How popular isSimilac in search?
In August 2026, there were an estimated 246K branded searches for Similac worldwide which held steady over the last 11 months. Similac holds 42.5% estimated Share of Search among baby formula brands worldwide and is ranked 2nd of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.
Aptamil42.5%
Similac42.5%
Bellamy's Organic10.5%
NAN3.8%
Follow Similac and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Which baby formula brands compete with Similac?
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
| Month | Aptamil | Similac | Bellamy's Organic | NAN | Karicare |
|---|---|---|---|---|---|
| Oct 2025 | 41.9% | 41.9% | 12.6% | 3.1% | 0.61% |
| Nov 2025 | 41.9% | 41.9% | 12.6% | 3.1% | 0.61% |
| Dec 2025 | 43.1% | 43.1% | 10.6% | 2.6% | 0.63% |
| Jan 2026 | 57.5% | 31.5% | 7.7% | 2.8% | 0.38% |
| Feb 2026 | 58.1% | 31.8% | 7.8% | 1.9% | 0.37% |
| Mar 2026 | 45.7% | 37.3% | 13.7% | 2.7% | 0.55% |
| Apr 2026 | 41.9% | 41.9% | 12.6% | 3.1% | 0.61% |
| May 2026 | 41.9% | 41.9% | 12.6% | 3.1% | 0.61% |
| Jun 2026 | 42.9% | 42.9% | 10.5% | 3.2% | 0.51% |
| Jul 2026 | 42.5% | 42.5% | 10.5% | 3.8% | 0.62% |
| Aug 2026 | 42.5% | 42.5% | 10.5% | 3.8% | 0.62% |
| Sep 2026 | — | — | — | — | — |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 42.5% | 246K | 0% | 0 points | |
| 2, held 2nd | 42.5% | 246K | 0% | 0 points | |
| 3, held 3rd | 10.5% | 60.5K | 0% | 0 points | |
| 4, held 4th | 3.8% | 22.2K | 0% | 0 points | |
| 5, held 5th | 0.62% | 3.6K | 0% | 0 points |
1.
42.5%
Held 1st. 246K estimated branded searches, 0% vs prior month. Share 0 points.
2.
Similac42.5%
Held 2nd. 246K estimated branded searches, 0% vs prior month. Share 0 points.
10.5%
Held 3rd. 60.5K estimated branded searches, 0% vs prior month. Share 0 points.
4.
NAN3.8%
Held 4th. 22.2K estimated branded searches, 0% vs prior month. Share 0 points.
5.
0.62%
Held 5th. 3.6K estimated branded searches, 0% vs prior month. Share 0 points.
Compare search popularity between Similac and its closest rivals
How has branded search demand for Similac changed worldwide over the last 12 months?
3 findings
- Across the 11 months ending August 2026, estimated monthly branded searches for Similac worldwide held steady at 246K.
- Across the 11 months ending August 2026, Similac’s estimated Share of Search among baby formula brands worldwide increased from 41.9% to 42.5%.
- Across the 11 months ending August 2026, Similac’s estimated Share of Search among baby formula brands worldwide peaked at 43.1% in December 2025 and was lowest at 31.5% in January 2026.
How did search popularity change for baby formula brands worldwide in August 2026?
2 changes
Estimated monthly branded searches for NAN worldwide rose 22.7% over 11 measured months, from 18.1K to 22.2K in August 2026.
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 Similac measured?
Brandwave collects information about searches that people make online using Similac’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
- similac
Do you work for Similac? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is Similac 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.