Which sexual wellness brands do AI assistants recommend in United Kingdom? Q4 2026
In United Kingdom, AI assistants most often recommend Durex, K-Y and Pasante 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 United Kingdom, taking 37% of all recommendation points across 5 assistants. K-Y follows with 10% and Pasante is third with 9.7%.
Durex's lead over K-Y is 27 points, a clear advantage in how AI shortlists the category.
Every assistant tested (ChatGPT, Claude, DeepSeek, Gemini and Grok) puts Durex first.
The top five brands hold 74% of recommendations out of 17 brands named in total, leaving room for challengers to break into AI shortlists.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | Durex | Reckitt | 37% | 90 | 70 | 70 | 70 | 70 |
| 2 | K-Y | Reckitt | 10% | 25 | 25 | 25 | 25 | – |
| 3 | Pasante | Pasante | 9.7% | 12 | – | 45 | 20 | 20 |
| 4 | SKYN | LifeStyles Healthcare | 9% | 33 | – | 20 | 25 | 12 |
| 5 | Trojan | Church & Dwight | 8.6% | – | 33 | 8 | 8 | 37 |
| 6 | Astroglide | BioFilm | 6% | – | 20 | – | 20 | 20 |
| 7 | pjur | pjur Group | 4% | 20 | 12 | – | – | 8 |
| 8 | Mates | Pasante | 4% | 8 | – | 32 | – | – |
| 9 | Kyushin | Kyushin Pharmaceutical | 2.5% | – | – | – | – | 25 |
| 10 | Lifestyles | LifeStyles Healthcare | 2% | – | 20 | – | – | – |
| 11 | EXS | LTC Healthcare | 1.2% | – | – | – | 12 | – |
| 12 | Liquid Silk | Bodywise | 1.2% | – | – | – | 12 | – |
| 13 | Crown | Generic | 1.2% | – | 12 | – | – | – |
| 14 | YES | The Yes Yes Company | 1.2% | 12 | – | – | – | – |
| 15 | RFSU | RFSU | 0.8% | – | – | – | – | 8 |
| 16 | Yes WB | The Yes Yes Company | 0.8% | – | – | – | 8 | – |
| 17 | Okamoto | Okamoto Industries | 0.8% | – | 8 | – | – | – |
Questions about AI sexual wellness recommendations
- Which sexual wellness brand does ChatGPT recommend most in United Kingdom?
- ChatGPT recommends Durex most often for sexual wellness in United Kingdom. Across all assistants, Durex leads with 37% of recommendations.
- Which sexual wellness brand is improving fastest in United Kingdom?
- K-Y has the strongest momentum among challengers: AI names it first in 0 of 4 answers where it appears, while holding 10% 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.
See how your brand ranks in AI answers.
Get a free report: where AI names you, where it leaves you out, and the product page, pack and message fixes that change it.