---
title: "Baby formula brands in Australia: Which are searched most?"
description: "Compare the infant formula brands Australian parents buy. Share of Search among Aptamil, Little Oak, NAN, Karicare, Bellamy's Organic, Bubs, S-26, Oli6, Kendamil, a2 Platinum and Nature One Dairy, the baby formula brands Brandwave compares in Australia, using the same methodology, market, and reporting period. 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/categories/au-baby-formula-brands"
publisher: "Brandwave"
---

# Baby formula brands in Australia: Which are searched most?

Compare the infant formula brands Australian parents buy. Share of Search among Aptamil, Little Oak, NAN, Karicare, Bellamy's Organic, Bubs, S-26, Oli6, Kendamil, a2 Platinum and Nature One Dairy, the baby formula brands Brandwave compares in Australia, using the same methodology, market, and reporting period. 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

- **Competitive set**: Baby formula brands
- **Market**: Australia
- **Brands compared**: 11
- **Month measured**: Sep 2026
- **Highest Share of Search**: Aptamil, 23.4%

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

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

## 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.

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.

## Compare search popularity between leading brands

- [Aptamil vs Little Oak: compare search popularity](/demand/au/compare/aptamil-vs-little-oak): 23.4% Share of Search each.
- [Aptamil vs NAN: compare search popularity](/demand/au/compare/aptamil-vs-nan): 23.4% against 15.6% Share of Search.
- [Aptamil vs Karicare: compare search popularity](/demand/au/compare/aptamil-vs-karicare): 23.4% against 10.3% Share of Search.
- [Aptamil vs Bellamy's Organic: compare search popularity](/demand/au/compare/aptamil-vs-bellamys-organic): 23.4% against 8.5% Share of Search.
- [Little Oak vs NAN: compare search popularity](/demand/au/compare/little-oak-vs-nan): 23.4% against 15.6% Share of Search.
- [Little Oak vs Karicare: compare search popularity](/demand/au/compare/karicare-vs-little-oak): 23.4% against 10.3% Share of Search.
- [Little Oak vs Bellamy's Organic: compare search popularity](/demand/au/compare/bellamys-organic-vs-little-oak): 23.4% against 8.5% Share of Search.
- [NAN vs Karicare: compare search popularity](/demand/au/compare/karicare-vs-nan): 15.6% against 10.3% Share of Search.
- [NAN vs Bellamy's Organic: compare search popularity](/demand/au/compare/bellamys-organic-vs-nan): 15.6% against 8.5% Share of Search.
- [Karicare vs Bellamy's Organic: compare search popularity](/demand/au/compare/bellamys-organic-vs-karicare): 10.3% against 8.5% Share of Search.

