Which paper product brands do AI assistants recommend in United Kingdom? Q4 2026
In United Kingdom, AI assistants most often recommend Andrex, Plenty and Kleenex for paper products. Andrex is named by 5 of 5 assistants.
What the data says
Andrex (Kimberly-Clark) is the paper product brand AI assistants recommend most in United Kingdom, taking 17.7% of all recommendation points across 5 assistants. Plenty follows with 12.8% and Kleenex is third with 12.5%.
Andrex's lead over Plenty is 4.9 points, a clear advantage in how AI shortlists the category.
DeepSeek, Gemini and Grok put Andrex first, while ChatGPT favours Plenty and Claude favours Tesco.
The top five brands hold 63% of recommendations out of 22 brands named in total, leaving room for challengers to break into AI shortlists.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | Andrex | Kimberly-Clark | 17.7% | 55 | 35 | 60 | 55 | 60 |
| 2 | Plenty | Sofidel | 12.8% | 75 | – | 35 | 35 | 47 |
| 3 | Kleenex | Kleenex | 12.5% | 35 | 35 | 35 | 35 | 47 |
| 4 | Velvet | Velvet | 10.3% | 32 | – | 20 | 45 | 57 |
| 5 | Cushelle | Essity | 10.1% | 62 | 20 | 25 | 25 | 20 |
| 6 | Regina | Sofidel | 9% | 25 | – | 25 | 49 | 36 |
| 7 | Tesco | Tesco | 7.3% | – | 70 | 40 | – | – |
| 8 | Bounty | Procter & Gamble | 4% | – | 35 | – | – | 25 |
| 9 | Sainsbury's | Sainsbury’s | 2.9% | – | 32 | 12 | – | – |
| 10 | Nicky | Sofidel | 2.7% | 8 | – | 12 | 20 | – |
| 11 | Puffs | Procter & Gamble | 1.7% | – | 25 | – | – | – |
| 12 | Blitz | Blitz | 1.3% | – | – | 20 | – | – |
| 13 | Boots | Boots | 1.3% | – | 20 | – | – | – |
| 14 | Asda | Asda | 1.1% | – | – | 16 | – | – |
| 15 | Cheeky Panda | The Cheeky Panda | 1.1% | – | – | – | 16 | – |
| 16 | SpringForce | Tesco | 0.8% | – | – | – | 12 | – |
| 17 | Viva | Kimberly-Clark | 0.8% | – | 12 | – | – | – |
| 18 | Scottex | Kimberly-Clark | 0.5% | 8 | – | – | – | – |
| 19 | Kitchen Care | Local / Independent | 0.5% | – | – | – | – | 8 |
| 20 | Who Gives A Crap | Who Gives A Crap | 0.5% | – | – | – | 8 | – |
Questions about AI paper product recommendations
- Which paper product brand does ChatGPT recommend most in United Kingdom?
- ChatGPT recommends Plenty most often for paper product in United Kingdom. Across all assistants, Andrex leads with 17.7% of recommendations.
- Which paper product brand is improving fastest in United Kingdom?
- Kleenex has the strongest momentum among challengers: AI names it first in 5 of 6 answers where it appears, while holding 12.5% 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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