Brandwave

How popular isHuggies in search?

In September 2026, there were an estimated 246K branded searches for Huggies worldwide which held steady over the last 12 months. Huggies holds 58.8% estimated Share of Search among nappies brands worldwide and is ranked 1st of 4 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Huggies58.8%
  2. TENA39.4%
  3. Rascal and Friends1.1%
  4. Eco by Naty0.69%
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Which nappies brands compete with Huggies?

Huggies against nappies brands worldwide, by month

Share of Search by month for Huggies, TENA. The figures are in the table below the chart.

View monthly share of search table
MonthHuggiesTENARascal and FriendsEco by Naty
Oct 202553.4%43.6%1.8%1.2%
Nov 202553.5%43.7%1.8%0.96%
Dec 202558.3%39.1%1.6%1%
Jan 202658.2%39%1.6%1.3%
Feb 202658.5%39.2%1.3%1%
Mar 202658.5%39.2%1.3%1%
Apr 202658.5%39.2%1.3%1%
May 202658.6%39.3%1.3%0.86%
Jun 202658.7%39.4%1.1%0.86%
Jul 202658.7%39.4%1.1%0.86%
Aug 202659%39.4%0.86%0.71%
Sep 202658.8%39.4%1.1%0.69%

  1. 1.Huggies

    58.8%

    Held 1st. 246K estimated branded searches, -18.3% vs prior month. Share -0.2 points.

  2. 2.TENA

    39.4%

    Held 2nd. 165K estimated branded searches, -17.9% vs prior month. Share 0 points.

  3. 3.Rascal and Friends

    1.1%

    Held 3rd. 4.4K estimated branded searches, 0% vs prior month. Share +0.2 points.

  4. 4.Eco by Naty

    0.69%

    Held 4th. 2.9K estimated branded searches, -19.4% vs prior month. Share 0 points.

Compare search popularity between Huggies and its closest rivals

Every comparison with Huggies

How has branded search demand for Huggies changed worldwide over the last 12 months?

  • Across the 12 months ending September 2026, estimated monthly branded searches for Huggies worldwide held steady at 246K.
  • Across the 12 months ending September 2026, Huggies’ estimated Share of Search among nappies brands worldwide increased from 53.4% to 58.8%.
  • Across the 12 months ending September 2026, Huggies’ estimated Share of Search among nappies brands worldwide peaked at 59% in August 2026 and was lowest at 53.4% in October 2025.

How did search popularity change for nappies brands worldwide in September 2026?

  1. Estimated monthly branded searches for Eco by Naty worldwide fell 46.3% over 12 measured months, from 5.4K to 2.9K in September 2026.

  2. Estimated monthly branded searches for Rascal and Friends worldwide fell 45.7% over 12 measured months, from 8.1K to 4.4K in September 2026.

  3. Estimated monthly branded searches for TENA worldwide fell 17.9% over 12 measured months, from 201K to 165K in September 2026.

Where does Huggies compete?

Huggies is ranked in five competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Pure Wipes brands3rd of 316.2%Show ranking
Baby wipe brands3rd of 523.1%Show ranking
Nappy brands2nd of 534.9%Show ranking
Water Wipes brands2nd of 335.1%Show ranking
Nappies brands1st of 458.8%Shown above

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

Do you work for Huggies? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

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