Which sexual wellness brands do AI assistants recommend in Sweden? Q4 2026
In Sweden, AI assistants most often recommend Durex, RFSU and pjur for sexual wellness. Durex is named by 5 of 5 assistants.
What the data says
Durex (Reckitt) is the sexual wellness brand AI assistants recommend most in Sweden, taking 30.8% of all recommendation points across 5 assistants. RFSU follows with 24.2% and pjur is third with 8.4%.
Durex's lead over RFSU is 6.6 points, a clear advantage in how AI shortlists the category.
Claude, DeepSeek and Grok put Durex first, while ChatGPT favours RFSU and Gemini favours RFSU.
The top five brands hold 79% of recommendations out of 18 brands named in total, so AI answers in this category are highly concentrated.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | Durex | Reckitt | 30.8% | 58 | 60 | 70 | 50 | 70 |
| 2 | RFSU | RFSU | 24.2% | 82 | – | 45 | 70 | 45 |
| 3 | pjur | pjur Group | 8.4% | 12 | 35 | – | 12 | 25 |
| 4 | SKYN | LifeStyles Healthcare | 8% | 28 | – | 32 | 20 | – |
| 5 | K-Y | Reckitt | 7.3% | 20 | 20 | 25 | 8 | – |
| 6 | Trojan | Church & Dwight | 3.3% | – | 25 | – | – | 8 |
| 7 | Pasante | Pasante | 3.2% | – | – | – | 12 | 20 |
| 8 | Astroglide | BioFilm | 2% | – | 12 | – | – | 8 |
| 9 | Belladot | Orkla | 2% | – | – | – | 20 | – |
| 10 | Contex | Reckitt | 2% | – | 20 | – | – | – |
| 11 | Lifestyles | LifeStyles Healthcare | 2% | – | – | 20 | – | – |
| 12 | Manix | LifeStyles Healthcare | 1.2% | – | – | – | – | 12 |
| 13 | Kyushin | Kyushin Pharmaceutical | 1.2% | – | – | – | – | 12 |
| 14 | Glyde | Glyde Health | 1.2% | – | 12 | – | – | – |
| 15 | Profil | Generic | 0.8% | – | – | – | 8 | – |
| 16 | Mates | Pasante | 0.8% | – | 8 | – | – | – |
| 17 | Gleitgel | Generic | 0.8% | – | 8 | – | – | – |
| 18 | Mister Potato | Mamee | 0.8% | – | – | 8 | – | – |
Questions about AI sexual wellness recommendations
- Which sexual wellness brand does ChatGPT recommend most in Sweden?
- ChatGPT recommends RFSU most often for sexual wellness in Sweden. Across all assistants, Durex leads with 30.8% of recommendations.
- Which sexual wellness brand is improving fastest in Sweden?
- RFSU has the strongest momentum among challengers: AI names it first in 4 of 9 answers where it appears, while holding 24.2% 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.
Sexual Wellness: AI rankings by country
Covers: Sexual Wellness: Condoms, Sexual Wellness: Lubricants.
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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