AI-recommended maternal care brands: rankings in 20 countries
Worldwide, AI assistants most often recommend Bio-Oil, Mustela and Palmer’s for maternal care. Bio-Oil is named by 5 of 5 assistants.
What the data says
Bio-Oil (Kao Corporation) is the maternal care brand AI assistants recommend most worldwide, taking 7.2% of all recommendation points across 5 assistants. Mustela follows with 6.5% and Palmer’s is third with 5.1%.
The top spot is close: only 0.7 points separate Bio-Oil and Mustela, so a small change in how either brand is described online could flip the order.
DeepSeek, Gemini and Grok put Bio-Oil first, while ChatGPT favours Mustela and Claude favours Mustela.
The top five brands hold 27% of recommendations out of 306 brands named in total, leaving room for challengers to break into AI shortlists.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | Bio-Oil | Kao Corporation | 7.2% | 357 | 350 | 434 | 468 | 558 |
| 2 | Mustela | Laboratoires Expanscience | 6.5% | 516 | 525 | 212 | 194 | 496 |
| 3 | Palmer’s | E.T. Browne | 5.1% | 312 | 215 | 290 | 309 | 417 |
| 4 | Elevit | Bayer | 4.7% | 307 | 295 | 157 | 234 | 407 |
| 5 | Medela | Medela | 4% | 243 | 104 | 158 | 363 | 341 |
| 6 | Blackmores | Blackmores | 4% | 225 | 229 | 263 | 185 | 300 |
| 7 | Lansinoh | Pigeon Corporation | 4% | 458 | 25 | 114 | 416 | 185 |
| 8 | Kotex | Kimberly-Clark | 3.9% | 220 | 315 | 214 | 90 | 325 |
| 9 | Always | Procter & Gamble | 3.4% | – | 485 | 122 | 77 | 350 |
| 10 | Pigeon | Pigeon | 2.5% | 230 | 82 | 110 | 165 | 167 |
| 11 | Whisper | Procter & Gamble | 2.3% | 35 | 290 | 107 | – | 267 |
| 12 | Frida Mom | Frida | 2% | 105 | 72 | 272 | 105 | 60 |
| 13 | Sofy | Unicharm | 1.7% | 185 | – | 163 | 12 | 147 |
| 14 | Swisse | H&H Group | 1.6% | 40 | 328 | 28 | 33 | 52 |
| 15 | Femibion | Procter & Gamble | 1.5% | 140 | – | 155 | 118 | 35 |
| 16 | Nature Made | Otsuka Pharmaceutical | 1.4% | 63 | 198 | 25 | 55 | 82 |
| 17 | Laurier | Kao Corporation | 1.4% | 150 | – | 120 | – | 136 |
| 18 | Solgar | Nestlé | 1.2% | 16 | 132 | 48 | 53 | 117 |
| 19 | Pampers | Procter & Gamble | 1.2% | – | 350 | – | – | – |
| 20 | Boots | Boots | 1% | 12 | 77 | 128 | 63 | 20 |
Questions about AI maternal care recommendations
- Which maternal care brand does ChatGPT recommend most?
- ChatGPT recommends Mustela most often for maternal care. Across all assistants, Bio-Oil leads with 7.2% of recommendations.
- Which maternal care brand is improving fastest?
- Blackmores has the strongest momentum among challengers: AI names it first in 19 of 44 answers where it appears, while holding 4% 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.
Maternal Care: AI rankings by country
Covers: Maternal Skin Products, Postpartum Recovery, Prenatal Supplements.
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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