaning brands: Which are searched most? Compare the household cleaning brands people buy. Share of Search among Dettol, Harpic, Domex, Ajax, White King and Pine O Cleen, the household cleaning brands Brandwave compares worldwide, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Competitive set**: Household cleaning brands - **Market**: Global - **Brands compared**: 6 - **Month measured**: Sep 2026 - **Highest Share of Search**: Dettol, 48% ## Which brand is most popular in search among household cleaning brands worldwide? - In September 2026, Dettol was the most searched among household cleaning brands worldwide, with an estimated 246K branded searches and 48% estimated Share of Search within this set. - Harpic is in 2nd place, 15.8 percentage points behind at 32.2% Share of Search. - Across the 12 months ending September 2026, Ajax’s estimated Share of Search among household cleaning brands worldwide increased from 3.6% to 4.3%. - Across the 12 months ending September 2026, Dettol’s estimated Share of Search among household cleaning brands worldwide peaked at 51.5% in November 2025 and was lowest at 46.4% in February 2026. - Across the 12 months ending September 2026, Harpic’s estimated Share of Search among household cleaning brands worldwide peaked at 32.5% in October 2025 and was lowest at 27.5% in December 2025. - Across the 12 months ending September 2026, Domex’s estimated Share of Search among household cleaning brands worldwide peaked at 18.4% in December 2025 and was lowest at 14.3% in June 2026. - Across the 12 months ending September 2026, Ajax’s estimated Share of Search among household cleaning brands worldwide peaked at 5.2% in August 2026 and was lowest at 3% in December 2025. - Across the 12 months ending September 2026, Dettol, Harpic, Domex, White King and Pine O Cleen held steady: their estimated Share of Search among household cleaning brands worldwide each moved less than 0.5 percentage points. ## Compare search popularity between leading brands - [Dettol vs Harpic: compare search popularity](/demand/global-en/compare/dettol-vs-harpic): 48% against 32.2% Share of Search. - [Dettol vs Domex: compare search popularity](/demand/global-en/compare/dettol-vs-domex): 48% against 14.4% Share of Search. - [Dettol vs Ajax: compare search popularity](/demand/global-en/compare/ajax-vs-dettol): 48% against 4.3% Share of Search. - [Harpic vs Domex: compare search popularity](/demand/global-en/compare/domex-vs-harpic): 32.2% against 14.4% Share of Search. - [Harpic vs Ajax: compare search popularity](/demand/global-en/compare/ajax-vs-harpic): 32.2% against 4.3% Share of Search. - [Domex vs Ajax: compare search popularity](/demand/global-en/compare/ajax-vs-domex): 14.4% against 4.3% Share of Search. ## How did search popularity change for household cleaning brands worldwide in September 2026? - In September 2026, Ajax lost estimated Share of Search among household cleaning brands worldwide, from 5.2% to 4.3%. - Estimated monthly branded searches for Pine O Cleen worldwide rose 49.2% over 12 measured months, from 590 to 880 in September 2026. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Dettol | 48% | 246K | 0.0% | Reckitt | | 2 | Harpic | 32.2% | 165K | 0.0% | Reckitt | | 3 | Domex | 14.4% | 74K | 0.0% | Reckitt | | 4 | Ajax | 4.3% | 22.2K | -18.1% | Colgate-Palmolive | | 5 | White King | 0.86% | 4.4K | 0.0% | Pental | | 6 | Pine O Cleen | 0.17% | 880 | 0.0% | Reckitt | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Dettol | 246K | 48.4% | 1 | | Oct 2025 | Harpic | 165K | 32.5% | 2 | | Oct 2025 | Domex | 74K | 14.6% | 3 | | Oct 2025 | Ajax | 18.1K | 3.6% | 4 | | Oct 2025 | White King | 4.4K | 0.87% | 5 | | Oct 2025 | Pine O Cleen | 590 | 0.12% | 6 | | Nov 2025 | Dettol | 246K | 51.5% | 1 | | Nov 2025 | Harpic | 135K | 28.2% | 2 | | Nov 2025 | Domex | 74K | 15.5% | 3 | | Nov 2025 | Ajax | 18.1K | 3.8% | 4 | | Nov 