Brandwave

How popular isPampers?

In September 2026, people searched for Pampers by name about 2,400 times in Australia, a 33.3% decrease from the previous year. These searches made up 5.3% of all Australia nappy brand searches, placing Pampers fifth out of five brands. When we asked both ChatGPT and Google AI Overviews about nappy brands, Pampers appeared in one of the five answers and was the joint third most recommended of the five.

Search and AI answers in September 2026

Pampers is the fifth most searched of 5 competitors and the joint third 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, Pampers was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Pampers is the joint third 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 Pampers?

Pampers 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 Pampers and its closest rivals

Every comparison with Pampers

4 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Pampers in Australia fell from 3.6K to 2.4K.
  • Across the 12 months ending September 2026, Pampers’ share of searches among nappy brands in Australia decreased from 9.5% to 5.3%.
  • Across the 12 months ending September 2026, Pampers’ share of searches among nappy brands in Australia peaked at 11.7% in December 2025 and was lowest at 4.9% in August 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 Pampers’ branded searches counted?

1 search term

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

  • pampers

How the Brand Demand Index is measured

Who owns Pampers?

Pampers is owned by Procter & Gamble. Brandwave also tracks Native, Braun, Gillette, Head & Shoulders, Old Spice, Oral-B and Pantene, owned by the same company, in Australia.

Do you work for Pampers? To request corrections or removal please contact us via our support page and we will be happy to assist.

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