Which infant formula brands do AI assistants recommend in Malaysia? Q4 2026
In Malaysia, AI assistants most often recommend S-26, Similac and Enfamil for infant & toddler formula. S-26 is named by 4 of 5 assistants.
What the data says
S-26 (Nestlé) is the infant formula brand AI assistants recommend most in Malaysia, taking 16.7% of all recommendation points across 5 assistants. Similac follows with 10.3% and Enfamil is third with 8.2%.
S-26's lead over Similac is 6.4 points, a clear advantage in how AI shortlists the category.
Claude puts S-26 first, while ChatGPT favours Enfa, DeepSeek favours Frisolac, Gemini favours Dutch Lady and Grok favours Enfamil.
The top five brands hold 47% of recommendations out of 26 brands named in total, leaving room for challengers to break into AI shortlists.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | S-26 | Nestlé | 16.7% | 32 | 70 | 40 | 25 | – |
| 2 | Similac | Abbott | 10.3% | 25 | 8 | – | 20 | 50 |
| 3 | Enfamil | Reckitt | 8.2% | – | 12 | – | – | 70 |
| 4 | Frisolac | FrieslandCampina | 7% | – | – | 70 | – | – |
| 5 | Enfagrow | Reckitt | 5% | 25 | – | 25 | – | – |
| 6 | Friso | FrieslandCampina | 4.8% | 8 | – | – | – | 40 |
| 7 | Dutch Lady | FrieslandCampina | 4.7% | – | – | – | 47 | – |
| 8 | Nutrilon | Danone | 4% | – | 40 | – | – | – |
| 9 | Enfa | Reckitt | 3.5% | 35 | – | – | – | – |
| 10 | Friso Gold | FrieslandCampina | 3.5% | 35 | – | – | – | – |
| 11 | Enfalac A+ | Reckitt | 3.5% | – | – | – | 35 | – |
| 12 | Dumex | Danone | 2.8% | 20 | – | 8 | – | – |
| 13 | Dugro | Danone | 2.8% | 8 | – | – | 20 | – |
| 14 | Enfalac | Reckitt | 2.5% | – | – | 25 | – | – |
| 15 | Enfagrow A+ | Reckitt | 2.5% | – | – | – | 25 | – |
| 16 | Aptamil | Danone | 2.5% | – | 25 | – | – | – |
| 17 | Aptamil Step 3 | Danone | 2.5% | – | 25 | – | – | – |
| 18 | Nan | Nestlé | 2.4% | – | – | – | – | 24 |
| 19 | Nestlé | Nestlé | 2.4% | – | – | 24 | – | – |
| 20 | Wyeth | Nestlé | 1.6% | – | – | – | – | 16 |
Questions about AI infant formula recommendations
- Which infant formula brand does ChatGPT recommend most in Malaysia?
- ChatGPT recommends Enfa most often for infant formula in Malaysia. Across all assistants, S-26 leads with 16.7% of recommendations.
- Which infant formula brand is improving fastest in Malaysia?
- Frisolac 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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