2025 | White King | 4.4K | 0.92% | 5 | | Nov 2025 | Pine O Cleen | 480 | 0.1% | 6 | | Dec 2025 | Dettol | 246K | 50.1% | 1 | | Dec 2025 | Harpic | 135K | 27.5% | 2 | | Dec 2025 | Domex | 90.5K | 18.4% | 3 | | Dec 2025 | Ajax | 14.8K | 3% | 4 | | Dec 2025 | White King | 4.4K | 0.9% | 5 | | Dec 2025 | Pine O Cleen | 590 | 0.12% | 6 | | Jan 2026 | Dettol | 246K | 51.4% | 1 | | Jan 2026 | Harpic | 135K | 28.2% | 2 | | Jan 2026 | Domex | 74K | 15.5% | 3 | | Jan 2026 | Ajax | 18.1K | 3.8% | 4 | | Jan 2026 | White King | 4.4K | 0.92% | 5 | | Jan 2026 | Pine O Cleen | 720 | 0.15% | 6 | | Feb 2026 | Dettol | 201K | 46.4% | 1 | | Feb 2026 | Harpic | 135K | 31.2% | 2 | | Feb 2026 | Domex | 74K | 17.1% | 3 | | Feb 2026 | Ajax | 18.1K | 4.2% | 4 | | Feb 2026 | White King | 4.4K | 1% | 5 | | Feb 2026 | Pine O Cleen | 590 | 0.14% | 6 | | Mar 2026 | Dettol | 246K | 48.4% | 1 | | Mar 2026 | Harpic | 165K | 32.5% | 2 | | Mar 2026 | Domex | 74K | 14.6% | 3 | | Mar 2026 | Ajax | 18.1K | 3.6% | 4 | | Mar 2026 | White King | 4.4K | 0.87% | 5 | | Mar 2026 | Pine O Cleen | 720 | 0.14% | 6 | | Apr 2026 | Dettol | 246K | 48.4% | 1 | | Apr 2026 | Harpic | 165K | 32.5% | 2 | | Apr 2026 | Domex | 74K | 14.6% | 3 | | Apr 2026 | Ajax | 18.1K | 3.6% | 4 | | Apr 2026 | White King | 4.4K | 0.87% | 5 | | Apr 2026 | Pine O Cleen | 720 | 0.14% | 6 | | May 2026 | Dettol | 246K | 48.4% | 1 | | May 2026 | Harpic | 165K | 32.5% | 2 | | May 2026 | Domex | 74K | 14.6% | 3 | | May 2026 | Ajax | 18.1K | 3.6% | 4 | | May 2026 | White King | 4.4K | 0.87% | 5 | | May 2026 | Pine O Cleen | 880 | 0.17% | 6 | | Jun 2026 | Dettol | 246K | 47.5% | 1 | | Jun 2026 | Harpic | 165K | 31.9% | 2 | | Jun 2026 | Domex | 74K | 14.3% | 3 | | Jun 2026 | Ajax | 27.1K | 5.2% | 4 | | Jun 2026 | White King | 4.4K | 0.85% | 5 | | Jun 2026 | Pine O Cleen | 1K | 0.19% | 6 | | Jul 2026 | Dettol | 246K | 48% | 1 | | Jul 2026 | Harpic | 165K | 32.2% | 2 | | Jul 2026 | Domex | 74K | 14.4% | 3 | | Jul 2026 | Ajax | 22.2K | 4.3% | 4 | | Jul 2026 | White King | 4.4K | 0.86% | 5 | | Jul 2026 | Pine O Cleen | 880 | 0.17% | 6 | | Aug 2026 | Dettol | 246K | 47.5% | 1 | | Aug 2026 | Harpic | 165K | 31.9% | 2 | | Aug 2026 | Domex | 74K | 14.3% | 3 | | Aug 2026 | Ajax | 27.1K | 5.2% | 4 | | Aug 2026 | White King | 4.4K | 0.85% | 5 | | Aug 2026 | Pine O Cleen | 880 | 0.17% | 6 | | Sep 2026 | Dettol | 246K | 48% | 1 | | Sep 2026 | Harpic | 165K | 32.2% | 2 | | Sep 2026 | Domex | 74K | 14.4% | 3 | | Sep 2026 | Ajax | 22.2K | 4.3% | 4 | | Sep 2026 | White King | 4.4K | 0.86% | 5 | | Sep 2026 | Pine O Cleen | 880 | 0.17% | 6 | ## What is being compared - **Ajax**: Measured on the search term “ajax cleaner”. - **Dettol**: Measured on the search term “dettol”. - **Domex**: Measured on the search term “domex”. - **Harpic**: Measured on the search term “harpic”. - **Pine O Cleen**: Measured on the search term “pine o cleen”. - **White King**: Measured on the search term “white king”. - [Ajax](/demand/global-en/brands/ajax) - [Dettol](/demand/global-en/brands/dettol) - [Domex](/demand/global-en/brands/domex) - [Harpic](/demand/global-en/brands/harpic) - [Pine O Cleen](/demand/global-en/brands/pine-o-cleen) - [White King](/demand/global-en/brands/white-king) ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Which brand is most popular in search among household cleaning brands worldwide? In September 2026, Dettol was the most searched among household cleaning brands worldwide, with an estimated 246K branded searches and 48% estimated Share of Search within this set. These are worldwide searches for English-language branded terms. ## Cite this page Brandwave. "Household cleaning brands: Which are searched most?". https://gobrandwave.com/demand/global-en/categories/household-cleaning-brands This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/household-cleaning-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.