Baby formula brands in Australia:Which are most popular?

Name: Baby formula brands in Australia: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

Aptamil and Little Oak tie for the highest share of searches among baby formula brands in Australia, at 23.4% each in September 2026. When we checked with ChatGPT and Google AI Overviews, Aptamil was mentioned most often, in four of the five answers. Aptamil was recommended most often, coming first in both responses that gave a list.

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Top baby formula brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Aptamil was mentioned most often, in four of the five answers. Aptamil was recommended most often, coming first in both answers that gave a list. Karicare was second, and Bellamy's Organic and a2 Platinum tied for third. Little Oak, which ranked second in searches, was not mentioned at all.

Most recommended by AI

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

Mentioned by AI

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

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Aptamil	Named in 3 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	4 of 5
Karicare	Named in 3 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	3 of 5
NAN	Named in 2 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	2 of 5
Bellamy's Organic	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
S-26	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
a2 Platinum	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5
Little Oak	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Bubs	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Oli6	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Kendamil	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Nature One Dairy	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

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
Nature One Dairy0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about baby formula brands

5 answers

Asked ChatGPT
“Which baby formula should I use in Australia?”
1. 1Aptamil
2. 2Karicare
3. 3NAN
Asked ChatGPT
“What are the best baby formula brands in Australia?”
1. 1Aptamil
2. 2Karicare
3. 3Bellamy's Organic
4. 4S-26
Asked ChatGPT
“What's the best formula for a baby with a sensitive tummy?”
1. 1Aptamil
2. 2Karicare
3. 3NAN
Searched Google, AI Overview
“baby formula”
1. 1Bellamy's Organic
Searched Google, AI Overview
“infant formula”
1. 1Aptamil
2. 2a2 Platinum

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 do people search for most?

This chart shows how often people search Google for each baby formula brand by name. Each line represents a brand's share of searches for all 11 baby formula brands we track, month by month, from searches in Australia.

Share of searches among baby formula brands in Australia, by month

Month	Aptamil	Little Oak	NAN	Karicare	Bellamy's Organic	Bubs	S-26	Oli6	Kendamil	a2 Platinum	Nature One Dairy
Oct 2025	34.3%	18.7%	12.5%	6.6%	12.5%	3%	4.5%	2.5%	1.7%	1.3%	2.5%
Nov 2025	36.8%	16.4%	13.4%	7.1%	10.8%	3.3%	4.8%	2.7%	1.8%	1.2%	1.8%
Dec 2025	33.3%	18.1%	14.8%	7.8%	9.9%	3.6%	4.1%	3%	2.4%	1.3%	1.6%
Jan 2026	33.3%	18.2%	14.8%	8.1%	8.1%	3.4%	5.4%	3.4%	2.4%	1.3%	1.6%
Feb 2026	30.1%	20.1%	13.2%	8.7%	8.7%	4.6%	4.6%	3.3%	2.7%	1.5%	2.7%
Mar 2026	26.9%	22%	14.6%	7.7%	11.8%	4.1%	4.1%	2.9%	2%	1.6%	2.4%
Apr 2026	26%	21.3%	11.4%	7.5%	17.3%	3.9%	3.9%	2.8%	1.9%	1.5%	2.3%
May 2026	25.9%	21.2%	11.4%	7.5%	17.3%	3.9%	3.5%	2.8%	1.9%	1.9%	2.8%
Jun 2026	25.8%	25.8%	14.1%	7.4%	9.4%	5.1%	3.4%	3.4%	1.9%	1.5%	2.3%
Jul 2026	25.1%	25.1%	13.7%	9.1%	9.1%	4.9%	3.8%	3.3%	2.2%	1.8%	1.8%
Aug 2026	24.5%	24.5%	16.3%	7%	8.9%	5.9%	3.7%	3.7%	2.2%	1.4%	1.8%
Sep 2026	23.4%	23.4%	15.6%	10.3%	8.5%	6.7%	4.6%	2.6%	2.1%	1.7%	1.1%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Aptamil Nutricia	23.4%	6.6K	0%	-1.1 points
2, held 2nd	Little Oak	23.4%	6.6K	0%	-1.1 points
3, held 3rd	NAN Nestlé	15.6%	4.4K	0%	-0.7 points
4, moved from 5th to 4th	Karicare Nutricia	10.3%	2.9K	+52.6%	+3.2 pointsmoved from 5th to 4th
5, moved from 4th to 5th	Bellamy's Organic	8.5%	2.4K	0%	-0.4 pointsmoved from 4th to 5th
6, held 6th	Bubs	6.7%	1.9K	+18.8%	+0.8 points
7, moved from 8th to 7th	S-26	4.6%	1.3K	+30%	+0.9 pointsmoved from 8th to 7th
8, moved from 7th to 8th	Oli6	2.6%	720	-28%	-1.2 pointsmoved from 7th to 8th
9, held 9th	Kendamil	2.1%	590	0%	-0.1 points
10, moved from 11th to 10th	a2 Platinum	1.7%	480	+23.1%	+0.3 pointsmoved from 11th to 10th
11, moved from 10th to 11th	Nature One Dairy	1.1%	320	-33.3%	-0.6 pointsmoved from 10th to 11th

