--- title: "Aptamil: search popularity in Australia" description: "Aptamil is an infant formula brand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/au/brands/aptamil" publisher: "Brandwave" --- # Aptamil: search popularity in Australia Aptamil is an infant formula brand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Aptamil - **Owned by**: Nutricia - **Market**: Australia - **Measured month**: Sep 2026 - **Share of Search among baby formula brands**: 23.4% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Baby formula brands | 1 | 23.4% | 6.6K | - [Baby formula brands](/demand/au/categories/au-baby-formula-brands) ## Top baby formula brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Aptamil was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Aptamil is the most recommended of the 11. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Aptamil | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | Karicare | 2nd | 3 of 3 | 0 of 2 | 3 of 5 | | Bellamy's Organic | 3rd | 1 of 3 | 1 of 2 | 2 of 5 | | a2 Platinum | 3rd | 0 of 3 | 1 of 2 | 1 of 5 | | S-26 | 5th | 1 of 3 | 0 of 2 | 1 of 5 | | Little Oak | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | NAN | Not ranked | 2 of 3 | 0 of 2 | 2 of 5 | | Bubs | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Oli6 | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Kendamil | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Nature One Dairy | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about baby formula brands - Asked ChatGPT "Which baby formula should I use in Australia?": 1. Aptamil, 2. Karicare, 3. NAN - Asked ChatGPT "What are the best baby formula brands in Australia?": 1. Aptamil, 2. Karicare, 3. Bellamy's Organic, 4. S-26 - Asked ChatGPT "What's the best formula for a baby with a sensitive tummy?": 1. Aptamil, 2. Karicare, 3. NAN - Searched Google, AI Overview "baby formula": 1. Bellamy's Organic - Searched Google, AI Overview "infant formula": 1. Aptamil, 2. a2 Platinum Not named in any answer: Little Oak, Bubs, Oli6, Kendamil and Nature One Dairy. Brands are listed in the order each answer named them. The answers were collected in Australia on October 26, 2026. ## How has branded search demand for Aptamil changed in Australia over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Aptamil in Australia fell from 9.9K to 6.6K. - Across the 12 months ending September 2026, Aptamil’s share of searches among baby formula brands in Australia decreased from 34.3% to 23.4%. - Across the 12 months ending September 2026, Aptamil’s share of searches among baby formula brands in Australia peaked at 36.8% in November 2025 and was lowest at 23.4% in September 2026. ## How did search popularity change for Australia baby formula brands in September 2026? - In September 2026, S-26 overtook Oli6 to rank 7th among baby formula brands in Australia, with 4.6% of the searches. - In September 2026, Karicare overtook Bellamy's Organic to rank 4th among baby formula brands in Australia, with 10.3% of the searches. - In September 2026, Bubs gained share of searches among baby formula brands in Australia, from 5.9% to 6.7%. - In September 2026, Oli6 lost share of searches among baby formula brands in Australia, from 3.7% to 2.6%. - In September 2026, Aptamil lost share of searches among baby formula brands in Australia, from 24.5% to 23.4%. - In September 2026, Little Oak lost share of searches among baby formula brands in Australia, from 24.5% to 23.4%. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Baby formula brands | 9.9K | 34.3% | 1 | | Nov 2025 | Baby formula brands | 9.9K | 36.8% | 1 | | Dec 2025 | Baby formula brands | 8.1K | 33.3% | 1 | | Jan 2026 | Baby formula brands | 9.9K | 33.3% | 1 | | Feb 2026 | Baby formula brands | 6.6K | 30.1% | 1 | | Mar 2026 | Baby formula brands | 6.6K | 26.9% | 1 | | Apr 2026 | Baby formula brands | 6.6K | 26% | 1 | | May 2026 | Baby formula brands | 6.6K | 25.9% | 1 | | Jun 2026 | Baby formula brands | 6.6K | 25.8% | 1 | | Jul 2026 | Baby formula brands | 6.6K | 25.1% | 1 | | Aug 2026 | Baby formula brands | 6.6K | 24.5% | 1 | | Sep 2026 | Baby formula brands | 6.6K | 23.4% | 1 | ## How are Aptamil’s branded searches counted? Brandwave collects information about searches that people make online using Aptamil’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading. - “aptamil” ## Which baby formula brands compete with Aptamil? - [Little Oak](/demand/au/brands/little-oak): Head-to-head: /demand/au/compare/aptamil-vs-little-oak - [NAN](/demand/au/brands/nan): Head-to-head: /demand/au/compare/aptamil-vs-nan - [Karicare](/demand/au/brands/karicare): Head-to-head: /demand/au/compare/aptamil-vs-karicare - [Bellamy's Organic](/demand/au/brands/bellamys-organic): Head-to-head: /demand/au/compare/aptamil-vs-bellamys-organic - [Bubs](/demand/au/brands/bubs-australia): Head-to-head: /demand/au/compare/aptamil-vs-bubs-australia - [S-26](/demand/au/brands/s-26) - [Oli6](/demand/au/brands/oli6) - [Kendamil](/demand/au/brands/kendamil) - [a2 Platinum](/demand/au/brands/a2-platinum) - [Nature One Dairy](/demand/au/brands/nature-one-dairy) ## Who owns Aptamil? Aptamil is owned by Nutricia. Brandwave also tracks Karicare, owned by the same company, in Australia. - [Nutricia](/demand/au/companies/nutricia): Owns 2 tracked brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Who owns Aptamil? Aptamil is owned by Nutricia. Brandwave also tracks Karicare, owned by the same company, in Australia. ## Cite this page Brandwave. "Aptamil: search popularity in Australia". https://gobrandwave.com/demand/au/brands/aptamil This page is also available as HTML at https://gobrandwave.com/demand/au/brands/aptamil. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.