Brandwave

How popular isWillow in search?

In September 2026, there were an estimated 20.4K branded searches for Willow worldwide which is down 31.8% over the last 12 months. Willow holds 1.8% estimated Share of Search among breast pump brands worldwide and is ranked 3rd of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Spectra51%
  2. Philips Avent44.6%
  3. Willow1.8%
  4. Willow1.6%
  5. Medela0.97%
  6. Elvie0.11%
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Which breast pump brands compete with Willow?

Willow against breast pump brands worldwide, by month

Share of Search by month for Spectra, Philips Avent, Willow. The figures are in the table below the chart.

View monthly share of search table
MonthSpectraPhilips AventWillowWillowMedelaElvie
Oct 202548.1%46.4%2.8%1.3%1.2%0.14%
Nov 202548.6%45.8%2.7%1.6%1.2%0.13%
Dec 202551.3%43.4%2.6%1.4%1.2%0.15%
Jan 202650.8%43.1%3.2%1.7%1.1%0.13%
Feb 202653.7%40.5%2.4%2.2%1.1%0.12%
Mar 202653.7%41.2%2%1.8%1.1%0.12%
Apr 202650.9%44.2%2.2%1.6%0.96%0.1%
May 202651%44.2%2.2%1.6%0.96%0.1%
Jun 202651.3%44.5%1.8%1.3%0.97%0.11%
Jul 202653%42%1.7%2.3%0.92%0.07%
Aug 202651.6%43.7%1.7%1.9%0.95%0.1%
Sep 202651%44.6%1.8%1.6%0.97%0.11%

  1. 1.Spectra

    51%

    Held 1st. 188K estimated branded searches, -3.2% vs prior month. Share -0.6 points.

  2. 2.Philips Avent

    44.6%

    Held 2nd. 165K estimated branded searches, 0% vs prior month. Share +0.9 points.

  3. 3.Willow

    1.8%

    Moved from 4th to 3rd. 6.6K estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.Willow

    1.6%

    Moved from 3rd to 4th. 5.8K estimated branded searches, -19.5% vs prior month. Share -0.3 points.

  5. 5.Medela

    0.97%

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

  6. 6.Elvie

    0.11%

    Held 6th. 390 estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between Willow and its closest rivals

Every comparison with Willow

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

  • Across the 12 months ending September 2026, estimated monthly branded searches for Willow worldwide fell from 30K to 20.4K.
  • Across the 12 months ending September 2026, Willow’s estimated Share of Search among breast pump brands worldwide decreased from 2.8% to 1.8%.
  • Across the 12 months ending September 2026, Willow’s estimated Share of Search among breast pump brands worldwide peaked at 3.2% in January 2026 and was lowest at 1.7% in July 2026.

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

  1. In September 2026, Philips Avent gained estimated Share of Search among breast pump brands worldwide, from 43.7% to 44.6%.

  2. In September 2026, Spectra lost estimated Share of Search among breast pump brands worldwide, from 51.6% to 51%.

  3. In September 2026, Willow rose from 4th to 3rd among breast pump brands worldwide.

  4. In September 2026, Willow fell from 3rd to 4th among breast pump brands worldwide.

  5. Estimated monthly branded searches for Elvie worldwide fell 18.8% over 12 measured months, from 480 to 390 in September 2026.

  6. Estimated monthly branded searches for Medela worldwide fell 18.2% over 12 measured months, from 4.4K to 3.6K in September 2026.

Where does Willow compete?

Willow is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Wearable breast pump brands5th of 52.1%Show ranking
Breast pump brands3rd of 61.8%Shown above
Electric breast pump brands1st of 374.2%Show ranking

How is Willow measured?

Brandwave collects information about searches that people make online using Willow’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

4 branded search terms

  • breast pump willow
  • willow go
  • willow pump
  • willow wearable pump

Do you work for Willow? 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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