## 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%.
- 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%.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Aptamil | 23.4% | 6.6K | 0.0% | Nutricia |
| 2 | Little Oak | 23.4% | 6.6K | 0.0% | Little Oak |
| 3 | NAN | 15.6% | 4.4K | 0.0% | Nestlé |
| 4 | Karicare | 10.3% | 2.9K | +52.6% | Nutricia |
| 5 | Bellamy's Organic | 8.5% | 2.4K | 0.0% | Bellamy's Organic |
| 6 | Bubs | 6.7% | 1.9K | +18.8% | Bubs |
| 7 | S-26 | 4.6% | 1.3K | +30.0% | S-26 |
| 8 | Oli6 | 2.6% | 720 | -28.0% | Oli6 |
| 9 | Kendamil | 2.1% | 590 | 0.0% | Kendamil |
| 10 | a2 Platinum | 1.7% | 480 | +23.1% | a2 Platinum |
| 11 | Nature One Dairy | 1.1% | 320 | -33.3% | Nature One Dairy |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Aptamil | 9.9K | 34.3% | 1 |
| Oct 2025 | Little Oak | 5.4K | 18.7% | 2 |
| Oct 2025 | Bellamy's Organic | 3.6K | 12.5% | 3 |
| Oct 2025 | NAN | 3.6K | 12.5% | 4 |
| Oct 2025 | Karicare | 1.9K | 6.6% | 5 |
| Oct 2025 | S-26 | 1.3K | 4.5% | 6 |
| Oct 2025 | Bubs | 880 | 3% | 7 |
| Oct 2025 | Nature One Dairy | 720 | 2.5% | 8 |
| Oct 2025 | Oli6 | 720 | 2.5% | 9 |
| Oct 2025 | Kendamil | 480 | 1.7% | 10 |
| Oct 2025 | a2 Platinum | 390 | 1.3% | 11 |
| Nov 2025 | Aptamil | 9.9K | 36.8% | 1 |
| Nov 2025 | Little Oak | 4.4K | 16.4% | 2 |
| Nov 2025 | NAN | 3.6K | 13.4% | 3 |
| Nov 2025 | Bellamy's Organic | 2.9K | 10.8% | 4 |
| Nov 2025 | Karicare | 1.9K | 7.1% | 5 |
| Nov 2025 | S-26 | 1.3K | 4.8% | 6 |
| Nov 2025 | Bubs | 880 | 3.3% | 7 |
| Nov 2025 | Oli6 | 720 | 2.7% | 8 |
| Nov 2025 | Kendamil | 480 | 1.8% | 9 |
| Nov 2025 | Nature One Dairy | 480 | 1.8% | 10 |
| Nov 2025 | a2 Platinum | 320 | 1.2% | 11 |
| Dec 2025 | Aptamil | 8.1K | 33.3% | 1 |
| Dec 2025 | Little Oak | 4.4K | 18.1% | 2 |
| Dec 2025 | NAN | 3.6K | 14.8% | 3 |
| Dec 2025 | Bellamy's Organic | 2.4K | 9.9% | 4 |
| Dec 2025 | Karicare | 1.9K | 7.8% | 5 |
| Dec 2025 | S-26 | 1K | 4.1% | 6 |
| Dec 2025 | Bubs | 880 | 3.6% | 7 |
| Dec 2025 | Oli6 | 720 | 3% | 8 |
| Dec 2025 | Kendamil | 590 | 2.4% | 9 |
| Dec 2025 | Nature One Dairy | 390 | 1.6% | 10 |
| Dec 2025 | a2 Platinum | 320 | 1.3% | 11 |
| Jan 2026 | Aptamil | 9.9K | 33.3% | 1 |
| Jan 2026 | Little Oak | 5.4K | 18.2% | 2 |
| Jan 2026 | NAN | 4.4K | 14.8% | 3 |
| Jan 2026 | Bellamy's Organic | 2.4K | 8.1% | 4 |
| Jan 2026 | Karicare | 2.4K | 8.1% | 5 |
| Jan 2026 | S-26 | 1.6K | 5.4% | 6 |
| Jan 2026 | Bubs | 1K | 3.4% | 7 |
| Jan 2026 | Oli6 | 1K | 3.4% | 8 |
| Jan 2026 | Kendamil | 720 | 2.4% | 9 |
| Jan 2026 | Nature One Dairy | 480 | 1.6% | 10 |
| Jan 2026 | a2 Platinum | 390 | 1.3% | 11 |
| Feb 2026 | Aptamil | 6.6K | 30.1% | 1 |
| Feb 2026 | Little Oak | 4.4K | 20.1% | 2 |
| Feb 2026 | NAN | 2.9K | 13.2% | 3 |
| Feb 2026 | Bellamy's Organic | 1.9K | 8.7% | 4 |
| Feb 2026 | Karicare | 1.9K | 8.7% | 5 |
| Feb 2026 | Bubs | 1K | 4.6% | 6 |
| Feb 2026 | S-26 | 1K | 4.6% | 7 |
| Feb 2026 | Oli6 | 720 | 3.3% | 8 |
| Feb 2026 | Kendamil | 590 | 2.7% | 9 |
| Feb 2026 | Nature One Dairy | 590 | 2.7% | 10 |
| Feb 2026 | a2 Platinum | 320 | 1.5% | 11 |
| Mar 2026 | Aptamil | 6.6K | 26.9% | 1 |
| Mar 2026 | Little Oak | 5.4K | 22% | 2 |
