Which oral care brands do AI assistants recommend in Japan? Q4 2026
In Japan, AI assistants most often recommend Lion, Panasonic and Oral-B for oral care. Lion is named by 5 of 5 assistants.
What the data says
Lion is the oral care brand AI assistants recommend most in Japan, taking 19.3% of all recommendation points across 5 assistants. Panasonic follows with 11.3% and Oral-B is third with 10.9%.
Lion's lead over Panasonic is 8 points, a clear advantage in how AI shortlists the category.
Every assistant tested (ChatGPT, Claude, DeepSeek, Gemini and Grok) puts Lion first.
The top five brands hold 55% of recommendations out of 30 brands named in total, leaving room for challengers to break into AI shortlists.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | Lion | Lion | 19.3% | 119 | 129 | 90 | 115 | 127 |
| 2 | Panasonic | Meta / Ray-Ban | 11.3% | 95 | 70 | 35 | 70 | 70 |
| 3 | Oral-B | Procter & Gamble | 10.9% | 48 | 64 | 80 | 72 | 62 |
| 4 | Philips | Philips | 7.3% | – | 45 | 80 | 50 | 45 |
| 5 | Sunstar | Sunstar | 6.2% | 25 | 50 | 43 | 41 | 28 |
| 6 | Kao | Kao | 5.6% | 28 | 20 | 45 | 25 | 50 |
| 7 | Colgate | Colgate-Palmolive | 5.4% | 45 | 28 | 24 | 32 | 32 |
| 8 | Listerine | Kenvue | 4.6% | 47 | – | 20 | 35 | 35 |
| 9 | Sunstar GUM | Sunstar | 4.5% | 68 | 60 | – | – | 8 |
| 10 | Waterpik | Church & Dwight | 3.8% | 25 | 25 | 25 | 20 | 20 |
| 11 | GUM | Sunstar | 2.8% | – | – | 12 | 72 | – |
| 12 | Ora2 | Sunstar | 2.7% | – | 25 | 25 | 12 | 20 |
| 13 | Xiaomi | Xiaomi | 2.1% | 8 | 20 | 20 | 8 | 8 |
| 14 | Sensodyne | Haleon | 2% | 12 | 20 | 8 | 12 | 8 |
| 15 | Sunstar (GUM) | Sunstar | 1.5% | – | – | 25 | – | 20 |
| 16 | Shiseido | Shiseido | 1.5% | 8 | 8 | 20 | 8 | – |
| 17 | Apagard | Sangi | 1.4% | – | – | 8 | – | 35 |
| 18 | Systema | Lion Corporation | 1.2% | – | 8 | 20 | – | 8 |
| 19 | Omron | Omron | 1.2% | – | – | 12 | 12 | 12 |
| 20 | Johnson's | Johnson & Johnson | 0.8% | 12 | 12 | – | – | – |
Questions about AI oral care recommendations
- Which oral care brand does ChatGPT recommend most in Japan?
- ChatGPT recommends Lion most often for oral care in Japan. Across all assistants, Lion leads with 19.3% of recommendations.
- Which oral care brand is improving fastest in Japan?
- Panasonic has the strongest momentum among challengers: AI names it first in 9 of 10 answers where it appears, while holding 11.3% 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.
Oral Care: AI rankings by country
Covers: Dental Floss, Electric Toothbrushes, Manual Toothbrushes, Mouthwash, Toothpaste, Water Flossers.
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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