Which baby skin care brands do AI assistants recommend in Japan? Q4 2026
In Japan, AI assistants most often recommend Pigeon, Mustela and Johnson’s Baby for baby skin care. Pigeon is named by 5 of 5 assistants.
What the data says
Pigeon is the baby skin care brand AI assistants recommend most in Japan, taking 33% of all recommendation points across 5 assistants. Mustela follows with 10.6% and Johnson’s Baby is third with 7.5%.
Pigeon's lead over Mustela is 22.4 points, a clear advantage in how AI shortlists the category.
Every assistant tested (ChatGPT, Claude, DeepSeek, Gemini and Grok) puts Pigeon first.
The top five brands hold 63% of recommendations out of 27 brands named in total, leaving room for challengers to break into AI shortlists.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | Pigeon | Pigeon | 33% | 120 | 140 | 140 | 130 | 130 |
| 2 | Mustela | Laboratoires Expanscience | 10.6% | 44 | 68 | – | – | 100 |
| 3 | Johnson’s Baby | Kenvue | 7.5% | 36 | 95 | – | 20 | – |
| 4 | Wakodo | Asahi Group | 6.5% | 105 | – | – | 25 | – |
| 5 | Johnson’s | Kenvue | 5.5% | – | – | 20 | – | 90 |
| 6 | Mama & Kids | Natural Science | 5.4% | – | – | 40 | 68 | – |
| 7 | Merries | Kao Corporation | 5% | – | – | 100 | – | – |
| 8 | Bepanthen | Bayer | 4.6% | 35 | 24 | – | 25 | 8 |
| 9 | Sudocrem | Teva | 2.9% | – | 25 | 20 | – | 12 |
| 10 | Shiseido | Shiseido | 2.8% | – | – | 44 | 12 | – |
| 11 | Atopita | Tanpei Pharmaceutical | 2.2% | 44 | – | – | – | – |
| 12 | Chicco | Artsana | 1.6% | – | – | – | – | 32 |
| 13 | Arau | Saraya | 1.6% | – | 20 | – | 12 | – |
| 14 | Aveeno | Kenvue | 1.2% | – | 16 | – | – | 8 |
| 15 | Cow Brand | Cow Brand Soap Kyoshinsha | 1.2% | – | – | 8 | 16 | – |
| 16 | Sebamed Baby | Sebapharma | 1% | – | – | – | – | 20 |
| 17 | Medicated Sekkisei | KOSÉ | 1% | – | – | – | 20 | – |
| 18 | Aloe Garden | Aloe Garden | 1% | – | – | – | 20 | – |
| 19 | Minon | Daiichi Sankyo | 1% | – | – | – | 20 | – |
| 20 | Weleda | Weleda | 0.8% | – | – | 16 | – | – |
Questions about AI baby skin care recommendations
- Which baby skin care brand does ChatGPT recommend most in Japan?
- ChatGPT recommends Pigeon most often for baby skin care in Japan. Across all assistants, Pigeon leads with 33% of recommendations.
- Which baby skin care brand is improving fastest in Japan?
- Wakodo has the strongest momentum among challengers: AI names it first in 1 of 5 answers where it appears, while holding 6.5% 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 Skin Care: AI rankings by country
Covers: Cleansing Products, Moisturizing Creams, Skin Protectants, Soothing Powders.
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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