Bellamy's Organic vs NAN:Which is more popular?
In September 2026, NAN had more branded searches than Bellamy's Organic among baby formula brands in Australia. NAN had about 4,400 branded searches, while Bellamy's Organic had 2,400. NAN made up 15.6% of all baby formula brand searches we track, and Bellamy's Organic accounted for 8.5%. When we asked ChatGPT and Google AI Overviews about baby formula brands, Bellamy's Organic and NAN each appeared in two of the five answers.
Who do people search for more?
NAN, about 83% more searches than Bellamy's Organic
Who does AI mention more?
Both were mentioned in 2 of 5 answers.
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Top baby formula brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Bellamy's Organic was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. NAN was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews.
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 Bellamy's Organic or NAN more popular in search?
This chart shows how often people search Google for Bellamy's Organic and NAN 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 NAN, Bellamy's Organic. 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 Bellamy's Organic and NAN comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: Bellamy's Organic took it in April 2026, NAN took it in June 2026.
- Across the 12 months ending September 2026, Bellamy's Organic’s share of searches among baby formula brands in Australia moved from 12.5% to 8.5%, and its estimated monthly branded searches moved from 3.6K to 2.4K.
- Across the 12 months ending September 2026, NAN’s share of searches among baby formula brands in Australia moved from 12.5% to 15.6%, and its estimated monthly branded searches moved from 3.6K to 4.4K.
How did search popularity change for Australia baby formula brands in September 2026?
3 changes
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, NAN lost share of searches among baby formula brands in Australia, from 16.3% to 15.6%.
Bellamy's Organic’s share of searches among baby formula brands in Australia has lost ground for 3 months in a row, from 9.4% to 8.5% in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Bellamy's Organic’s and NAN’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.
Bellamy's Organic
1 branded search term
- bellamys
NAN
1 branded search term
- nan formula
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