Laundry detergent brands in the United States:Which are most popular?

Name: Laundry detergent brands in the United States: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Tide was the most searched laundry detergent brand in the United States, accounting for 44.3% of all searches among the ten brands we track. When we checked with ChatGPT and Google AI Overviews, all showed up in every answer. Tide was recommended most often, coming first in two out of four responses that gave a list.

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Top laundry detergent brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, all appeared every time. Tide was recommended most often, coming first in two out of four answers that gave a list. all was second, and Arm & Hammer was third. Dropps, which ranked seventh in searches, was not mentioned at all.

Most recommended by AI

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

Mentioned by AI

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

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
all	Named in 3 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	5 of 5
Tide	Named in 2 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	4 of 5
Arm & Hammer	Named in 1 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	3 of 5
Gain	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5
Persil	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Purex	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5
Seventh Generation	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Dropps	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Blueland	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Tru Earth	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

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

Asked ChatGPT
“What's the best laundry detergent?”
1. 1Tide
2. 2Persil
3. 3all
Asked ChatGPT
“Which laundry detergent is best for sensitive skin?”
1. 1all
2. 2Tide
3. 3Arm & Hammer
4. 4Seventh Generation
Asked ChatGPT
“Are laundry sheets as good as regular detergent?”
1. 1all
Searched Google, AI Overview
“laundry detergent”
1. 1all
2. 2Purex
3. 3Arm & Hammer
4. 4Tide
Searched Google, AI Overview
“best laundry detergent”
1. 1Tide
2. 2Gain
3. 3Arm & Hammer
4. 4all

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 do people search for most?

This chart shows how often people search Google for each laundry detergent brand by name. Each line represents a brand's share of searches for all ten laundry detergent brands we track, month by month, from searches in United States.

Share of searches among laundry detergent brands in the United States, by month

Month	Tide	Arm & Hammer	Gain	Persil	all	Purex	Dropps	Blueland	Seventh Generation	Tru Earth
Oct 2025	56.4%	15.4%	8.5%	6.9%	3.8%	3.1%	3.8%	0.61%	0.61%	0.91%
Nov 2025	55.4%	16.7%	7.5%	7.5%	3.3%	3.3%	4.1%	0.78%	0.54%	0.99%
Dec 2025	56%	16.9%	7.5%	6.2%	3.4%	3.4%	4.1%	1%	0.79%	0.79%
Jan 2026	58.4%	17.6%	6.4%	5.3%	3.5%	2.9%	3.5%	1%	0.67%	0.67%
Feb 2026	54.3%	18.2%	6.6%	6.6%	4.4%	3.6%	3.6%	1.1%	0.58%	0.85%
Mar 2026	57.9%	15.9%	7.1%	5.8%	3.9%	3.2%	3.9%	1.1%	0.51%	0.74%
Apr 2026	51.4%	18.9%	8.5%	6.9%	3.8%	3.8%	3.8%	1.4%	0.61%	0.89%
May 2026	47.5%	20.5%	9.2%	7.5%	4.1%	4.1%	4.1%	1.5%	0.66%	0.81%
Jun 2026	47.6%	22%	8%	6.6%	4.4%	4.4%	4.4%	1.3%	0.48%	0.87%
Jul 2026	47.5%	20.6%	9.2%	7.5%	5%	4.1%	3.4%	1.5%	0.45%	0.81%
Aug 2026	49.5%	21.4%	7.8%	6.4%	4.3%	4.3%	3.5%	1.6%	0.56%	0.69%
Sep 2026	44.3%	20.5%	9.2%	9.2%	5%	5%	4.1%	1.5%	0.66%	0.66%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Tide Procter & Gamble	44.3%	87.6K	-23.5%	-5.2 points
2, held 2nd	Arm & Hammer	20.5%	40.5K	-18.2%	-0.9 points
3, held 3rd	Gain	9.2%	18.1K	0%	+1.3 points
4, held 4th	Persil Unilever	9.2%	18.1K	+22.3%	+2.8 points
5, held 5th	all Henkel AG & Co. KGaA	5%	9.9K	0%	+0.7 points
6, held 6th	Purex	5%	9.9K	0%	+0.7 points
7, held 7th	Dropps	4.1%	8.1K	0%	+0.6 points
8, held 8th	Blueland	1.5%	2.9K	-19.4%	-0.1 points
9, moved from 10th to 9th	Seventh Generation	0.66%	1.3K	0%	+0.1 pointsmoved from 10th to 9th
10, moved from 9th to 10th	Tru Earth	0.66%	1.3K	-18.8%	0 pointsmoved from 9th to 10th

1.Tide
44.3%
Held 1st. 87.6K estimated branded searches, -23.5% vs prior month. Share -5.2 points.
2.Arm & Hammer
20.5%
Held 2nd. 40.5K estimated branded searches, -18.2% vs prior month. Share -0.9 points.
3.Gain
9.2%
Held 3rd. 18.1K estimated branded searches, 0% vs prior month. Share +1.3 points.
4.Persil
9.2%
Held 4th. 18.1K estimated branded searches, +22.3% vs prior month. Share +2.8 points.
5.all
5%
Held 5th. 9.9K estimated branded searches, 0% vs prior month. Share +0.7 points.
6.Purex
5%
Held 6th. 9.9K estimated branded searches, 0% vs prior month. Share +0.7 points.
7.Dropps
4.1%
Held 7th. 8.1K estimated branded searches, 0% vs prior month. Share +0.6 points.
8.Blueland
1.5%
Held 8th. 2.9K estimated branded searches, -19.4% vs prior month. Share -0.1 points.
9.Seventh Generation
0.66%
Moved from 10th to 9th. 1.3K estimated branded searches, 0% vs prior month. Share +0.1 points.
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”.

