Which infant formula brands do AI assistants recommend in Thailand? Q4 2026
In Thailand, AI assistants most often recommend S-26, Hi-Q 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 Thailand, taking 22.5% of all recommendation points across 5 assistants. Hi-Q follows with 9% and Enfamil is third with 8.2%.
S-26's lead over Hi-Q is 13.5 points, a clear advantage in how AI shortlists the category.
ChatGPT, Claude and DeepSeek put S-26 first, while Gemini favours Hi-Q and Grok favours Enfamil.
The top five brands hold 55% of recommendations out of 22 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 | 22.5% | 60 | 70 | 60 | 35 | – |
| 2 | Hi-Q | Danone | 9% | 47 | – | – | 43 | – |
| 3 | Enfamil | Reckitt | 8.2% | – | 12 | – | – | 70 |
| 4 | Friso | FrieslandCampina | 8% | – | – | 40 | – | 40 |
| 5 | Similac | Abbott | 7% | – | 8 | – | 12 | 50 |
| 6 | Dumex | Danone | 6% | 16 | – | 24 | 20 | – |
| 7 | Nan | Nestlé | 5.6% | 32 | – | – | – | 24 |
| 8 | Enfa | Reckitt | 4.5% | 45 | – | – | – | – |
| 9 | Nutrilon | Danone | 4% | – | 40 | – | – | – |
| 10 | Enfagrow | Reckitt | 3.5% | – | – | 35 | – | – |
| 11 | Enfalac | Reckitt | 2.5% | – | – | 25 | – | – |
| 12 | Enfalac A+ | Reckitt | 2.5% | – | – | – | 25 | – |
| 13 | S-26 Progress Gold | Nestlé | 2.5% | – | – | – | 25 | – |
| 14 | Aptamil | Danone | 2.5% | – | 25 | – | – | – |
| 15 | Aptamil Step 3 | Danone | 2.5% | – | 25 | – | – | – |
| 16 | Enfagrow A+ | Reckitt | 2% | – | – | – | 20 | – |
| 17 | Wyeth | Nestlé | 1.6% | – | – | – | – | 16 |
| 18 | Nestlé | Nestlé | 1.6% | – | – | 16 | – | – |
| 19 | Bear Brand | Nestlé | 1.2% | – | – | – | 12 | – |
| 20 | Enfamil Toddler | Reckitt | 1.2% | – | 12 | – | – | – |
Questions about AI infant formula recommendations
- Which infant formula brand does ChatGPT recommend most in Thailand?
- ChatGPT recommends S-26 most often for infant formula in Thailand. Across all assistants, S-26 leads with 22.5% of recommendations.
- Which infant formula brand is improving fastest in Thailand?
- Enfagrow has the strongest momentum among challengers: AI names it first in 1 of 1 answers where it appears, while holding 3.5% 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.
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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