---
title: "Baby formula brands: Which brands are most popular in search?"
description: "Compare the baby formula brands parents buy. Share of Search among Aptamil, Similac, Bellamy's Organic, NAN and Karicare, the baby formula brands Brandwave compares worldwide, using the same methodology, market, and reporting period. 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."
canonical: "https://gobrandwave.com/demand/global-en/categories/baby-formula-brands"
publisher: "Brandwave"
---

# Baby formula brands: Which brands are most popular in search?

Compare the baby formula brands parents buy. Share of Search among Aptamil, Similac, Bellamy's Organic, NAN and Karicare, the baby formula brands Brandwave compares worldwide, using the same methodology, market, and reporting period. 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.

## Key facts

- **Competitive set**: Baby formula brands
- **Market**: Global
- **Brands compared**: 5
- **Month measured**: Aug 2026
- **Highest Share of Search**: Aptamil, 42.5%

## Which brand is most popular in search among baby formula brands worldwide?

- Aptamil and Similac share the highest estimated Share of Search among baby formula brands worldwide, at 42.5% in August 2026.
- 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.

## Compare search popularity between leading brands

- [Aptamil vs Similac: compare search popularity](/demand/global-en/compare/aptamil-vs-similac): 42.5% Share of Search each.
- [Aptamil vs Bellamy's Organic: compare search popularity](/demand/global-en/compare/aptamil-vs-bellamys-organic): 42.5% against 10.5% Share of Search.
- [Aptamil vs NAN: compare search popularity](/demand/global-en/compare/aptamil-vs-nan): 42.5% against 3.8% Share of Search.
- [Similac vs Bellamy's Organic: compare search popularity](/demand/global-en/compare/bellamys-organic-vs-similac): 42.5% against 10.5% Share of Search.
- [Similac vs NAN: compare search popularity](/demand/global-en/compare/nan-vs-similac): 42.5% against 3.8% Share of Search.
- [Bellamy's Organic vs NAN: compare search popularity](/demand/global-en/compare/bellamys-organic-vs-nan): 10.5% against 3.8% Share of Search.

