Dataset size
The latest Toilet Paper run found 23 recommended brands and 14 cited sources in AI answers.
Toilet Paper
This weekly AI Brand Index shows how AI tools answer buyer questions in the Toilet Paper category. SupaIntent asks each LLM the same question: which brands are the most visible, significant, and recommended in that niche. Each system returns its own top. We track what brands are recommended, which cited sources are used and how positions move week to week. Use it to see the freshest AI visibility data for this category.
Updated 9 August 2026
Brands
Category coverage
23
ranked across AI engines
Sources
Evidence base
14
domains cited in answers
Brand sites
Official share
4%
from brand-owned domains
AI model filter
Position history
Position history chart for the top brands in this AI Brand Index category. Lower rank numbers mean stronger visibility.
| Brand | Latest rank |
|---|---|
| Charmin | 1 |
| Quilted Northern | 2 |
| Cottonelle | 3 |
| Angel Soft | 4 |
| Scott | 5 |
What AI tools say about Toilet Paper
Movement
What changed this week?
Charmin has held the top position since 28 June 2026, and the ranking below it moved little this week.
Sources
Which sources shape AI answers?
No single publisher dominates. The most cited sources are Consumerreports, Fortunebusinessinsights and Yourbestdigs, which means the citation field is open.
Engines
Do AI engines agree on the leader?
The engines disagree on the leader. ChatGPT names Procter & Gamble Co., which does not appear in the top five of any other engine and Google AI Mode, Gemini and Perplexity name Charmin first.
Citation-ready
Key facts from this AI Brand Index report
Current leader
Charmin ranks #1 for Toilet Paper in the latest SupaIntent AI Brand Index run.
Top brands
Charmin, Quilted Northern, and Cottonelle lead Toilet Paper across AI answers from ChatGPT, Google AI Mode, Gemini and Perplexity.
Brand sites
Consumerreports, Fortunebusinessinsights, and Yourbestdigs are the most cited brand sites in this category.
Weekly movement
Top 10 onlyEntered the index
New in the top 10
Procter & Gamble Co.#8
Essity AB#10
Biggest losses
Moved down this week
Presto!11 to #20
Unchanged at the top
Leader held position
Charminstayed #1
Rank history
Weekly rank changes for the current top 10
| Rank | Brand | Previous | Current | Change | Best |
|---|---|---|---|---|---|
| #1 | #1 | #1 | 0 | #1 | |
| #2 | #3 | #2 | 1 | #2 | |
| #3 | #2 | #3 | 1 | #2 | |
| #4 | #4 | #4 | 0 | #4 | |
| #5 | #5 | #5 | 0 | #3 | |
| #6 | #6 | #6 | 0 | #6 | |
| #7 | #7 | #7 | 0 | #7 | |
| #8 | New | #8 | New | #8 | |
| #9 | #8 | #9 | 1 | #6 | |
| #10 | New | #10 | New | #10 |
Current brand snapshot
23 brands
| # | Pos. | Brand |  ChatGPT |  Google AI Mode |  Gemini |  Perplexity | Seen in |
|---|---|---|---|---|---|---|---|
| 1 | 0 | - | #1 | #1 | #1 | | |
| 2 | +1 | #2 | #2 | #3 | #8 | | |
| 3 | -1 | - | #2 | #2 | #2 | | |
| 4 | 0 | - | #3 | #6 | #3 | | |
| 5 | 0 | - | #5 | #4 | #4 | | |
| 6 | 0 | - | #6 | #7 | #5 | | |
| 7 | 0 | - | #7 | #5 | - | | |
| 8 | New | #1 | - | - | - | | |
| 9 | -1 | - | #8 | #10 | #7 | | |
| 10 | New | #3 | - | - | - | | |
| 11 | New | #4 | - | - | - | | |
| 12 | New | #5 | - | - | - | | |
| 13 | New | #6 | - | - | - | | |
| 14 | New | - | - | - | #6 | | |
| 15 | -3 | - | #10 | #8 | - | | |
| 16 | New | #7 | - | - | - | | |
| 17 | New | #8 | - | - | - | | |
| 18 | New | - | - | - | #9 | | |
| 19 | -8 | - | #9 | - | - | | |
| 20 | -11 | - | - | #9 | - | | |
| 21 | New | #9 | - | - | - | | |
| 22 | New | - | - | - | #10 | | |
| 23 | New | #10 | - | - | - | |
Position history
Position history chart for the top brands in this AI Brand Index category. Lower rank numbers mean stronger visibility.
| Brand | Latest rank |
|---|---|
| Procter & Gamble Co. | 1 |
| Kimberly-Clark Corporation | 2 |
| Essity AB | 3 |
| Georgia-Pacific LLC | 4 |
| Hengan Group | 5 |
Current brand snapshot
10 brands
| # | Pos. | Brand | ChatGPT | Google AI Mode | Gemini | Perplexity | Seen in |
|---|---|---|---|---|---|---|---|
| 1 | New | #1 | - | - | - | | |
| 2 | New | #2 | - | - | - | | |
| 3 | New | #3 | - | - | - | | |
| 4 | New | #4 | - | - | - | | |
| 5 | New | #5 | - | - | - | | |
| 6 | New | #6 | - | - | - | | |
| 7 | New | #7 | - | - | - | | |
| 8 | New | #8 | - | - | - | | |
| 9 | New | #9 | - | - | - | | |
| 10 | New | #10 | - | - | - | |
Current source snapshot
4 sources
| # | Source | Ment.Mentions | LLMs |
|---|---|---|---|
| 1 | 10 | | |
| 2 | 2 | | |
| 3 | 1 | | |
| 4 | 1 | |
Position history
Position history chart for the top brands in this AI Brand Index category. Lower rank numbers mean stronger visibility.
