AI-recommended paper product brands: rankings in 20 countries
Worldwide, AI assistants most often recommend Kleenex, Scott's and Tempo for paper products. Kleenex is named by 5 of 5 assistants.
What the data says
Kleenex is the paper product brand AI assistants recommend most worldwide, taking 16.3% of all recommendation points across 5 assistants. Scott's follows with 7.7% and Tempo is third with 5.7%.
Kleenex's lead over Scott's is 8.6 points, a clear advantage in how AI shortlists the category.
ChatGPT, DeepSeek, Gemini and Grok put Kleenex first, while Claude favours Tempo.
The top five brands hold 37% of recommendations out of 226 brands named in total, leaving room for challengers to break into AI shortlists.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | Kleenex | Kleenex | 16.3% | 932 | 630 | 1418 | 763 | 1136 |
| 2 | Scott's | Kimberly-Clark | 7.7% | 305 | 550 | 295 | 315 | 846 |
| 3 | Tempo | Essity | 5.7% | 285 | 845 | 230 | 110 | 247 |
| 4 | Bounty | Procter & Gamble | 4.8% | 70 | 700 | 120 | 70 | 482 |
| 5 | Charmin | Procter & Gamble | 2.6% | 70 | 420 | 120 | 67 | 114 |
| 6 | Lotus | Lotus | 2.3% | 199 | 210 | 95 | 93 | 103 |
| 7 | Regina | Sofidel | 2.3% | 194 | – | 111 | 154 | 221 |
| 8 | Scottex | Kimberly-Clark | 2.2% | 193 | – | 185 | 83 | 208 |
| 9 | Paseo | Asia Pulp & Paper | 2% | 237 | – | 167 | 117 | 77 |
| 10 | Renova | Renova | 1.7% | 114 | 250 | – | 138 | 20 |
| 11 | Velvet | Velvet | 1.6% | 97 | – | 105 | 140 | 152 |
| 12 | Viva | Kimberly-Clark | 1.5% | 25 | 252 | 119 | 47 | 20 |
| 13 | Scotties | Kimberly-Clark | 1.4% | 65 | 240 | 65 | 65 | – |
| 14 | Zewa | Essity | 1.4% | 82 | – | 170 | 86 | 90 |
| 15 | Vinda | Vinda | 1.3% | 105 | – | 105 | 180 | – |
| 16 | Handy | Handy | 1.2% | – | 360 | – | – | – |
| 17 | Page | Essity | 1.1% | 72 | – | 95 | 85 | 90 |
| 18 | Foxy | ICT Group | 1.1% | 145 | – | 65 | 93 | 32 |
| 19 | Plenty | Sofidel | 1.1% | 138 | – | 35 | 95 | 47 |
| 20 | Carrefour | Carrefour | 1% | 28 | 240 | 32 | – | 12 |
Questions about AI paper product recommendations
- Which paper product brand does ChatGPT recommend most?
- ChatGPT recommends Kleenex most often for paper product. Across all assistants, Kleenex leads with 16.3% of recommendations.
- Which paper product brand is improving fastest?
- Charmin has the strongest momentum among challengers: AI names it first in 19 of 27 answers where it appears, while holding 2.6% 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.
Paper Products: AI rankings by country
Covers: Paper Towels, Tissues, Toilet Paper.
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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