Baby formula brands:Which brands are most popular in search?
Aptamil and Similac share the highest estimated Share of Search among baby formula brands worldwide, at 42.5% in August 2026. These are worldwide searches for English-language branded terms.
Aptamil42.5%
Similac42.5%
Bellamy's Organic10.5%
NAN3.8%
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Share of SearchLeaderboard
Compare the baby formula brands parents buy. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
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 | — | — | — | — | — |
This month’s ranking, August 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 leading brands
- Aptamil vs Similac: compare search popularity
- Aptamil vs Bellamy's Organic: compare search popularity
- Aptamil vs NAN: compare search popularity
- Similac vs Bellamy's Organic: compare search popularity
- Similac vs NAN: compare search popularity
- Bellamy's Organic vs NAN: compare search popularity
- Compare any of these brands
Which brand is most popular in search among baby formula brands worldwide?
5 brands
Aptamil and Similac share the highest estimated Share of Search among baby formula brands worldwide, at 42.5% in August 2026.
| Brand | Share of Search | Peak | Low | Rank |
|---|---|---|---|---|
| Aptamil | 41.9% → 42.5% | 58.1%Feb 2026 | 41.9%Oct 2025 | 1st |
| Similac | 41.9% → 42.5% | 43.1%Dec 2025 | 31.5%Jan 2026 | 2nd |
| Bellamy's Organic | 12.6% → 10.5% | 13.7%Mar 2026 | 7.7%Jan 2026 | 3rd |
| NAN | 3.1% → 3.8% | 3.8%Jul 2026 | 1.9%Feb 2026 | 4th |
| Karicare | 0.61% → 0.62% | 0.63%Dec 2025 | 0.37%Feb 2026 | 5th |
Each finding as a sentence
- Across the 11 months ending August 2026, Aptamil’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 increased from 41.9% to 42.5%.
- Across the 11 months ending August 2026, Bellamy's Organic’s estimated Share of Search among baby formula brands worldwide decreased from 12.6% to 10.5%.
- 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, Aptamil’s estimated Share of Search among baby formula brands worldwide peaked at 58.1% in February 2026 and was lowest at 41.9% in October 2025.
- 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.
- Across the 11 months ending August 2026, Bellamy's Organic’s estimated Share of Search among baby formula brands worldwide peaked at 13.7% in March 2026 and was lowest at 7.7% in January 2026.
- 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.
- Across the 11 months ending August 2026, Karicare held steady: its estimated Share of Search among baby formula brands worldwide moved less than 0.5 percentage points.
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.
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