Huggies vs TENA:Which is searched more?
In September 2026, Huggies had more branded searches than TENA among nappies brands worldwide. Huggies was estimated to have 246K branded searches compared to TENA’s 165K, and held a 58.8% Share of Search versus TENA’s 39.4%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Huggies or TENA?
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 by month for Huggies, TENA. The figures are in the table below the chart.
View monthly share of search table
| Month | Huggies | TENA | Rascal and Friends | Eco by Naty |
|---|---|---|---|---|
| Oct 2025 | 53.4% | 43.6% | 1.8% | 1.2% |
| Nov 2025 | 53.5% | 43.7% | 1.8% | 0.96% |
| Dec 2025 | 58.3% | 39.1% | 1.6% | 1% |
| Jan 2026 | 58.2% | 39% | 1.6% | 1.3% |
| Feb 2026 | 58.5% | 39.2% | 1.3% | 1% |
| Mar 2026 | 58.5% | 39.2% | 1.3% | 1% |
| Apr 2026 | 58.5% | 39.2% | 1.3% | 1% |
| May 2026 | 58.6% | 39.3% | 1.3% | 0.86% |
| Jun 2026 | 58.7% | 39.4% | 1.1% | 0.86% |
| Jul 2026 | 58.7% | 39.4% | 1.1% | 0.86% |
| Aug 2026 | 59% | 39.4% | 0.86% | 0.71% |
| Sep 2026 | 58.8% | 39.4% | 1.1% | 0.69% |
How has the Huggies and TENA comparison changed over the last 12 months?
3 findings
- Huggies was ahead of TENA in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Huggies’ estimated Share of Search among nappies brands worldwide moved from 53.4% to 58.8%, and its estimated monthly branded searches held steady at 246K.
- Across the 12 months ending September 2026, TENA’s estimated Share of Search among nappies brands worldwide moved from 43.6% to 39.4%, and its estimated monthly branded searches moved from 201K to 165K.
How did search popularity change for nappies brands worldwide in September 2026?
1 change
Estimated monthly branded searches for TENA worldwide fell 17.9% over 12 measured months, from 201K to 165K in September 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Huggies’ and TENA’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.