Brandwave

How popular isHuggies?

In September 2026, people searched for Huggies by name about 14,800 times in Australia, a 22.3% increase from the previous year. These searches made up 33% of all Australia nappy brand searches, placing Huggies first out of five brands. When we asked both ChatGPT and Google AI Overviews about nappy brands, Huggies appeared in all answers and was the most recommended of the five.

Search and AI answers in September 2026

Huggies is the most searched of 5 competitors and the most recommended in AI answers.

  1. HuggiesShare of searches 33%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. RascalsShare of searches 26.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
  3. TooshiesShare of searches 22.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 3rd
  4. BabyloveShare of searches 12%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. PampersShare of searches 5.3%Mentioned in 1 of 5 AI answersPlace in AI recommendations 3rd
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Top nappy brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Huggies appeared in all five answers. Huggies is the most recommended of the five.

Most recommended by AI

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

  1. Huggies1st
  2. Rascals2nd
  3. Tooshies3rd
  4. Pampers3rd
  5. Babylove–

Mentioned by AI

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

  • Huggies5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Rascals2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tooshies1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Pampers1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Babylove0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about nappy brands

5 answers

  • Asked ChatGPT

    “What are the best nappies in Australia?”

    1. 1Huggies
    2. 2Rascals

  • Asked ChatGPT

    “Which nappy brand is best for newborns in Australia?”

    1. 1Huggies

  • Asked ChatGPT

    “Which nappies are best value in Australia?”

    1. 1Rascals
    2. 2Huggies

  • Searched Google, AI Overview

    “nappies”

    1. 1Huggies
    2. 2Tooshies

  • Searched Google, AI Overview

    “best nappies”

    1. 1Huggies
    2. 2Pampers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 23, 2026.

Which nappy brands compete with Huggies?

Huggies against nappy brands in Australia, by month

Share of searches by month for Huggies, Rascals, Tooshies, Babylove, Pampers. The figures are in the table below the chart.

View monthly share of searches table
MonthHuggiesRascalsTooshiesBabylovePampers
Oct 202532.1%32.1%14.6%11.7%9.5%
Nov 202534.1%27.9%15.5%12.4%10.1%
Dec 202532.1%26.3%15.6%14.3%11.7%
Jan 202634.1%27.9%15.5%12.4%10.1%
Feb 202630.4%30.4%16.9%13.5%8.9%
Mar 202632.9%26.9%18.5%12%9.8%
Apr 202634.1%27.9%15.5%12.4%10.1%
May 202634.1%27.9%15.5%12.4%10.1%
Jun 202633.1%27%18.6%14.8%6.6%
Jul 202633.5%27.4%18.8%15%5.3%
Aug 202631.2%25.5%24.5%13.9%4.9%
Sep 202633%26.9%22.7%12%5.3%

  1. 1.Huggies

    33%

    Held 1st. 14.8K estimated branded searches, +22.3% vs prior month. Share +1.8 points.

  2. 2.Rascals

    26.9%

    Held 2nd. 12.1K estimated branded searches, +22.2% vs prior month. Share +1.4 points.

  3. 3.Tooshies

    22.7%

    Held 3rd. 10.2K estimated branded searches, +7.4% vs prior month. Share -1.8 points.

  4. 4.Babylove

    12%

    Held 4th. 5.4K estimated branded searches, 0% vs prior month. Share -1.9 points.

  5. 5.Pampers

    5.3%

    Held 5th. 2.4K estimated branded searches, +26.3% vs prior month. Share +0.4 points.

Compare popularity between Huggies and its closest rivals

Every comparison with Huggies

4 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Huggies in Australia rose from 12.1K to 14.8K.
  • Across the 12 months ending September 2026, Huggies’ share of searches among nappy brands in Australia increased from 32.1% to 33%.
  • Across the 12 months ending September 2026, Huggies’ share of searches among nappy brands in Australia peaked at 34.1% in November 2025 and was lowest at 30.4% in February 2026.

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

5 changes

  1. In September 2026, Huggies gained share of searches among nappy brands in Australia, from 31.2% to 33%.

  2. In September 2026, Rascals gained share of searches among nappy brands in Australia, from 25.5% to 26.9%.

  3. In September 2026, Babylove lost share of searches among nappy brands in Australia, from 13.9% to 12%.

  4. In September 2026, Tooshies lost share of searches among nappy brands in Australia, from 24.5% to 22.7%.

  5. Estimated monthly branded searches for Pampers in Australia fell 33.3% over 12 measured months, from 3.6K to 2.4K in September 2026.

How are Huggies’ branded searches counted?

1 search term

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

  • huggies

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How the Brand Demand Index is measured

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