1.Aptamil
23.4%
Held 1st. 6.6K estimated branded searches, 0% vs prior month. Share -1.1 points.
2.Little Oak
23.4%
Held 2nd. 6.6K estimated branded searches, 0% vs prior month. Share -1.1 points.
3.NAN
15.6%
Held 3rd. 4.4K estimated branded searches, 0% vs prior month. Share -0.7 points.
4.Karicare
10.3%
Moved from 5th to 4th. 2.9K estimated branded searches, +52.6% vs prior month. Share +3.2 points.
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.Bubs
6.7%
Held 6th. 1.9K estimated branded searches, +18.8% vs prior month. Share +0.8 points.
7.S-26
4.6%
Moved from 8th to 7th. 1.3K estimated branded searches, +30% vs prior month. Share +0.9 points.
8.Oli6
2.6%
Moved from 7th to 8th. 720 estimated branded searches, -28% vs prior month. Share -1.2 points.
9.Kendamil
2.1%
Held 9th. 590 estimated branded searches, 0% vs prior month. Share -0.1 points.
10.a2 Platinum
1.7%
Moved from 11th to 10th. 480 estimated branded searches, +23.1% vs prior month. Share +0.3 points.
11.Nature One Dairy
1.1%
Moved from 10th to 11th. 320 estimated branded searches, -33.3% vs prior month. Share -0.6 points.

Which brand is most popular in search among baby formula brands in Australia?

11 brands

Aptamil and Little Oak tie for the highest share of searches among baby formula brands in Australia, at 23.4% each in September 2026.

Australia baby formula brands, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Aptamil	34.3% → 23.4%	36.8%Nov 2025	23.4%Sep 2026	1st
Little Oak	18.7% → 23.4%	25.8%Jun 2026	16.4%Nov 2025	2nd
NAN	12.5% → 15.6%	16.3%Aug 2026	11.4%May 2026	4th → 3rd
Karicare	6.6% → 10.3%	10.3%Sep 2026	6.6%Oct 2025	5th → 4th
Bellamy's Organic	12.5% → 8.5%	17.3%Apr 2026	8.1%Jan 2026	3rd → 5th
Bubs	3% → 6.7%	6.7%Sep 2026	3%Oct 2025	7th → 6th
S-26	4.5% → 4.6%	5.4%Jan 2026	3.4%Jun 2026	6th → 7th
Oli6	2.5% → 2.6%	3.7%Aug 2026	2.5%Oct 2025	9th → 8th
Kendamil	1.7% → 2.1%	2.7%Feb 2026	1.7%Oct 2025	10th → 9th
a2 Platinum	1.3% → 1.7%	1.9%May 2026	1.2%Nov 2025	11th → 10th
Nature One Dairy	2.5% → 1.1%	2.8%May 2026	1.1%Sep 2026	8th → 11th

Each finding as a sentence

Across the 12 months ending September 2026, Aptamil’s share of searches among baby formula brands in Australia decreased from 34.3% to 23.4%.
Across the 12 months ending September 2026, Little Oak’s share of searches among baby formula brands in Australia increased from 18.7% to 23.4%.
Across the 12 months ending September 2026, NAN’s share of searches among baby formula brands in Australia increased from 12.5% to 15.6%.
Across the 12 months ending September 2026, Karicare’s share of searches among baby formula brands in Australia increased from 6.6% to 10.3%.
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, Bubs’ share of searches among baby formula brands in Australia increased from 3% to 6.7%.
Across the 12 months ending September 2026, Nature One Dairy’s share of searches among baby formula brands in Australia decreased from 2.5% to 1.1%.
Across the 12 months ending September 2026, Aptamil’s share of searches among baby formula brands in Australia peaked at 36.8% in November 2025 and was lowest at 23.4% in September 2026.
Across the 12 months ending September 2026, Little Oak’s share of searches among baby formula brands in Australia peaked at 25.8% in June 2026 and was lowest at 16.4% in November 2025.
Across the 12 months ending September 2026, NAN’s share of searches among baby formula brands in Australia peaked at 16.3% in August 2026 and was lowest at 11.4% in May 2026.
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, 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, Oli6’s share of searches among baby formula brands in Australia peaked at 3.7% in August 2026 and was lowest at 2.5% in October 2025.
Across the 12 months ending September 2026, Kendamil’s share of searches among baby formula brands in Australia peaked at 2.7% in February 2026 and was lowest at 1.7% in October 2025.
Across the 12 months ending September 2026, Nature One Dairy’s share of searches among baby formula brands in Australia peaked at 2.8% in May 2026 and was lowest at 1.1% in September 2026.
Across the 12 months ending September 2026, NAN rose from 4th to 3rd among baby formula brands in Australia.
Across the 12 months ending September 2026, Karicare rose from 5th to 4th among baby formula brands in Australia.
Across the 12 months ending September 2026, Bellamy's Organic fell from 3rd to 5th among baby formula brands in Australia.
Across the 12 months ending September 2026, Bubs rose from 7th to 6th among baby formula brands in Australia.
Across the 12 months ending September 2026, S-26 fell from 6th to 7th among baby formula brands in Australia.
Across the 12 months ending September 2026, Oli6 rose from 9th to 8th among baby formula brands in Australia.
Across the 12 months ending September 2026, Kendamil rose from 10th to 9th among baby formula brands in Australia.
Across the 12 months ending September 2026, a2 Platinum rose from 11th to 10th among baby formula brands in Australia.
Across the 12 months ending September 2026, Nature One Dairy fell from 8th to 11th among baby formula brands in Australia.

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

8 changes

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%.
In September 2026, NAN lost share of searches among baby formula brands in Australia, from 16.3% to 15.6%.
In September 2026, Nature One Dairy lost share of searches among baby formula brands in Australia, from 1.8% to 1.1%.

How are branded searches counted for baby formula brands?

11 search terms

Each brand's share of searches among baby formula brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.