Which baby wipe brands do AI assistants recommend in South Korea? Q4 2026
In South Korea, AI assistants most often recommend Huggies, Pampers and Merries for baby wipes. Huggies is named by 5 of 5 assistants.
What the data says
Huggies (Kimberly-Clark) is the baby wipe brand AI assistants recommend most in South Korea, taking 21.6% of all recommendation points across 5 assistants. Pampers follows with 12.4% and Merries is third with 7%.
Huggies's lead over Pampers is 9.2 points, a clear advantage in how AI shortlists the category.
ChatGPT puts Huggies first, while Claude favours Johnson’s Baby, DeepSeek favours Baby Only, Gemini favours Bebesup and Grok favours Merries.
The top five brands hold 55% of recommendations out of 18 brands named in total, leaving room for challengers to break into AI shortlists.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | Huggies | Kimberly-Clark | 21.6% | 35 | 20 | 25 | 8 | 20 |
| 2 | Pampers | Procter & Gamble | 12.4% | 25 | 25 | – | – | 12 |
| 3 | Merries | Kao Corporation | 7% | – | – | – | – | 35 |
| 4 | Baby Only | Generic | 7% | – | – | 35 | – | – |
| 5 | Bebesup | Bebesup Korea | 7% | – | – | – | 35 | – |
| 6 | Johnson’s Baby | Kenvue | 7% | – | 35 | – | – | – |
| 7 | Pigeon | Pigeon | 6.4% | – | 12 | 20 | – | – |
| 8 | MamyPoko | Unicharm | 5% | – | – | – | – | 25 |
| 9 | Brown | Generic | 5% | – | – | – | 25 | – |
| 10 | Kleenex | Kleenex | 4% | 20 | – | – | – | – |
| 11 | PeneDeDe | PeneDeDe Korea | 4% | – | – | – | 20 | – |
| 12 | Bosomi | KleanNara | 2.4% | 12 | – | – | – | – |
| 13 | Johnson’s | Kenvue | 2.4% | – | – | 12 | – | – |
| 14 | Mongdies | Mongdies | 2.4% | – | – | – | 12 | – |
| 15 | WaterWipes | WaterWipes | 1.6% | – | – | – | – | 8 |
| 16 | Moony | Unicharm | 1.6% | 8 | – | – | – | – |
| 17 | I-frit | Ildong Foodis | 1.6% | – | – | 8 | – | – |
| 18 | Amorepacific | Amorepacific | 1.6% | – | 8 | – | – | – |
Questions about AI baby wipe recommendations
- Which baby wipe brand does ChatGPT recommend most in South Korea?
- ChatGPT recommends Huggies most often for baby wipe in South Korea. Across all assistants, Huggies leads with 21.6% of recommendations.
- Which baby wipe brand is improving fastest in South Korea?
- Merries 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 Wipes: AI rankings by country
Covers: Wipes for Babies.
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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