Brandwave

How popular isBubs?

In September 2026, people searched for Bubs by name about 1,900 times in Australia, an 115.9% increase from the previous year. These searches made up 6.7% of all Australia baby formula brand searches, placing Bubs sixth out of 11 brands. When we asked both ChatGPT and Google AI Overviews about baby formula brands, Bubs did not appear in any of the answers.

Search and AI answers in September 2026

Bubs is the sixth most searched of 11 competitors and not listed in any AI answer.

  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. BubsShare of searches 6.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+6 more

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Top baby formula brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Bubs did not appear in any of the five answers.

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 Bubs?

Bubs 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 Bubs and its closest rivals

Every comparison with Bubs

10 comparisons

How has branded search demand for Bubs changed in Australia over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Bubs in Australia rose from 880 to 1.9K.
  • Across the 12 months ending September 2026, Bubs’ share of searches among baby formula brands in Australia increased from 3% to 6.7%.
  • Across the 12 months ending September 2026, Bubs rose from 7th to 6th 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 Bubs’ branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Bubs’ 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.

  • bubs formula

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How the Brand Demand Index is measured

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