--- title: "Nappies brands: Which are searched most?" description: "Compare the nappies brands people buy. Share of Search among Huggies, TENA, Rascal and Friends and Eco by Naty, the nappies 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/nappies-brands" publisher: "Brandwave" --- # Nappies brands: Which are searched most? Compare the nappies brands people buy. Share of Search among Huggies, TENA, Rascal and Friends and Eco by Naty, the nappies 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**: Nappies brands - **Market**: Global - **Brands compared**: 4 - **Month measured**: Sep 2026 - **Highest Share of Search**: Huggies, 58.8% ## 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. - 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. ## Compare search popularity between leading brands - [Huggies vs TENA: compare search popularity](/demand/global-en/compare/huggies-vs-tena): 58.8% against 39.4% Share of Search. ## How did search popularity change for nappies brands worldwide in September 2026? - 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. - 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. - Estimated monthly branded searches for TENA worldwide fell 17.9% over 12 measured months, from 201K to 165K in September 2026. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Huggies | 58.8% | 246K | -18.3% | Huggies | | 2 | TENA | 39.4% | 165K | -17.9% | TENA | | 3 | Rascal and Friends | 1.1% | 4.4K | 0.0% | Rascal and Friends | | 4 | Eco by Naty | 0.69% | 2.9K | -19.4% | Eco by Naty | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Huggies | 246K | 53.4% | 1 | | Oct 2025 | TENA | 201K | 43.6% | 2 | | Oct 2025 | Rascal and Friends | 8.1K | 1.8% | 3 | | Oct 2025 | Eco by Naty | 5.4K | 1.2% | 4 | | Nov 2025 | Huggies | 246K | 53.5% | 1 | | Nov 2025 | TENA | 201K | 43.7% | 2 | | Nov 2025 | Rascal and Friends | 8.1K | 1.8% | 3 | | Nov 2025 | Eco by Naty | 4.4K | 0.96% | 4 | | Dec 2025 | Huggies | 246K | 58.3% | 1 | | Dec 2025 | TENA | 165K | 39.1% | 2 | | Dec 2025 | Rascal and Friends | 6.6K | 1.6% | 3 | | Dec 2025 | Eco by Naty | 4.4K | 1% | 4 | | Jan 2026 | Huggies | 246K | 58.2% | 1 | | Jan 2026 | TENA | 165K | 39% | 2 | | Jan 2026 | Rascal and Friends | 6.6K | 1.6% | 3 | | Jan 2026 | Eco by Naty | 5.4K | 1.3% | 4 | | Feb 2026 | Huggies | 246K | 58.5% | 1 | | Feb 2026 | TENA | 165K | 39.2% | 2 | | Feb 2026 | Rascal and Friends | 5.4K | 1.3% | 3 | | Feb 2026 | Eco by Naty | 4.4K | 1% | 4 | | Mar 2026 | Huggies | 246K | 58.5% | 1 | | Mar 2026 | TENA | 165K | 39.2% | 2 | | Mar 2026 | Rascal and Friends | 5.4K | 1.3% | 3 | | Mar 2026 | Eco by Naty | 4.4K | 1% | 4 | | Apr 2026 | Huggies | 246K | 58.5% | 1 | | Apr 2026 | TENA | 165K | 39.2% | 2 | | Apr 2026 | Rascal and Friends | 5.4K | 1.3% | 3 | | Apr 2026 | Eco by Naty | 4.4K | 1% | 4 | | May 2026 | Huggies | 246K | 58.6% | 1 | | May 2026 | TENA | 165K | 39.3% | 2 | | May 2026 | Rascal and Friends | 5.4K | 1.3% | 3 | | May 2026 | Eco by Naty | 3.6K | 0.86% | 4 | | Jun 2026 | Huggies | 246K | 58.7% | 1 | | Jun 2026 | TENA | 165K | 39.4% | 2 | | Jun 2026 | Rascal and Friends | 4.4K | 1.1% | 3 | | Jun 2026 | Eco by Naty | 3.6K | 0.86% | 4 | | Jul 2026 | Huggies | 246K | 58.7% | 1 | | Jul 2026 | TENA | 165K | 39.4% | 2 | | Jul 2026 | Rascal and Friends | 4.4K | 1.1% | 3 | | Jul 2026 | Eco by Naty | 3.6K | 0.86% | 4 | | Aug 2026 | Huggies | 301K | 59% | 1 | | Aug 2026 | TENA | 201K | 39.4% | 2 | | Aug 2026 | Rascal and Friends | 4.4K | 0.86% | 3 | | Aug 2026 | Eco by Naty | 3.6K | 0.71% | 4 | | Sep 2026 | Huggies | 246K | 58.8% | 1 | | Sep 2026 | TENA | 165K | 39.4% | 2 | | Sep 2026 | Rascal and Friends | 4.4K | 1.1% | 3 | | Sep 2026 | Eco by Naty | 2.9K | 0.69% | 4 | ## What is being compared - **Eco by Naty**: Measured on the search term “eco by naty”. - **Huggies**: Measured on the search term “huggies”. - **Rascal and Friends**: Measured on the search term “rascal and friends”. - **TENA**: Measured on the search term “tena”. - [Eco by Naty](/demand/global-en/brands/eco-by-naty) - [Huggies](/demand/global-en/brands/huggies) - [Rascal and Friends](/demand/global-en/brands/rascal-and-friends) - [TENA](/demand/global-en/brands/tena) ## 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 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. These are worldwide searches for English-language branded terms. ## Cite this page Brandwave. "Nappies brands: Which are searched most?". https://gobrandwave.com/demand/global-en/categories/nappies-brands This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/nappies-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.