---
title: "Nappy brands in Australia: Which are searched most?"
description: "Compare the nappy brands parents in Australia buy. Share of Search among Huggies, Rascals, Tooshies, Babylove and Pampers, the nappy 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-nappy-brands"
publisher: "Brandwave"
---

# Nappy brands in Australia: Which are searched most?

Compare the nappy brands parents in Australia buy. Share of Search among Huggies, Rascals, Tooshies, Babylove and Pampers, the nappy 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**: Nappy brands
- **Market**: Australia
- **Brands compared**: 5
- **Month measured**: Sep 2026
- **Highest Share of Search**: Huggies, 33%

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

- 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%.
- 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.

## 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.

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 |
| --- | --- | --- | --- | --- |
| Huggies | 1st | 3 of 3 | 2 of 2 | 5 of 5 |
| Rascals | 2nd | 2 of 3 | 0 of 2 | 2 of 5 |
| Tooshies | 3rd | 0 of 3 | 1 of 2 | 1 of 5 |
| Pampers | 3rd | 0 of 3 | 1 of 2 | 1 of 5 |
| Babylove | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about nappy brands

- Asked ChatGPT "What are the best nappies in Australia?": 1. Huggies, 2. Rascals
- Asked ChatGPT "Which nappy brand is best for newborns in Australia?": 1. Huggies
- Asked ChatGPT "Which nappies are best value in Australia?": 1. Rascals, 2. Huggies
- Searched Google, AI Overview "nappies": 1. Huggies, 2. Tooshies
- Searched Google, AI Overview "best nappies": 1. Huggies, 2. Pampers

Not named in any answer: Babylove.

Brands are listed in the order each answer named them. The answers were collected in Australia on October 23, 2026.

## Compare search popularity between leading brands

- [Huggies vs Rascals: compare search popularity](/demand/au/compare/huggies-vs-rascals): 33% against 26.9% Share of Search.
- [Huggies vs Tooshies: compare search popularity](/demand/au/compare/huggies-vs-tooshies): 33% against 22.7% Share of Search.
- [Huggies vs Babylove: compare search popularity](/demand/au/compare/babylove-vs-huggies): 33% against 12% Share of Search.
- [Huggies vs Pampers: compare search popularity](/demand/au/compare/huggies-vs-pampers): 33% against 5.3% Share of Search.
- [Rascals vs Tooshies: compare search popularity](/demand/au/compare/rascals-vs-tooshies): 26.9% against 22.7% Share of Search.
- [Rascals vs Babylove: compare search popularity](/demand/au/compare/babylove-vs-rascals): 26.9% against 12% Share of Search.
- [Rascals vs Pampers: compare search popularity](/demand/au/compare/pampers-vs-rascals): 26.9% against 5.3% Share of Search.
- [Tooshies vs Babylove: compare search popularity](/demand/au/compare/babylove-vs-tooshies): 22.7% against 12% Share of Search.
- [Tooshies vs Pampers: compare search popularity](/demand/au/compare/pampers-vs-tooshies): 22.7% against 5.3% Share of Search.
- [Babylove vs Pampers: compare search popularity](/demand/au/compare/babylove-vs-pampers): 12% against 5.3% Share of Search.

