Aptamil vs S-26:Which is more popular?
In September 2026, Aptamil had more branded searches than S-26 among baby formula brands in Australia. Aptamil had about 6,600 branded searches, while S-26 had 1,300. Aptamil made up 23.4% of all baby formula brand searches we track, and S-26 accounted for 4.6%. When we asked ChatGPT and Google AI Overviews about baby formula brands, Aptamil appeared in four of the five answers and S-26 in one. Aptamil was mentioned before S-26 in every answer.
Who do people search for more?
Aptamil, about 5 searches for every 1 for S-26
Who does AI mention more?
Aptamil, mentioned in 4 of 5 answers, S-26 in 1
Who does AI recommend more?
Aptamil, named ahead of S-26 in every answer
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Top baby formula brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Aptamil was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. S-26 was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Aptamil was listed before S-26 in every answer.
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 Aptamil or S-26 more popular in search?
This chart shows how often people search Google for Aptamil and S-26 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 Aptamil, S-26. 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 Aptamil and S-26 comparison changed over the last 12 months?
3 findings
- Aptamil was ahead of S-26 in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Aptamil’s share of searches among baby formula brands in Australia moved from 34.3% to 23.4%, and its estimated monthly branded searches moved from 9.9K to 6.6K.
- Across the 12 months ending September 2026, S-26’s share of searches among baby formula brands in Australia moved from 4.5% to 4.6%, and its estimated monthly branded searches held steady at 1.3K.
How did search popularity change for Australia baby formula brands in September 2026?
2 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, Aptamil lost share of searches among baby formula brands in Australia, from 24.5% to 23.4%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Aptamil’s and S-26’s 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.
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