Little Oak vs NAN:Which is more popular?
In September 2026, Little Oak had more branded searches than NAN among baby formula brands in Australia. Little Oak had about 6,600 branded searches, while NAN had 4,400. Little Oak made up 23.4% of all baby formula brand searches we track, and NAN accounted for 15.6%. When we asked ChatGPT and Google AI Overviews about baby formula brands, NAN appeared in two of the five answers and Little Oak in none.
Who do people search for more?
Little Oak, about 50% more searches than NAN
Who does AI mention more?
NAN, mentioned in 2 of 5 answers, Little Oak 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, 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. Little Oak 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 Little Oak or NAN more popular in search?
This chart shows how often people search Google for Little Oak 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 Little Oak, NAN. 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 Little Oak and NAN comparison changed over the last 12 months?
3 findings
- Little Oak was ahead of NAN in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Little Oak’s share of searches among baby formula brands in Australia moved from 18.7% to 23.4%, and its estimated monthly branded searches moved from 5.4K to 6.6K.
- 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?
2 changes
In September 2026, Little Oak lost share of searches among baby formula brands in Australia, from 24.5% to 23.4%.
In September 2026, NAN lost share of searches among baby formula brands in Australia, from 16.3% to 15.6%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Little Oak’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.
Little Oak
1 branded search term
- little oak formula
NAN
1 branded search term
- nan formula
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