Brandwave

How popular isall?

In September 2026, people searched for all by name about 9,900 times in the United States, about the same as the previous year. These searches made up 5% of all United States laundry detergent brand searches, placing all fifth out of ten brands. When we asked both ChatGPT and Google AI Overviews about laundry detergent brands, all appeared in all answers and was the second most recommended of the ten.

Search and AI answers in September 2026

all is the fifth most searched of 10 competitors and the second most recommended in AI answers.

  1. TideShare of searches 44.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  2. Arm & HammerShare of searches 20.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  3. GainShare of searches 9.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  4. PersilShare of searches 9.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
  5. allShare of searches 5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd

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Top laundry detergent brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, all appeared in all five answers. all is the second most recommended of the ten.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Tide1st
  2. all2nd
  3. Arm & Hammer3rd
  4. Gain4th
  5. Purex4th
  6. Persil6th
  7. Seventh Generation7th
  8. Dropps–
  9. Blueland–
  10. Tru Earth–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • all5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Tide4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Arm & Hammer3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Gain1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Persil1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Purex1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Seventh Generation1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Dropps0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Blueland0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tru Earth0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about laundry detergent brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United States on October 27, 2026.

Which laundry detergent brands compete with all?

all against laundry detergent brands in the United States, by month

Share of searches by month for Tide, Arm & Hammer, Gain, Persil, all, Purex, Dropps. The figures are in the table below the chart.

View monthly share of searches table
MonthTideArm & HammerGainPersilallPurexDroppsBluelandSeventh GenerationTru Earth
Oct 202556.4%15.4%8.5%6.9%3.8%3.1%3.8%0.61%0.61%0.91%
Nov 202555.4%16.7%7.5%7.5%3.3%3.3%4.1%0.78%0.54%0.99%
Dec 202556%16.9%7.5%6.2%3.4%3.4%4.1%1%0.79%0.79%
Jan 202658.4%17.6%6.4%5.3%3.5%2.9%3.5%1%0.67%0.67%
Feb 202654.3%18.2%6.6%6.6%4.4%3.6%3.6%1.1%0.58%0.85%
Mar 202657.9%15.9%7.1%5.8%3.9%3.2%3.9%1.1%0.51%0.74%
Apr 202651.4%18.9%8.5%6.9%3.8%3.8%3.8%1.4%0.61%0.89%
May 202647.5%20.5%9.2%7.5%4.1%4.1%4.1%1.5%0.66%0.81%
Jun 202647.6%22%8%6.6%4.4%4.4%4.4%1.3%0.48%0.87%
Jul 202647.5%20.6%9.2%7.5%5%4.1%3.4%1.5%0.45%0.81%
Aug 202649.5%21.4%7.8%6.4%4.3%4.3%3.5%1.6%0.56%0.69%
Sep 202644.3%20.5%9.2%9.2%5%5%4.1%1.5%0.66%0.66%

  1. 1.Tide

    44.3%

    Held 1st. 87.6K estimated branded searches, -23.5% vs prior month. Share -5.2 points.

  2. 2.Arm & Hammer

    20.5%

    Held 2nd. 40.5K estimated branded searches, -18.2% vs prior month. Share -0.9 points.

  3. 3.Gain

    9.2%

    Held 3rd. 18.1K estimated branded searches, 0% vs prior month. Share +1.3 points.

  4. 4.Persil

    9.2%

    Held 4th. 18.1K estimated branded searches, +22.3% vs prior month. Share +2.8 points.

  5. 5.all

    5%

    Held 5th. 9.9K estimated branded searches, 0% vs prior month. Share +0.7 points.

  6. 6.Purex

    5%

    Held 6th. 9.9K estimated branded searches, 0% vs prior month. Share +0.7 points.

  7. 7.Dropps

    4.1%

    Held 7th. 8.1K estimated branded searches, 0% vs prior month. Share +0.6 points.

  8. 8.Blueland

    1.5%

    Held 8th. 2.9K estimated branded searches, -19.4% vs prior month. Share -0.1 points.

  9. 9.Seventh Generation

    0.66%

    Moved from 10th to 9th. 1.3K estimated branded searches, 0% vs prior month. Share +0.1 points.

  10. 10.Tru Earth

    0.66%

    Moved from 9th to 10th. 1.3K estimated branded searches, -18.8% vs prior month. Share 0 points.

Blueland and Seventh Generation sell other things too, so only their searches that name this product count here, like “blueland laundry tablets”.

Compare popularity between all and its closest rivals

Every comparison with all

9 comparisons

How has branded search demand for all changed in the United States over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for all in the United States held steady at 9.9K.
  • Across the 12 months ending September 2026, all’s share of searches among laundry detergent brands in the United States increased from 3.8% to 5%.
  • Across the 12 months ending September 2026, all’s share of searches among laundry detergent brands in the United States peaked at 5% in July 2026 and was lowest at 3.3% in November 2025.

How did search popularity change for United States laundry detergent brands in September 2026?

6 changes

  1. In September 2026, Persil gained share of searches among laundry detergent brands in the United States, from 6.4% to 9.2%.

  2. In September 2026, Gain gained share of searches among laundry detergent brands in the United States, from 7.8% to 9.2%.

  3. In September 2026, all gained share of searches among laundry detergent brands in the United States, from 4.3% to 5%.

  4. In September 2026, Purex gained share of searches among laundry detergent brands in the United States, from 4.3% to 5%.

  5. In September 2026, Dropps gained share of searches among laundry detergent brands in the United States, from 3.5% to 4.1%.

  6. In September 2026, Tide lost share of searches among laundry detergent brands in the United States, from 49.5% to 44.3%.

How are all’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using all’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • all detergent

How the Brand Demand Index is measured

Who owns all?

all is owned by Henkel AG & Co. KGaA. Brandwave also tracks Dial, owned by the same company, in the United States.

Do you work for all? To request corrections or removal please contact us via our support page and we will be happy to assist.

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