Nappy brands in Australia:Which are most popular?

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

In September 2026, Huggies was the most searched nappy brand in Australia, accounting for 33% of all searches among the five brands we track. When we checked with ChatGPT and Google AI Overviews, Huggies showed up in every answer. Huggies was recommended most often, coming first in three out of four responses that gave a list.

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Top nappy brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Huggies appeared every time. Huggies was recommended most often, coming first in three out of four answers that gave a list. Rascals was second, and Tooshies and Pampers tied for third. Babylove, which ranked fourth 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
Huggies	Named in 3 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	5 of 5
Rascals	Named in 2 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	2 of 5
Tooshies	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5
Pampers	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5
Babylove	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

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:

Babylove

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

Which nappy brands do people search for most?

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

Share of searches among nappy brands in Australia, by month

Month	Huggies	Rascals	Tooshies	Babylove	Pampers
Oct 2025	32.1%	32.1%	14.6%	11.7%	9.5%
Nov 2025	34.1%	27.9%	15.5%	12.4%	10.1%
Dec 2025	32.1%	26.3%	15.6%	14.3%	11.7%
Jan 2026	34.1%	27.9%	15.5%	12.4%	10.1%
Feb 2026	30.4%	30.4%	16.9%	13.5%	8.9%
Mar 2026	32.9%	26.9%	18.5%	12%	9.8%
Apr 2026	34.1%	27.9%	15.5%	12.4%	10.1%
May 2026	34.1%	27.9%	15.5%	12.4%	10.1%
Jun 2026	33.1%	27%	18.6%	14.8%	6.6%
Jul 2026	33.5%	27.4%	18.8%	15%	5.3%
Aug 2026	31.2%	25.5%	24.5%	13.9%	4.9%
Sep 2026	33%	26.9%	22.7%	12%	5.3%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Huggies	33%	14.8K	+22.3%	+1.8 points
2, held 2nd	Rascals	26.9%	12.1K	+22.2%	+1.4 points
3, held 3rd	Tooshies	22.7%	10.2K	+7.4%	-1.8 points
4, held 4th	Babylove	12%	5.4K	0%	-1.9 points
5, held 5th	Pampers Procter & Gamble	5.3%	2.4K	+26.3%	+0.4 points

1.Huggies
33%
Held 1st. 14.8K estimated branded searches, +22.3% vs prior month. Share +1.8 points.
2.Rascals
26.9%
Held 2nd. 12.1K estimated branded searches, +22.2% vs prior month. Share +1.4 points.
3.Tooshies
22.7%
Held 3rd. 10.2K estimated branded searches, +7.4% vs prior month. Share -1.8 points.
4.Babylove
12%
Held 4th. 5.4K estimated branded searches, 0% vs prior month. Share -1.9 points.
5.Pampers
5.3%
Held 5th. 2.4K estimated branded searches, +26.3% vs prior month. Share +0.4 points.

Which brand is most popular in search among nappy brands in Australia?

5 brands

In September 2026, Huggies was the most searched among nappy brands in Australia, with an estimated 14.8K branded searches, 33% of all searches for the five we track. Rascals is in 2nd place, 6 percentage points behind at 26.9%.

Australia nappy brands, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Huggies	32.1% → 33%	34.1%Nov 2025	30.4%Feb 2026	1st
Rascals	32.1% → 26.9%	32.1%Oct 2025	25.5%Aug 2026	2nd
Tooshies	14.6% → 22.7%	24.5%Aug 2026	14.6%Oct 2025	3rd
Babylove	11.7% → 12%	15%Jul 2026	11.7%Oct 2025	4th
Pampers	9.5% → 5.3%	11.7%Dec 2025	4.9%Aug 2026	5th

Each finding as a sentence

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, Rascals’ share of searches among nappy brands in Australia decreased from 32.1% to 26.9%.
Across the 12 months ending September 2026, Tooshies’ share of searches among nappy brands in Australia increased from 14.6% to 22.7%.
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, 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.
Across the 12 months ending September 2026, Rascals’ share of searches among nappy brands in Australia peaked at 32.1% in October 2025 and was lowest at 25.5% in August 2026.
Across the 12 months ending September 2026, Tooshies’ share of searches among nappy brands in Australia peaked at 24.5% in August 2026 and was lowest at 14.6% in October 2025.
Across the 12 months ending September 2026, Babylove’s share of searches among nappy brands in Australia peaked at 15% in July 2026 and was lowest at 11.7% in October 2025.
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.
Across the 12 months ending September 2026, Babylove held steady: its share of searches among nappy brands in Australia moved less than 0.5 percentage points.

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

5 changes

In September 2026, Huggies gained share of searches among nappy brands in Australia, from 31.2% to 33%.
In September 2026, Rascals gained share of searches among nappy brands in Australia, from 25.5% to 26.9%.
In September 2026, Babylove lost share of searches among nappy brands in Australia, from 13.9% to 12%.
In September 2026, Tooshies lost share of searches among nappy brands in Australia, from 24.5% to 22.7%.
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 branded searches counted for nappy brands?

6 search terms

Each brand's share of searches among nappy 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.