Brandwave

How popular isArm & Hammer?

In September 2026, people searched for Arm & Hammer by name about 91,500 times in the United States, about the same as the previous year. These searches made up 20.5% of all United States laundry detergent brand searches, placing Arm & Hammer second out of ten brands. When we asked both ChatGPT and Google AI Overviews about laundry detergent brands, Arm & Hammer appeared in three of the five answers and was the third most recommended of the ten.

Search and AI answers in September 2026

Arm & Hammer is the second most searched of 10 competitors and the third 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

+5 more

Arm & Hammer website (opens in a new tab)

Follow Arm & Hammer and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top laundry detergent brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Arm & Hammer was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Arm & Hammer is the third 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 Arm & Hammer?

Arm & Hammer 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 Arm & Hammer and its closest rivals

Every comparison with Arm & Hammer

44 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Arm & Hammer in the United States held steady, from 88.2K to 91.5K.
  • Across the 12 months ending September 2026, Arm & Hammer’s share of searches among laundry detergent brands in the United States increased from 15.4% to 20.5%.
  • Across the 12 months ending September 2026, Arm & Hammer’s share of searches among laundry detergent brands in the United States peaked at 22% in June 2026 and was lowest at 15.4% in October 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 Arm & Hammer’s branded searches counted?

4 search terms

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

  • arm and hammer cat litter
  • arm and hammer deodorant
  • arm and hammer detergent
  • arm and hammer toothpaste

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

How the Brand Demand Index is measured

Where does Arm & Hammer compete?

Arm & Hammer is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Deodorant brands8th of 133.5%Show ranking
Oral care brands11th of 153.8%Show ranking
Laundry detergent brands2nd of 1020.5%Shown above
Cat litter brands3rd of 1010.9%Show ranking
Creator with pink hair and a pink jacket

Is Arm & Hammer your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

Start free