Aptamil vs Similac:Which is more popular by branded search?
In August 2026, Aptamil and Similac were level on Share of Search among baby formula brands worldwide, with an estimated 246K branded searches each, at 42.5% estimated Share of Search each. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Aptamil or Similac?
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. 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 | — | — | — | — | — |
How has the Aptamil and Similac comparison changed over the last 12 months?
3 findings
- Aptamil was ahead of Similac in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Aptamil’s estimated Share of Search among baby formula brands worldwide moved from 41.9% to 42.5%, and its estimated monthly branded searches held steady at 246K.
- Across the 11 months ending August 2026, Similac’s estimated Share of Search among baby formula brands worldwide moved from 41.9% to 42.5%, and its estimated monthly branded searches held steady at 246K.
How did search popularity change for baby formula brands worldwide in August 2026?
0 changes
Neither Aptamil nor Similac moved beyond provider rounding among baby formula brands in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Aptamil’s and Similac’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.