Brandwave

How popular isNAN in search?

In August 2026, there were an estimated 22.2K branded searches for NAN worldwide which is up 22.7% over the last 11 months. NAN holds 3.8% estimated Share of Search among baby formula brands worldwide and is ranked 4th of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Aptamil42.5%
  2. Similac42.5%
  3. Bellamy's Organic10.5%
  4. NAN3.8%
  5. Karicare0.62%
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Which baby formula brands compete with NAN?

NAN against baby formula brands worldwide, by month

Share of Search by month for Aptamil, Similac, Bellamy's Organic, NAN. The figures are in the table below the chart.

View monthly share of search table
MonthAptamilSimilacBellamy's OrganicNANKaricare
Oct 202541.9%41.9%12.6%3.1%0.61%
Nov 202541.9%41.9%12.6%3.1%0.61%
Dec 202543.1%43.1%10.6%2.6%0.63%
Jan 202657.5%31.5%7.7%2.8%0.38%
Feb 202658.1%31.8%7.8%1.9%0.37%
Mar 202645.7%37.3%13.7%2.7%0.55%
Apr 202641.9%41.9%12.6%3.1%0.61%
May 202641.9%41.9%12.6%3.1%0.61%
Jun 202642.9%42.9%10.5%3.2%0.51%
Jul 202642.5%42.5%10.5%3.8%0.62%
Aug 202642.5%42.5%10.5%3.8%0.62%
Sep 2026—————

  1. 1.Aptamil

    42.5%

    Held 1st. 246K estimated branded searches, 0% vs prior month. Share 0 points.

  2. 2.Similac

    42.5%

    Held 2nd. 246K estimated branded searches, 0% vs prior month. Share 0 points.

  3. 3.Bellamy's Organic

    10.5%

    Held 3rd. 60.5K estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.NAN

    3.8%

    Held 4th. 22.2K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Karicare

    0.62%

    Held 5th. 3.6K estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between NAN and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for NAN worldwide rose from 18.1K to 22.2K.
  • Across the 11 months ending August 2026, NAN’s estimated Share of Search among baby formula brands worldwide increased from 3.1% to 3.8%.
  • Across the 11 months ending August 2026, NAN’s estimated Share of Search among baby formula brands worldwide peaked at 3.8% in July 2026 and was lowest at 1.9% in February 2026.

How did search popularity change for baby formula brands worldwide in August 2026?

  1. Estimated monthly branded searches for NAN worldwide rose 22.7% over 11 measured months, from 18.1K to 22.2K in August 2026.

  2. Estimated monthly branded searches for Bellamy's Organic worldwide fell 18.2% over 11 measured months, from 74K to 60.5K in August 2026.

How is NAN measured?

Brandwave collects information about searches that people make online using NAN’s 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

  • nan formula

How the Brand Demand Index is measured

Who owns NAN?

NAN is owned by Nestlé. Brandwave also tracks Purina, Maggi, Milo, Nescafé and Nesquik, owned by the same company, worldwide.

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

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