Johnson's vs Pampers:Which is searched more?
In September 2026, Pampers had more branded searches than Johnson's among baby wipe brands worldwide. Pampers was estimated to have 450K branded searches compared to Johnson's’ 301K, and held a 42.3% Share of Search versus Johnson's’ 28.4%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Johnson's or Pampers?
Compare the baby wipe 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 Pampers, Johnson's. The figures are in the table below the chart.
View monthly share of search table
| Month | Pampers | Johnson's | Huggies | WaterWipes | Curash |
|---|---|---|---|---|---|
| Oct 2025 | 44.8% | 30% | 20% | 4.9% | 0.24% |
| Nov 2025 | 47.4% | 26% | 21.2% | 5.2% | 0.21% |
| Dec 2025 | 47.8% | 26.2% | 21.4% | 4.3% | 0.31% |
| Jan 2026 | 47.4% | 25.9% | 21.2% | 5.2% | 0.31% |
| Feb 2026 | 42.9% | 28.7% | 23.4% | 4.7% | 0.28% |
| Mar 2026 | 47.4% | 26% | 21.2% | 5.2% | 0.25% |
| Apr 2026 | 47.4% | 26% | 21.2% | 5.2% | 0.25% |
| May 2026 | 47.4% | 26% | 21.2% | 5.2% | 0.25% |
| Jun 2026 | 42.4% | 28.4% | 23.2% | 5.7% | 0.27% |
| Jul 2026 | 42.4% | 28.4% | 23.2% | 5.7% | 0.34% |
| Aug 2026 | 39.8% | 26.7% | 26.6% | 6.5% | 0.32% |
| Sep 2026 | 42.3% | 28.4% | 23.1% | 5.7% | 0.51% |
How has the Johnson's and Pampers comparison changed over the last 12 months?
3 findings
- Pampers was ahead of Johnson's in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Johnson's’ estimated Share of Search among baby wipe brands worldwide moved from 30% to 28.4%, and its estimated monthly branded searches moved from 368K to 301K.
- Across the 12 months ending September 2026, Pampers’ estimated Share of Search among baby wipe brands worldwide moved from 44.8% to 42.3%, and its estimated monthly branded searches moved from 550K to 450K.
How did search popularity change for baby wipe brands worldwide in September 2026?
2 changes
In September 2026, Pampers gained estimated Share of Search among baby wipe brands worldwide, from 39.8% to 42.3%.
In September 2026, Johnson's gained estimated Share of Search among baby wipe brands worldwide, from 26.7% to 28.4%.
Other head-to-heads among baby wipe brands
How each brand is measured
Brandwave collects information about searches that people make online using Johnson's’ and Pampers’ 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.
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