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 35.1% estimated Share of Search among water Wipes brands worldwide and is ranked 2nd of 3 competitors for search popularity. These are worldwide searches for English-language branded terms.
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Which water Wipes brands compete with Huggies?
Share of Search by month for Pampers, Huggies. The figures are in the table below the chart.
View monthly share of search table
| Month | Pampers | Huggies | Curash |
|---|---|---|---|
| Oct 2025 | 68.8% | 30.8% | 0.36% |
| Nov 2025 | 68.9% | 30.8% | 0.3% |
| Dec 2025 | 68.8% | 30.8% | 0.45% |
| Jan 2026 | 68.8% | 30.8% | 0.45% |
| Feb 2026 | 64.4% | 35.2% | 0.41% |
| Mar 2026 | 68.8% | 30.8% | 0.36% |
| Apr 2026 | 68.8% | 30.8% | 0.36% |
| May 2026 | 68.8% | 30.8% | 0.36% |
| Jun 2026 | 64.4% | 35.2% | 0.41% |
| Jul 2026 | 64.3% | 35.2% | 0.51% |
| Aug 2026 | 59.6% | 39.9% | 0.48% |
| Sep 2026 | 64.2% | 35.1% | 0.77% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 64.2% | 450K | 0% | +4.5 points | |
| 2, held 2nd | 35.1% | 246K | -18.3% | -4.8 points | |
| 3, held 3rd | 0.77% | 5.4K | +50% | +0.3 points |
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 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 water Wipes brands worldwide increased from 30.8% to 35.1%.
- Across the 12 months ending September 2026, Huggies’ estimated Share of Search among water Wipes brands worldwide peaked at 39.9% in August 2026 and was lowest at 30.8% in December 2025.
How did search popularity change for water Wipes brands worldwide in September 2026?
3 changes
In September 2026, Pampers gained estimated Share of Search among water Wipes brands worldwide, from 59.6% to 64.2%.
In September 2026, Huggies lost estimated Share of Search among water Wipes brands worldwide, from 39.9% to 35.1%.
Estimated monthly branded searches for Curash worldwide rose 86.2% over 12 measured months, from 2.9K to 5.4K in September 2026.
Where does Huggies compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Pure Wipes brands | 3rd of 3 | 16.2% | Show ranking |
| Baby wipe brands | 3rd of 5 | 23.1% | Show ranking |
| Nappy brands | 2nd of 5 | 34.9% | Show ranking |
| Water Wipes brands | 2nd of 3 | 35.1% | Shown above |
| Nappies brands | 1st of 4 | 58.8% | 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.