Which paper product brands do AI assistants recommend in Sweden? Q4 2026
In Sweden, AI assistants most often recommend Lambi, Kleenex and Tempo for paper products. Lambi is named by 4 of 5 assistants.
What the data says
Lambi (Metsä Tissue) is the paper product brand AI assistants recommend most in Sweden, taking 18.5% of all recommendation points across 5 assistants. Kleenex follows with 16.5% and Tempo is third with 11.5%.
The top spot is close: only 2 points separate Lambi and Kleenex, so a small change in how either brand is described online could flip the order.
ChatGPT, DeepSeek and Gemini put Lambi first, while Claude favours Tempo and Grok favours Edet.
The top five brands hold 68% 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 | Lambi | Metsä Tissue | 18.5% | 85 | – | 90 | 95 | 8 |
| 2 | Kleenex | Kleenex | 16.5% | 35 | 25 | 85 | 35 | 67 |
| 3 | Tempo | Essity | 11.5% | 12 | 85 | 25 | – | 50 |
| 4 | Serla | Metsä Tissue | 11.3% | 80 | – | 20 | 70 | – |
| 5 | Edet | Essity | 10.5% | 40 | – | – | 28 | 90 |
| 6 | ICA | ICA | 6.9% | – | 60 | 36 | 8 | – |
| 7 | Lotus | Lotus | 4.2% | 28 | 35 | – | – | – |
| 8 | Bounty | Procter & Gamble | 4% | – | 35 | – | – | 25 |
| 9 | Katrin | Metsä Tissue | 2.9% | 20 | – | – | 24 | – |
| 10 | Willys | Axfood | 2.4% | – | 36 | – | – | – |
| 11 | Regina | Sofidel | 2.1% | – | – | – | – | 32 |
| 12 | Coop | Coop | 1.6% | – | – | 24 | – | – |
| 13 | Frosch | Werner & Mertz | 1.6% | – | 24 | – | – | – |
| 14 | Scotia | Kruger Products | 1.3% | – | – | – | – | 20 |
| 15 | Tork | Essity | 1.3% | – | – | 20 | – | – |
| 16 | Edet Torky | Essity | 1.3% | – | – | – | 20 | – |
| 17 | Softis | Essity | 0.8% | – | – | – | 12 | – |
| 18 | Familia | Metsä Tissue | 0.5% | – | – | – | – | 8 |
| 19 | Fixera | IKEA | 0.5% | – | – | – | 8 | – |
Questions about AI paper product recommendations
- Which paper product brand does ChatGPT recommend most in Sweden?
- ChatGPT recommends Lambi most often for paper product in Sweden. Across all assistants, Lambi leads with 18.5% of recommendations.
- Which paper product brand is improving fastest in Sweden?
- 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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