--- title: "S-26: search popularity in Australia" description: "S-26 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/s-26" publisher: "Brandwave" --- # S-26: search popularity in Australia S-26 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**: S-26 - **Market**: Australia - **Measured month**: Sep 2026 - **Share of Search among baby formula brands**: 4.6% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Baby formula brands | 7 | 4.6% | 1.3K | - [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, S-26 was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. S-26 is the fifth 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 S-26 changed in Australia over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for S-26 in Australia held steady at 1.3K. - Across the 12 months ending September 2026, S-26’s share of searches among baby formula brands in Australia peaked at 5.4% in January 2026 and was lowest at 3.4% in June 2026. - Across the 12 months ending September 2026, S-26 fell from 6th to 7th among baby formula brands in Australia. ## 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 | 1.3K | 4.5% | 6 | | Nov 2025 | Baby formula brands | 1.3K | 4.8% | 6 | | Dec 2025 | Baby formula brands | 1K | 4.1% | 6 | | Jan 2026 | Baby formula brands | 1.6K | 5.4% | 6 | | Feb 2026 | Baby formula brands | 1K | 4.6% | 7 | | Mar 2026 | Baby formula brands | 1K | 4.1% | 7 | | Apr 2026 | Baby formula brands | 1K | 3.9% | 7 | | May 2026 | Baby formula brands | 880 | 3.5% | 7 | | Jun 2026 | Baby formula brands | 880 | 3.4% | 8 | | Jul 2026 | Baby formula brands | 1K | 3.8% | 7 | | Aug 2026 | Baby formula brands | 1K | 3.7% | 8 | | Sep 2026 | Baby formula brands | 1.3K | 4.6% | 7 | ## How are S-26’s branded searches counted? Brandwave collects information about searches that people make online using S-26’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. - “s26 formula” ## Which baby formula brands compete with S-26? - [Aptamil](/demand/au/brands/aptamil) - [Little Oak](/demand/au/brands/little-oak) - [NAN](/demand/au/brands/nan) - [Karicare](/demand/au/brands/karicare): Head-to-head: /demand/au/compare/karicare-vs-s-26 - [Bellamy's Organic](/demand/au/brands/bellamys-organic): Head-to-head: /demand/au/compare/bellamys-organic-vs-s-26 - [Bubs](/demand/au/brands/bubs-australia): Head-to-head: /demand/au/compare/bubs-australia-vs-s-26 - [Oli6](/demand/au/brands/oli6): Head-to-head: /demand/au/compare/oli6-vs-s-26 - [Kendamil](/demand/au/brands/kendamil): Head-to-head: /demand/au/compare/kendamil-vs-s-26 - [a2 Platinum](/demand/au/brands/a2-platinum) - [Nature One Dairy](/demand/au/brands/nature-one-dairy) ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "S-26: search popularity in Australia". https://gobrandwave.com/demand/au/brands/s-26 This page is also available as HTML at https://gobrandwave.com/demand/au/brands/s-26. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.