Which breakfast & spreads brands do AI assistants recommend in Thailand? Q4 2026
In Thailand, AI assistants most often recommend Kellogg's, Nestlé and Quaker for breakfast & spreads. Kellogg's is named by 4 of 4 assistants.
What the data says
Kellogg's (Kellanova) is the breakfast & spreads brand AI assistants recommend most in Thailand, taking 13.3% of all recommendation points across 4 assistants. Nestlé follows with 12.7% and Quaker is third with 5.9%.
The top spot is close: only 0.6 points separate Kellogg's and Nestlé, so a small change in how either brand is described online could flip the order.
ChatGPT and Gemini put Kellogg's first, while DeepSeek favours Nestlé and Grok favours Nestlé.
The top five brands hold 43% of recommendations out of 38 brands named in total, leaving room for challengers to break into AI shortlists.
| # | Brand | Owner | AI share | ChatGPT | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|
| 1 | Kellogg's | Kellanova | 13.3% | 50 | 60 | 45 | 45 |
| 2 | Nestlé | Nestlé | 12.7% | 35 | 60 | 35 | 60 |
| 3 | Quaker | PepsiCo | 5.9% | 12 | 20 | 12 | 45 |
| 4 | Nature Valley | General Mills | 5.8% | 20 | – | 12 | 55 |
| 5 | Nutella | Ferrero | 5.5% | 12 | 25 | 20 | 25 |
| 6 | Fitnesse | Nestlé | 4.7% | 35 | – | 35 | – |
| 7 | Skippy | Hormel Foods | 4.3% | 20 | – | – | 45 |
| 8 | Diamond | Diamond | 4.1% | 16 | – | 45 | – |
| 9 | Bonne Maman | Andros | 4% | 25 | – | – | 35 |
| 10 | Doi Kham | Doi Kham | 3.4% | 8 | 35 | 8 | – |
| 11 | Calbee | Calbee | 2.9% | 32 | 12 | – | – |
| 12 | Best Foods | Unilever | 2.9% | – | 8 | 35 | – |
| 13 | Mae Ploy | Mae Ploy | 2.3% | – | – | – | 35 |
| 14 | Tipco | Tipco | 2.3% | 35 | – | – | – |
| 15 | Corn Flakes | Kellogg's | 2.3% | – | – | – | 35 |
| 16 | Nutri-Grain | Kellogg's | 2.3% | – | – | – | 35 |
| 17 | Smucker's | J.M. Smucker | 2.1% | – | 12 | 12 | 8 |
| 18 | Imperial | Florida Ice and Farm Company | 1.7% | – | – | 25 | – |
| 19 | Chewy | PepsiCo | 1.7% | – | – | – | 25 |
| 20 | Lady's Choice | Unilever | 1.3% | – | – | – | 20 |
Questions about AI breakfast & spreads recommendations
- Which breakfast & spreads brand does ChatGPT recommend most in Thailand?
- ChatGPT recommends Kellogg's most often for breakfast & spreads in Thailand. Across all assistants, Kellogg's leads with 13.3% of recommendations.
- Which breakfast & spreads brand is improving fastest in Thailand?
- Fitnesse has the strongest momentum among challengers: AI names it first in 2 of 2 answers where it appears, while holding 4.7% 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.
Breakfast & Spreads: AI rankings by country
Covers: Cereal Bars, Jam, Honey, Hazelnut Spread, Peanut Butter, Morning Cereals, Sweet Spreads: Chocolate Spreads Or Hazelnut Cocoa Spreads.
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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