Which paper product brands do AI assistants recommend in Australia? Q4 2026
In Australia, AI assistants most often recommend Kleenex, Sorbent and Quilton 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 in Australia, taking 23.2% of all recommendation points across 5 assistants. Sorbent follows with 19.1% and Quilton is third with 14.9%.
Kleenex's lead over Sorbent is 4.1 points, a clear advantage in how AI shortlists the category.
ChatGPT and DeepSeek put Kleenex first, while Claude favours Scott's, Gemini favours Quilton and Grok favours Sorbent.
The top five brands hold 73% of recommendations out of 24 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 | 23.2% | 95 | 35 | 95 | 60 | 63 |
| 2 | Sorbent | Asaleo Care | 19.1% | 70 | – | 57 | 65 | 95 |
| 3 | Quilton | ABC Tissue Products | 14.9% | 75 | – | 25 | 67 | 57 |
| 4 | Scott's | Kimberly-Clark | 9.4% | – | 45 | 52 | – | 44 |
| 5 | Viva | Kimberly-Clark | 6% | – | 20 | 35 | 35 | – |
| 6 | Bounty | Procter & Gamble | 4% | – | 35 | – | – | 25 |
| 7 | Charmin | Procter & Gamble | 2.9% | – | 35 | – | – | 8 |
| 8 | Handy | Handy | 2.4% | – | 36 | – | – | – |
| 9 | Essentials | Independent | 1.9% | 28 | – | – | – | – |
| 10 | Handee Ultra | ABC Tissue Products | 1.7% | – | – | – | 25 | – |
| 11 | Tempo | Essity | 1.7% | – | 25 | – | – | – |
| 12 | Renova | Renova | 1.7% | – | 25 | – | – | – |
| 13 | Paseo | Asia Pulp & Paper | 1.6% | 12 | – | 12 | – | – |
| 14 | Who Gives A Crap | Who Gives A Crap | 1.6% | 12 | – | – | 12 | – |
| 15 | Australian | Generic | 1.6% | – | 24 | – | – | – |
| 16 | Scotties | Kimberly-Clark | 1.3% | – | 20 | – | – | – |
| 17 | Woolworths | Woolworths Group | 1.1% | – | – | 8 | 8 | – |
| 18 | Confidence | ALDI | 0.8% | – | – | – | 12 | – |
| 19 | Royale | Paper One / APRIL Group | 0.5% | – | – | – | – | 8 |
| 20 | Handee | ABC Tissue Products | 0.5% | 8 | – | – | – | – |
Questions about AI paper product recommendations
- Which paper product brand does ChatGPT recommend most in Australia?
- ChatGPT recommends Kleenex most often for paper product in Australia. Across all assistants, Kleenex leads with 23.2% of recommendations.
- Which paper product brand is improving fastest in Australia?
- Viva has the strongest momentum among challengers: AI names it first in 2 of 3 answers where it appears, while holding 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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