Brandwave

How popular isBellamy's Organic?

In September 2026, people searched for Bellamy's Organic by name about 2,400 times in Australia, a 33.3% decrease from the previous year. These searches made up 8.5% of all Australia baby formula brand searches, placing Bellamy's Organic fifth out of 11 brands. When we asked both ChatGPT and Google AI Overviews about baby formula brands, Bellamy's Organic appeared in two of the five answers and was the joint third most recommended of the 11.

Search and AI answers in September 2026

Bellamy's Organic is the fifth most searched of 11 competitors and the joint third most recommended in AI answers.

  1. AptamilShare of searches 23.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  2. Little OakShare of searches 23.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. NANShare of searches 15.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations –
  4. KaricareShare of searches 10.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  5. Bellamy's OrganicShare of searches 8.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd

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Top baby formula brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Bellamy's Organic was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Bellamy's Organic is the joint third most recommended of the 11.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Aptamil1st
  2. Karicare2nd
  3. Bellamy's Organic3rd
  4. a2 Platinum3rd
  5. S-265th
  6. Little Oak–
  7. NAN–
  8. Bubs–
  9. Oli6–
  10. Kendamil–
  11. +1 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Aptamil4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Karicare3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • NAN2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bellamy's Organic2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • S-261 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • a2 Platinum1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Little Oak0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bubs0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Oli60 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Kendamil0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about baby formula brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.

Which baby formula brands compete with Bellamy's Organic?

Bellamy's Organic against baby formula brands in Australia, by month

Share of searches by month for Aptamil, Little Oak, NAN, Karicare, Bellamy's Organic, Bubs, S-26, Oli6, Kendamil. The figures are in the table below the chart.

View monthly share of searches table
MonthAptamilLittle OakNANKaricareBellamy's OrganicBubsS-26Oli6Kendamila2 PlatinumNature One Dairy
Oct 202534.3%18.7%12.5%6.6%12.5%3%4.5%2.5%1.7%1.3%2.5%
Nov 202536.8%16.4%13.4%7.1%10.8%3.3%4.8%2.7%1.8%1.2%1.8%
Dec 202533.3%18.1%14.8%7.8%9.9%3.6%4.1%3%2.4%1.3%1.6%
Jan 202633.3%18.2%14.8%8.1%8.1%3.4%5.4%3.4%2.4%1.3%1.6%
Feb 202630.1%20.1%13.2%8.7%8.7%4.6%4.6%3.3%2.7%1.5%2.7%
Mar 202626.9%22%14.6%7.7%11.8%4.1%4.1%2.9%2%1.6%2.4%
Apr 202626%21.3%11.4%7.5%17.3%3.9%3.9%2.8%1.9%1.5%2.3%
May 202625.9%21.2%11.4%7.5%17.3%3.9%3.5%2.8%1.9%1.9%2.8%
Jun 202625.8%25.8%14.1%7.4%9.4%5.1%3.4%3.4%1.9%1.5%2.3%
Jul 202625.1%25.1%13.7%9.1%9.1%4.9%3.8%3.3%2.2%1.8%1.8%
Aug 202624.5%24.5%16.3%7%8.9%5.9%3.7%3.7%2.2%1.4%1.8%
Sep 202623.4%23.4%15.6%10.3%8.5%6.7%4.6%2.6%2.1%1.7%1.1%

  1. 1.Aptamil

    23.4%

    Held 1st. 6.6K estimated branded searches, 0% vs prior month. Share -1.1 points.

  2. 2.Little Oak

    23.4%

    Held 2nd. 6.6K estimated branded searches, 0% vs prior month. Share -1.1 points.

  3. 3.NAN

    15.6%

    Held 3rd. 4.4K estimated branded searches, 0% vs prior month. Share -0.7 points.

  4. 4.Karicare

    10.3%

    Moved from 5th to 4th. 2.9K estimated branded searches, +52.6% vs prior month. Share +3.2 points.

  5. 5.Bellamy's Organic

    8.5%

    Moved from 4th to 5th. 2.4K estimated branded searches, 0% vs prior month. Share -0.4 points.

  6. 6.Bubs

    6.7%

    Held 6th. 1.9K estimated branded searches, +18.8% vs prior month. Share +0.8 points.

  7. 7.S-26

    4.6%

    Moved from 8th to 7th. 1.3K estimated branded searches, +30% vs prior month. Share +0.9 points.

  8. 8.Oli6

    2.6%

    Moved from 7th to 8th. 720 estimated branded searches, -28% vs prior month. Share -1.2 points.

  9. 9.Kendamil

    2.1%

    Held 9th. 590 estimated branded searches, 0% vs prior month. Share -0.1 points.

  10. 10.a2 Platinum

    1.7%

    Moved from 11th to 10th. 480 estimated branded searches, +23.1% vs prior month. Share +0.3 points.

  11. 11.Nature One Dairy

    1.1%

    Moved from 10th to 11th. 320 estimated branded searches, -33.3% vs prior month. Share -0.6 points.

Compare popularity between Bellamy's Organic and its closest rivals

Every comparison with Bellamy's Organic

10 comparisons

How has branded search demand for Bellamy's Organic changed in Australia over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Bellamy's Organic in Australia fell from 3.6K to 2.4K.
  • Across the 12 months ending September 2026, Bellamy's Organic’s share of searches among baby formula brands in Australia decreased from 12.5% to 8.5%.
  • Across the 12 months ending September 2026, Bellamy's Organic’s share of searches among baby formula brands in Australia peaked at 17.3% in April 2026 and was lowest at 8.1% in January 2026.
  • Across the 12 months ending September 2026, Bellamy's Organic fell from 3rd to 5th among baby formula brands in Australia.

How did search popularity change for Australia baby formula brands in September 2026?

6 changes

  1. In September 2026, S-26 overtook Oli6 to rank 7th among baby formula brands in Australia, with 4.6% of the searches.

  2. In September 2026, Karicare overtook Bellamy's Organic to rank 4th among baby formula brands in Australia, with 10.3% of the searches.

  3. In September 2026, Bubs gained share of searches among baby formula brands in Australia, from 5.9% to 6.7%.

  4. In September 2026, Oli6 lost share of searches among baby formula brands in Australia, from 3.7% to 2.6%.

  5. In September 2026, Aptamil lost share of searches among baby formula brands in Australia, from 24.5% to 23.4%.

  6. In September 2026, Little Oak lost share of searches among baby formula brands in Australia, from 24.5% to 23.4%.

How are Bellamy's Organic’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Bellamy's Organic’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.

  • bellamys

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