Brandwave

Nappies brands:Which are searched most?

In September 2026, Huggies was the most searched among nappies brands worldwide, with an estimated 246K branded searches and 58.8% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Huggies58.8%
  2. TENA39.4%
  3. Rascal and Friends1.1%
  4. Eco by Naty0.69%

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Share of SearchLeaderboard

Compare the nappies brands people 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 among nappies brands worldwide, by month

Share of Search by month for Huggies, TENA. The figures are in the table below the chart.

View monthly share of search table
MonthHuggiesTENARascal and FriendsEco by Naty
Oct 202553.4%43.6%1.8%1.2%
Nov 202553.5%43.7%1.8%0.96%
Dec 202558.3%39.1%1.6%1%
Jan 202658.2%39%1.6%1.3%
Feb 202658.5%39.2%1.3%1%
Mar 202658.5%39.2%1.3%1%
Apr 202658.5%39.2%1.3%1%
May 202658.6%39.3%1.3%0.86%
Jun 202658.7%39.4%1.1%0.86%
Jul 202658.7%39.4%1.1%0.86%
Aug 202659%39.4%0.86%0.71%
Sep 202658.8%39.4%1.1%0.69%

This month’s ranking, September 2026

  1. 1.Huggies

    58.8%

    Held 1st. 246K estimated branded searches, -18.3% vs prior month. Share -0.2 points.

  2. 2.TENA

    39.4%

    Held 2nd. 165K estimated branded searches, -17.9% vs prior month. Share 0 points.

  3. 3.Rascal and Friends

    1.1%

    Held 3rd. 4.4K estimated branded searches, 0% vs prior month. Share +0.2 points.

  4. 4.Eco by Naty

    0.69%

    Held 4th. 2.9K estimated branded searches, -19.4% vs prior month. Share 0 points.

Compare search popularity between leading brands

Which brand is most popular in search among nappies brands worldwide?

In September 2026, Huggies was the most searched among nappies brands worldwide, with an estimated 246K branded searches and 58.8% estimated Share of Search within this set. TENA is in 2nd place, 19.4 percentage points behind at 39.4% Share of Search.

Global nappies brands, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Huggies53.4% → 58.8%59%Aug 202653.4%Oct 20251st
TENA43.6% → 39.4%43.7%Nov 202539%Jan 20262nd
Rascal and Friends1.8% → 1.1%1.8%Nov 20250.86%Aug 20263rd
Eco by Naty1.2% → 0.69%1.3%Jan 20260.69%Sep 20264th

Each finding as a sentence

  • Across the 12 months ending September 2026, Huggies’ estimated Share of Search among nappies brands worldwide increased from 53.4% to 58.8%.
  • Across the 12 months ending September 2026, TENA’s estimated Share of Search among nappies brands worldwide decreased from 43.6% to 39.4%.
  • Across the 12 months ending September 2026, Rascal and Friends’ estimated Share of Search among nappies brands worldwide decreased from 1.8% to 1.1%.
  • Across the 12 months ending September 2026, Huggies’ estimated Share of Search among nappies brands worldwide peaked at 59% in August 2026 and was lowest at 53.4% in October 2025.
  • Across the 12 months ending September 2026, TENA’s estimated Share of Search among nappies brands worldwide peaked at 43.7% in November 2025 and was lowest at 39% in January 2026.
  • Across the 12 months ending September 2026, Eco by Naty held steady: its estimated Share of Search among nappies brands worldwide moved less than 0.5 percentage points.

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

  1. Estimated monthly branded searches for Eco by Naty worldwide fell 46.3% over 12 measured months, from 5.4K to 2.9K in September 2026.

  2. Estimated monthly branded searches for Rascal and Friends worldwide fell 45.7% over 12 measured months, from 8.1K to 4.4K in September 2026.

  3. Estimated monthly branded searches for TENA worldwide fell 17.9% over 12 measured months, from 201K to 165K in September 2026.

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