Which brand is most popular in search among laundry detergent brands in the United States?

10 brands

In September 2026, Tide was the most searched among laundry detergent brands in the United States, with an estimated 87.6K branded searches, 44.3% of all searches for the ten we track. Arm & Hammer is in 2nd place, 23.8 percentage points behind at 20.5%.

United States laundry detergent brands, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Tide	56.4% → 44.3%	58.4%Jan 2026	44.3%Sep 2026	1st
Arm & Hammer	15.4% → 20.5%	22%Jun 2026	15.4%Oct 2025	2nd
Gain	8.5% → 9.2%	9.2%Jul 2026	6.4%Jan 2026	3rd
Persil	6.9% → 9.2%	9.2%Sep 2026	5.3%Jan 2026	4th
all	3.8% → 5%	5%Jul 2026	3.3%Nov 2025	5th
Purex	3.1% → 5%	5%Sep 2026	2.9%Jan 2026	7th → 6th
Dropps	3.8% → 4.1%	4.4%Jun 2026	3.4%Jul 2026	6th → 7th
Blueland	0.61% → 1.5%	1.6%Aug 2026	0.61%Oct 2025	9th → 8th
Seventh Generation	0.61% → 0.66%	0.79%Dec 2025	0.45%Jul 2026	10th → 9th
Tru Earth	0.91% → 0.66%	0.99%Nov 2025	0.66%Sep 2026	8th → 10th

Each finding as a sentence

Across the 12 months ending September 2026, Tide’s share of searches among laundry detergent brands in the United States decreased from 56.4% to 44.3%.
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, Gain’s share of searches among laundry detergent brands in the United States increased from 8.5% to 9.2%.
Across the 12 months ending September 2026, Persil’s share of searches among laundry detergent brands in the United States increased from 6.9% to 9.2%.
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, Purex’s share of searches among laundry detergent brands in the United States increased from 3.1% to 5%.
Across the 12 months ending September 2026, Blueland’s share of searches among laundry detergent brands in the United States increased from 0.61% to 1.5%.
Across the 12 months ending September 2026, Tide’s share of searches among laundry detergent brands in the United States peaked at 58.4% in January 2026 and was lowest at 44.3% in September 2026.
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.
Across the 12 months ending September 2026, Gain’s share of searches among laundry detergent brands in the United States peaked at 9.2% in July 2026 and was lowest at 6.4% in January 2026.
Across the 12 months ending September 2026, Persil’s share of searches among laundry detergent brands in the United States peaked at 9.2% in September 2026 and was lowest at 5.3% in January 2026.
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.
Across the 12 months ending September 2026, Purex’s share of searches among laundry detergent brands in the United States peaked at 5% in September 2026 and was lowest at 2.9% in January 2026.
Across the 12 months ending September 2026, Dropps’ share of searches among laundry detergent brands in the United States peaked at 4.4% in June 2026 and was lowest at 3.4% in July 2026.
Across the 12 months ending September 2026, Purex rose from 7th to 6th among laundry detergent brands in the United States.
Across the 12 months ending September 2026, Dropps fell from 6th to 7th among laundry detergent brands in the United States.
Across the 12 months ending September 2026, Blueland rose from 9th to 8th among laundry detergent brands in the United States.
Across the 12 months ending September 2026, Seventh Generation rose from 10th to 9th among laundry detergent brands in the United States.
Across the 12 months ending September 2026, Tru Earth fell from 8th to 10th among laundry detergent brands in the United States.

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

8 changes

In September 2026, Persil gained share of searches among laundry detergent brands in the United States, from 6.4% to 9.2%.
In September 2026, Gain gained share of searches among laundry detergent brands in the United States, from 7.8% to 9.2%.
In September 2026, all gained share of searches among laundry detergent brands in the United States, from 4.3% to 5%.
In September 2026, Purex gained share of searches among laundry detergent brands in the United States, from 4.3% to 5%.
In September 2026, Dropps gained share of searches among laundry detergent brands in the United States, from 3.5% to 4.1%.
In September 2026, Tide lost share of searches among laundry detergent brands in the United States, from 49.5% to 44.3%.
In September 2026, Arm & Hammer lost share of searches among laundry detergent brands in the United States, from 21.4% to 20.5%.
In September 2026, Seventh Generation rose from 10th to 9th among laundry detergent brands in the United States.

How are branded searches counted for laundry detergent brands?

11 search terms

Each brand's share of searches among laundry detergent brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.