a2 Platinum vs Bubs:Which is more popular?
In September 2026, Bubs had more branded searches than a2 Platinum among baby formula brands in Australia. Bubs had about 1,900 branded searches, while a2 Platinum had 480. Bubs made up 6.7% of all baby formula brand searches we track, and a2 Platinum accounted for 1.7%. When we asked ChatGPT and Google AI Overviews about baby formula brands, a2 Platinum appeared in one of the five answers and Bubs in none.
Who do people search for more?
Bubs, about 4 searches for every 1 for a2 Platinum
Who does AI mention more?
a2 Platinum, mentioned in 1 of 5 answers, Bubs in 0
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Top baby formula brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, a2 Platinum was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Bubs did not appear in any of the five answers.
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.
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
See every answer about baby formula brands
5 answers
Asked ChatGPT
“Which baby formula should I use in Australia?”
Asked ChatGPT
“What are the best baby formula brands in Australia?”
Asked ChatGPT
“What's the best formula for a baby with a sensitive tummy?”
Searched Google, AI Overview
“baby formula”
Searched Google, AI Overview
“infant formula”
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.
Is a2 Platinum or Bubs more popular in search?
This chart shows how often people search Google for a2 Platinum and Bubs 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 by month for Bubs, a2 Platinum. The figures are in the table below the chart.
View monthly share of searches table
| 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% |
How has the a2 Platinum and Bubs comparison changed over the last 12 months?
3 findings
- Bubs was ahead of a2 Platinum in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, a2 Platinum’s share of searches among baby formula brands in Australia moved from 1.3% to 1.7%, and its estimated monthly branded searches moved from 390 to 480.
- Across the 12 months ending September 2026, Bubs’ share of searches among baby formula brands in Australia moved from 3% to 6.7%, and its estimated monthly branded searches moved from 880 to 1.9K.
How did search popularity change for Australia baby formula brands in September 2026?
2 changes
In September 2026, Bubs gained share of searches among baby formula brands in Australia, from 5.9% to 6.7%.
In September 2026, a2 Platinum rose from 11th to 10th among baby formula brands in Australia.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using a2 Platinum’s and Bubs’ names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
a2 Platinum
1 branded search term
- a2 platinum
Bubs
1 branded search term
- bubs formula
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