| Brand | Latest rank |
|---|---|
| Charmin | 1 |
| Cottonelle | 2 |
| Angel Soft | 3 |
| Quilted Northern | 4 |
| Scott | 5 |
Current brand snapshot
10 brands
| # | Pos. | Brand | ChatGPT | Google AI Mode | Gemini | Perplexity | Seen in |
|---|---|---|---|---|---|---|---|
| 1 | 0 | - | #1 | - | - | | |
| 2 | 0 | - | #2 | - | - | | |
| 3 | 0 | - | #3 | - | - | | |
| 4 | +1 | - | #4 | - | - | | |
| 5 | -1 | - | #2 | - | - | | |
| 6 | 0 | - | #6 | - | - | | |
| 7 | 0 | - | #7 | - | - | | |
| 8 | 0 | - | #8 | - | - | | |
| 9 | New | - | #9 | - | - | | |
| 10 | New | - | #10 | - | - | |
Current source snapshot
2 sources
| # | Source | Ment.Mentions | LLMs |
|---|---|---|---|
| 1 | 9 | | |
| 2 | 1 | |
Position history
Position history chart for the top brands in this AI Brand Index category. Lower rank numbers mean stronger visibility.
| Brand | Latest rank |
|---|---|
| Charmin | 1 |
| Cottonelle | 2 |
| Quilted Northern | 3 |
| Scott | 4 |
| Who Gives A Crap | 5 |
Presto!Current brand snapshot
10 brands
| # | Pos. | Brand | ChatGPT | Google AI Mode | Gemini | Perplexity | Seen in |
|---|---|---|---|---|---|---|---|
| 1 | 0 | - | - | #1 | - | | |
| 2 | 0 | - | - | #2 | - | | |
| 3 | 0 | - | - | #3 | - | | |
| 4 | 0 | - | - | #4 | - | | |
| 5 | +3 | - | - | #5 | - | | |
| 6 | -1 | - | - | #6 | - | | |
| 7 | -1 | - | - | #7 | - | | |
| 8 | New | - | - | #8 | - | | |
| 9 | 0 | - | - | #9 | - | | |
| 10 | -3 | - | - | #10 | - | |
Current source snapshot
5 sources
| # | Source | Ment.Mentions | LLMs |
|---|---|---|---|
| 1 | 6 | | |
| 2 | 5 | | |
| 3 | 4 | | |
| 4 | 2 | | |
| 5 | 2 | |
Position history
Position history chart for the top brands in this AI Brand Index category. Lower rank numbers mean stronger visibility.
| Brand | Latest rank |
|---|---|
| Charmin | 1 |
| Cottonelle | 2 |
| Angel Soft | 3 |
| Scott | 4 |
| Kirkland Signature | 5 |
Current brand snapshot
10 brands
| # | Pos. | Brand | ChatGPT | Google AI Mode | Gemini | Perplexity | Seen in |
|---|---|---|---|---|---|---|---|
| 1 | 0 | - | - | - | #1 | | |
| 2 | 0 | - | - | - | #2 | | |
| 3 | +1 | - | - | - | #3 | | |
| 4 | +4 | - | - | - | #4 | | |
| 5 | +2 | - | - | - | #5 | | |
| 6 | New | - | - | - | #6 | | |
| 7 | New | - | - | - | #7 | | |
| 8 | -5 | - | - | - | #8 | | |
| 9 | New | - | - | - | #9 | | |
| 10 | New | - | - | - | #10 | |
Common AI search questions about Toilet Paper
Q1
Who leads Toilet Paper in AI answers?
Charmin is the most recommended toilet paper brand in the latest AI Brand Index run. The next highest-ranked brands are Quilted Northern and Cottonelle. The engines disagree on the leader. ChatGPT names Procter & Gamble Co. and Google AI Mode, Gemini and Perplexity name Charmin first.
Q2
Which cited sources are used for Toilet Paper?
The most cited sources for toilet paper recommendations are Consumerreports, Fortunebusinessinsights and Yourbestdigs, out of 14 tracked sources. No single publisher dominates. The most cited sources are Consumerreports, Fortunebusinessinsights and Yourbestdigs, which means the citation field is open.
Q3
How fresh is this Toilet Paper ranking?
The AI Brand Index updates every Sunday. In the latest run, Procter & Gamble Co. and Essity AB entered the top 10 and Presto! moved three or more positions in the toilet paper index.
How to cite this report
Cite the canonical SupaIntent report page when referencing this AI visibility ranking.
SupaIntent AI Brand Index: Toilet Paper. https://supaintent.com/ai-brand-index/home-and-garden-household-supplies-household-paper-products-toilet-paper
Report data
Download the same ranking data used by the chart, tables and Dataset schema.
AI Brand Index methodology
Rankings use collected AI answers, cited sources, brand-site matching, and provider-level position history.
- SupaIntent measures buying-intent AI answers across ChatGPT, Google AI Mode, Gemini and Perplexity.
- This report uses the latest observed AI answers for Toilet Paper, including 23 recommended brands and 14 cited sources.
- Brand sites are identified from official domains and subdomains, then separated from review, community and publisher sources.
- Weekly movement compares the latest rank with the previous collected position for each brand.
Reveal where AI sends your clients
Track prompt-level visibility across ChatGPT, Gemini, Perplexity, and Google AI search. See which competitors win the answer, which sources shape the response, and where your brand is missing.