How popular isHuggies in search?
In August 2026, there were an estimated 301K branded searches for Huggies worldwide which is up 22.4% over the last 11 months. Huggies holds 36.3% estimated Share of Search among baby wipe brands worldwide and is ranked 2nd of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.
Pampers54.3%
Huggies36.3%WaterWipes8.9%
Curash0.43%Johnson's—
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Which baby wipe brands compete with Huggies?
Share of Search by month for Pampers, Huggies, WaterWipes. The figures are in the table below the chart.
View monthly share of search table
| Month | Pampers | Huggies | WaterWipes | Curash | Johnson's |
|---|---|---|---|---|---|
| Oct 2025 | 64% | 28.6% | 7% | 0.34% | — |
| Nov 2025 | 64% | 28.6% | 7% | 0.28% | — |
| Dec 2025 | 64.8% | 29% | 5.8% | 0.42% | — |
| Jan 2026 | 63.9% | 28.6% | 7% | 0.42% | — |
| Feb 2026 | 60.1% | 32.9% | 6.6% | 0.39% | — |
| Mar 2026 | 64% | 28.6% | 7% | 0.34% | — |
| Apr 2026 | 64% | 28.6% | 7% | 0.34% | — |
| May 2026 | 64% | 28.6% | 7% | 0.34% | — |
| Jun 2026 | 59.3% | 32.4% | 8% | 0.38% | — |
| Jul 2026 | 59.2% | 32.4% | 8% | 0.47% | — |
| Aug 2026 | 54.3% | 36.3% | 8.9% | 0.43% | — |
| Sep 2026 | — | — | — | — | — |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 54.3% | 450K | 0% | -4.9 points | |
| 2, held 2nd | 36.3% | 301K | +22.4% | +4 points | |
| 3, held 3rd | 8.9% | 74K | +22.3% | +1 points | |
| 4, held 4th | 0.43% | 3.6K | 0% | 0 points | |
| —, not measured this month | — | — | — | — |
1.
Pampers54.3%
Held 1st. 450K estimated branded searches, 0% vs prior month. Share -4.9 points.
2.
Huggies36.3%
Held 2nd. 301K estimated branded searches, +22.4% vs prior month. Share +4 points.
8.9%
Held 3rd. 74K estimated branded searches, +22.3% vs prior month. Share +1 points.
4.
Curash0.43%
Held 4th. 3.6K estimated branded searches, 0% vs prior month. Share 0 points.
—
Not measured this month. — estimated branded searches, — vs prior month. Share —.
Compare search popularity between Huggies and its closest rivals
How has branded search demand for Huggies changed worldwide over the last 12 months?
3 findings
- Across the 11 months ending August 2026, estimated monthly branded searches for Huggies worldwide rose from 246K to 301K.
- Across the 11 months ending August 2026, Huggies’ estimated Share of Search among baby wipe brands worldwide increased from 28.6% to 36.3%.
- Across the 11 months ending August 2026, Huggies’ estimated Share of Search among baby wipe brands worldwide peaked at 36.3% in August 2026 and was lowest at 28.6% in January 2026.
How did search popularity change for baby wipe brands worldwide in August 2026?
4 changes
In August 2026, Huggies gained estimated Share of Search among baby wipe brands worldwide, from 32.4% to 36.3%.
In August 2026, WaterWipes gained estimated Share of Search among baby wipe brands worldwide, from 8% to 8.9%.
In August 2026, Pampers lost estimated Share of Search among baby wipe brands worldwide, from 59.2% to 54.3%.
Estimated monthly branded searches for Curash worldwide rose 24.1% over 11 measured months, from 2.9K to 3.6K in August 2026.
Where does Huggies compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Baby wipe brands | 2nd of 5 | 36.3% | Shown above |
| Nappy brands | 2nd of 5 | 39.6% | Show ranking |
How is Huggies measured?
Brandwave collects information about searches that people make online using Huggies’ name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
1 branded search term
- huggies
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Is Huggies your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.