Which paper product brands do AI assistants recommend in Netherlands? Q4 2026
In Netherlands, AI assistants most often recommend Page, Kleenex and Tempo for paper products. Page is named by 4 of 5 assistants.
What the data says
Page (Essity) is the paper product brand AI assistants recommend most in Netherlands, taking 22.8% of all recommendation points across 5 assistants. Kleenex follows with 16.5% and Tempo is third with 16.5%.
Page's lead over Kleenex is 6.3 points, a clear advantage in how AI shortlists the category.
ChatGPT, DeepSeek, Gemini and Grok put Page first, while Claude favours Tempo.
The top five brands hold 70% of recommendations out of 19 brands named in total, leaving room for challengers to break into AI shortlists.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | Page | Essity | 22.8% | 72 | – | 95 | 85 | 90 |
| 2 | Kleenex | Kleenex | 16.5% | 35 | 25 | 80 | 35 | 72 |
| 3 | Tempo | Essity | 16.5% | 40 | 85 | 65 | 12 | 45 |
| 4 | Lotus | Lotus | 8.1% | 70 | 35 | – | 8 | 8 |
| 5 | Edet | Essity | 5.9% | – | – | 24 | 65 | – |
| 6 | Plenty | Sofidel | 5.2% | 43 | – | – | 35 | – |
| 7 | Jumbo | Jumbo | 4.5% | – | 60 | 8 | – | – |
| 8 | Albert Heijn | Albert Heijn | 3.7% | – | 36 | 20 | – | – |
| 9 | Bounty | Procter & Gamble | 3.7% | – | 35 | – | – | 20 |
| 10 | Nalys | Sofidel | 3.5% | 20 | – | – | 32 | – |
| 11 | Scottex | Kimberly-Clark | 2.2% | – | – | – | – | 33 |
| 12 | Frosch | Werner & Mertz | 1.6% | – | 24 | – | – | – |
| 13 | Page Vochtig | Essity | 1.3% | 20 | – | – | – | – |
| 14 | Etos | Etos | 1.3% | – | – | – | – | 20 |
| 15 | Satino | WEPA | 0.8% | – | – | – | – | 12 |
| 16 | Popla | WEPA | 0.8% | – | – | – | 12 | – |
| 17 | Albert | Albert | 0.5% | – | – | 8 | – | – |
| 18 | Witte Reus | Henkel | 0.5% | – | – | – | 8 | – |
| 19 | Okay | Independent | 0.5% | – | – | – | 8 | – |
Questions about AI paper product recommendations
- Which paper product brand does ChatGPT recommend most in Netherlands?
- ChatGPT recommends Page most often for paper product in Netherlands. Across all assistants, Page leads with 22.8% of recommendations.
- Which paper product brand is improving fastest in Netherlands?
- Plenty has the strongest momentum among challengers: AI names it first in 2 of 3 answers where it appears, while holding 5.2% 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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