Which infant formula brands do AI assistants recommend in Indonesia? Q4 2026
In Indonesia, AI assistants most often recommend Friso, Bebelac and SGM for infant & toddler formula. Friso is named by 2 of 5 assistants.
What the data says
Friso (FrieslandCampina) is the infant formula brand AI assistants recommend most in Indonesia, taking 12% of all recommendation points across 5 assistants. Bebelac follows with 12% and SGM is third with 9.4%.
The top spot is close: only 0 points separate Friso and Bebelac, so a small change in how either brand is described online could flip the order.
Grok puts Friso first, while ChatGPT favours SGM, Claude favours Vinamilk, DeepSeek favours S-26 and Gemini favours S-26 Promil.
The top five brands hold 51% of recommendations out of 24 brands named in total, leaving room for challengers to break into AI shortlists.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | Friso | FrieslandCampina | 12% | – | 50 | – | – | 70 |
| 2 | Bebelac | Danone | 12% | 50 | – | 50 | 20 | – |
| 3 | SGM | Danone | 9.4% | 70 | 24 | – | – | – |
| 4 | Enfamil | Reckitt | 9% | – | 40 | – | – | 50 |
| 5 | S-26 | Nestlé | 8.6% | – | – | 70 | – | 16 |
| 6 | Vinamilk | Vinamilk | 7% | – | 70 | – | – | – |
| 7 | Nan | Nestlé | 4.4% | 20 | – | – | – | 24 |
| 8 | Similac | Abbott | 4% | – | – | – | – | 40 |
| 9 | Morinaga | Morinaga | 4% | – | – | 40 | – | – |
| 10 | S-26 Promil | Nestlé | 3.5% | – | – | – | 35 | – |
| 11 | SGM Eksplor | Danone | 3.5% | – | – | – | 35 | – |
| 12 | Enfa | Reckitt | 3.2% | 32 | – | – | – | – |
| 13 | Nutrilon | Danone | 2.8% | 28 | – | – | – | – |
| 14 | Nutrilon Royal | Danone | 2.8% | – | – | 8 | 20 | – |
| 15 | Enfamil A+ | Reckitt | 2.5% | – | – | – | 25 | – |
| 16 | Dancow | Nestlé | 2.5% | – | – | – | 25 | – |
| 17 | PediaSure | Abbott | 1.6% | – | – | 8 | 8 | – |
| 18 | Enfalac | Reckitt | 1.2% | – | – | 12 | – | – |
| 19 | Enfagrow | Reckitt | 1.2% | – | – | 12 | – | – |
| 20 | Chil Mil | Morinaga Milk | 1.2% | – | – | – | 12 | – |
Questions about AI infant formula recommendations
- Which infant formula brand does ChatGPT recommend most in Indonesia?
- ChatGPT recommends SGM most often for infant formula in Indonesia. Across all assistants, Friso leads with 12% of recommendations.
- Which infant formula brand is improving fastest in Indonesia?
- Vinamilk has the strongest momentum among challengers: AI names it first in 2 of 2 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.
Infant & Toddler Formula: AI rankings by country
Covers: Infant Formula, Toddler Formula.
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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