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 23.1% estimated Share of Search among baby wipe brands worldwide and is ranked 3rd of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.
Pampers42.3%Johnson's28.4%
Huggies23.1%WaterWipes5.7%
Curash0.51%
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Where does Huggies compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Baby wipe brands | 3rd of 5 | 23.1% | Shown below |
| Nappy brands | 2nd of 5 | 34.9% | Show ranking |
| Water wipes brands | 2nd of 3 | 35.1% | Show ranking |
| Nappies brands | 1st of 3 | 97.1% | Show ranking |
Which baby wipe brands compete with Huggies?
Share of Search by month for Pampers, Johnson's, Huggies, WaterWipes. The figures are in the table below the chart.
View monthly share of search table
| Month | Pampers | Johnson's | Huggies | WaterWipes | Curash |
|---|---|---|---|---|---|
| Oct 2025 | 44.8% | 30% | 20% | 4.9% | 0.24% |
| Nov 2025 | 47.4% | 26% | 21.2% | 5.2% | 0.21% |
| Dec 2025 | 47.8% | 26.2% | 21.4% | 4.3% | 0.31% |
| Jan 2026 | 47.4% | 25.9% | 21.2% | 5.2% | 0.31% |
| Feb 2026 | 42.9% | 28.7% | 23.4% | 4.7% | 0.28% |
| Mar 2026 | 47.4% | 26% | 21.2% | 5.2% | 0.25% |
| Apr 2026 | 47.4% | 26% | 21.2% | 5.2% | 0.25% |
| May 2026 | 47.4% | 26% | 21.2% | 5.2% | 0.25% |
| Jun 2026 | 42.4% | 28.4% | 23.2% | 5.7% | 0.27% |
| Jul 2026 | 42.4% | 28.4% | 23.2% | 5.7% | 0.34% |
| Aug 2026 | 39.8% | 26.7% | 26.6% | 6.5% | 0.32% |
| Sep 2026 | 42.3% | 28.4% | 23.1% | 5.7% | 0.51% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 42.3% | 450K | 0% | +2.5 points | |
| 2, held 2nd | 28.4% | 301K | +0.03% | +1.7 points | |
| 3, held 3rd | 23.1% | 246K | -18.3% | -3.5 points | |
| 4, held 4th | 5.7% | 60.5K | -18.2% | -0.9 points | |
| 5, held 5th | 0.51% | 5.4K | +50% | +0.2 points |
1.
Pampers42.3%
Held 1st. 450K estimated branded searches, 0% vs prior month. Share +2.5 points.
28.4%
Held 2nd. 301K estimated branded searches, +0.03% vs prior month. Share +1.7 points.
3.
Huggies23.1%
Held 3rd. 246K estimated branded searches, -18.3% vs prior month. Share -3.5 points.
5.7%
Held 4th. 60.5K estimated branded searches, -18.2% vs prior month. Share -0.9 points.
5.
Curash0.51%
Held 5th. 5.4K estimated branded searches, +50% vs prior month. Share +0.2 points.
Compare search popularity between Huggies and its closest rivals
Every comparison with Huggies
7 comparisons
How has branded search demand for Huggies changed worldwide over the last 12 months?
3 findings
- 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 baby wipe brands worldwide increased from 20% to 23.1%.
- Across the 12 months ending September 2026, Huggies’ estimated Share of Search among baby wipe brands worldwide peaked at 26.6% in August 2026 and was lowest at 20% in October 2025.
How did search popularity change for baby wipe brands worldwide in September 2026?
5 changes
In September 2026, Pampers gained estimated Share of Search among baby wipe brands worldwide, from 39.8% to 42.3%.
In September 2026, Johnson's gained estimated Share of Search among baby wipe brands worldwide, from 26.7% to 28.4%.
In September 2026, Huggies lost estimated Share of Search among baby wipe brands worldwide, from 26.6% to 23.1%.
In September 2026, WaterWipes lost estimated Share of Search among baby wipe brands worldwide, from 6.5% to 5.7%.
Estimated monthly branded searches for Curash worldwide rose 86.2% over 12 measured months, from 2.9K to 5.4K in September 2026.
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?
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