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

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Aptamil | 42.5% | 246K | 0.0% | Nutricia |
| 2 | Similac | 42.5% | 246K | 0.0% | Similac |
| 3 | Bellamy's Organic | 10.5% | 60.5K | 0.0% | Bellamy's Organic |
| 4 | NAN | 3.8% | 22.2K | 0.0% | Nestlé |
| 5 | Karicare | 0.62% | 3.6K | 0.0% | Nutricia |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Aptamil | 246K | 41.9% | 1 |
| Oct 2025 | Similac | 246K | 41.9% | 2 |
| Oct 2025 | Bellamy's Organic | 74K | 12.6% | 3 |
| Oct 2025 | NAN | 18.1K | 3.1% | 4 |
| Oct 2025 | Karicare | 3.6K | 0.61% | 5 |
| Nov 2025 | Aptamil | 246K | 41.9% | 1 |
| Nov 2025 | Similac | 246K | 41.9% | 2 |
| Nov 2025 | Bellamy's Organic | 74K | 12.6% | 3 |
| Nov 2025 | NAN | 18.1K | 3.1% | 4 |
| Nov 2025 | Karicare | 3.6K | 0.61% | 5 |
| Dec 2025 | Aptamil | 246K | 43.1% | 1 |
| Dec 2025 | Similac | 246K | 43.1% | 2 |
| Dec 2025 | Bellamy's Organic | 60.5K | 10.6% | 3 |
| Dec 2025 | NAN | 14.8K | 2.6% | 4 |
| Dec 2025 | Karicare | 3.6K | 0.63% | 5 |
| Jan 2026 | Aptamil | 550K | 57.5% | 1 |
| Jan 2026 | Similac | 301K | 31.5% | 2 |
| Jan 2026 | Bellamy's Organic | 74K | 7.7% | 3 |
| Jan 2026 | NAN | 27.1K | 2.8% | 4 |
| Jan 2026 | Karicare | 3.6K | 0.38% | 5 |
| Feb 2026 | Aptamil | 450K | 58.1% | 1 |
| Feb 2026 | Similac | 246K | 31.8% | 2 |
| Feb 2026 | Bellamy's Organic | 60.5K | 7.8% | 3 |
| Feb 2026 | NAN | 14.8K | 1.9% | 4 |
| Feb 2026 | Karicare | 2.9K | 0.37% | 5 |
| Mar 2026 | Aptamil | 301K | 45.7% | 1 |
| Mar 2026 | Similac | 246K | 37.3% | 2 |
| Mar 2026 | Bellamy's Organic | 90.5K | 13.7% | 3 |
| Mar 2026 | NAN | 18.1K | 2.7% | 4 |
| Mar 2026 | Karicare | 3.6K | 0.55% | 5 |
| Apr 2026 | Aptamil | 246K | 41.9% | 1 |
| Apr 2026 | Similac | 246K | 41.9% | 2 |
| Apr 2026 | Bellamy's Organic | 74K | 12.6% | 3 |
| Apr 2026 | NAN | 18.1K | 3.1% | 4 |
| Apr 2026 | Karicare | 3.6K | 0.61% | 5 |
| May 2026 | Aptamil | 246K | 41.9% | 1 |
| May 2026 | Similac | 246K | 41.9% | 2 |
| May 2026 | Bellamy's Organic | 74K | 12.6% | 3 |
| May 2026 | NAN | 18.1K | 3.1% | 4 |
| May 2026 | Karicare | 3.6K | 0.61% | 5 |
| Jun 2026 | Aptamil | 246K | 42.9% | 1 |
| Jun 2026 | Similac | 246K | 42.9% | 2 |
| Jun 2026 | Bellamy's Organic | 60.5K | 10.5% | 3 |
| Jun 2026 | NAN | 18.1K | 3.2% | 4 |
| Jun 2026 | Karicare | 2.9K | 0.51% | 5 |
| Jul 2026 | Aptamil | 246K | 42.5% | 1 |
| Jul 2026 | Similac | 246K | 42.5% | 2 |
| Jul 2026 | Bellamy's Organic | 60.5K | 10.5% | 3 |
| Jul 2026 | NAN | 22.2K | 3.8% | 4 |
| Jul 2026 | Karicare | 3.6K | 0.62% | 5 |
| Aug 2026 | Aptamil | 246K | 42.5% | 1 |
| Aug 2026 | Similac | 246K | 42.5% | 2 |
| Aug 2026 | Bellamy's Organic | 60.5K | 10.5% | 3 |
| Aug 2026 | NAN | 22.2K | 3.8% | 4 |
| Aug 2026 | Karicare | 3.6K | 0.62% | 5 |
| Sep 2026 | Aptamil | — | — | — |
| Sep 2026 | Bellamy's Organic | — | — | — |
| Sep 2026 | Karicare | — | — | — |
| Sep 2026 | NAN | — | — | — |
| Sep 2026 | Similac | — | — | — |

## What is being compared

- **Aptamil**: Measured on the search term “aptamil”.
- **Bellamy's Organic**: Measured on the search term “bellamys”.
- **Karicare**: Measured on the search term “karicare”.
- **NAN**: Measured on the search term “nan formula”.
- **Similac**: Measured on the search term “similac”.

- [Aptamil](/demand/global-en/brands/aptamil)
- [Bellamy's Organic](/demand/global-en/brands/bellamys-organic)
- [Karicare](/demand/global-en/brands/karicare)
- [NAN](/demand/global-en/brands/nan)
- [Similac](/demand/global-en/brands/similac)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among baby formula brands worldwide?

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.

## Cite this page

Brandwave. "Baby formula brands: Which brands are most popular in search?". https://gobrandwave.com/demand/global-en/categories/baby-formula-brands

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/baby-formula-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.