--- title: "Little Oak vs S-26: Which is searched more in Australia?" description: "Is Little Oak or S-26 more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Baby formula brands set in Australia. 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/compare/little-oak-vs-s-26" publisher: "Brandwave" --- # Little Oak vs S-26: Which is searched more in Australia? Is Little Oak or S-26 more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Baby formula brands set in Australia. 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 - **Compared**: Little Oak and S-26 - **Competitive set**: Baby formula brands - **Market**: Australia - **Month measured**: Sep 2026 - **Little Oak Share of Search**: 23.4% - **S-26 Share of Search**: 4.6% ## Is Little Oak or S-26 more popular in search? - In September 2026, Little Oak had more branded searches than S-26 among baby formula brands in Australia. Little Oak had about 6,600 branded searches, while S-26 had 1,300. Little Oak made up 23.4% of all baby formula brand searches we track, and S-26 accounted for 4.6%. - Little Oak was ahead of S-26 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, 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. ## Top baby formula brands in ChatGPT and Google AI Overviews In three ChatGPT questions and 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. Little Oak did not appear in any of the five answers. 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 | | --- | --- | --- | --- | --- | | Aptamil | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | Karicare | 2nd | 3 of 3 | 0 of 2 | 3 of 5 | | Bellamy's Organic | 3rd | 1 of 3 | 1 of 2 | 2 of 5 | | a2 Platinum | 3rd | 0 of 3 | 1 of 2 | 1 of 5 | | S-26 | 5th | 1 of 3 | 0 of 2 | 1 of 5 | | Little Oak | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | NAN | Not ranked | 2 of 3 | 0 of 2 | 2 of 5 | | Bubs | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Oli6 | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Kendamil | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Nature One Dairy | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about baby formula brands - Asked ChatGPT "Which baby formula should I use in Australia?": 1. Aptamil, 2. Karicare, 3. NAN - Asked ChatGPT "What are the best baby formula brands in Australia?": 1. Aptamil, 2. Karicare, 3. Bellamy's Organic, 4. S-26 - Asked ChatGPT "What's the best formula for a baby with a sensitive tummy?": 1. Aptamil, 2. Karicare, 3. NAN - Searched Google, AI Overview "baby formula": 1. Bellamy's Organic - Searched Google, AI Overview "infant formula": 1. Aptamil, 2. a2 Platinum Not named in any answer: Little Oak, Bubs, Oli6, Kendamil and Nature One Dairy. Brands are listed in the order each answer named them. The answers were collected in Australia on October 26, 2026. ## How did search popularity change for Australia baby formula brands in September 2026? - 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, Little Oak lost share of searches among baby formula brands in Australia, from 24.5% to 23.4%. ## Month by month | Month | Little Oak estimated searches | Little Oak Share of Search | Little Oak rank | S-26 estimated searches | S-26 Share of Search | S-26 rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 5.4K | 18.7% | 2 | 1.3K | 4.5% | 6 | | Nov 2025 | 4.4K | 16.4% | 2 | 1.3K | 4.8% | 6 | | Dec 2025 | 4.4K | 18.1% | 2 | 1K | 4.1% | 6 | | Jan 2026 | 5.4K | 18.2% | 2 | 1.6K | 5.4% | 6 | | Feb 2026 | 4.4K | 20.1% | 2 | 1K | 4.6% | 7 | | Mar 2026 | 5.4K | 22% | 2 | 1K | 4.1% | 7 | | Apr 2026 | 5.4K | 21.3% | 2 | 1K | 3.9% | 7 | | May 2026 | 5.4K | 21.2% | 2 | 880 | 3.5% | 7 | | Jun 2026 | 6.6K | 25.8% | 2 | 880 | 3.4% | 8 | | Jul 2026 | 6.6K | 25.1% | 2 | 1K | 3.8% | 7 | | Aug 2026 | 6.6K | 24.5% | 2 | 1K | 3.7% | 8 | | Sep 2026 | 6.6K | 23.4% | 2 | 1.3K | 4.6% | 7 | ## How each brand is measured Brandwave collects information about searches that people make online using Little Oak’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. - **Little Oak**: Measured on the search term “little oak formula”. - **S-26**: Measured on the search term “s26 formula”. - [Little Oak profile](/demand/au/brands/little-oak) - [S-26 profile](/demand/au/brands/s-26) - [All baby formula brands in Australia](/demand/au/categories/au-baby-formula-brands): The set both shares are measured inside, 11 brands. ## 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 ### Is Little Oak or S-26 more popular in search? In September 2026, Little Oak had more branded searches than S-26 among baby formula brands in Australia. Little Oak had about 6,600 branded searches, while S-26 had 1,300. Little Oak made up 23.4% of all baby formula brand searches we track, and S-26 accounted for 4.6%. ## Cite this page Brandwave. "Little Oak vs S-26: Which is searched more in Australia?". https://gobrandwave.com/demand/au/compare/little-oak-vs-s-26 This page is also available as HTML at https://gobrandwave.com/demand/au/compare/little-oak-vs-s-26. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.