| Mar 2026 | NAN | 3.6K | 14.6% | 3 |
| Mar 2026 | Bellamy's Organic | 2.9K | 11.8% | 4 |
| Mar 2026 | Karicare | 1.9K | 7.7% | 5 |
| Mar 2026 | Bubs | 1K | 4.1% | 6 |
| Mar 2026 | S-26 | 1K | 4.1% | 7 |
| Mar 2026 | Oli6 | 720 | 2.9% | 8 |
| Mar 2026 | Nature One Dairy | 590 | 2.4% | 9 |
| Mar 2026 | Kendamil | 480 | 2% | 10 |
| Mar 2026 | a2 Platinum | 390 | 1.6% | 11 |
| Apr 2026 | Aptamil | 6.6K | 26% | 1 |
| Apr 2026 | Little Oak | 5.4K | 21.3% | 2 |
| Apr 2026 | Bellamy's Organic | 4.4K | 17.3% | 3 |
| Apr 2026 | NAN | 2.9K | 11.4% | 4 |
| Apr 2026 | Karicare | 1.9K | 7.5% | 5 |
| Apr 2026 | Bubs | 1K | 3.9% | 6 |
| Apr 2026 | S-26 | 1K | 3.9% | 7 |
| Apr 2026 | Oli6 | 720 | 2.8% | 8 |
| Apr 2026 | Nature One Dairy | 590 | 2.3% | 9 |
| Apr 2026 | Kendamil | 480 | 1.9% | 10 |
| Apr 2026 | a2 Platinum | 390 | 1.5% | 11 |
| May 2026 | Aptamil | 6.6K | 25.9% | 1 |
| May 2026 | Little Oak | 5.4K | 21.2% | 2 |
| May 2026 | Bellamy's Organic | 4.4K | 17.3% | 3 |
| May 2026 | NAN | 2.9K | 11.4% | 4 |
| May 2026 | Karicare | 1.9K | 7.5% | 5 |
| May 2026 | Bubs | 1K | 3.9% | 6 |
| May 2026 | S-26 | 880 | 3.5% | 7 |
| May 2026 | Nature One Dairy | 720 | 2.8% | 8 |
| May 2026 | Oli6 | 720 | 2.8% | 9 |
| May 2026 | a2 Platinum | 480 | 1.9% | 10 |
| May 2026 | Kendamil | 480 | 1.9% | 11 |
| Jun 2026 | Aptamil | 6.6K | 25.8% | 1 |
| Jun 2026 | Little Oak | 6.6K | 25.8% | 2 |
| Jun 2026 | NAN | 3.6K | 14.1% | 3 |
| Jun 2026 | Bellamy's Organic | 2.4K | 9.4% | 4 |
| Jun 2026 | Karicare | 1.9K | 7.4% | 5 |
| Jun 2026 | Bubs | 1.3K | 5.1% | 6 |
| Jun 2026 | Oli6 | 880 | 3.4% | 7 |
| Jun 2026 | S-26 | 880 | 3.4% | 8 |
| Jun 2026 | Nature One Dairy | 590 | 2.3% | 9 |
| Jun 2026 | Kendamil | 480 | 1.9% | 10 |
| Jun 2026 | a2 Platinum | 390 | 1.5% | 11 |
| Jul 2026 | Aptamil | 6.6K | 25.1% | 1 |
| Jul 2026 | Little Oak | 6.6K | 25.1% | 2 |
| Jul 2026 | NAN | 3.6K | 13.7% | 3 |
| Jul 2026 | Bellamy's Organic | 2.4K | 9.1% | 4 |
| Jul 2026 | Karicare | 2.4K | 9.1% | 5 |
| Jul 2026 | Bubs | 1.3K | 4.9% | 6 |
| Jul 2026 | S-26 | 1K | 3.8% | 7 |
| Jul 2026 | Oli6 | 880 | 3.3% | 8 |
| Jul 2026 | Kendamil | 590 | 2.2% | 9 |
| Jul 2026 | a2 Platinum | 480 | 1.8% | 10 |
| Jul 2026 | Nature One Dairy | 480 | 1.8% | 11 |
| Aug 2026 | Aptamil | 6.6K | 24.5% | 1 |
| Aug 2026 | Little Oak | 6.6K | 24.5% | 2 |
| Aug 2026 | NAN | 4.4K | 16.3% | 3 |
| Aug 2026 | Bellamy's Organic | 2.4K | 8.9% | 4 |
| Aug 2026 | Karicare | 1.9K | 7% | 5 |
| Aug 2026 | Bubs | 1.6K | 5.9% | 6 |
| Aug 2026 | Oli6 | 1K | 3.7% | 7 |
| Aug 2026 | S-26 | 1K | 3.7% | 8 |
| Aug 2026 | Kendamil | 590 | 2.2% | 9 |
| Aug 2026 | Nature One Dairy | 480 | 1.8% | 10 |
| Aug 2026 | a2 Platinum | 390 | 1.4% | 11 |
| Sep 2026 | Aptamil | 6.6K | 23.4% | 1 |
| Sep 2026 | Little Oak | 6.6K | 23.4% | 2 |
| Sep 2026 | NAN | 4.4K | 15.6% | 3 |
| Sep 2026 | Karicare | 2.9K | 10.3% | 4 |
| Sep 2026 | Bellamy's Organic | 2.4K | 8.5% | 5 |
| Sep 2026 | Bubs | 1.9K | 6.7% | 6 |
| Sep 2026 | S-26 | 1.3K | 4.6% | 7 |
| Sep 2026 | Oli6 | 720 | 2.6% | 8 |
| Sep 2026 | Kendamil | 590 | 2.1% | 9 |
| Sep 2026 | a2 Platinum | 480 | 1.7% | 10 |
| Sep 2026 | Nature One Dairy | 320 | 1.1% | 11 |

