Elvie vs Willow:Which is more popular by branded search?
In August 2026, Elvie had more branded searches than Willow among breast pump brands worldwide. Elvie was estimated to have 67.8K branded searches compared to Willow’s 6.6K, and held a 15.2% Share of Search versus Willow’s 1.5%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Elvie or Willow?
Compare the breast pump 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 Elvie, Willow. The figures are in the table below the chart.
View monthly share of search table
| Month | Medela | Elvie | Spectra | Philips Avent | Willow |
|---|---|---|---|---|---|
| Oct 2025 | 58.2% | 23.8% | 11.2% | 6.1% | 0.67% |
| Nov 2025 | 59% | 21.3% | 12.1% | 6.6% | 0.88% |
| Dec 2025 | 62.3% | 18.8% | 10.8% | 7.2% | 0.79% |
| Jan 2026 | 62.7% | 18.5% | 10.7% | 7.1% | 0.95% |
| Feb 2026 | 63.9% | 16.8% | 10.7% | 7.2% | 1.4% |
| Mar 2026 | 61.9% | 17.5% | 12.4% | 6.8% | 1.4% |
| Apr 2026 | 61.9% | 17.1% | 12.8% | 7% | 1.1% |
| May 2026 | 62.7% | 16% | 13% | 7.1% | 1.2% |
| Jun 2026 | 59.5% | 17.6% | 14.1% | 7.7% | 1% |
| Jul 2026 | 59.9% | 15.1% | 16% | 7.2% | 1.8% |
| Aug 2026 | 62.3% | 15.2% | 13.6% | 7.4% | 1.5% |
| Sep 2026 | — | — | — | — | — |
How has the Elvie and Willow comparison changed over the last 12 months?
3 findings
- Elvie was ahead of Willow in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Elvie’s estimated Share of Search among breast pump brands worldwide moved from 23.8% to 15.2%, and its estimated monthly branded searches moved from 129K to 67.8K.
- Across the 11 months ending August 2026, Willow’s estimated Share of Search among breast pump brands worldwide moved from 0.67% to 1.5%, and its estimated monthly branded searches moved from 3.6K to 6.6K.
How did search popularity change for breast pump brands worldwide in August 2026?
2 changes
In August 2026, Elvie rose from 3rd to 2nd among breast pump brands worldwide.
Estimated monthly branded searches for Willow worldwide rose 83.3% over 11 measured months, from 3.6K to 6.6K in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Elvie’s and Willow’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
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