Which paper product brands do AI assistants recommend in Vietnam? Q4 2026
In Vietnam, AI assistants most often recommend Kleenex, Pulppy and Scott's for paper products. Kleenex is named by 4 of 5 assistants.
What the data says
Kleenex is the paper product brand AI assistants recommend most in Vietnam, taking 17.5% of all recommendation points across 5 assistants. Pulppy follows with 14% and Scott's is third with 9.3%.
Kleenex's lead over Pulppy is 3.5 points, a clear advantage in how AI shortlists the category.
DeepSeek puts Kleenex first, while ChatGPT favours Pulppy, Claude favours Scott's, Gemini favours E'mos and Grok favours Scott's.
The top five brands hold 56% of recommendations out of 26 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 | 17.5% | – | 35 | 105 | 37 | 85 |
| 2 | Pulppy | Independent | 14% | 105 | – | – | 53 | 52 |
| 3 | Scott's | Kimberly-Clark | 9.3% | – | 45 | – | – | 95 |
| 4 | Bless You | Independent | 9.2% | 75 | – | – | 63 | – |
| 5 | An An | Independent | 6.3% | 60 | – | – | 35 | – |
| 6 | Bounty | Procter & Gamble | 5.3% | – | 35 | 25 | – | 20 |
| 7 | E'mos | Independent | 4.8% | – | – | – | 72 | – |
| 8 | Sakura | Independent | 4% | – | – | 60 | – | – |
| 9 | Charmin | Procter & Gamble | 4% | – | 35 | 25 | – | – |
| 10 | Tempo | Essity | 3.5% | 8 | 25 | – | 20 | – |
| 11 | Vĩnh Tiến | Independent | 3.5% | – | – | 36 | – | 16 |
| 12 | Paseo | Asia Pulp & Paper | 2.4% | 36 | – | – | – | – |
| 13 | Handy | Handy | 2.4% | – | 36 | – | – | – |
| 14 | Dixie | Georgia-Pacific | 1.7% | – | – | 25 | – | – |
| 15 | Renova | Renova | 1.7% | – | 25 | – | – | – |
| 16 | An Khang | Independent | 1.6% | – | – | – | – | 24 |
| 17 | Local | Generic | 1.6% | – | 24 | – | – | – |
| 18 | Scotties | Kimberly-Clark | 1.3% | – | 20 | – | – | – |
| 19 | Viva | Kimberly-Clark | 1.3% | – | 20 | – | – | – |
| 20 | Duy Tân | Duy Tan Plastics | 1.1% | – | – | 16 | – | – |
Questions about AI paper product recommendations
- Which paper product brand does ChatGPT recommend most in Vietnam?
- ChatGPT recommends Pulppy most often for paper product in Vietnam. Across all assistants, Kleenex leads with 17.5% of recommendations.
- Which paper product brand is improving fastest in Vietnam?
- Charmin 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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