Which baby diaper brands do AI assistants recommend in South Korea? Q4 2026
In South Korea, AI assistants most often recommend Huggies, Merries and Pampers for baby diapers. Huggies is named by 5 of 5 assistants.
What the data says
Huggies (Kimberly-Clark) is the baby diaper brand AI assistants recommend most in South Korea, taking 28% of all recommendation points across 5 assistants. Merries follows with 17.4% and Pampers is third with 16.8%.
Huggies's lead over Merries is 10.6 points, a clear advantage in how AI shortlists the category.
ChatGPT and Gemini put Huggies first, while Claude favours Pampers, DeepSeek favours I-frit (Boy) / Anyfit (Gril) and Grok favours Merries.
The top five brands hold 77% of recommendations out of 12 brands named in total, so AI answers in this category are highly concentrated.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | Huggies | Kimberly-Clark | 28% | 35 | 25 | 25 | 35 | 20 |
| 2 | Merries | Kao Corporation | 17.4% | 20 | 20 | 12 | – | 35 |
| 3 | Pampers | Procter & Gamble | 16.8% | 12 | 35 | – | 25 | 12 |
| 4 | Moony | Unicharm | 7.4% | 25 | – | – | 12 | – |
| 5 | I-frit (Boy) / Anyfit (Gril) | Ildong Foodis | 7% | – | – | 35 | – | – |
| 6 | MamyPoko | Unicharm | 6.6% | – | 8 | – | – | 25 |
| 7 | Libero | Essity | 6.4% | – | 12 | – | 20 | – |
| 8 | Baby Only | Generic | 4% | – | – | 20 | – | – |
| 9 | Goo.N | Daio Paper | 1.6% | – | – | – | – | 8 |
| 10 | Bosomi | KleanNara | 1.6% | 8 | – | – | – | – |
| 11 | Good Feel | Good Feel | 1.6% | – | – | 8 | – | – |
| 12 | Applecrumby | Applecrumby | 1.6% | – | – | – | 8 | – |
Questions about AI baby diaper recommendations
- Which baby diaper brand does ChatGPT recommend most in South Korea?
- ChatGPT recommends Huggies most often for baby diaper in South Korea. Across all assistants, Huggies leads with 28% of recommendations.
- Which baby diaper brand is improving fastest in South Korea?
- I-frit (Boy) / Anyfit (Gril) has the strongest momentum among challengers: AI names it first in 1 of 1 answers where it appears, while holding 7% share. This is the first Q4 2026 reading; change over time will be shown from the next update.
- How is the ranking calculated?
- We ask each AI assistant the questions shoppers ask in each category and market, record the top five brands it names, and give 35, 25, 20, 12 and 8 points for positions one to five. Share is a brand's points divided by all points awarded.
Baby Diapers: AI rankings by country
Covers: Disposable Diapers.
Method: each AI assistant is asked the shopper questions for every segment in the category and market; the top five brands named score 35, 25, 20, 12 and 8 points. Share is a brand's points divided by all points awarded. Rankings reflect AI answers, not sales.
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