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

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Huggies | 33% | 14.8K | +22.3% | Huggies |
| 2 | Rascals | 26.9% | 12.1K | +22.2% | Rascals |
| 3 | Tooshies | 22.7% | 10.2K | +7.4% | Tooshies |
| 4 | Babylove | 12% | 5.4K | 0.0% | Babylove |
| 5 | Pampers | 5.3% | 2.4K | +26.3% | Procter & Gamble |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Huggies | 12.1K | 32.1% | 1 |
| Oct 2025 | Rascals | 12.1K | 32.1% | 2 |
| Oct 2025 | Tooshies | 5.5K | 14.6% | 3 |
| Oct 2025 | Babylove | 4.4K | 11.7% | 4 |
| Oct 2025 | Pampers | 3.6K | 9.5% | 5 |
| Nov 2025 | Huggies | 12.1K | 34.1% | 1 |
| Nov 2025 | Rascals | 9.9K | 27.9% | 2 |
| Nov 2025 | Tooshies | 5.5K | 15.5% | 3 |
| Nov 2025 | Babylove | 4.4K | 12.4% | 4 |
| Nov 2025 | Pampers | 3.6K | 10.1% | 5 |
| Dec 2025 | Huggies | 9.9K | 32.1% | 1 |
| Dec 2025 | Rascals | 8.1K | 26.3% | 2 |
| Dec 2025 | Tooshies | 4.8K | 15.6% | 3 |
| Dec 2025 | Babylove | 4.4K | 14.3% | 4 |
| Dec 2025 | Pampers | 3.6K | 11.7% | 5 |
| Jan 2026 | Huggies | 12.1K | 34.1% | 1 |
| Jan 2026 | Rascals | 9.9K | 27.9% | 2 |
| Jan 2026 | Tooshies | 5.5K | 15.5% | 3 |
| Jan 2026 | Babylove | 4.4K | 12.4% | 4 |
| Jan 2026 | Pampers | 3.6K | 10.1% | 5 |
| Feb 2026 | Huggies | 9.9K | 30.4% | 1 |
| Feb 2026 | Rascals | 9.9K | 30.4% | 2 |
| Feb 2026 | Tooshies | 5.5K | 16.9% | 3 |
| Feb 2026 | Babylove | 4.4K | 13.5% | 4 |
| Feb 2026 | Pampers | 2.9K | 8.9% | 5 |
| Mar 2026 | Huggies | 12.1K | 32.9% | 1 |
| Mar 2026 | Rascals | 9.9K | 26.9% | 2 |
| Mar 2026 | Tooshies | 6.8K | 18.5% | 3 |
| Mar 2026 | Babylove | 4.4K | 12% | 4 |
| Mar 2026 | Pampers | 3.6K | 9.8% | 5 |
| Apr 2026 | Huggies | 12.1K | 34.1% | 1 |
| Apr 2026 | Rascals | 9.9K | 27.9% | 2 |
| Apr 2026 | Tooshies | 5.5K | 15.5% | 3 |
| Apr 2026 | Babylove | 4.4K | 12.4% | 4 |
| Apr 2026 | Pampers | 3.6K | 10.1% | 5 |
| May 2026 | Huggies | 12.1K | 34.1% | 1 |
| May 2026 | Rascals | 9.9K | 27.9% | 2 |
| May 2026 | Tooshies | 5.5K | 15.5% | 3 |
| May 2026 | Babylove | 4.4K | 12.4% | 4 |
| May 2026 | Pampers | 3.6K | 10.1% | 5 |
| Jun 2026 | Huggies | 12.1K | 33.1% | 1 |
| Jun 2026 | Rascals | 9.9K | 27% | 2 |
| Jun 2026 | Tooshies | 6.8K | 18.6% | 3 |
| Jun 2026 | Babylove | 5.4K | 14.8% | 4 |
| Jun 2026 | Pampers | 2.4K | 6.6% | 5 |
| Jul 2026 | Huggies | 12.1K | 33.5% | 1 |
| Jul 2026 | Rascals | 9.9K | 27.4% | 2 |
| Jul 2026 | Tooshies | 6.8K | 18.8% | 3 |
| Jul 2026 | Babylove | 5.4K | 15% | 4 |
| Jul 2026 | Pampers | 1.9K | 5.3% | 5 |
| Aug 2026 | Huggies | 12.1K | 31.2% | 1 |
| Aug 2026 | Rascals | 9.9K | 25.5% | 2 |
| Aug 2026 | Tooshies | 9.5K | 24.5% | 3 |
| Aug 2026 | Babylove | 5.4K | 13.9% | 4 |
| Aug 2026 | Pampers | 1.9K | 4.9% | 5 |
| Sep 2026 | Huggies | 14.8K | 33% | 1 |
| Sep 2026 | Rascals | 12.1K | 26.9% | 2 |
| Sep 2026 | Tooshies | 10.2K | 22.7% | 3 |
| Sep 2026 | Babylove | 5.4K | 12% | 4 |
| Sep 2026 | Pampers | 2.4K | 5.3% | 5 |

## What is being compared

- **Babylove**: Measured on the search term “babylove nappies”.
- **Huggies**: Measured on the search term “huggies”.
- **Pampers**: Measured on the search term “pampers”.
- **Rascals**: Measured on the search term “rascals nappies”.
- **Tooshies**: Measured on the search terms “tooshies” and “tooshies nappies”, summed into one figure.

- [Babylove](/demand/au/brands/babylove)
- [Huggies](/demand/au/brands/huggies)
- [Pampers](/demand/au/brands/pampers)
- [Rascals](/demand/au/brands/rascals)
- [Tooshies](/demand/au/brands/tooshies)

## 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 nappy brands in Australia?

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.

## Cite this page

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

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