FMCG in the answer engines
We measured 10 businesses in FMCG. Across the answers we captured, the engines named one of them 86% of the time, and linked to its own site in 41% of them.
Of the 30 cost answers, 2 of them named nobody from this register at all. Cost questions are where product categories are at their strongest, and that is exactly what makes the service industries in this study so conspicuous.
| Engine | Named | Own site cited | Declined to answer |
|---|---|---|---|
| ChatGPT | 88% | 30% | 0 of 50 |
| Perplexity | 76% | 56% | 0 of 50 |
| Google AI Overviews | 96% | 38% | 2 of 50 |
Citation rates ranged quite widely, from 30% on ChatGPT up to 56% on Perplexity. Google AI Overviews named a business from this register most often, in 96% of its answers.
| Question family | Named | Answers scored |
|---|---|---|
| Category ("who's the best") | 89% | 28 |
| Cost ("what does it cost") | 93% | 30 |
| Comparison ("X or Y") | 93% | 30 |
| Brand ("is X any good") | 90% | 30 |
| Problem ("how do I") | 67% | 30 |
These businesses came up most often on cost and comparison questions, at 93%, and least often on problem questions, at 67%. That is a gap of 26 points between the best case and the worst.
Every business measured in FMCG for this edition. Selection rules are in the methodology on the main Index page.
- 01Arnott's
- 02Bega Group
- 03Blackmores
- 04Bulla Dairy Foods
- 05Bundaberg Brewed Drinks
- 06Patties Foods
- 07SPC
- 08Sanitarium
- 09Swisse
- 10Tip Top
Being named is not the same as being cited, and only one of them is yours to control.
The same three engines, across 50 buyer questions written for your business.
First-pass scoring is complete across all 1,459 answers.
Independent second-scoring of a 10% sample is in progress. When it completes, verified figures replace these and every change is logged below.
We publish the agreement rate whatever it is.
Changelog
- v1.0August 2026Initial release, first-pass scoring.