Which paper product brands do AI assistants recommend in Germany? Q4 2026
In Germany, AI assistants most often recommend Zewa, Tempo and Hakle for paper products. Zewa is named by 4 of 5 assistants.
What the data says
Zewa (Essity) is the paper product brand AI assistants recommend most in Germany, taking 22.1% of all recommendation points across 5 assistants. Tempo follows with 19.9% and Hakle is third with 11.1%.
The top spot is close: only 2.2 points separate Zewa and Tempo, so a small change in how either brand is described online could flip the order.
ChatGPT, DeepSeek, Gemini and Grok put Zewa first, while Claude favours Tempo.
The top five brands hold 65% 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 | Zewa | Essity | 22.1% | 82 | – | 90 | 70 | 90 |
| 2 | Tempo | Essity | 19.9% | 55 | 85 | 80 | 35 | 43 |
| 3 | Hakle | Hakle | 11.1% | 25 | 35 | 25 | 25 | 57 |
| 4 | Kleenex | Kleenex | 8.3% | 25 | 25 | 25 | 25 | 25 |
| 5 | Softis | Essity | 4% | 40 | – | – | 20 | – |
| 6 | Bounty | Procter & Gamble | 4% | – | 35 | – | – | 25 |
| 7 | dm-bio | dm-drogerie markt | 4% | – | 60 | – | – | – |
| 8 | Plenty | Sofidel | 3% | 20 | – | – | 25 | – |
| 9 | Danke | Essity | 2.7% | 41 | – | – | – | – |
| 10 | Charmin | Procter & Gamble | 2.7% | – | – | – | 20 | 20 |
| 11 | Regina | Sofidel | 2.4% | 12 | – | 24 | – | – |
| 12 | Ecover | SC Johnson | 2.4% | – | 36 | – | – | – |
| 13 | Frosch | Werner & Mertz | 2.1% | – | 24 | – | – | 8 |
| 14 | dm | dm | 1.6% | – | – | 24 | – | – |
| 15 | Kokett | Aldi | 1.6% | – | – | – | 24 | – |
| 16 | Tork | Essity | 1.3% | – | – | 20 | – | – |
| 17 | Sanft&Sicher | dm-drogerie markt | 1.3% | – | – | – | 20 | – |
| 18 | Küchenmeister | Küchenmeister | 1.3% | – | – | – | 20 | – |
| 19 | Satino | WEPA | 0.8% | – | – | – | – | 12 |
| 20 | Wepa | WEPA | 0.8% | – | – | – | – | 12 |
Questions about AI paper product recommendations
- Which paper product brand does ChatGPT recommend most in Germany?
- ChatGPT recommends Zewa most often for paper product in Germany. Across all assistants, Zewa leads with 22.1% of recommendations.
- Which paper product brand is improving fastest in Germany?
- Bounty has the strongest momentum among challengers: AI names it first in 1 of 2 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.
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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