## What is being compared

- **a2 Platinum**: Measured on the search term “a2 platinum”.
- **Aptamil**: Measured on the search term “aptamil”.
- **Bellamy's Organic**: Measured on the search term “bellamys”.
- **Bubs**: Measured on the search term “bubs formula”.
- **Karicare**: Measured on the search term “karicare”.
- **Kendamil**: Measured on the search term “kendamil”.
- **Little Oak**: Measured on the search term “little oak formula”.
- **NAN**: Measured on the search term “nan formula”.
- **Nature One Dairy**: Measured on the search term “nature one dairy”.
- **Oli6**: Measured on the search term “oli6”.
- **S-26**: Measured on the search term “s26 formula”.

- [a2 Platinum](/demand/au/brands/a2-platinum)
- [Aptamil](/demand/au/brands/aptamil)
- [Bellamy's Organic](/demand/au/brands/bellamys-organic)
- [Bubs](/demand/au/brands/bubs-australia)
- [Karicare](/demand/au/brands/karicare)
- [Kendamil](/demand/au/brands/kendamil)
- [Little Oak](/demand/au/brands/little-oak)
- [NAN](/demand/au/brands/nan)
- [Nature One Dairy](/demand/au/brands/nature-one-dairy)
- [Oli6](/demand/au/brands/oli6)
- [S-26](/demand/au/brands/s-26)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

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

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

## Cite this page

Brandwave. "Baby formula brands in Australia: Which are searched most?". https://gobrandwave.com/demand/au/categories/au-baby-formula-brands

This page is also available as HTML at https://gobrandwave.com/demand/au/categories/au-baby-formula-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.